Employment Status: Full time Shift: Day (United States of America) Facility: 213 McClanahan St SW - Roanoke Requisition Number: R158580 Omnichannel Marketing Strategist- hybrid (Open) How You’ll Help Transform Healthcare: This position will allow for 3 days, on-site and 2 days remote per week. HOURS: Primarily Monday - Friday; 8:00 a.m. - 5:00 p.m. with other hours as needed. Carilion Clinic is seeking an experienced, strategic and hands-on Omnichannel Marketing Strategist to support our mission of improving the health of the communities we serve. This role is responsible for designing, executing and optimizing data-driven, patient-centered marketing communications across email, SMS, patient portal and other digital channels to drive patient acquisition, engagement and retention throughout the care journey. The ideal candidate is both a strategic thinker and a skilled practitioner -- someone who can translate complex healthcare objectives and patient journeys into actionable, personalized communication strategies and then personally build, launch and optimize those campaigns within a CRM and marketing automation environment. This role serves as a subject matter expert for CRM-driven, omnichannel patient communications and plays a key role in advancing Carilion's enterprise marketing and communications strategy. Carilion Clinic is seeking an experienced, strategic and hands-on Omnichannel Marketing Strategist to support our mission of improving the health of the communities we serve. This role is responsible for designing, executing and optimizing data-driven, patient-centered marketing communications across email, SMS, patient portal and other digital channels to drive patient acquisition, engagement and retention throughout the care journey. The ideal candidate is both a strategic thinker and a skilled practitioner -- someone who can translate complex healthcare objectives and patient journeys into actionable, personalized communication strategies and then personally build, launch and optimize those campaigns within a CRM and marketing automation environment. This role serves as a subject matter expert for CRM-driven, omnichannel patient communications and plays a key role in advancing Carilion's enterprise marketing and communications strategy. Strategy & Planning Partner with marketing and communications team members, service lines, and key stakeholders to develop and own Carilion Clinic's CRM-driven omnichannel marketing strategy, aligning with organizational goals and the broader marketing and communications plan. Define audience segmentation, messaging frameworks, and communication roadmaps that support patient acquisition, retention and engagement across the care continuum. Establish best practices and governance standards for CRM-based communications, including segmentation logic, testing methodology, frequency management, accessibility, and compliance. Campaign Development & Execution Design and execute personalized, automated communication journeys (e.g., appointment reminders, surgical education pathways, preventive care outreach, re-engagement campaigns). Build, test and deploy campaigns within the CRM and marketing automation platform. Write and edit clear, compelling and accessible email and text messaging content aligned with Carilion's brand voice and health literacy best practices. Ensure all campaigns are optimized for mobile devices and meet accessibility standards. Segmentation, Personalization & Optimization Develop and refine advanced segmentation strategies using data to personalize messaging at scale. Conduct A/B and multivariate testing across personalization variables. Partner with Health Analytics, Finance, Planning, and other teams to leverage data models (e.g., propensity modeling) to identify growth and outreach opportunities within Carilion's patient population. Continuously optimize campaigns using performance insights to improve engagement, conversion, and ROI. Measurement & Analytics With Communications, Marketing & Planning leadership, define success metrics and track performance across key KPIs (e.g., open rates, click-through rates, conversions, unsubscribe rates, ROI). Translate data and performance insights into actionable recommendations for stakeholders. Collaboration & Governance Coordinate enterprise-level mass outreach to ensure alignment across campaigns and reduce consumer communication fatigue. Collaborate closely with marketing, communications, planning, clinical departments, and the Carilion Clinic Foundation to deliver integrated, audience-centered campaigns. Ensure full compliance with HIPAA, CAN-SPAM, TCPA, and other applicable privacy and marketing regulations; partner with Legal and Compliance as needed. Stay current on healthcare marketing, CRM and digital engagement trends and recommend new tools, approaches, or initiatives as appropriate. Additional Support Support broader marketing and content initiatives (e.g., web, social, print, paid media alignment) as needed to ensure cohesive, omnichannel experiences. What We Require: Education: Bachelor’s degree is required. 4 years of relevant experience may be considered in lieu of a degree. Experience: A minimum of 5 years of related experience is required, including at least 3 years of experience in a specialized marketing or communications function. Licensure/Certification: None required. Life Support: Not applicable. Other Minimum Qualifications: Must possess excellent written and verbal communication skills, including presentation abilities. Requires strong analytical thinking, interpersonal skills, and the ability to work effectively in a team environment. Must be proficient with Microsoft Office applications. Requires strong organizational skills, the ability to manage multiple tasks and projects, and the flexibility to adapt to changing priorities in a fast-paced environment. Must be able to maintain confidentiality and handle sensitive information appropriately. Must maintain broad knowledge across all marketing and communications areas while developing advanced expertise in one or two specific disciplines. This job description is only meant to be a representative summary of the major responsibilities and accountabilities performed by the incumbents of this job. The incumbents may be requested to perform job-related tasks other than those stated in this description. Recruiter: JASON BISHOP Recruiter Email: jabishop1@carilionclinic.org For more information, contact the HR Service Center at 1-800-599-2537. Carilion Clinic is an Equal Opportunity Employer: We provide equal employment opportunities to all employees and applicants without regard to race, color, religion, sex, national origin, age (40 or older), disability, genetic information, or veterans status. Carilion is a Drug-Free Workplace. For more information or for individuals with disabilities needing special assistance with our online application process contact Carilion HR Service Center at 800-599-2537, 8:00 a.m. to 4:30 p.m., Monday through Friday. For more information on E-Verify: https://www.carilionclinic.org/eoe-e-verify-and-right-work-policies Benefits, Pay and Well-being at Carilion Clinic Carilion understands the importance of prioritizing your well-being to help you develop and thrive. That’s why we offer a well-rounded benefits package, and many perks and well-being resources to help you live a happy, healthy life – at work and when you’re away. When you make your tomorrow with us, we’ll enhance your potential to realize the best in yourself. Below are benefits available to you when you join Carilion: Comprehensive Medical, Dental, & Vision Benefits Employer Funded Pension Plan, vested after five years (Voluntary 403B) Paid Time Off (accrued from day one) Onsite fitness studios and discounts to our Carilion Wellness centers Access to our health and wellness app, Virgin Pulse Discounts on childcare Continued education and training In our workplace, we're devoted to the success of our employees. No matter where you are in your career, we will help you continue to learn, grow, and share your knowledge with others. Introduce yourself to our recruiters and we'll get in touch if there's a role that seems like a good match. Join an organization where innovation happens, collaboration is expected and ideas are valued. A not-for-profit, mission-driven health system built on progress and partnerships. A courageous team that is always learning, fully dedicated, and forever curious. Headquartered in Roanoke, Va., you will find a robust system of award winning hospitals, Level 1 and 3 trauma centers, Level 3 NICU, Institute of Orthopedics and Neurosciences, and multi-specialty physician practices spanning southwestern Virginia. Join us and begin your career in a place where every day is a new adventure of creating the future of health care.