VP Marketing

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
Provides overall strategic direction and marketing input to MarComm division strategy discussions and enterprise initiatives
Translates enterprise and regional priorities into targeted campaigns that increase awareness, engagement and patient acquisition
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
Serves as the escalation point for senior stakeholders as needed (e.g., department leaders) regarding marketing strategy, campaign priorities and brand alignment
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
Partners with other MarComm leaders - including communications, digital and creative teams - to align messaging, brand and outreach efforts with UF Health priorities
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
Directs development and management of patient- and stakeholder-focused marketing content and assets, ensuring consistency, quality and compliance with brand standards
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
Oversees marketing budget allocation, vendor and agency management and measurement of advertising/campaign ROI
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
Works with the Deputy Marketing & Communications Officer to drive adoption of the new MarComm operating model, processes and ways of working
Illustrative Performance Metrics

Brand Awareness and Reach:

System campaign engagement; impressions/share of voice; growth in enterprise-wide brand awareness and recognition
Specialty Marketing Effectiveness:

Clinical stakeholder satisfaction and engagement; campaign performance by specialty/service line; growth in targeted segments
Demand Generation Performance:

Advertising click-through rates; lead-to-patient conversion rates; appointment volume and service line growth attributable to marketing campaigns
Demand Generation & Conversion:

ROI and attribution across digital and traditional channels
Patient Acquisition & Engagement:

Increase in patient leads, appointments and engagement from marketing campaigns
Enterprise Growth:

Measurable contribution to enterprise growth objectives
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
Necessary Skills

Leadership Skills

Effective Written and Verbal Communication
Executive Presence and Senior Stakeholder Management
Relationship Building and Management
Strategic Thinking
Enterprise Marketing Vision
Problem Solving
Data-Driven Decision-Making
Cross-Functional Collaboration
Talent Development and Mentorship
Change Leadership and Operational Excellence
Professional Skills

Enterprise and Specialty Marketing Strategy
Demand Generation and Patient Acquisition Campaigns
Media Channel Planning, Advertising Leadership and Campaign Optimization
Marketing Measurement, Data Analysis and ROI Optimization
Patient Recruitment and Engagement Marketing
Brand Management and Content Development
Superior Written and Verbal Communication and Presentation Skills
Budget, Vendor and Project Management
Cross-Functional Campaign Coordination and Stakeholder Engagement
Familiarity with Health Care, Academic Medicine or Other Complex Environments
Excellent Judgment
Ability to Work Independently and Collaboratively as Part of a Team in a Fast-Paced Environment
Qualifications

Education

Bachelor's degree in marketing, advertising, communications, journalism, business or related field required
Master's degree in relevant area of specialization preferred
Experience

10+ years of progressive leadership in marketing, preferably in health care, academic health systems or multi-hospital organizations
Experience leading enterprise or multi-regional marketing teams and initiatives
Proven success in specialty marketing, demand generation, patient acquisition and engagement campaigns
Demonstrated ability to influence senior leadership and execute enterprise-wide marketing strategies