Lead Analyst – Audience Intelligence

NYU Langone Health is a fully integrated health system that consistently achieves the best patient outcomes through a rigorous focus on quality that has resulted in some of the lowest mortality rates in the nation. Vizient Inc. has ranked NYU Langone the No. 1 comprehensive academic medical center in the country for three years in a row, and U.S. News & World Report recently placed nine of its clinical specialties among the top five in the nation. NYU Langone offers a comprehensive range of medical services with one high standard of care across 6 inpatient locations, its Perlmutter Cancer Center, and over 320 outpatient locations in the New York area and Florida. With $14.2 billion in revenue this year, the system also includes two tuition-free medical schools, in Manhattan and on Long Island, and a vast research enterprise with over $1 billion in active awards from the National Institutes of Health.

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Position Summary:
We have an exciting opportunity to join our team as a Health System Lead Analyst, Audience Intelli.

In this role, the successful candidate NYULH is seeking an experienced and driven individual to fill the role of Lead Analyst, Audience Intelligence. This position will join the Program Measurement and Strategy team and the broader Communications, Marketing, Government and Community Affairs (CMGCA) department. This role will lead a new level of understanding and data driven intelligence for our priority audiences.
Reporting directly to the Director, Integrated Media Strategy and Performance Marketing, this position will help inform various campaign strategies and plans with critical audience data, insights and platform specific activation approaches. This position will play a critical role in NYULHs overall strategic communication and marketing efforts, providing a deep understanding of the profiles of key audiences to support the advancement of NYULHs enterprise objectives.

Job Responsibilities:

Audience Analysis and Segmentation:

• Develop an understanding of existing audience data, including available attributes, models, segmentation, and platform capabilities
• Analyze and synthesize data from various sources to build holistic views of audiences with clear insights and recommendations that tie to NYULHs overall enterprise objectives
• Segment audiences, identifying unique audience profiles that inform the design of effective digital marketing campaigns via internal and third-party marketing platforms
• Utilize audience data to identify opportunities to drive growth 
• Partner with the cross-functional teams on custom research opportunities, identifying the priority objectives and learning agenda for specific audience segments and persona building
• Manage and maintain department audience data profiles and personas across various communication and marketing campaigns

Digital and Platform Strategy:

• Contribute to the development of strategic, research-based, and data-driven strategies to reach physicians and prospects identified in available audience platforms
• Provide strategic and tactical support for direct channel and paid media campaigns by identifying relevant audiences and ensuring platform delivery
• Leverage working knowledge of all marketing products and platforms for online acquisition to increase growth
• Tailor marketing cloud strategies and initiatives to effectively reach the intended audiences for each department and/or service lines specific need
• Develop journey maps for each audience segment across marketing channels and platforms
• Design and implements testing strategies to understand audience behavior including deeper understanding of device usage, creative and messaging preferences, and engagement drivers 
• Support the sequencing and activation of digital marketing campaigns across multiple departments and service lines; identify synergies and potential areas of conflict
• Leverage audience performance metrics and outcomes from various platforms to track their success across campaigns and to inform existing and future strategies 
• Support comprehensive SEO and SEM strategies to optimize online visibility, drive organic traffic, generate leads, and maximize ROI through paid search campaigns
• Drive overall strategic marketing campaigns that will fuel the growth of NYULH and support realization of institutional goals
• Stay up to date with digital marketing audience trends, technology and healthcare best practices, adapting strategies to industry changes

Collaboration and Reporting:

• Participate in defining governance to ensure proper campaign management and sequencing
• Work with the analytics team to interpret test results and determine future strategy
• Work with data architecture team to understand 1PD and available attributes to utilize for media activation and advanced modeling
• Collaborate with channel activation teams to identify the optimal data sources across 1P, 2P and 3P that translate audience strategy into a consistent framework
• Collaborate with various C&M teams to build/activate custom audiences as needed

Minimum Qualifications:
To qualify you must have a Bachelor’s degree in Marketing, Management, Strategy, or related field
5-7+ years of experience in Marketing Strategy
Experience managing digital marketing campaigns, specifically leveraging third party platforms
Proficiency in project management, communication tools, and data analysis
Strong interpersonal skills for cross-functional collaboration and ability to build strong relationships both internally and externally
Strong analytical skills, with the ability to apply and communicate data-driven insights
Understanding of branding
Creative instincts and willingness to test-and-learn
Exceptional leadership skills, demonstrating the ability to teach, motivate, and collaborate effectively
Excellent verbal and written communications skills
Proven ability to work effectively in a highly-matrixed environment

Preferred Qualifications:
Minimum Qualifications:
Bachelor’s degree in Marketing, Management, Strategy, or related field
5-7+ years of experience in Marketing Strategy
Experience managing digital marketing campaigns, specifically leveraging third party platforms
Proficiency in project management, communication tools, and data analysis
Strong interpersonal skills for cross-functional collaboration and ability to build strong relationships both internally and externally
Strong analytical skills, with the ability to apply and communicate data-driven insights
Understanding of branding
Creative instincts and willingness to test-and-learn
Exceptional leadership skills, demonstrating the ability to teach, motivate, and collaborate effectively
Excellent verbal and written communications skills
Proven ability to work effectively in a highly-matrixed environment
Preferred Qualifications:
Proven experience in healthcare marketing strategy and digital innovation

Qualified candidates must be able to effectively communicate with all levels of the organization.

NYU Langone Health provides its staff with far more than just a place to work. Rather, we are an institution you can be proud of, an institution where you’ll feel good about devoting your time and your talents.

At NYU Langone Health, we are committed to supporting our workforce and their loved ones with a comprehensive benefits and wellness package. Our offerings provide a robust support system for any stage of life, whether it’s developing your career, starting a family, or saving for retirement. The support employees receive goes beyond a standard benefit offering, where employees have access to financial security benefits, a generous time-off program and employee resources groups for peer support. Additionally, all employees have access to our holistic employee wellness program, which focuses on seven key areas of well-being: physical, mental, nutritional, sleep, social, financial, and preventive care. The benefits and wellness package is designed to allow you to focus on what truly matters. Join us and experience the extensive resources and services designed to enhance your overall quality of life for you and your family.

NYU Langone Health is an equal opportunity employer and committed to inclusion in all aspects of recruiting and employment. All qualified individuals are encouraged to apply and will receive consideration. We require applications to be completed online.

View Know Your Rights: Workplace discrimination is illegal.

NYU Langone Health provides a salary range to comply with the New York state Law on Salary Transparency in Job Advertisements. The salary range for the role is $97,589.96 – $168,342.49 Annually. Actual salaries depend on a variety of factors, including experience, specialty, education, and hospital need. The salary range or contractual rate listed does not include bonuses/incentive, differential pay or other forms of compensation or benefits.

To view the Pay Transparency Notice, please click here