Director of Marketing and Communication at Johns Hopkins Medicine
Hanover, MD 21076
About the Job
Job SummaryWe are seeking an experienced Director of Marketing & Communications with a strong focus on performance-driven strategies, particularly within the healthcare and managed care industries, including Medicare Advantage, Dual-Eligible Special Needs Plans (DSNP), TriCare (USFHP), and Medicaid segments
The Director will lead the Marketing team to develop and execute on data-driven marketing campaigns aimed at member acquisition, engagement and retention
This role requires deep expertise in direct response marketing, analytics, and regulatory compliance, ensuring that all initiatives meet business objectives while adhering to industry guidelines
Additionally, the ideal candidate will be fluent in Sales Support tactics with demonstrated experience and stories to tell in breaking-down walls and closing gaps between Marketing and Sales organizations – ultimately fostering one Growth Team.Reporting to the Executive Director, Sales & Marketing, the Director, Marketing & Communications leads in the development, implementation and monitoring of comprehensive marketing programs, as well as member materials, in support of Johns Hopkins Health Plans (JHHP), line of business (LOB) growth strategies, and membership management objectives
This position collaborates with diverse groups of people including JHHP colleagues, marketing & communication colleagues from other Johns Hopkins Medicine (JHM) & Johns Hopkins University (JHU) entities, members, providers, business related associates, and vendors
The Director develops and implements plans to maintain and increase brand awareness to grow market share for individual lines of business and special initiatives
This position develops, manages and works collaboratively on member and provider retention and growth
The Director is responsible for the development of the JHHP Priority Partners and Employer Health Program marketing & advertising budgets, as well as managing all projects within the approved budgets
The Director is responsible for providing marketing support for JHHP Solutions and other program development as needed
This position is responsible for development, design, and maintenance of websites, intranet, text messaging and other interactive mediums and programs for JHHP, its lines of business, and JHHP Solutions
This position is responsible for media relations and media training for employees
The Director develops internal employee-focused communication campaigns addressing a broad range of purposes
This position has authority to negotiate and award vendor contracts
This position maintains JHHP’s relationship with JHU’s Marketing & Communications Department.Performance Measurement & Optimization: Use analytics and data to measure campaign performance and develop insights to optimize strategies for customer acquisition and engagement
Align marketing initiatives with ROI targets and business objectives.Market Research & Audience Insights: Conduct market research to understand trends and identify opportunities
Shape messaging and positioning based on audience needs, focusing on seniors and dual-eligible populations.Cross-Functional Collaboration: Work with internal teams—such as sales, product development, and compliance—to ensure marketing efforts align with company goals and regulatory standards.Budget Management: Oversee marketing budgets, allocating resources to maximize campaign efficiency and impact
Provide projections and manage project expenses within approved budgets.Compliance & Regulatory Adherence: Ensure marketing campaigns comply with CMS (Centers for Medicare & Medicaid Services) regulations, particularly those governing Medicare and Medicaid.Team Leadership & Mentorship: Lead and mentor the marketing team, providing guidance on best practices in direct response marketing, analytics, and campaign management
Foster a culture of innovation and accountabilityQualifications:Bachelor’s degree in marketing, advertising, communication, business or a related field required
Advanced coursework and/or Master’s degree desirable.A minimum of 7 – 10 years of progressive marketing experience
At least 5 years in a leadership role is required, preferably with agency experience
Proven experience in managed care marketing, particularly TriCare, Medicare Advantage, DSNP, and Medicaid
Strong project management experience with the ability to manage multiple projects simultaneously.Demonstrated mastery of marketing and communication theory, market research and strategies
Requires knowledge in the areas of communication as well as interpersonal skills to effectively communicate and interact with all levels of staff clients, vendors and other business-related associates
Knowledge of communications theory, and expertise in strategic planning, media relations, oral and written communication, graphic design, web design, market research, market principles and advertising practices, both traditional and interactive
Knowledge of business and medical terminology, managed health care and third party payor concepts desirable
Basic understanding of HIPAA and NCQA requirements preferred.Excellent written and communication skills required
Excellent presentation skills for internal and external audiences
Self-started; ability to work independently, prioritize workload, assign work and make independent decisions
Ability to effectively and professionally interact with diverse groups of people including senior leadership, high level external contacts, members, providers, business related associates and vendors
Strong analytical ability to gather and interpret data
Understanding of marketing practices
Media experience and training
Website design, architecture, maintenance, and knowledge
Design skills
SMS (text messaging) campaign development and implementation
Proven project management skills
Negotiation and leadership skills
Skills in facilitating diverse groups
Advanced knowledge of analytic and CRM tools like Cavulus, Microsoft Dynamic, Google Analytics, HubSpot, Salesforce, PowerBI
Leadership and mentoring skills, with experience managing diverse teams and projects.Many organizations talk about transforming the future of healthcare, at Johns Hopkins Health Plans, we are setting the pace for change within the healthcare industry
We develop innovative, analytics-driven health programs in collaboration with provider partners to drive improved quality and better health outcomes for our members and the communities we serve
