Marketing Manager

Lead Marketing Strategy That Drives Growth

UVA Health is seeking a Marketing Manager to join the Office of Strategic Marketing and Communication and lead service line marketing strategies that build awareness, strengthen reputation and preference, and drive patient acquisition and growth.

Leading the service line team, the Marketing Manager will oversee integrated marketing strategy for key clinical services and organizational priorities. This role will serve as a senior strategic partner to clinical and operational leaders, bringing together deep knowledge of the business, audiences, competitive landscape, brand, and market to develop strategies that deliver measurable results.

The ideal candidate is an experienced marketing strategist and people leader who combines business acumen, audience empathy, creative thinking, strong relationship-building skills, and a commitment to measurable outcomes.

What You'll Do

Team Leadership & Development

• Lead, coach, and develop a team of marketing strategists responsible for service line and other strategic marketing portfolios.

• Establish high standards for strategic planning, stakeholder management, briefing, campaign development, measurement, and optimization.

• Provide strategic guidance across the team's portfolio, helping strategists solve complex business and marketing challenges and elevate the impact of their work.

• Build team capabilities through coaching, feedback, professional development, and sharing of marketing best practices.

• Prioritize and allocate team resources across competing organizational and service line needs.

Service Line Marketing Strategy

• Oversee marketing strategy for priority clinical service lines and organizational initiatives, with a focus on awareness, reputation, preference, patient acquisition, and market share.

• Translate clinical and business priorities into integrated marketing strategies grounded in audience needs, market opportunities, brand strategy, and measurable objectives.

• Guide annual and initiative-specific strategies that align objectives, audiences, messaging, content, channels, and measurement.

• Identify opportunities to strengthen UVA Health's competitive position and connect audiences with relevant services and expertise.

• Ensure strategies balance brand and reputation building with acquisition and measurable business outcomes.

Stakeholder & Business Partnership

• Build and manage trusted relationships with senior clinical, operational, and administrative stakeholders across UVA Health.

• Serve as a strategic marketing lead with deep knowledge of assigned businesses, clinical services, audiences, priorities, and growth opportunities.

• Partner with stakeholders to define business challenges, establish marketing objectives, prioritize opportunities, and align on strategies and measures of success.

• Bring a proactive marketing perspective to stakeholder conversations, identifying opportunities and recommending approaches rather than simply responding to requests.

• Represent marketing strategy confidently with senior leaders, clearly articulating recommendations, tradeoffs, results, and opportunities.

Insights & Audience Strategy

• Use business, brand, audience, competitive, market, clinical, operational, and performance insights to inform marketing strategy and investment decisions.

• Lead development of strategic and creative briefs that clearly define the business challenge, audience, objectives, insights, positioning, messaging, desired action, and measures of success.

• Develop and apply audience personas and patient journeys to understand motivations, barriers, information needs, decision points, and opportunities for engagement.

• Lead competitive and market assessments to understand UVA Health's position and identify opportunities for differentiation and growth.

• Incorporate market share, utilization trends, consumer perceptions and preferences, demographics, and audience behavior into strategic planning.

Messaging, Content & Creative Strategy

• Drive messaging strategy for priority service lines and initiatives, ensuring communications are audience-centered, differentiated, relevant, and aligned with the UVA Health brand.

• Partner with creative, content, communications, digital, channel teams, and external agencies to translate strategy into compelling marketing.

• Provide clear strategic direction through briefs, consultation, feedback, and review throughout development.

• Guide ongoing content ideation based on patient journeys, business priorities, performance insights, and identified content gaps.

• Ensure marketing assets and experiences work together across the patient journey and remain aligned with strategic objectives.

Performance & Optimization

• Establish clear objectives and measures of success for service line marketing strategies and major initiatives.

• Partner with analytics and performance marketing colleagues to assess campaign performance, patient engagement, conversion, and return on investment.

• Use performance and market insights to identify opportunities for optimization and ensure recommendations translate into action.

• Lead strategic reviews that bring together marketing, market, clinical, operational, financial, competitive, and audience insights to inform future plans.

Cross-Functional & Strategic Leadership

• Partner across Strategic Marketing and Communications to align service line strategies with brand, communications, content, creative, digital, performance marketing, and analytics priorities.

• Build alignment across internal teams, external agencies, and other partners responsible for translating strategy into execution.

• Identify opportunities to improve strategic planning, stakeholder engagement, team workflows, and marketing effectiveness.

• Advance consistent tools and best practices for service line marketing strategy across UVA Health.

• Lead and contribute to high-priority departmental and organizational initiatives.

Why UVA Health?

At UVA Health, marketing helps patients and communities understand their healthcare options, discover our offerings, and choose us for the care they need. As Marketing Manager, you'll help bring together business strategy, audience insight, creativity, and data to build preference for UVA Health and support meaningful organizational growth.

You'll lead and develop a talented team of marketing strategists, partner with clinical and operational leaders across a nationally recognized academic health system, and influence marketing strategies that reach audiences across Virginia and beyond.

What We're Looking For

The successful candidate will bring:

• Significant progressive marketing experience, including developing and leading integrated marketing strategies in a complex organization.

• Demonstrated experience leading, coaching, and developing marketing professionals.

• Strong ability to translate business objectives, audience insights, and market opportunities into clear, actionable strategies.

• Experience serving as a strategic partner to senior stakeholders and building trusted relationships across complex organizations.

• Expertise in strategic and creative briefs, audience strategy, personas, customer or patient journeys, competitive assessments, messaging strategy, and integrated marketing planning.

• Strong understanding of brand and acquisition marketing and how they work together to build reputation, preference, engagement, and growth.

• Experience across digital and traditional marketing channels with the ability to guide integrated strategies without being the hands-on channel expert.

• Strong understanding of marketing measurement and the use of market, audience, campaign, utilization, and ROI data to inform strategy.

• Experience guiding creative, content, and messaging development with internal teams and external agencies.

• Excellent communication, presentation, relationship-building, judgment, and problem-solving skills, including the ability to influence senior leaders.

• A proactive, curious, and continuous-improvement mindset with a passion for developing people and delivering measurable business results.

MINIMUM REQUIREMENTS:

Education: Bachelor's degree required.

Experience: 6+ years relevant professional experience, to include 2+ years of formal people management experience required.

Licensure: None.

PREFERRED: Healthcare marketing experience.

PHYSICAL DEMANDS:

This is primarily a sedentary job involving extensive use of desktop computers. The job does occasionally require traveling some distance to attend meetings, and programs.

Benefits

• Comprehensive Benefits Package: Medical, Dental, and Vision Insurance

• Paid Time Off, Long-term and Short-term Disability, Retirement Savings

• Health Saving Plans, and Flexible Spending Accounts

• Certification and education support

• Generous Paid Time Off

UVA Health is a world-class Magnet Recognized academic medical center and health system with a level 1 trauma center. 2023-2024 U.S. News & World Report "Best Hospitals" guide rates UVA Health University Medical Center as "High Performing" in 5 adult specialties and 14 conditions/procedures. We are one of 70 National Cancer Institute designated cancer centers. UVA Health Children's is named by 2023-2024 U.S. News & World Report as the best children's hospital in Virginia with 9 specialties ranked among the best in the nation. Our footprint also encompasses 3 community hospitals and an integrated network of primary and specialty care clinics throughout Charlottesville, Culpeper, Northern Virginia, and beyond.

The University of Virginia is an equal opportunity employer. All interested persons are encouraged to apply, including veterans and individuals with disabilities. Learn more about UVA's commitment to non-discrimination and equal opportunity employment.