Communications and Marketing Strategist

Position Summary

The Communications & Marketing Specialist leads the development, execution, and continuous improvement of NeighborHealth Center (NHC) marketing initiatives, with primary responsibility for generating demand for NHC services and contributing measurably to new patient growth. The Specialist independently plans and manages approved digital advertising, website and search initiatives, marketing campaigns, budgets, vendor deliverables, and performance reporting. The role works closely with the Chief Executive Officer and clinical operations to align campaigns with patient access, service priorities, and clinic expansion. Success is evaluated through execution, campaign outcomes, responsible resource management, and marketing’s demonstrated contribution to organizational patient acquisition goals.

The position also stewards NHC’s brand and supports selected organizational communications, development campaigns, and community engagement activities. The role models integrity, initiative, collaboration, and respect for the communities NHC serves.

Principal Duties and Responsibilities

Patient Acquisition Strategy and Execution

• Own annual, quarterly, and monthly patient acquisition marketing plans, translating organizational growth goals into prioritized campaigns, schedules, audiences, and deliverables.
• Independently initiate, execute, test, and improve approved campaigns targeted to NHC priority audiences.
• Develop location- and service-specific acquisition campaigns.
• Identify opportunities and recommend actions to improve patient inquiries, appointment requests, and new patient registrations.

Paid Digital Marketing and Channel Management

• Own Google pay-per-click advertising, Google Ad Grant, Meta/Facebook paid advertising, WRAL email blasts, WRAL adhesion/display advertising, and other approved acquisition channels.
• Manage campaign targeting, creative briefs, copy, landing pages, timing, spend pacing, testing, and optimization; coordinate with outside agencies or contractors where applicable.
• Maintain an organized marketing calendar covering campaigns, newsletters, organic social content, and promotional initiatives.
• Evaluate new channels and recommend continuation, adjustment, or discontinuation based on performance and strategic fit.

Website, Search, Content, and Reputation

• Maintain website accuracy, navigation, search visibility, and conversion pathways for prospective patients; coordinate web updates and periodic SEO work.
• Manage Google Business Profile, approved online review response workflows, organic social media, blogs, and brand-consistent digital and print collateral.
• Coordinate patient-friendly and culturally responsive messaging, photography, and creative assets, observing privacy, consent, and applicable advertising requirements.

Performance Measurement and Reporting

• Maintain and present a monthly marketing dashboard with channel spending, website visits, inquiry or appointment conversion indicators where available, total new patient registrations, and patient acquisition cost.
• Calculate organizational patient acquisition cost consistently and clearly distinguish total new patient counts from patients demonstrably attributable to marketing.
• Use campaign analytics, source-of-awareness information, and available operational data to improve attribution and make proactive recommendations.
• Provide monthly written analysis of results against goals, tests performed, corrective actions, and next-month priorities.

Budget, Vendor, and Project Leadership

• Manage approved marketing allocations, monitor invoices and vendor deliverables, and recommend channel reallocations within delegated authority.
• Lead projects independently from concept through implementation, coordinating designers, advertising partners, printers, and internal stakeholders.
• Escalate significant strategic changes, new commitments, unapproved spending, and material risks to the CEO before action.

Cross-Functional Communications and Support

• Partner with the COO on marketing support for patient referrals, partner referrals, and patient-facing email or text initiatives.
• Collaborate with Development on donor-related campaign creative and communications.
• Support selected events, outreach materials, organizational announcements, and other priorities as directed, without displacing core patient acquisition responsibilities.

This description covers the primary responsibilities of the role, but it isn't meant to capture everything. Duties may change over time to meet the needs of the team and the patients we serve.

Performance Expectations

Performance goals are established with the CEO and reviewed regularly. The position is accountable for marketing strategy, timely execution, approved spending, reporting quality, and demonstrated campaign improvement. Overall new patient registrations are a shared organizational outcome influenced by access, referrals, and clinic operations.

• Monthly reporting on new patients, marketing spending, organizational patient acquisition cost, website traffic, and available conversion measures.
• Documented monthly campaign review with recommended optimization and follow-through.
• Timely delivery of agreed campaign launches and milestones, including new-site marketing.
• Budget management within approved limits and clear vendor performance oversight.