1 Inventa Place Silver Spring, MD 20910
Kids Are Our Everything.
Department
10025 Marketing & Communications
Pay Range
$151,299.20 - $252,158.40
The Director, Growth Marketing leads marketing strategy and prioritization for priority clinical services and geographic markets. Reporting to the Executive Director, Strategic Marketing & Digital Experience, the Director develops focused plans to increase patient acquisition, referral growth, market presence and preference for Children's National clinical programs.
The Director serves as the senior strategic marketing partner to clinical, operational and physician leaders for assigned portfolios. The role evaluates growth opportunities and readiness, recommends priorities and investment, and defines audiences, value propositions, conversion pathways and measures of success. The Director ensures growth initiatives align with the Children's National brand and deliver measurable results.
The Director partners closely with the Strategy Office and the Vice President, Business Development & Strategy to align growth marketing priorities and investments with Children’s National’s enterprise strategy, service line plans and geographic expansion goals. The Director participates in regular planning and performance reviews with the Strategy Office to establish shared measures of success, assess results and adjust marketing investments as enterprise priorities evolve.
What You'll Bring:
Minimum Education
Bachelor's Degree: Marketing, communications, business, healthcare administration or a related field. (Required)
Master's Degree: Marketing, business, healthcare administration or a related field. (Preferred)
Minimum Work Experience
12 years: Progressively responsible experience in growth marketing, service line marketing, consumer marketing, healthcare marketing or related fields. (Required)
7 years: Leading teams and managing complex, cross-functional portfolios and integrated growth programs. (Required)
Required Skills/Knowledge
- Demonstrated expertise in clinical service line, consumer acquisition, referral and growth marketing.
- Ability to translate patient-volume, referral, market-expansion and organizational priorities into actionable portfolio strategies and measurable marketing plans.
- Experience partnering with clinical, operational and physician leaders to define growth opportunities, audience priorities and business objectives.
- Ability to evaluate market opportunity, service capacity, appointment access, referral pathways and operational readiness when prioritizing marketing investment.
- Expertise in audience strategy, value proposition development, integrated campaign planning, conversion pathways and performance optimization.
- Strong understanding of brand positioning and experience applying an established enterprise brand to specific clinical programs, audiences and markets.
- Ability to use consumer, referral, competitive, market and performance insights to guide prioritization and investment decisions.
- Strong knowledge of marketing measurement, KPIs, attribution considerations and acquisition performance.
- Experience managing a portfolio with competing business needs, stakeholders, timelines, dependencies and resource requirements.
- Strong leadership, team development, consulting and executive communication skills.
- Understanding of healthcare industry dynamics, patient-centered communications and relevant regulatory considerations.
Functional Accountabilities
Clinical Growth Portfolio Strategy & Prioritization
- Lead growth marketing planning for assigned clinical services, geographic markets and organizational priorities.
- Partner with clinical, operational and physician leaders to define acquisition, referral, market share, awareness and preference goals.
- Assess and prioritize opportunities based on market potential, audience need, competitive context, service capacity, readiness, resources and expected impact.
- Develop portfolio strategies, business cases and roadmaps that define audiences, value propositions, investments, dependencies, sequencing and measurable outcomes.
Consumer Acquisition & Referral Growth
- Develop distinct growth strategies for consumer and referring-provider audiences based on their needs, decision journeys and behaviors.
- Define objectives, audiences, value propositions, conversion pathways, cross-functional briefs and success measures for priority initiatives.
- Partner with physician and operational leaders to identify referral opportunities and barriers within priority services.
- Coordinate integrated programs with Digital Experience, Creative Services, Social Media, Strategic Communications and other partners to improve awareness, consideration, referral and appointment-seeking.
- Guide initiatives from assessment through launch, measurement and optimization, applying lessons across campaigns and service lines.
Market Expansion & Clinical Positioning
- Develop market-entry and growth strategies for priority regions, locations and clinical programs.
- Assess audience needs, referral patterns, competition, access points and awareness when recommending investment.
- Create differentiated positioning, value propositions and messaging frameworks for priority programs, audiences and markets.
