Director – Marketing Automation & Lifecycle Engagement

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The Department of Marketing Technology & Analytics is currently seeking a Director of Marketing Automation & Lifecycle Engagement to work in Miami.

This role owns the message and automation architecture for UHealth marketing: what a given person receives from us, when, through which channel, and how often. That applies across patients, prospective patients, and referring physicians. The work is designing how a relationship develops over time and building that logic into our platforms. It requires deep knowledge of how marketing automation and CRM tools work in practice, and the judgment to match the right tool to the right job.

This is a product user role. The Director will work hands-on inside our marketing platforms, including the configuration that marketing owns, but will not build integrations, engineer data pipelines, or administer platform environments. They will know these platforms well enough to use them fully, specify requirements clearly for the teams who do build, and evaluate tools against real marketing needs.

Current conditions are difficult. The health-side marketing footprint is thin relative to the academic side, list health is poor, sending reputation is shared and unmanaged, and campaign activation is currently gated on completion of an enterprise platform security review. The first year is a rebuild of the activation foundation, not a launch of new channels.

Platform administration, provisioning, and security posture sit with IT. This Director is the business owner of the marketing use of those platforms and is accountable for using them in a way IT and Compliance can support and defend.

PRIMARY RESPONSIBILITIES

Message Architecture and Lifecycle Design  (35%)

• Own the message architecture for UHealth marketing: the rules that decide what any given patient, prospective patient, or referring physician receives, on what trigger, in what sequence, and through which channel.

• Design lifecycle journeys across acquisition, care navigation, appointment conversion, no-show and cancellation recovery, service line campaigns, and reactivation, built on how people actually move through care rather than on campaign calendars.

• Build the segmentation logic that makes targeting meaningful, translating clinical relevance, geography, engagement history, and stated preference into audiences that hold up under compliance review.

• Establish over-messaging governance across service lines: frequency caps, campaign priority rules, and one view of everything a person is being sent, coordinated with Patient Experience so marketing and clinical outreach do not collide.

• Set the standard for what good looks like in a journey, including message sequencing, timing intervals, channel selection, exit criteria, and how the journey ends when someone converts or disengages.

Campaign Operations and Performance  (25%)

• Own multichannel marketing execution across email and SMS end to end: production, QA, deployment, optimization, and post-campaign reporting.

• Rebuild list health and sending reputation. The current health-side database holds roughly 2.2 million contacts, of which about 1.73 million are reachable and only about 136 thousand engaged in the last 90 days, all served through a shared sending domain. Recovering that number is the defining first-year outcome.

• Run a disciplined testing practice across subject lines, timing, sequencing, and offer, and retire what does not perform.

• Report on engagement, deliverability, and campaign contribution in terms marketing leadership and service line partners can act on.

Compliance and Trust  (20%)

• Keep marketing communications inside HIPAA boundaries: PHI handling rules, business associate agreement coverage for every vendor touching patient data, and documented, reviewable data flows.

• Own marketing consent and preference management, including TCPA posture for SMS and a documented consent basis for any acquired or purchased list before it is used.

• Maintain strict separation of marketing sender domains and shortcodes from clinical and appointment messaging, so a marketing opt-out never suppresses a clinical communication.

• Design journeys that are compliant by construction rather than compliant after review, and bring Compliance and Legal in early enough that their input shapes the design.

• Work with IT security and Compliance on reviews, remediation, and audit evidence as a participant in their process. Sequence marketing commitments so nothing is promised to a stakeholder ahead of the clearance it depends on.

Tools, Platforms, and Enablement  (20%)

• Serve as the in-house expert on the marketing automation and CRM landscape, with a working point of view on what each major platform does well, where it falls short, and which problems it is the wrong answer to.

• Evaluate tools against defined marketing needs and recommend fit-for-purpose choices, distinguishing capability we genuinely lack from capability we already own and are not using.

• Translate marketing requirements into specifications IT and implementation partners can build against, and stay close enough to delivery to catch a misread before it ships.

• Contribute UHealth requirements and use cases into the joint enterprise CRM harmonization work alongside IT and the CRM Center of Excellence.

• Own the marketing-facing side of platform vendor relationships: license utilization, feature adoption, roadmap visibility, and escalation. Contract and pricing negotiation runs through Procurement, IT, and the AVP.

