Overview:
The Vice President, Marketing oversees all aspects of enterprise-wide marketing at UF Health, leading strategy, execution and performance measurement for marketing initiatives across the health system and operating in a matrixed, multi-region environment. This role is responsible for advancing brand awareness, patient acquisition and engagement by directing a team of marketing leads and ensuring alignment with UF Health’s mission, vision and strategic priorities. The VP, Marketing partners with clinical, operational and communications leaders to deliver high-impact campaigns and oversee demand generation advertising and specialty/service line marketing initiatives, optimizing advertising performance and driving measurable results. This role partners with other division leaders to champion a high-performance culture grounded in accountability, innovation and continuous improvement.
Responsibilities:
- Oversees planning, execution and evaluation of marketing strategies and campaigns for the entire health system, including specialty and service line marketing
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Provides overall strategic direction and marketing input to MarComm division strategy discussions and enterprise initiatives
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Translates enterprise and regional priorities into targeted campaigns that increase awareness, engagement and patient acquisition
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Leads and manages a team of marketing leads across multiple regions, ensuring coordinated, high-performing marketing support tailored to stakeholders tiered by specialty / service line
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Serves as the escalation point for senior stakeholders as needed (e.g., department leaders) regarding marketing strategy, campaign priorities and brand alignment
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Provides leadership oversight for demand generation advertising and health promotion efforts, developing and optimizing campaigns that convert prospects into patients and support system growth objectives
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Partners with other MarComm leaders — including communications, digital and creative teams — to align messaging, brand and outreach efforts with UF Health priorities
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Analyzes market trends, consumer insights and campaign performance; adapts marketing strategies and plans to optimize campaign performance across digital, print, broadcast and experiential channels to maximize awareness, engagement and patient acquisition and enhance reputation; uses analytics to drive results
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Directs development and management of patient- and stakeholder-focused marketing content and assets, ensuring consistency, quality and compliance with brand standards
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Ensures marketing projects are delivered on time, within budget and aligned with enterprise mission, vision and strategic priorities, incorporating emerging tools and technologies when appropriate
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Oversees marketing budget allocation, vendor and agency management and measurement of advertising/campaign ROI
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Mentors, coaches and develops marketing team members to foster a collaborative, data-driven and high-performing culture, emphasizing professional growth, accountability and innovation; explores AI tools to enhance efficiency and boost results
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Works with the Deputy Marketing & Communications Officer to drive adoption of the new MarComm operating model, processes and ways of working
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Brand Awareness and Reach: System campaign engagement; impressions/share of voice; growth in enterprise-wide brand awareness and recognition
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Specialty Marketing Effectiveness: Clinical stakeholder satisfaction and engagement; campaign performance by specialty/service line; growth in targeted segments
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Demand Generation Performance: Advertising click-through rates; lead-to-patient conversion rates; appointment volume and service line growth attributable to marketing campaigns
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Demand Generation & Conversion: ROI and attribution across digital and traditional channels
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Patient Acquisition & Engagement: Increase in patient leads, appointments and engagement from marketing campaigns
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Enterprise Growth: Measurable contribution to enterprise growth objectives
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Team & Operational Effectiveness: Engagement, development and retention of regional marketing leads and teams; efficiency, quality and coordination of campaigns across four regions; effective management of budget, vendors and campaign deliverables
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Effective Written and Verbal Communication
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Executive Presence and Senior Stakeholder Management
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Relationship Building and Management
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Strategic Thinking
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Enterprise Marketing Vision
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Problem Solving
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Data-Driven Decision-Making
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Cross-Functional Collaboration
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Talent Development and Mentorship
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Change Leadership and Operational Excellence
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Enterprise and Specialty Marketing Strategy
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Demand Generation and Patient Acquisition Campaigns
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Media Channel Planning, Advertising Leadership and Campaign Optimization
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Marketing Measurement, Data Analysis and ROI Optimization
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Patient Recruitment and Engagement Marketing
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Brand Management and Content Development
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Superior Written and Verbal Communication and Presentation Skills
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Budget, Vendor and Project Management
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Cross-Functional Campaign Coordination and Stakeholder Engagement
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Familiarity with Health Care, Academic Medicine or Other Complex Environments
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Excellent Judgment
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Ability to Work Independently and Collaboratively as Part of a Team in a Fast-Paced Environment
Qualifications:
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Bachelor’s degree in marketing, advertising, communications, journalism, business or related field required
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Master’s degree in relevant area of specialization preferred
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10+ years of progressive leadership in marketing, preferably in health care, academic health systems or multi-hospital organizations
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Experience leading enterprise or multi-regional marketing teams and initiatives
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Proven success in specialty marketing, demand generation, patient acquisition and engagement campaigns
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Demonstrated ability to influence senior leadership and execute enterprise-wide marketing strategies
