Director, Marketing Intelligence & Insights

Job description

Overview: Job Description Summary: The Director, Marketing Intelligence & Insights is responsible for leading the organization's marketing intelligence function and transforming data into strategic insights that drive organizational growth, strengthen brand reputation and improve consumer engagement. Reporting to the Vice President, Brand Advancement & Integrated Marketing, this position integrates research, market intelligence, brand measurement, marketing analytics, competitive intelligence and performance reporting to provide meaningful insights that inform strategic decision-making across the organization. The Director serves as a trusted partner to leaders across Marketing & Communications, clinical service lines and administrative departments by helping translate consumer needs, market dynamics and marketing performance into actionable recommendations. This leader is responsible for advancing a culture of evidence-based decision-making and ensuring the organization has the intelligence needed to strengthen its brand, improve marketing effectiveness and support enterprise priorities. This role also provides strategic leadership for the organization's participation in the U.S. News & World Report Best Children's Hospitals rankings, partnering with physician leadership and cross-functional teams to support Nationwide Children's national reputation and competitive position. Job Description: Essential Functions: Marketing Intelligence & Strategy Develop and lead a comprehensive marketing intelligence strategy aligned with organizational priorities and growth objectives. Integrate consumer insights, market intelligence, brand performance and marketing analytics into a unified framework that supports strategic planning. Provide actionable insights and recommendations that inform brand strategy, integrated marketing, digital engagement and service line growth. Monitor industry trends, competitive activity and changing consumer behaviors to identify emerging opportunities and risks. Develop executive dashboards and performance reporting that connect marketing initiatives to organizational goals. This role is a key leader in the MarComm Strategic planning process and will lead our division in the development of long-range and annual metrics. Consumer & Market Insights Lead the organization's qualitative and quantitative market research initiatives. Oversee audience segmentation, audience profiling and journey insights that inform marketing and experience strategies. Design and manage Voice of Consumer and stakeholder feedback programs. Translate research findings into recommendations that strengthen positioning, messaging and consumer engagement. Partner with organizational leaders to identify research priorities and evaluate strategic opportunities. Brand Intelligence & Performance Measurement Lead enterprise brand health measurement, reputation research and competitive benchmarking. Develop meaningful performance metrics and KPIs that demonstrate the effectiveness of marketing investments. Oversee campaign measurement, marketing analytics and return-on-investment reporting across integrated marketing initiatives. Partner with Marketing and Communications teams to optimize marketing performance through data-driven recommendations. Ensure marketing performance reporting is timely, actionable and aligned with organizational priorities. U.S. News & National Reputation Strategy Lead the organization's strategy and coordination for participation in the U.S. News & World Report Best Children's Hospitals rankings. Partner with physician leadership, specialty chiefs, Quality Improvement Services, the Data Resource Center, service line leaders and Marketing & Communications to coordinate survey planning, submission and performance evaluation. Analyze specialty performance, reputation metrics and competitive benchmarks to identify opportunities that strengthen Nationwide Children's national standing. Develop executive reports and strategic recommendations that support continuous improvement and national recognition. Monitor changes in ranking methodologies and national benchmarking opportunities to proactively position the organization for success. Innovation & Data Strategy Continuously evolve marketing intelligence capabilities through modern research methodologies, advanced analytics and emerging technologies. Identify opportunities to improve the collection, integration and application of consumer, market and marketing performance data. Partner with Digital, Information Services and Enterprise Analytics teams to strengthen reporting capabilities and data governance. Evaluate AI-enabled tools and analytics technologies that improve insight generation, operational efficiency and decision-making. Email Governance & Strategy Lead CRM and email marketing programs, ensuring alignment with business objectives, audience strategies, budgets and reporting requirement Drive continuous improvement of email and digital relationship marketing performance through data-driven insights, industry best practices and emerging technologies Oversee the development, execution, and optimization of email campaigns and newsletters, providing strategic direction to team members and cross-functional partners Ensure compliance with applicable email marketing regulations, privacy standards, and healthcare-specific communication policies. Leadership & Collaboration Lead, coach and develop a high-performing team responsible for consumer insights, market research and marketing analytics. Foster a collaborative, innovative and consumer-centered culture focused on continuous learning and improvement. Manage departmental budgets, vendor relationships and external research partners. Build strong partnerships across Marketing & Communications, Strategy, Digital, Clinical Operations and executive leadership to support organizational priorities. Present strategic insights and recommendations to senior leadership and key stakeholders. Serve as a thought leader within the division, promoting the use of consumer insights and analytics to improve organizational performance. Education Requirement: Bachelor's degree in Marketing, Business, Communications, Analytics, Public Health or a related field. Master's degree preferred. Licensure Requirement: (not specified) Certifications: (not specified) Skills: Demonstrated expertise in qualitative and quantitative research methodologies, marketing analytics and performance measurement. Experience translating complex data into strategic recommendations for senior leaders. Proven ability to manage multiple priorities and build collaborative relationships across a complex organization. Experience: Minimum of 8–10 years of progressively responsible experience in marketing, consumer insights, analytics, research or strategic planning, including experience leading teams. Preferred Experience: Experience in healthcare, academic medicine or another complex, consumer-focused organization. Experience with brand tracking, segmentation, Voice of Consumer programs and customer journey research. Experience with digital analytics platforms, business intelligence tools, CRM systems and marketing technologies. Experience using predictive analytics, AI-enabled tools or advanced measurement approaches to generate business insights. Leadership Competencies: Strategic Thinking Consumer-Centered Mindset Business Acumen Analytical Thinking Data Storytelling Innovation & Continuous Improvement Collaboration & Influence Executive Communication Change Leadership Talent Development Financial Stewardship Results Orientation Physical Requirements: OCCASIONALLY: Bend/twist, Climb stairs/ladder, Flexing/extending of neck, Hand use: grasping, gripping, turning, Lifting / Carrying: 0-10 lbs, Lifting / Carrying: 11-20 lbs, Pushing / Pulling: 0-25 lbs, Reaching above shoulder, Repetitive hand/arm use, Squat/kneel, Standing FREQUENTLY: Walking CONTINUOUSLY: Audible speech, Color vision, Computer skills, Decision Making, Depth perception, Hearing acuity, Interpreting Data, Peripheral vision, Problem solving, Seeing – Far/near, Sitting Additional Physical Requirements performed but not listed above: (not specified) "The above list of duties is intended to describe the general nature and level of work performed by individuals assigned to this classification. It is not to be construed as an exhaustive list of duties performed by the individuals so classified, nor is it intended to limit or modify the right of any supervisor to assign, direct, and control the work of employees under their supervision. EOE M/F/Disability/Vet"