Vice President Brand

Position summary

The Vice President (VP), UHealth Marketing Strategy and Growth leads enterprise marketing strategy for UHealth service lines and disease programs with clear accountability for profitable growth. This role owns strategy, demand generation direction, and performance management across direct-to-consumer and direct-to-provider tactics, ensuring marketing investment translates to measurable outcomes including volume, payer mix, contribution margin, and reputation.

This leader brings strong healthcare business acumen and a deep understanding of how patients and referring providers choose care. The VP partners closely with clinical, operational, and finance leaders to connect growth priorities to executable marketing and patient access plans, and to remove friction across the patient journey, with particular focus on the digital front door (find-a-doctor, service pages, search, conversion pathways, scheduling access, call center handoffs, and follow-up engagement). The VP ensures marketing is not just promotion, but a lever to improve access, experience, and financial performance.

KEY RESPONSIBILITIES

Growth strategy and healthcare business performance

• Owns UHealth marketing strategy and quarterly growth plans tied to business objectives, including volume, acuity, payer mix, and contribution margin.

• Partners with finance, strategy, and service line leadership to define ROI and margin-based success measures and to prioritize investments based on return.

• Leads business cases for major initiatives (campaigns, channels, platforms, patient journey improvements) and recommends investment decisions based on measurable impact.

Demand generation across direct-to-consumer and direct-to-provider

• Leads integrated demand strategy across DTC (paid media, search, web, nurture, retargeting, reputation and brand) and direct-to-provider (referral development support, physician-to-physician outreach, referral pathways, affiliate and partner enablement).

• Defines channel strategy, audience segmentation, and a testing roadmap to improve conversion efficiency and drive profitable growth.

• Ensures provider and referral tactics align with access realities, specialty capacity, and service line priorities.

Patient experience and the digital front door

• Serves as an executive leader for patient experience and access growth, partnering with digital, operations, access, and call center teams to improve the end-to-end journey.

• Drives digital front door strategy and improvement priorities including find-a-doctor experience, service line journeys, SEO and AEO, content pathways, conversion UX, appointment scheduling flows, lead capture, and follow-up engagement.

• Uses consumer and patient insights to reduce friction, increase conversion, and strengthen loyalty and retention.

Measurement, attribution, and ROI discipline

• Establishes measurement framework and reporting cadence with clear definitions for pipeline, conversion, and ROI outcomes; ensures consistent tracking across tactics and channels.

• Connects marketing performance to business outcomes including net revenue and contribution margin (where data is available), and drives optimization decisions based on what improves return.

• Leads executive performance readouts, translating results into insights, implications, and decisions.

Executive stakeholder leadership and cross-functional alignment

• Serves as a senior strategic partner to service line clinical and administrative leaders, aligning on goals, priorities, and expectations, and maintaining strong communication and trust.

• Works closely with enterprise counterparts (Operations, Marketing Technology, Communications, Brand, Content Studio) to plan, execute, and measure multi-channel efforts with speed and quality.

• Drives cross-functional accountability to outcomes, removes barriers, and escalates risks and tradeoffs as needed.

Team leadership

• Leads and develops Marketing Directors and Coordinators aligned to specific service lines and disease programs; sets performance expectations and strengthens capability in healthcare marketing, analytics, and patient journey thinking.

• Establishes consistent planning standards, briefing quality, and performance management practices across the UHealth marketing team.

Qualifications

• Bachelor’s degree required; advanced degree preferred.

• Minimum 15 years of progressive leadership experience in healthcare marketing, growth strategy, or related enterprise marketing roles.

• Required: experience in an academic medical center environment or an adjacent complex, multi-stakeholder enterprise (e.g., higher education, health system, or similarly matrixed organization).

• Demonstrated ability to tie marketing investment to business outcomes, with fluency in healthcare economics (volume, capacity, payer mix, contribution margin, access constraints).

• Strong experience with digital and performance marketing, conversion strategy, and measurement/attribution approaches.

• Proven executive stakeholder leadership with clinical, opera