Description
UPMC International is seeking a Marketing Manager to support our China business.
Overview:
In this role, you will develop and implement offline and digital projects directed to educate and inform potential patients, physicians, and partners for UPMC International. Supervise and provide guidance to design or production staff, to fulfill marketing and communication goals related to internal and external audiences. Responsible for the planning, development, production, and brand consistency of projects and of all levels, in support of UPMC's mission and vision and in alignment with business objectives.
Responsibilities:
- Serve as marketing/communications partner for UPMC International, including colleagues in China.
- Develop and implement targeted marketing communication strategies in alignment with the Senior Director, International Marketing, and Marketing and PR Director, UPMC in China, to support UPMC in China’s objectives and business goals.
- Implement strategic marketing communication plans for programs by managing multi-faceted projects in all applicable offline and digital channels with the goal of growing brand awareness for UPMC in China among target audiences (health care professionals, potential partners, key organizations, and potential patients.)
- Work with UPMC in China team to develop content calendar for social media channels to effectively tell the UPMC story to target audiences. Help to gather resources and develop content to meet targeted messaging goals and timelines.
- Review material for UPMC brand standards and consistency with messaging.
- Provide translation guidance on projects to ensure UPMC key messaging is consistent and accurate.
- Develop methods to evaluate marketing communications projects based on effectiveness and cost/benefits and document the results.
- Identify and share digital content opportunities based on news and clinical/research advancements throughout the UPMC global network.
- In partnership with global marketing colleagues, develop and implement strategies for digital marketing and web projects of varying levels of complexity and sophistication, also collaborating with International marketing communications leaders, external agencies, and at times, administrators and physicians
- Lead video projects featuring Pittsburgh-based clinical and operational leaders for use on China social channels and other international use as appropriate.
- Manage the research, writing, design, production, and when appropriate budget, of digital and off-line marketing projects, supporting UPMC’s international business objectives.
- Support additional projects – brochures, presentations, etc. – to meet business needs in China and other UPMC International locations.
- Monitor project budgets, handle approvals, and take responsibility for accuracy and effectiveness of information communicated.
- Collaborate on research efforts and use data to target marketing efforts.
- Demonstrate service-oriented behavior in interactions with clients and co-workers.
- Act as a role model for service excellence toward patients, visitors, faculty, and staff.
Qualifications
Bachelor's degree in Business, Marketing, Communications, or a related field required. Master's with a concentration in Business preferred.
Minimum of 5 years’ experience in Marketing or Communications required.
Project Management experience required.
Experience in executing marketing strategy and tactics in China and providing clients with strategic marketing counsel is required. Agency experience is preferred.
Experience in an academic medical center, hospital or health care industry is preferred.
Proficiency in reading, writing and speaking Chinese and English is required. Ability to translate scientific/medical information to a lay person's understanding required.
Experience and knowledge of best practices for traditional and digital marketing required.