Manager of Consumer Engagement

Job Title
Manager of Consumer Engagement

Location
BHG Bronson Healthcare Group

Employment Details

Shift: First Shift

Time Type: Full time

Scheduled Weekly Hours: 40

Cost Center: 1000 Administration (BHG)

Job Summary
Lead the strategy, implementation, and ongoing management of the healthcare system’s consumer engagement initiatives and CRM platform. Oversee campaign development, automation, paid media integration, landing page strategy, analytics, and ROI reporting to support consumer acquisition and retention across the entire consumer journey.

Responsibilities

Supervise assigned staff and oversee CRM workflow coordination, reporting, and marketing activities.

Collaborate with the Director of Digital Strategy and other leaders to develop and execute consumer engagement strategies that improve experience, ease of access, and achieve organizational goals.

Develop and execute acquisition, retention, and engagement strategies using CRM, email, automation, paid media, and other digital channels.

Design, implement, and optimize consumer journeys, nurture programs, and automated communication workflows aligned with organizational priorities and consumer needs.

Establish campaign cadence strategy, contact rules, and communication governance to ensure coordinated outreach across audiences and units.

Oversee campaign planning, segmentation, audience management, and related activities to support marketing and communication objectives.

Partner with the Marketing Specialist to develop paid media strategy, including audience targeting, channel recommendations, ad cadence, and integration with CRM and lifecycle marketing.

Guide paid media efforts across channels and collaborate with agency partners to plan, execute, optimize, and review performance.

Oversee campaign landing page strategy and implementation to support conversion, ease of access, and alignment with messaging and user experience best practices.

Develop retargeting strategies and email journey integration to strengthen campaign performance across paid and owned channels.

Ensure all campaigns and media are executed in a PHI/HIPAA‑compliant manner and consistent with privacy, legal, and compliance standards.

Partner with call centers, engagement centers, access teams, and other stakeholders to align outreach strategies, workflows, and communications.

Work closely with IT to define requirements and support accurate flow of patient data from EMR into CRM, enabling campaign execution and reporting.

Collaborate with IT, vendors, and internal stakeholders to support CRM integrations, data quality, workflow design, testing, and launch readiness.

Partner with Finance to develop, validate, and maintain ROI methodology that accurately reflects performance and value of engagement initiatives.

Oversee tracking, analytics, and performance measurement; assist staff in measuring impact of CRM and engagement initiatives.

Develop reporting dashboards, KPI frameworks, and executive summaries demonstrating campaign effectiveness.

Perform ROI analyses and recommend improvements, emphasizing value of CRM investment.

Establish and maintain best practices for campaign strategy, segmentation, audience management, naming conventions, testing, reporting, and optimization.

Define business requirements, workflows, governance standards, and success measures for engagement technologies, including CRM platform implementation.

Lead the RFP process for selecting a CRM and related email/campaign platform.

Coordinate implementation activities with internal teams and external vendors, including setup, testing, workflow design, launch readiness, and adoption planning.

Train staff and users; develop manuals, procedures, and best practices for CRM usage, campaign planning, and reporting.

Monitor activity, analyze performance, identify improvement areas, and recommend ways to increase consumer and referral engagement.

Coordinate and traffic work for assigned responsibilities with stakeholders, agencies, implementation partners, and vendors.

Stay current with CRM, patient engagement, healthcare marketing, paid media, Epic workflows, automation, and analytics best practices.

Qualifications

Bachelor’s degree in marketing, communications, business, healthcare administration, or related field.

Minimum five years of professional experience in healthcare marketing, patient engagement, CRM, digital marketing, lifecycle marketing, or related work within a fast‑paced healthcare organization.

Minimum two years of management or supervisory experience.

Hands‑on experience in marketing CRM strategy, e‑mail marketing, database management, campaign planning, audience segmentation, reporting, analytics, marketing automation, and cross‑channel communication strategy.

Strong knowledge of Epic or similar healthcare platforms and experience with patient communications, access workflows, referral workflows, billing data, and engagement processes.

Experience with multiple CRM and marketing automation platforms; ability to evaluate, design, and optimize platforms.

Experience with paid media strategy, audience targeting, campaign landing pages, retargeting, and collaboration with digital agencies or media partners.

Excellent organizational, project management, interpersonal, and communication skills; ability to coordinate multiple priorities, vendors, and workstreams.

Proven ability to lead cross‑functional teams, drive change, and demonstrate analytical and ROI capabilities.

Familiarity with PHI/HIPAA compliance, privacy, security, and communication standards.

Additional Skills

Strong knowledge of CRM strategy, lifecycle marketing, database marketing, email marketing, and audience segmentation.

Experience partnering with IT, Finance, and agencies to integrate data and measure ROI.

Proficiency in data visualization, analytics tools, and presentation software.

Leadership ability to coach and guide staff and cross‑functional teams through complex projects.

Detail‑oriented, analytical, and process‑oriented mindset.

Proficient use of Office software, SharePoint, and Teams.

Physical/Interpersonal Requirements

Hand/eye coordination, motor skills, and repetitive motion associated with computer usage.

Ability to lift, carry, push, or pull up to 50 pounds.

Ability to sit or stand for extended periods.

Good eyesight, as work is overwhelmingly visual.

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