Director, System Marketing

05 Jan, 2022


Director, System Marketing

Falls Church, VA


The Inova Marketing team works across the health care system to promote the services and capabilities available at Inova’s five hospitals, 11 clinical service lines, and numerous care sites. The team partners with many groups across the organization, including Strategy, HR, Clinical Enterprise, Quality and Safety, Patient Relations, IT, Foundation and each of the system’s clinical service lines.The Director, System Marketing reports into the Vice President, Marketing and Digital, and oversees the brand marketing strategy for the organization. The primary responsibility of this role is to create and execute a marketing strategy for Inova, inclusive of system wide campaigns, award promotion strategy (e.g. U.S. News & World Report, Leapfrog, etc.), talent acquisition and careers, foundation (e.g. events), promotion of community partnerships, education, research, and marketing efforts that cross across all service lines and facilities.

Job Responsibilities

  • The Director, System Marketing will be responsible for developing and executing the marketing strategy for Inova on a day-to-day basis, supporting key business priorities. This includes:
    • Develop marketing strategies and plans to drive consideration and conversion, targeting potential patients, physicians, and partner organizations.
    • Partners closely with stakeholders around the organization to enhance the organization’s visibility and build community awareness, engagement, and favorable sentiment through integrated strategies.
    • Collaborate on the creative direction of the brand as it relates to digital, social, collateral and out of home environments, including how it gets applied with partnerships and joint ventures.
    • Serves at liaison to client base and point person for all incoming requests.
    • Partners with other members of the team on content strategy in support of marketing objectives.
    • Submits projects and tasks to support services teams and coordinates client approvals.
    • Measure the impact of work by establishing the right KPIs, developing reports and communicating results with leadership and cross-functional stakeholders.
    • Evaluate opportunities to promote various awards, including those with local publications.

Additional Requirements


Bachelor’s degree in Marketing, Business, Communications or related field.


8+ years of relevant professional experience in Consumer or Healthcare Marketing. Understanding of B2B and B2C marketing important.

The candidate will have a keen understanding of how to develop and implement a marketing strategy specifically aligned to the organization’s growth and business objectives.

In addition, this person should have expertise across marketing channels in order to develop integrated plans.

Smart, curious, creative marketer who is excited by the opportunity to work in healthcare and appreciates the privilege of serving our community.

Strong strategic skills and ability to lead multiple projects simultaneously.

Collaborative worker – able to lead but can also work side by side with team to do the work.

This role does not have any direct reports but works in a highly matrixed environment to partner with team members at all levels.

Results-oriented, focused on measurable outcomes and experience in optimizing plans for best performance.

Strong executive presence and comfortable working with senior leaders.


Inova is Northern Virginia’s leading nonprofit healthcare provider. Our mission is to provide world-class healthcare – every time, every touch – to each person in every community we have the privilege to serve. Inova’s 18,000 team members serve more than 2 million individuals annually through an integrated network of hospitals, primary and specialty care practices, emergency and urgent care centers, outpatient services and destination institutes.
Safety Always: Learn how we keep our team members and patients Safe@Inova.
Learn more here

Job posted: 2022-01-05