- Where
- Grand Rapids, MI · Southfield, MI
- Level
- Mid · 10+ years
Job Summary
Reporting to the Senior Director of Brand Strategy and Integration, the Strategic Marketing Advisor drives brand campaign strategies with the primary goal of identifying creative, media and integrated marketing optimizations that propel campaign success. This role requires experience in advertising and marketing strategies, creative brief writing, creative concept development, traditional and digital media planning and data analytics. This role will advise multiple agency stakeholders and cross functional teams, acting as an advocate for brand-forward thinking within a complex, matrixed and highly regulated industry. Agency experience preferred.
Key focus areas for this role include:
Creative strategy and optimization roadmap
Translate the overarching brand narrative and campaign platform into evolving creative strategies, agency briefs, and roadmaps. Identify and shape the stories, proof points, and audience strategies needed to achieve campaign goals.
Data analysis and storytelling
Define success metrics and analyze multiple data sources to identify barriers and opportunities. Turn insights into clear direction for campaign evolution, optimization, and audience strategies.
Strategic and creative thought leadership
Monitor and translate industry, category, and cultural trends into opportunities to strengthen relevance and gain traction across multiple matrixed audiences.
Integrated partnership and coalition building
Build cross-functional alignment around campaign goals and performance. Guide co-creators in stewarding brand expression and achieving measurable outcomes.
Agency management
Support multiple agency relationships, bringing inspiration, insight, and curiosity that leads to stronger work.
The Strategic Marketing Partner (SMP) will serve as a marketing business consultant to business and service line leaders across the Corewell Health organization. Working alongside partners in Brand & Creative Services, Media, Consumer Experience & Insights and Digital Marketing & Engagement, the SMP develops strategic marketing plans in consultation with internal clients to meet the business objectives set by the organization. The SMP's decision-making process relies on market data, environmental industry insights and consumer segmentation to build upon a strong foundation of marketing and communications knowledge. This professional is dedicated to consumer acquisition and engagement, building relationships by identifying audience needs and wants with Corewell Health high value services and our consumer value proposition. The SMP researches and identifies the latest and most successful marketing tools and trends across multiple industries, then evaluates and shapes them for use at Corewell Health. Innovation is encouraged and rewarded at Corewell Health, as is managing within a budget and achieving results.
Essential Functions
Accountable for integrating business strategies for a cohesive go-to market plan based on division/service line objectives in alignment with the Corewell Health brand.
Accountable for integrating business relationships with department/dyad leaders and projecting a sense of shared ownership for marketing efforts. Ability to bring a Point of View (POV) to service line discussions around current marketing trends and approaches and facilitate high-level workshops to develop marketing strategies and innovative tactics to create business value.
Leads cross-functional project teams to produce work that achieves set metrics per campaign. Holds team members accountable for their project deliverables.
Brings collected market and consumer data and insights to assist in the decision-making process related to marketing initiatives. Consumes research from various internal & external resources in order to achieve this.
Responsible for reporting marketing results on a periodic basis to leadership throughout the system. Requires solid understanding of what constitutes return-on-investment for a given strategy.…