If you are interested in improving how healthcare is delivered, and have a passion to be at the forefront of change, JHHP is the place to call home.Please note: US citizenship is required for this position as it falls under the terms of a government contract (to ensure compliance with DODPSP).-
The Director will lead the Marketing team to develop and execute on data-driven marketing campaigns aimed at member acquisition, engagement and retention
This role requires deep expertise in direct response marketing, analytics, and regulatory compliance, ensuring that all initiatives meet business objectives while adhering to industry guidelines
Additionally, the ideal candidate will be fluent in Sales Support tactics with demonstrated experience and stories to tell in breaking-down walls and closing gaps between Marketing and Sales organizations – ultimately fostering one Growth Team.Reporting to the Executive Director, Sales & Marketing, the Director, Marketing & Communications leads in the development, implementation and monitoring of comprehensive marketing programs, as well as member materials, in support of Johns Hopkins Health Plans (JHHP), line of business (LOB) growth strategies, and membership management objectives
This position collaborates with diverse groups of people including JHHP colleagues, marketing & communication colleagues from other Johns Hopkins Medicine (JHM) & Johns Hopkins University (JHU) entities, members, providers, business related associates, and vendors
The Director develops and implements plans to maintain and increase brand awareness to grow market share for individual lines of business and special initiatives
This position develops, manages and works collaboratively on member and provider retention and growth
The Director is responsible for the development of the JHHP Priority Partners and Employer Health Program marketing & advertising budgets, as well as managing all projects within the approved budgets
The Director is responsible for providing marketing support for JHHP Solutions and other program development as needed
This position is responsible for development, design, and maintenance of websites, intranet, text messaging and other interactive mediums and programs for JHHP, its lines of business, and JHHP Solutions
This position is responsible for media relations and media training for employees
The Director develops internal employee-focused communication campaigns addressing a broad range of purposes
This position has authority to negotiate and award vendor contracts
This position maintains JHHP’s relationship with JHU’s Marketing & Communications Department.Performance Measurement & Optimization: Use analytics and data to measure campaign performance and develop insights to optimize strategies for customer acquisition and engagement
Align marketing initiatives with ROI targets and business objectives.Market Research & Audience Insights: Conduct market research to understand trends and identify opportunities
Shape messaging and positioning based on audience needs, focusing on seniors and dual-eligible populations.Cross-Functional Collaboration: Work with internal teams—such as sales, product development, and compliance—to ensure marketing efforts align with company goals and regulatory standards.Budget Management: Oversee marketing budgets, allocating resources to maximize campaign efficiency and impact
Provide projections and manage project expenses within approved budgets.Compliance & Regulatory Adherence: Ensure marketing campaigns comply with CMS (Centers for Medicare & Medicaid Services) regulations, particularly those governing Medicare and Medicaid.Team Leadership & Mentorship: Lead and mentor the marketing team, providing guidance on best practices in direct response marketing, analytics, and campaign management
Foster a culture of innovation and accountabilityQualifications:Bachelor’s degree in marketing, advertising, communication, business or a related field required
Advanced coursework and/or Master’s degree desirable.A minimum of 7 – 10 years of progressive marketing experience
At least 5 years in a leadership role is required, preferably with agency experience
Proven experience in managed care marketing, particularly TriCare, Medicare Advantage, DSNP, and Medicaid
Strong project management experience with the ability to manage multiple projects simultaneously.Demonstrated mastery of marketing and communication theory, market research and strategies
Requires knowledge in the areas of communication as well as interpersonal skills to effectively communicate and interact with all levels of staff clients, vendors and other business-related associates
Knowledge of communications theory, and expertise in strategic planning, media relations, oral and written communication, graphic design, web design, market research, market principles and advertising practices, both traditional and interactive
Knowledge of business and medical terminology, managed health care and third party payor concepts desirable
Basic understanding of HIPAA and NCQA requirements preferred.Excellent written and communication skills required
Excellent presentation skills for internal and external audiences
Self-started; ability to work independently, prioritize workload, assign work and make independent decisions
Ability to effectively and professionally interact with diverse groups of people including senior leadership, high level external contacts, members, providers, business related associates and vendors
Strong analytical ability to gather and interpret data
Understanding of marketing practices
Media experience and training
Website design, architecture, maintenance, and knowledge
Design skills
SMS (text messaging) campaign development and implementation
Proven project management skills
Negotiation and leadership skills
Skills in facilitating diverse groups
Advanced knowledge of analytic and CRM tools like Cavulus, Microsoft Dynamic, Google Analytics, HubSpot, Salesforce, PowerBI
Leadership and mentoring skills, with experience managing diverse teams and projects.Many organizations talk about transforming the future of healthcare, at Johns Hopkins Health Plans, we are setting the pace for change within the healthcare industry
We develop innovative, analytics-driven health programs in collaboration with provider partners to drive improved quality and better health outcomes for our members and the communities we serve
If you are interested in improving how healthcare is delivered, and have a passion to be at the forefront of change, JHHP is the place to call home.Please note: US citizenship is required for this position as it falls under the terms of a government contract (to ensure compliance with DODPSP).-
