Job Description

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Position Summary:

The Director of Marketing and Outreach is responsible for developing and executing strategic marketing and community outreach initiatives that elevate visibility, drive client referrals, increase recruitment and promote the organization's Home Care and Home HealthCare services. This role bridges business development, relationship-building and brand management to support organizational growth and enhance our reputation in the community.

Key Responsibilities:

• Outreach & Community Engagement:

• Cultivate and maintain referral relationships with hospitals, physician offices, senior living communities, discharge planners, social workers and other community stakeholders.

• Represent the organization at health industry fairs, senior care expos, chamber events and other networking and community engagement opportunities.

• Coordinate and lead educational presentations about Home Care and Home HealthCare services for professionals, potential clients and families.

• Maximize alliances and memberships by attending events, presenting and utilizing member benefits effectively.

• Monitor referral trends and proactively address gaps or declines in lead sources.

Marketing Strategy & Execution:

• Develop and implement a localized blueprint across digital, print and community-based platforms that translate into revenue- driving opportunities and/or expand our reach into new and diverse communities.

• Manage and create marketing content and artwork including brochures, flyers, newsletters, social media posts, email campaigns and advertisements.

• Understand, execute, review and update communications plan.

• Ensure consistent branding and messaging across all touchpoints.

• Oversee social media, email marketing, SMS marketing, website and Google.

• Conduct market research to identify customer and employment trends, competitor offerings and demographic information to inform marketing tactics and strategies.

• Coordinate with marketing agencies and vendors.

• Work with our website vendors to ensure brand standards and functionality of the website.

• Manage a marketing budget to best achieve Caring for People Services outreach goals.

• Analytics & Performance Tracking:

• Track ROI and establish KPIs for all marketing and outreach efforts.

• Maintain a CRM or referral tracking system to analyze referral patterns, conversion rates and campaign effectiveness.

• Monitor, evaluate and provide regular analytics reports to leadership on outreach and marketing outcomes, with data-informed recommendations across all platforms.

• Cross-Departmental Collaboration:

• Work closely with intake, scheduling and leadership teams to ensure seamless transition from outreach to service delivery.

• Collaborate on recruitment campaigns and internal communications as needed.

• Stay up to date on trends and opportunities in the home care and healthcare spaces.

• May supervise marketing support staff or vendors.

Qualifications :

• Bachelor's degree in marketing, communications, public relations, healthcare administration or a related field (or equivalent experience).

• 5+ years of experience in healthcare marketing, business development or community outreach, experience in home health, hospice or senior care services preferred.

• Strong networking, communication and presentation skills in both English and Spanish.

• Familiarity with HIPAA regulations and the unique nuances within marketing healthcare services.

• Proficiency in marketing tools such as Squarespace CMS, Adobe CC (InDesign, Illustrator, Photoshop, Acrobat), Canva, Mailchimp, CRM systems, Microsoft and social media platforms.

• Experience editing photography for print and digital use.

• Self-starter with strong time management and organizational skills.

• Proven ability to hit performance based KPIs and growth metrics.

Preferred:

• Existing referral network within the local healthcare or senior services community.

• Understanding of Medicaid Waiver programs, private pay markets and managed care systems.

• Working experience with Adobe Suite preferred.

• Bilingual English and Spanish is a plus but not required.

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