- Translate clinical strengths, outcomes, expertise, access and patient experience into compelling consumer and referring-provider strategies.
- Partner across Marketing & Communications to ensure clinical positioning is accurate, distinctive and aligned with established Children's National brand standards.
Growth Readiness & Cross-Functional Planning
- Assess appointment availability, access points, referral processes and service capacity with clinical and operational leaders before marketing investment.
- Incorporate readiness, access and capacity into priorities, timing and investment recommendations.
- Identify consumer and referral journey barriers that may limit impact and elevate them to appropriate operational leaders.
- Lead initiatives through a matrixed model, aligning objectives, roles, decisions, timelines and measures while resolving or elevating dependencies and constraints.
Portfolio Performance & Investment Optimization
- Establish KPIs for the clinical growth portfolio and individual initiatives.
- Monitor portfolio, campaign, referral and conversion performance and translate results into recommendations for marketing, clinical and operational leaders.
- Partner with Digital Experience, analytics and research resources to evaluate audience behavior, channel contribution, engagement and acquisition.
- Use performance and market insights to optimize strategy, investment, messaging, audiences and conversion pathways.
Leadership, Team Development & Matrixed Delivery
- Lead, mentor and develop assigned growth and service line marketing team members.
- Set portfolio priorities, decision rights, ways of working and performance expectations for staff and initiatives.
- Manage assigned budgets and recommend investments aligned with growth priorities and expected impact.
- Build strong partnerships and coordinate resources across Digital Experience, Creative Services, Social Media, Communications, analytics and other teams.
- Establish consistent tools and approaches for planning, briefs, portfolio reviews and performance reporting within the assigned clinical portfolio.
Benefits That Support You:
- Comprehensive health coverage, including medical, prescription, infertility, and transgender health services.
- Generous paid time off, including vacation accrual from day one, sick leave, holidays, and a personal day.
- Financial wellness support, including a 401(k) plan and healthcare and dependent care spending accounts.
- Employer-paid life, AD&D, and long-term disability coverage, with optional supplemental plans.
- Additional perks, including tuition assistance, fitness resources, employee assistance, commuter benefits, and more.
Why Join Us:
- Nationally Recognized Excellence – Consistently ranked among the Top 10 Children’s Hospitals in the nation by U.S. News & World Report.
- Leading Pediatric Care – One of the largest and most comprehensive children’s hospitals in the country, offering nationally ranked specialties and cutting-edge treatments.
- Innovation & Research – A premier academic medical center with a strong commitment to pediatric research, education, and advancing the future of child health.
- Mission-Driven Culture – Dedicated to providing family-centered care while fostering a collaborative, supportive environment for clinical teams.
The disclosed salary range includes the minimum and maximum rates within which Children’s National believes an individual’s base pay rate will fall for this position. It is not typical for an individual to be hired at or near the maximum of the pay range. The exact pay rate for this position will be based on a variety of factors in alignment with the Children’s National compensation philosophy. These factors are legitimate and non-discriminatory including, but not limited to, the current market conditions; organizational needs; the individual’s combination of prior work experience, level of education, knowledge, skills, and other qualifications. Children’s National is committed to providing a fair and competitive total rewards package to each of our employees. This base salary range does not include our comprehensive benefits package or any additional compensation for which this position may be eligible.
Childrens National Hospital is an equal opportunity employer that evaluates qualified applicants without regard to race, color, national origin, religion, sex, age, marital status, disability, veteran status, sexual orientation, gender, identity, or other characteristics protected by law. The “Know Your Rights” poster is available here: and the pay transparency policy is available here: Know Your RightsPay Transparency Nondiscrimination Poster.
Please note that it is the policy of Children's National Hospital to ensure a “drug-free” work environment: a workplace free from the illegal use, possession or distribution of controlled substances (as defined in the Controlled Substances Act), or the misuse of legal substances, by all staff (management, employees and contractors). Though recreational and medical marijuana are now legal in the District of Columbia, Children's National and its affiliates maintain the right, in accordance with our policy, to enforce a drug-free workplace, including prohibiting recreational or prescribed marijuana.
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