CRM Manager
Wellstar Health System
Summary
The CRM Manager is responsible for leading the strategy, execution and optimization of Wellstar Health System's customer relationship management (CRM) capabilities to strengthen patient engagement, support growth objectives and deliver personalized, data-driven experiences across the consumer journey. Reporting to the Director of Digital Experience, this role oversees the development and management of targeted communications and lifecycle marketing programs that connect patients and consumers with Wellstar's hospitals, physicians, services and digital platforms.
Job description
Core Responsibilities and Essential Functions
CRM Strategy, Planning and Governance
- Develop and execute Wellstar's CRM and lifecycle marketing strategy in alignment with enterprise growth and consumer engagement objectives.
- Establish CRM standards, governance models, and best practices across digital channels.
- Identify opportunities to improve patient acquisition, retention, loyalty and experience.
- Partner with the Director of Digital Experience to define CRM roadmaps, priorities and success metrics.
Campaign Management and Journey Orchestration
- Lead the design, implementation and optimization of multi-channel campaigns across email, SMS, push notifications and other digital touchpoints.
- Build and manage automated consumer and patient journeys across key service lines and lifecycle stages.
- Oversee campaign calendars, workflows, testing and deployment schedules.
- Ensure messaging aligns with brand standards and business objectives.
Audience Segmentation, Personalization and Data Management
- Develop audience segmentation strategies using consumer, patient and behavioral data.
- Partner with analytics, IT and operational teams to maintain data integrity and audience definitions.
- Implement personalization strategies to improve engagement and conversion.
- Ensure compliance with HIPAA, privacy regulations and organizational policies.
Performance Analytics and Optimization
- Define and monitor CRM performance metrics, dashboards and KPIs.
- Analyze campaign effectiveness, engagement trends and customer behaviors.
- Conduct A/B and multivariate testing to improve outcomes.
- Translate insights into recommendations that drive continuous improvement.
Cross-Functional Collaboration and Stakeholder Management
- Collaborate with marketing, digital, clinical, service line, analytics and technology teams to support enterprise priorities.
- Serve as the subject matter expert for CRM capabilities and opportunities.
- Facilitate alignment among stakeholders and communicate results, recommendations and roadmaps to leadership.
Requirements
- Minimum of five (5) years of experience developing and executing CRM, lifecycle marketing and customer engagement strategies.
- Demonstrated experience managing multi-channel marketing campaigns using CRM and marketing automation platforms (e.g., Salesforce Marketing Cloud, Adobe Campaign, Microsoft Dynamics 365, Oracle Eloqua, HubSpot, Braze or similar technologies).
- Experience designing customer journeys, audience segmentation and personalized marketing programs using consumer and behavioral data.
- Strong analytical experience measuring campaign performance, interpreting customer insights and optimizing engagement through testing and continuous improvement.
- Demonstrated knowledge of CRM best practices, customer lifecycle management, marketing technology ecosystems and data governance.
- Experience collaborating with cross-functional teams including marketing, digital, analytics, information technology, operations and business stakeholders.
- Experience managing multiple concurrent projects, priorities and deadlines in a fast-paced environment.
- Experience working with customer data in compliance with privacy regulations and organizational policies; healthcare privacy (HIPAA) experience preferred.
- Bachelor's degree in Marketing, Business Administration, Advertising, Digital Communications or related field.
- Proficiency in CRM and marketing automation platforms, including campaign management, audience segmentation, journey orchestration and personalization.
- Strong analytical and problem-solving skills, with the ability to interpret data, identify trends and translate insights into actionable recommendations.
- Ability to develop, execute and optimize multi-channel marketing campaigns across email, SMS, mobile and digital channels.
- Working knowledge of digital marketing technologies, customer data platforms, web analytics and reporting tools.
- Strong project management and organizational skills, with the ability to manage multiple priorities and deadlines in a fast-paced environment.
- Excellent verbal, written and presentation communication skills, with the ability to communicate effectively with technical and non-technical stakeholders.
- Demonstrated ability to build collaborative relationships and influence cross-functional teams, including marketing, digital, analytics, operations and information technology.
- Knowledge of data privacy, security and regulatory requirements applicable to healthcare marketing, including HIPAA and consumer data governance practices.
- Strong attention to detail and commitment to accuracy, quality and continuous improvement.
- Ability to think strategically while also executing tactically and managing day-to-day operational responsibilities.
- Proficiency with Microsoft Office applications, including Excel, PowerPoint and Word.
Company overview
Wellstar Health System is one of Georgia's largest and most comprehensive integrated healthcare systems, founded in 1993 and headquartered in Marietta, Georgia. As a non-profit health system, Wellstar operates with a mission to enhance the health and well-being of every person it serves through its PeopleCare approach. The system employs approximately 29,469 to 33,000 team members across multiple hospitals, health parks, medical offices, outpatient centers, pediatric centers, nursing facilities, and hospice and home care services. Wellstar is nationally recognized for operating Georgia's largest integrated trauma network and features the second-largest Emergency Department in the United States. The organization provides more than $1 billion annually in charity care and community programs, demonstrating its commitment to community health. Wellstar has earned numerous accolades including recognition on Fortune's 100 Best Companies to Work For, Best Workplaces in Health Care, and PEOPLE Companies that Care lists. The system embraces innovation through its venture firm Catalyst by Wellstar, which nurtures early-stage healthcare companies, and maintains academic partnerships with institutions like the Medical College of Georgia for caregiver training. With specialties spanning cardiovascular care, oncology, women's health, pediatrics, musculoskeletal services, and numerous other medical disciplines, Wellstar delivers comprehensive healthcare across all stages of life.