Digital Strategy and Analytics Manager

Join UI Health Care's Marketing and Communications department as the Digital Strategy and Analytics Manager, charged with leading the creation and execution of department-wide digital and analytics strategies that inform growth, engagement, and reputation efforts across University of Iowa Health Care’s audiences. This role serves as a strategic partner within the Division of Digital Products and Services within the Marketing and Communications Department. 

This role is responsible for architecting frameworks and systems to measure and optimize the effectiveness of marketing campaigns, communication strategies, and the overall health of digital properties. With a focus on ROI analysis, consumer insights, and market activity, the manager ensures that actionable intelligence drives strategic planning and performance improvement across clinical, academic, research, and internal engagement missions. 

Position Responsibilities:

Marketing Planning and Strategy

• Lead the development and execution of digital marketing and analytics strategies aligned with UI Health Care’s goals across all missions. 

• Architect and implement audience segmentation strategies and lifecycle engagement models for patients, students, employees, and other core audiences related to marketing and communications goals. 

• Oversee the creation and monitoring of digital marketing KPIs, ensuring alignment with institutional priorities and campaign objectives. 

• Guide the partnership with service line marketing team members and agency partners in strategically developing digital marketing campaigns that exceed expectations and use digital marketing best practices across multiple channels, including email, web, and paid advertising.   

Research and Analysis 

• Direct the gathering, synthesis, and interpretation of data from CRM systems, web analytics, campaign platforms, and internal reporting systems. 

• Collaborate with internal teams to develop strategies for identifying and amplifying compelling content that resonates with patients, potential patients, referring physicians, medical school alumni, medical school students, and other key audiences.  

• Develops regular reporting of consumer engagement and performance, with a focus on proactive reporting that impacts decision-making for marketing and communication strategies including but not limited to: 

  • Service line marketing strategy 

  • Carver College of Medicine communication, recruitment, and engagement strategies 

  • Ongoing content strategy to serve all UI Health Care audiences 

  • Overall health of our digital properties and websites 

  • Broader regional strategies to serve growth across our missions. 

• In alignment with the Director of Digital Products and Services, oversee the selection and implementation of analytics and marketing platforms (CRM, web analytics, campaign reporting tools) to support decision-making across marketing, communications, and digital product initiatives.  

• Develops brand performance metrics to assist in the development of targeted market segmentation strategies to help meet business goals. 

• Frequently present data and insights with clarity and actionable direction to senior leaders.  

Financial Responsibility 

• Oversees a fiscal year budget for this unit, while architecting and implementing project-specific budgets, monitoring actual spend vs. projections, and leading reconciliation processes.  

• Provides input into the overall Digital Products and Services budget 

• Supervision/Leadership 

• Oversee and mentor analytics staff and student employees, fostering a culture of innovation, collaboration, and continuous learning. 

• Advise and influence colleagues in the use of data to enhance audience understanding, campaign strategy, and engagement. 

• Contribute to a positive workplace environment. 

• Act as a key touchpoint and lead with external digital marketing vendor relationships to ensure projects and overall strategy meet internal client expectations. 

Project Management 

• Delivers projects on time and on budget 

• Ability to effectively and efficiently plan and prioritize deliverables and resources working across projects 

Communications/Relationship Building 

• Collaborate with cross-functional teams to utilize data sources to better understand and drive improved performance 

• Work closely with the other managers within the Digital Products and Services division to ensure their product and development teams are empowered with rich and actionable data to better guide their product roadmaps 

• Serve as key contact for digital and email vendors 

• Build relationships with HCIS, Finance, and Strategy colleagues