CRM Manager
Wellstar
How would you like to work in a place where your contributions and ideas are valued? A place where you can serve with compassion, pursue excellence and honor every voice? At Wellstar, our mission is simple, yet powerful: to enhance the health and well-being of every person we serve. We are proud to have become a shining example of what's possible when the brightest professionals dedicate themselves to making a difference in the healthcare industry, and in people's lives.
Work Shift
Job 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. The CRM Manager serves as a key partner across Marketing, Digital, Clinical Operations, Information Technology and Analytics to ensure that customer interactions are timely, relevant and aligned with Wellstar's mission to enhance the health and wellbeing of every person we serve.
This individual will leverage CRM technologies, consumer insights and performance analytics to design and execute multi-channel campaigns spanning email, SMS, mobile applications and other digital touchpoints. The CRM Manager will be responsible for audience segmentation, journey orchestration, campaign measurement and continuous optimization to improve acquisition, engagement, retention and loyalty. The ideal candidate combines expertise in marketing technology and customer experience with a strong understanding of healthcare consumers, privacy regulations and the unique dynamics of an integrated health system.
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.
- 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.
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
- Performs other duties as assigned
- Complies with all Wellstar Health System policies, standards of work, and code of conduct.
Required Minimum Education:
- Bachelors Other / Related Field or Bachelors Advertising or Bachelors Marketing or Bachelors Business Administration/Management or Bachelors Digital Communications and Media/Multimedia
- 5 years additional - Additional years of relevant work experience and/or other specialized training can be used in lieu of minimum education requirement.
Required Minimum License(s) and Certification(s):
All certifications are required upon hire unless otherwise stated.
Required Minimum Experience:
- Minimum 5 years Minimum of five (5) years of experience developing and executing CRM, lifecycle marketing and customer engagement strategies.
- Required
- 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). Required
- Experience designing customer journeys, audience segmentation and personalized marketing programs using consumer and behavioral data. Required
- Strong analytical experience measuring campaign performance, interpreting customer insights and optimizing engagement through testing and continuous improvement. Required
- Demonstrated knowledge of CRM best practices, customer lifecycle management, marketing technology ecosystems and data governance. Required
- Experience collaborating with cross-functional teams including marketing, digital, analytics, information technology, operations and business stakeholders. Required
- Experience managing multiple concurrent projects, priorities and deadlines in a fast-paced environment. Required
- Experience working with customer data in compliance with privacy regulations and organizational policies; healthcare privacy (HIPAA) experience preferred. Preferred
Required Minimum Skills:
- Demonstrated knowledge of customer relationship management (CRM) principles, lifecycle marketing strategies and customer engagement best practices. Medium
- Proficiency in CRM and marketing automation platforms, including experience with 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.
Join us and discover the support to do more meaningful work—and enjoy a more rewarding life. Connect with the most integrated health system in Georgia, and start a future that gives you more.