Bronson Healthcare is seeking a dynamic webmaster & digital media leader to support, deploy and manage a full complement of online strategies via our website, intranet and digital channels. As a member of the Corporate Communications team, the Manager of Digital Media Channels plays a key role in developing, implementing and analyzing digital initiatives to engage customers and enhance their experience. Responsibilities include oversight of web, digital, social media, CRM and direct marketing strategies, guiding staff in content development (copy/video/graphics), as well as providing hands-on problem resolution, technical support, and analytics reporting for all channels. This is an exciting hybrid full-time job opportunity to advance your career with the region’s largest employer and leading healthcare system.

JOB DESCRIPTION

The Digital Media Channels Manager is responsible for implementing web, digital, video, social media and direct marketing strategies for the Bronson Healthcare system. Primary responsibilities of this hands-on position include overseeing content, functionality and analytics reporting for the healthcare system’s websites, intranets, microsites, and social media channels; coordinating digital advertising and SEM/SEO; maintaining customer databases, initiating direct marketing campaigns; overseeing video production and the workflow of in-house graphic design staff and communication specialists.

They are a process-oriented team player who assists the System Director of Corporate Communications with day-to-day operations of an integrated marketing and communications department, and helps guide the team in collaborating with clients, agencies and vendor partners to achieve digital media marketing and communication objectives.

The ideal candidate has a demonstrated track record of excellence in marketing and communications; understands how to develop and execute brand and product line strategies utilizing digital channels; is an excellent writer, communicator and analyst; and an adept team leader with proven supervisory experience.

Skills and Abilities

The ideal candidate for this position has:

• Proven track record of successfully coaching and leading a multidisciplinary team.
• Excellent organizational and project management skills; able to coordinate multiple priorities, deadlines, and projects.
• Excellent interpersonal, written and verbal communication skills with openness to developmental feedback and willingness to engage in creative problem-solving.
• Results-oriented with clear understanding of analytics and software tools to measure delivery on strategic objectives.
• Knowledgeable about traditional media channels and integrated media marketing.
• Strong ability using analytics tools and applications to generate, analyze, interpret and present data to inform strategic decision making and tracking of return on investment.
• Ability to recommend content strategy based on information through content analysis, site audits, competitive assessments, A/B testing and metrics.
• Research, evaluate and test new marketing tools as they relate to the organization’s websites and digital channels operation.
• Manage social media channels and provide insights and industry standards to team.
• Highly knowledgeable about digital media outlets and marketing strategies, as well as emerging media and new technology platforms.
• Hands-on experience in administering social media tools and identifying and engaging online influencers.
• Hands-on experience in customer relationship marketing, e-mail marketing, and database management.
• Hands-on experience in media planning and scheduling online advertising campaigns.
• Knowledgeable about graphic design and print production processes
• Knowledgeable about photography and video production processes: videotaping, writing, producing, editing.
• Ability to translate concepts for non-technical colleagues to inform, build consensus and garner buy-in for web and digital related projects and initiatives.
• Highly analytical, process-oriented with excellent attention to detail.
• Adept user of office technology including Outlook, Excel, PowerPoint, SharePoint, Teams

WORK ENVIRONMENT

This job is a hybrid full-time position. Work office is a barrier-free office setting. May require the ability to move about to various locations within the organization and community when needed. Duties may bring employee into a variety of patient care areas and into contact with patients of all ages and conditions.

PHYSICAL DEMANDS

The primary physical skills required for the job

• Hand/eye coordination
• Motor skills
• Repetitive motion associated with computer usage
• Lifting, carrying, pushing or pulling to 50 pounds
• Ability to sit/stand for extended periods of time
• Good eyesight as work is overwhelmingly visual

INTERPERSONAL REQUIREMENTS

Employee must have excellent written and verbal communications skills; a positive “can do” attitude; superior project management and organizational skills; experience engaging and coaching staff; able to calmly handle multiple tasks under deadline pressure; a professional demeanor and presentation; exceptional customer service skills; creativity; the ability to work independently as well as collaboratively, in a matrixed organizational structure.

