Apply at avera.org. Search "VP Digital Marketing".

A Brief Overview

The Vice President - Digital Marketing and Consumer Insights leads Avera's digital marketing, consumer and market intelligence, and customer relationship management (CRM) marketing strategies across an integrated health care delivery network. This role is responsible for shaping a comprehensive digital marketing strategy to enhance Avera's online presence, deepen patient and member engagement, and drive growth through effective online activation and acquisition efforts. Key responsibilities include advancing Avera's digital marketing front door strategy, overseeing marketing analytics, and integrating data-driven insights into all digital marketing initiatives, including integration with Epic.

The VP provides executive leadership for consumer and market intel functions, translating data and trends into actionable insights that guide marketing, service line initiatives, growth strategies, and enterprise-level decisions. This leader also directs the CRM marketing platform to strengthen relationships across the consumer life cycle, optimize personalization, and support system wide growth and retention. Working collaboratively across clinical, operational, IT, HR and strategic planning teams, the VP ensures digital strategies and consumer insights align with organizational priorities.


What you will do

• Develop, implement and continue to nurture a comprehensive digital marketing strategy to advance the health system’s strategic priorities, while overseeing digital marketing operations and ensuring vendor relationships are effective and good value for investments.

• Advance the development of our department’s digital marketing, AI and market/consumer intelligence road maps, including technologies that transform our marketing and market intelligence approaches for efficiency and effectiveness to achieve system priorities, achieve operational initiatives and grow our department as a strategic asset for the organization.

• Identify and guide solutions that leverage EHR data to enhance digital marketing interactions and consumer/patient/member experience, including supporting patient/member experience, population health engagement initiatives, loyalty building, acquisition and growth.

• Partner with Operations, Quality, IT, clinical teams/service lines, Finance, HR, Public Policy, and others to integrate digital strategies across the organization. Demonstrate intradepartmental collaboration to design and lead digital marketing and data strategies that help colleague initiatives be successful.

• Oversee the development and implementation of online reputation strategies in collaboration with VP Marketing & Brand Strategy and VP Communications/PR & Community Engagement.

• Collaborate with Data and Analytics team to develop and maintain dashboards and performance metrics to effectively communicate digital marketing performance and outcomes, make course corrections and steward investments.

• Lead the health care system's market/consumer intelligence strategy. Work with Data and Analytics team in the collection, analysis and interpretation of market data to support strategic decision-making, business development, and competitive positioning. Ensure alignment between consumer insights and the health system’s strategic priorities.

• Demonstrate exceptional communication skills to translate complex technologies and data into clear, actionable insights, while maintaining professionalism with executive leadership and collaboration across teams. Exhibit strong leadership to build and grow a high-performing team, combined with humility, compassion, and strategic thinking to solve complex problems and identify opportunities. Apply advanced proficiency in digital marketing and analytics tools (CRM, marketing automation, web/social analytics, data visualization, and content management systems) to drive strategic growth. Maintain excellent interpersonal skills to foster relationships with diverse stakeholders, and utilize critical thinking, problem-solving, and multitasking abilities to achieve organizational objectives.

• Focus on guiding and applying insights while partnering closely with Data and Analytics team for data sourcing and technical capabilities.

• Responsibilities include interviewing, hiring, developing, training, and retaining employees; planning, assigning, and leading work; appraising performance; rewarding and coaching employees; addressing complaints and resolving problems.

Essential Qualifications

The individual must be able to work the hours specified. To perform this job successfully, an individual must be able to perform each essential job function satisfactorily including having visual acuity adequate to perform position duties and the ability to communicate effectively with others, hear, understand and distinguish speech and other sounds. These requirements and those listed above are representative of the knowledge, skills, and abilities required to perform the essential job functions. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential job functions, as long as the accommodations do not cause undue hardship to the employer.

Required Education, License/Certification, or Work Experience:

• Bachelor's in Marketing, Business Administration, Health Administration, Digital Marketing/Communications or a related field. or

• 10+ years progressive experience in digital strategy, marketing, or related roles.

Expectations and Standards

• Commitment to the daily application of Avera’s mission, vision, core values, and social principles to serve patients, their families, and our community.

• Promote Avera’s values of compassion, hospitality, and stewardship.

• Uphold Avera’s standards of Communication, Attitude, Responsiveness, and Engagement (CARE) with enthusiasm and sincerity.

• Maintain confidentiality.

• Work effectively in a team environment, coordinating work flow with other team members and ensuring a productive and efficient environment.

• Comply with safety principles, laws, regulations, and standards associated with, but not limited to, CMS, The Joint Commission, DHHS, and OSHA if applicable.