Regional Marketing Manager, Specialty

About the position

The Marketing Manager (Specialty) role oversees the Central and East marketing operations for Thrive's emergency, specialty, and urgent care hospitals. This role collaborates with the brand, creative, communications, and digital marketing teams to implement marketing programs, demand generation campaigns, and local community and referral veterinarians' outreach while coaching the hospitals on best marketing and advertising practices that support revenue and visits growth.

Responsibilities

• Grow year-over-year emergency, specialty, and urgent care hospitals' performance through the adoption of effective marketing programs with a focus on vet relations and community outreach tactics that target referring veterinarians
• Grow year-over-year performance of key markets through in-network referrals, market-level marketing tactics, and brand awareness
• Utilize reports on B2B referrals to optimize the referral business of Thrive's emergency, specialty, and urgent care hospitals
• Integrate any new hospitals or new hospital leadership into Thrive's marketing programs
• Support the opening of new emergency, specialty and urgent care hospitals and implement a plan of growth for the first 12 months and support beyond
• Assess hospital needs and requests and deliver the appropriate support that leads to the best outcome for our teams AND pet owners
• Operate local marketing efforts within budget
• Develop trust with field stakeholders such as practice managers, medical directors, and vet relations representatives at the hospitals, and operations managers, directors, and VPs that support hospital operations
• Coach operations partners and hospitals' leadership on marketing programs, strategies, and tactics that are appropriate for the hospitals' goals with a focus on local vet relations, such as local CE events, lunch & learns, in-person rDVM outreach, rDVM events
• Foster a sense of belonging and collaboration among the hospitals in their region
• Support hospitals' leadership with empathy and with a solution-oriented approach
• Balance hospitals support, consumer and referring veterinarians' needs
• Collaborate with operations partners to assess hospitals' needs, capacity, and growth opportunities
• Collaborate with hospital leadership and vet relations representatives to drive hospital growth
• Collaborate with other marketing functional areas in creating new programs, develop new local tactics, and manage hospital-specific projects, including supporting vet relations materials and toolkits

Requirements

• 5+ years' experience in field, regional and veterinary referral marketing
• Knowledge of key marketing and advertising principles
• Strong analytical approach to evaluating attribution, funnel metrics and campaign performance
• Solution-oriented and able to troubleshoot
• Experience with project management
• Organized, collaborative, self-starting, and strong communication (written and verbal) skills
• Able to analyze work for improvements, solicit and incorporate feedback
• Able to foster relationships with key stakeholders based on trust
• Knowledge of veterinary industry is a plus