Director, Website and Performance Marketing - HealthStream, Inc

As the #1 advisor for developing and empowering people to deliver the highest quality care, HealthStream's brands include best-in-class apps, software, and specialized solutions. Over the last 30+ years, our Company has remained committed to solving big problems and growing into new product lines. We are constantly innovating and finding new ways to positively impact healthcare organizations.

What does our values-based culture offer you?

• A collaborative work environment
  
• A mission-oriented mindset
  
• Work-from-home flexibility
  
• A chance to grow your career
  

All our HealthStreamers share a common vision: to improve the quality of healthcare by developing the people who deliver care. For over 30 years, we have remained committed to providing effective solutions through innovation and constant growth. Today, we offer a unified suite of products to streamline scheduling, credentialing, training and learning management, workforce development, and other key areas in the healthcare industry. We provide recurring value and, as a HealthStreamer, you will be at the forefront of healthcare technology innovation!

We offer work-from-home flexibility as part of our hybrid workplace policy. Our three Resource Centers (located in Nashville, TN; Boulder, CO; and San Diego, CA) are available for scheduled in-person events or assigned workspaces for those who want to work in the office. Remote team members also have access to flexible space scheduling for occasional use.

We encourage collaboration and commit to growth for our entire team. Our thriving culture allows our team members to continuously solve big problems, and we value these contributions. If you want to work for a company committed to its values and vision, HealthStream is the place for you!

We make sure patients receive competent care from qualified people. As a HealthStream team member, you would help this vision come to life. We pride ourselves on being a community where you can both build your career and take time away to fulfill your life goals and commitments.

Your Role As a HealthStreamer

Position Summary

Are you looking to use your marketing skills to make a real difference in the world? At HealthStream, we are passionate about improving patient care by developing the people who deliver care. HealthStream works side by side with thousands of healthcare organizations to ensure their people are confident, competent, and credentialed according to the highest possible standards.

We are looking for a Director of Website and Performance Marketing to be a key member of the Demand Marketing team at HealthStream. The Director of Website and Performance Marketing will work closely with business line product marketers to plan, budget, develop, implement, and optimize campaigns to drive measurable revenue growth, including generating sales qualified leads and increasing engagement with existing leads. This leader will create impact for our business by scaling marketing while still meeting lead quality and cost goals.

Key activities include collaborating with creative, content, media and other marketing colleagues to optimize channel performance, improving user experience, drive engagement with our content, furthering SEO impact, optimizing lead capture and increasing conversion. This role owns key metrics on the health and performance of website, landing pages, paid media and SEO channels and will be tasked with providing guidance and best practices to improve results for each line of business.

The ideal candidate is a proven marketing leader, with a background of having supporting media buying, website development & optimization and have come up through the ranks of digital marketing roles. The role reports to the AVP Demand Marketing.

Essential Duties and Responsibilities

You will be responsible for adhering to all HeathStream security policies, procedures, and assigned training.

• Develop and implement a data-driven approach to marketing, leveraging analytics and insights to inform strategy and execution
  
• Be accountable for reporting results across the marketing funnel. Continually measure critical metrics, including MQLs, SQLs, Marketing Generated Opportunities, and other pipeline metrics
  
• Stay up-to-date with the latest trends and best practices in website and performance marketing, and recommend new strategies and tactics to improve campaign performance
  
• Manage and mentor a team of marketers to ensure successful execution of marketing strategies using a variety of performance marketing tactics
  
• Oversee and manage media agencies, building a high performing support model to supplement internal teams, creating efficiencies across solution areas, and ensuring high quality, consistent performance.
  
• Work with Media agencies to prioritize, connect and optimize paid efforts, ensuring a positive ROAS on all campaigns.
  
• Drive the development and execution of a robust website strategy, factoring in industry trends, best practices, competitive strengths/weaknesses, governing policies and regulations to drive continued growth and expansion of business.
  
• Direct all aspects of the company websites including site navigation, site search, chat playbooks, content updates, personalization, product launches, feature development and maintenance.
  
• Lead continuous optimization by constantly seeking growth through performance analysis, SEO research and optimization, A/B and multivariate testing, customer segmentation, creative partnership, landing page optimization and more.
  
• Serving as super-user for a variety of digital tools including CMS, Chat, Analytics and other marketing technology; drive the adoption of marketing technology tools
  
• Work with cross-departmental stakeholders to establish requirements and SLAs
  
• Periodically update company executives on the performance of marketing strategies.
  

Qualifications

What You Will Need to be Successful

Education, Experience and Knowledge Required

• 6+ years' experience with proven success in high-volume marketing, either in-house or for an agency
  
• 4+ years website management experience
  
• Bachelor of Arts in Marketing, Communications or related field a minimum requirement.
  
• A strong track record in growing leads and results through functional innovation and user experience and creating engaging on-site content through cross functional collaboration
  
• Experience working with media and SEO agencies to deliver data-driven results
  
• Experience working with development partners to create website requirements and manage production schedules.
  
• Experience working on 360-degree marketing campaigns (social, digital, traditional, content, etc) to drive sales qualified leads
  
• Demonstrated track record of delivering strong results through testing & optimization activities. Deep expertise in Digital A/B & Site Tracking Capabilities.
  
• Competent with basic image optimization, HTML, CSS
  
• Previous experience working in a complex organization
  

Skills and Abilities Required

• A full-funnel channel practitioner well-versed in media buying, campaign strategy/development, messaging, customer segmentation and AB testing
  
• Understanding of web design/development concepts and processes.
  
• Experience bringing multiple teams to the table to balance prioritizations
  
• Proven experience defining KPIs and using data to identify and implement needed changes
  
• Proficient in web production, site operations, UI/UX, features and functionalities, content and digital marketing strategy
  
• Competent in marketing and sales automation platforms preferably Pardot and Salesforce
  
• Excellent organizational skills with a proven record of managing multiple projects simultaneously with an attention for detail.
  
• Interpersonal skills - exceptional verbal/written communication, listening, coaching, and presentation skills, and high attention to detail
  
• Ability to lead and be hands-on with all aspects of the marketing execution.
  
• Ability to analyze online trends, data, and leverage site statistics and performance to influence strategy and roadmap. Strong understanding of Google Analytics
  
• Confidently lead calls, strategy sessions, and meetings
  
• Empathetic, curious, collaborative, and positive mindset
  
• Emphasis is on results-based marketing, therefore excellent track record is essential.
  
• Ability to lead, inspire, manage, and mentor direct reports and broader marketing teams to maximize their individual potential and professional growth, as well as ability to function effectively as a team.
  
• Strong ability to manage relationships with a variety of internal/external groups. Some Healthcare and/or agency experience preferred but not required.
  

Benefits

HealthStream offers a comprehensive benefits package to eligible employees, including:

• Medical, Dental and Vision insurance
  
• Paid Time Off
  
• Parental Leave
  
• 401k and Roth
  
• Flexible Spending Account
  

• Health Savings Account
  
• Life Insurance
  
• Short- and Long-Term Disability
  
• Medical Bridge Insurance
  
• Critical Illness Insurance
  

• Accident Insurance
  
• Identity Protection
  
• Legal Protection
  
• Pet Insurance
  
• Employee Assistance Program
  

• Fitness Reimbursement
  

If you have a passion for improving healthcare outcomes and empowering healthcare workers, come join the HealthStream team! We hope you join us and be a HealthStreamer!