Associate Director, Brand Strategy and Marketing

at  University of California San Francisco

As the Associate Director of Brand Strategy and Marketing for UCSF Health, you will play a crucial role in shaping and stewarding the UCSF Health brand, overseeing brand marketing initiatives and advertising, and ensuring alignment with organizational goals and objectives. This role requires a strategic thinker who is collaborative and highly organized, with a deep understanding of brand management, market research, customer segmentation, and media planning.
This is a remote position; however, we have a strong preference for candidates who reside in California.

The successful candidate will:

• Develop and implement strategies to strengthen the brand’s position in market.
• Direct creative advertising campaigns that effectively communicate the brand’s message and value proposition to the target audience. This involves overseeing collaboration with media planners, external agencies, marketing strategy, and creative teams to ensure delivery of compelling content for various channels such as print, digital, TV, radio, and social media.
• Oversee media planning and buying to ensure use of the most effective media channels to reach the target audience. This includes allocating advertising budgets, briefing media partners, and tracking advertising spend as well as performance metrics.
• Use tools and analytics to test and measure the effectiveness of advertising campaigns and identify areas for improvement.
• Collaborate with other departments such as patient experience and communications to ensure brand consistency and alignment across all customer touchpoints. This involves communicating brand guidelines and providing support for brand-related initiatives.
• Establish brand identity guidelines to ensure consistency across all marketing materials and touchpoints. This includes elements such as logo usage, typography, color palette, imagery style, and tone of voice.
• Collaborate with colleagues in strategic marketing, digital marketing, marketing technology and operations, physician outreach, and communications to ensure integrated and coordinated brand marketing efforts.
• Have familiarity of the Bay Area population, health systems, and issues impacting consumer and providers’ healthcare choices.
• Oversee market research efforts to gather insights into consumer behavior, market trends, and competitive landscape. This includes analyzing data from surveys, focus groups, and market studies to inform advertising strategies and campaign development.
• Manage vendor partners, including advertising and media agencies, in support of brand objectives.
• Serve a prominent representative of the UCSF Health brand
• Perform other duties as assigned
• Some travel required

The final salary and offer components are subject to additional approvals based on UC policy.
Your placement within the salary range is dependent on a number of factors including your work experience and internal equity within this position classification at UCSF. For positions that are represented by a labor union, placement within the salary range will be guided by the rules in the collective bargaining agreement.
The salary range for this position is $105,900 - $225,900 (Annual Rate).
To learn more about the benefits of working at UCSF, including total compensation, please visit: https://ucnet.universityofcalifornia.edu/compensation-and-benefits/index.html

DEPARTMENT DESCRIPTION

UCSF Health Marketing raises the profile of UCSF Health, improves professional recognition and helps foster the sustainable growth by clearly and consistently communicating why UCSF is the best place to come for care.

REQUIRED QUALIFICATIONS

• Bachelor’s degree in marketing, communications or related field
• 12 years’ experience in a marketing or communications role, ideally with a brand purview
• Strong skills in strategic planning, effectively organizing resources and vendors, and establishing campaign strategy and timelines
• Solid knowledge of marketing principles, concepts, strategies and best practices
• Strong interpersonal communication and political acumen skills and advanced skills to represent the department and health system with other institutional and / or external constituencies
• Ability to manage competing priorities, resolve or appropriate escalate obstacles, and execute quickly and accurately
• Skilled presenter with ability to develop and present succinct, impactful, creative presentations which convey brand marketing mastery
• Excellent market research, analytical, and problem recognition, avoidance and resolution skills
• Strong skills to produce results and achieve predetermined goals within budget and time constraints

PREFERRED QUALIFICATIONS

• Five (5) years’ management experience, including selection, training, evaluating and mentoring staff
• Health care experience
• Agency experience

Please refer the Job description for details