• Build and lead the team as roles are approved, and remove single-operator risk through documented runbooks, reusable templates, and two-deep coverage on every business-critical send.

• Enable service line marketers to work inside governed templates and self-service paths, so central capacity goes to designing better journeys rather than trafficking campaigns.

WHAT SUCCESS LOOKS LIKE

First 90 days

Complete inventory of UHealth sends, campaigns, and lists across every platform in use. Documented current state for consent, suppression, sender domains, and shortcodes. Intake process live. Baseline set for engagement, deliverability, and cycle time.

Six months

A documented message architecture agreed with service lines and Patient Experience, including frequency caps and priority rules. Measurable engagement recovery against the 90-day baseline. Deliverability and sender reputation plan executed. Two-deep coverage on critical sends.

Twelve months

Lifecycle journeys running for the priority patient and referring-physician segments, inside a compliant and documented activation capability that IT, Compliance, and service line leadership all recognize as theirs.

REQUIRED QUALIFICATIONS

• Bachelor's degree in a related field, or equivalent practical experience.

• Six or more years in lifecycle marketing, marketing automation, or CRM marketing, including two or more years leading a team or owning a practice.

• Demonstrated ownership of message architecture at scale: designing what gets sent to whom and when across multiple audiences and business units, not just executing campaigns others designed.

• Deep hands-on fluency as a power user of enterprise marketing automation platforms, including journey design, segmentation, deliverability management, and preference and suppression architecture.

• Track record repairing list health and sender reputation at scale, with the numbers to show it.

• Ability to work hands-on in the platform and to specify clearly what you need from technical partners, then evaluate what they deliver.

• Demonstrated accountability for a marketing practice in an organization where platform administration and security sit with a separate IT function, with evidence of making that partnership work rather than routing around it.

• Working command of marketing compliance: consent capture, opt-out governance, and data handling boundaries in a regulated environment.

• Communication range: able to explain a compliance constraint to a service line marketer and a marketing requirement to a security reviewer, and to write executive-grade narrative for the CMO's office.

PREFERRED QUALIFICATIONS

• Hands-on experience with Salesforce Marketing Cloud, Marketing Cloud Next, Oracle Eloqua, Marketo, Braze, or a comparable enterprise marketing automation platform.

• Platform certifications such as Marketing Cloud Consultant or Email Specialist.

• Healthcare marketing under HIPAA: PHI constraints on outreach, business associate agreement negotiation, TCPA and SMS consent, and patient journey nuance.

• Experience operating alongside an EHR-native outreach capability such as Epic Campaigns or Hello World, including channel, domain, and shortcode separation between marketing and clinical messaging.

• Customer data platform exposure for audience activation, as a user rather than an implementer.

• Academic health system or other complex multi-stakeholder environment spanning clinical, academic, athletics, and advancement constituencies.

Any appropriate combination of relevant education, experience and/or certifications may be considered.

WORKING RELATIONSHIPS

Reports to the AVP, Marketing Technology & Analytics. Works as a peer with IT CRM administration and security leadership, with UHealth Patient Experience and Access, with Compliance and Legal, and with the Directors of Marketing Analytics & Insights and Data & AI. Coordinates with the DAR CRM Center of Excellence on shared platform questions while advancement CRM strategy remains with that team.

This role carries no administrative authority over CRM environments and does not direct IT resources. Its influence comes from bringing well-formed requirements, defensible compliance posture, and measurable outcomes to a shared platform.

The University of Miami offers competitive salaries and a comprehensive benefits package including medical, dental, tuition remission and more.

UHealth-University of Miami Health System, South Florida's only university-based health system, provides leading-edge patient care powered by the ground breaking research and medical education at the Miller School of Medicine. As an academic medical center, we are proud to serve South Florida, Latin America and the Caribbean. Our physicians represent more than 100 specialties and sub-specialties, and have more than one million patient encounters each year. Our tradition of excellence has earned worldwide recognition for outstanding teaching, research and patient care. We're the challenge you've been looking for.

The University of Miami is an Equal Opportunity Employer. Applicants and employees are protected from discrimination based on certain categories protected by Federal law.

Job Status:

Full time

Employee Type:

Staff