HCA, Hospital Corporation of America Senior Email Marketing Specialist in Nashville, Tennessee

HCA, a Fortune 100 company with more than 200,000 employees, is one of the nation's leading providers of healthcare services, operating over 170 locally managed hospitals and over 100 freestanding surgery centers in 20 states and the United Kingdom. With its founding in 1968, HCA created a new model for hospital care in the United States, using combined resources to strengthen hospitals, deliver patient-focused care and improve the practice of medicine. HCA is a learning healthcare system that uses more than 27 million annual patient encounters to advance science, improve patient care and save lives. HCA has been named one of the world's most ethical companies for eight years in a row. At HCA, we are driven by a single goal: the care and improvement of human life.


The Senior Email Marketing Specialist combines creativity, business acumen and technical aptitude to build a strategic approach to email marketing for the enterprise that aligns with the company’s key business goals and marketing objectives. This position is responsible for developing scalable email campaigns from ideation to completion, as well as managing the email marketing system (Salesforce Marketing Cloud) and developing resources to empower system users. The Senior Email Marketing Specialist is responsible for leading email initiatives through the process of creative development, as well as business, clinical and legal approvals.In addition, the Senior Email Marketing Specialist is responsible for defining scalable and measurable email marketing strategies and implementation plans, serving as project manager and reporting ROI to key stakeholders. The candidate will provide consultation to key stakeholders around building strong email campaigns that follow the Best Practice guidelines and drive results, provide technical troubleshooting and problem resolution for email marketing systems, serve as a liaison between clients and stakeholders, including Service Line Leaders, Marketing VPs and Hospital CEOs. The Senior Email Marketing Specialist will work closely across teams and business units, including Content, Design, IT&S, SRG and Data Teams, to ensure consistent messaging, and the ability to track campaigns and tie them to larger enterprise initiatives.

The Senior Email Marketing Specialist should be quantitatively keen, with strong data analysis abilities, have an in-depth understanding of email marketing systems, great attention to detail and excellent communication skills (both written and oral).

General Responsibilities

  • Lead enterprise email marketing campaigns and initiatives from ideation to completion
  • Ensure the quality of all email campaigns, including the integrity of subscriber data, compliance with CAN-SPAM and other legal requirements, and email marketing Best Practices
  • Serve as Admin of Salesforce Marketing Cloud, provide technical support and training for users
  • Develop KPIs for email marketing initiatives
  • Track and report ROI of enterprise email marketing initiatives to senior leadership and other key stakeholders
  • Develop and continually update email marketing best practices, including documentation, campaign toolkits and Salesforce Marketing Cloud training materials
  • Consult with leadership, including Marketing VPs, Senior Marketing Leadership, Hospital CEOs and Service Line Leadership, and provide email marketing strategy
  • Regularly perform data analysis and segmentation
  • Oversee email marketing vendors and ensure project implementations are successfully deployed and within scope
  • Identify opportunities and develop email campaigns to increase customer engagement and conversion
  • Develop email campaign copy and supporting web content
  • Collaborate with the Web Analytics team and use Google Analytics Premium to track the success of email marketing initiatives and make data-driven optimizations to campaign landing pages
  • Demonstrate expert capability in using email marketing systems, specifically Salesforce Marketing Cloud
  • Leverage market research to develop interaction-based automated email campaigns
  • Develop roadmaps and implementation plans for scaling out successful campaigns across the enterprise
  • Perform regular A/B tests and develop other testing plans to identify optimization opportunities
  • Demonstrate an understanding of technical integration between email marketing systems and CRMs
  • Coordinate email messaging and distribution in conjunction with other business units
  • Monitor industry trends across digital marketing and adjust plans according to the latest breakthroughs and changes in the email marketing landscape
  • Review and recommend new platforms and partners
  • Support broader digital marketing initiatives
  • Other duties as assigned

*EXPERIENCE * 5 plus years of work experience

EDUCATION Bachelor's Degree Required

*SPECIAL QUALIFICATIONS * * Strong experience with Salesforce Marketing Cloud (formerly ExactTarget) or equivalent enterprise email automation software * Experience with Salesforce Marketing Cloud journeys a plus * Advanced knowledge of email Best Practices and success metrics * Understanding of CAN-SPAM legislation * Understanding of email marketing operations, technology, testing techniques and platforms; specifically building requirements for list segmentation, workflows and triggered events * Working knowledge of HTML / CSS development * Experience with Google Analytics Premium a plus * Strong Excel skills, including the ability to use pivot tables, and demonstrated experience working with large data sets * Excellent written and oral communication skills * Clear understanding of the digital marketing landscape * Ability to design and develop solutions to meet requirements * Creativity to develop complex email marketing campaigns * Understanding of Salesforce CRM platforms a plus * Demonstrated ability to facilitate diverse groups of people in a problem-solving environment * Excellent interpersonal skills working with diverse and complex projects * Detail oriented and analytical with strong organization skills * Ability to prioritize multiple activities and tasks simultaneously, and adapt to a rapidly changing environment * Strong problem solving and issue resolution experience * Ability to communicate effectively with individuals at various levels within the organization * Strong presentation skills, including the ability present technical information to large groups of people * Highly motivated, with the ability to work independently with little supervision * Strong project management skills * Passion for the online marketing and healthcare industries * Love for learning and staying ahead of trends in the online marketing industry * Must be proficient in data analysis and have the ability to use data to make recommendations and drive decisions


Job: *Information Technology

Title: Senior Email Marketing Specialist

Location: Tennessee-Nashville-Corporate Main Campus

Requisition ID: 10210-25544