ESSENTIAL DUTIES AND RESPONSIBILITIES

• Supervise assigned Corporate Communications department staff and functions related to web, digital, social media, graphic design and database marketing.
• Work with director and vice president to develop and execute digital media strategies to build the brand, engage stakeholders and achieve organizational goals.
• Coordinate and traffic work for assigned areas of responsibilities with external agency and vendor partners.
• Develop and execute patient acquisition and retention strategies. Target segmented consumers, patients and referral sources using direct, digital, and social media. Drive traffic and convert service users to system users.
• Oversee analytics reporting and assist staff in developing, implementing and measuring the impact of digital marketing/communication plans.
• Oversee and optimize content and functionality of the organization’s websites, mobile sites and intranet sites in conjunction with vendor partners.
• Train staff, web content administrators; develop manuals, procedures and instructions.
• Copy edit and proofread all digital content ensuring a consistent brand voice, tone, look and feel across all media platforms.
• Develop, implement, and maintain the healthcare system’s social media networks to engage stakeholders to meet strategic objectives.
• Synthesize and utilize research to develop interactive strategies and evaluate results.
• Provide counsel about the most powerful messages and methods to communicate interactively through digital media.
• Oversee department’s graphic design, photography and production processes and review materials created by staff. Maintain policies and procedures for use and storage of photos, videos and graphics.
• Assist director in enforcing brand standards, quality control and compliance with policies for all print, digital, web and social media channels.
• Work with staff to monitor activity, analyze performance, identify areas of improvement, and recommend ways to increase consumer, employee and medical staff interaction with the brand.
• Manage finances to achieve objectives within approved budgets.
• Perform ROI analyses and identify recommendations for constant improvement.
• Stay current with marketing best practices and interactive developments.
• Performs other duties as assigned.

QUALIFYING STATEMENT

The above duties and responsibilities are intended to describe the general nature and level of the work being performed by employees assigned to this job. They are not an exhaustive list of all duties and responsibilities associated with it. To fully perform this job successfully, an individual must meet the minimum qualifications, meet the accompanying physical demands, and be able to work in the described environment. However, reasonable accommodations will be made to hire and/or retain individuals who are qualified under the Americans with Disabilities Act.

PERFORMANCE STANDARDS

The following are the primary performance categories and competencies that are used to evaluate each employee in this job. The specific measurements and records of performance are kept within each department/unit.

1. DOCUMENTATION: Demonstrates the competencies associated with the paperwork or charting aspect of the job. For some jobs, e.g., clerical, this is a major function of the job. For others, e.g., direct patient care jobs, it demonstrates that the employee documents their work appropriately and not how well the work is performed. Data is gathered from charts, notes, paperwork, completed documents, etc.
2. JUDGMENT/DECISION MAKING: Demonstrates the ability to evaluate the factors relevant to a situation and make timely decisions that add value to the services provided. Data is gathered from peer review, observation, customer comments/suggestions, etc.

III. TECHNICAL SKILLS: Demonstrates competency in the skills or tasks required for the employee’s job. Data is gathered via peer review, observation, etc.

1. TEAMWORK: Demonstrates the competencies necessary for developing and maintaining cooperative relationships with others at all levels of the organization by sharing information, workload responsibilities, decision-making and recognition of others in pursuit of a common purpose. Evidence is gathered via peer review, observation, etc.
2. PRODUCTIVITY: Demonstrates the ability to achieve the desired work result effectively and efficiently with the minimum of time and resources. Evaluated through peer review, observation, etc.
3. QUALITY IMPROVEMENT: Demonstrates competencies necessary for the integration of quality control into the job, department and/or organization-wide improvements. Data is gathered through documented improvement processes.

VII. COMMUNICATION SKILLS: Demonstrates appropriate communication skills with patients, visitors, coworkers, supervision, physicians and others. Includes verbal and telephone skills.Data gathered via observation, workshop/presentation evaluation form, and written or verbal feedback from customers.

VIII. PROFESSIONAL GROWTH: Participates in a program of self-development and continuous education. This is for all employee mandatory in-services, other in-services, educational activity, and community service as required by the job.Data gathered from sign in sheets and department records.

1. EXTENDED ROLES: This itemizes extended roles (if any) the employee performs, i.e., charge, preceptor, etc. For each advanced role, a separate competency list is required.
2. CUSTOMER SERVICE: Demonstrates adherence to the standards as provided in the Bronson “Commitment to Customer Service,” i.e., Commitment Statements, Quality Service Standards and the Interaction Process, which includes the Service Recovery “AAA Action Plan.” Data gathered via observations, customer surveys, and other written and verbal feedback from customers.
3. AGE SPECIFIC (Direct patient care jobs only): The employee must be able to demonstrate the competencies necessary to provide services appropriate to the age of the population served. Data gathered from observation and department records.

The position requires a bachelor’s degree in marketing, communications, business or related field and a minimum of five years professional experience leading a team within a fast-paced organization. Must have hands-on experience in web, digital, video, social media and direct marketing practices and trends; content management system (coding experience is helpful); SEM/SEO implementation, principles and methodologies; graphic design processes and production for traditional and digital formats; writing and editing experience; and a proven track record of results-based implementation. Familiarity with Google Analytics, Google Data Studio, Google Ad Manager, SharePoint, databases management systems and CMS systems. Healthcare background preferred.