Job Description

Service Line Brand Manager – Riley Children’s Health Marketing

Our team members shape strategic initiatives and work to improve health outcomes. They advance our mission and exemplify excellence, compassion, teamwork and purpose in all that they doIndiana University Health is seeking individuals who embody these values to join our Riley Children’s Health Marketing team in the role of Brand Manager supporting service line marketing.

Indiana University Health is seeking a dedicated and enthusiastic marketing professional to join our growing team and further our vision of making Indiana one of the nation’s healthiest states.

As the only academic medical center in the state, and most preferred health system by consumers and physicians, IU Health is a leader in providing the highest level of specialized care. Combined with the latest technology, research breakthroughs and a partnership with the Indiana University School of Medicine, this presents a unique opportunity to learn and grow as a marketer in an exciting field.

This role directly supports Riley Children’s Health, the nationally recognized pediatric healthcare system within IU Health.

Communicating to both physician and consumer audiences, the Brand Manager leads the development and execution of service line marketing strategies and brand plans. This role translates business goals, market opportunities, audience insights and performance data into clear marketing plans, then leads integrated execution with cross-functional partners to support patient acquisition, referral growth, loyalty and brand reputation.

Key Relationships

Reports to Director-System Marketing (Riley Children’s Health)

Direct Reports: None

Key Responsibilities

• Owns and develops service line marketing strategy and brand planning, including market analysis, audience definition, positioning, messaging and channel approach aligned to growth, reputation and business priorities

• Partners with clinical, operational and administrative stakeholders to align priorities, shape marketing plans and review progress against shared goals.

• Leads integrated execution across paid, owned and earned channels, partnering with agency, digital, creative services, public relations, social media and physician liaison teams to deliver against defined priorities
• Guides marketing content and campaign asset development, ensuring message clarity, strategic alignment and consistency across consumer and referral touchpoints

• Monitors campaign, channel and related business outcomes; identifies opportunities to optimize plans based on data, market trends and stakeholder input.

• Represents the voice of the customer by applying research, audience segmentation and insights to strategy, messaging, campaign development and the design of customer experiences
• Monitors competitive and market dynamics, translating insights into actionable recommendations that strengthen positioning and inform continuous improvement of brand plans

The ideal candidate has proven experience developing marketing strategies and leading plans through execution in a matrixed environment. They are a strong strategic thinker and operator who can connect data, audience insights and business context into clear direction, then bring partners together to deliver measurable results. They are organized, resourceful, collaborative and detail-oriented, with strong communication skills, sound judgment and a desire to build a career in mission-driven healthcare marketing. Experience in physician marketing or supporting sales/physician liaison teams is preferred.

Candidate Qualifications

Candidates for the position will be evaluated according to the following criteria and competencies.

• Bachelor’s degree required; degree in Marketing, Business, Sales, Advertising, Communications or healthcare-related field preferred. Master’s degree optional.

• 5-7 years of relevant marketing experience.

• Healthcare-related industry experience preferred.

• Experience developing marketing strategies, brand plans and integrated campaigns that support business, growth, reputation or customer loyalty goals.

• Experience with marketing strategy and planning, digital marketing and agency or cross-functional partner management.

• CRM, audience segmentation, physician marketing or direct-to-consumer marketing experience preferred.

• Experience with matrixed organizations and complex work environments.

• Demonstrates professional judgment, adaptability and diplomacy in managing ambiguity, competing priorities and stakeholder needs.

Indiana University Health is unlike any other healthcare system and we're looking for team members who share the things that matter most to us. IU Health team members play a crucial role in advancing the mission of our organization and make a meaningful difference in the lives of patients. As one of Indiana’s largest employers and the most comprehensive health system in the state, our vision is to lead the transformation of healthcare through quality, innovation and education, and make Indiana one of the nation’s healthiest states.

IU Health is the largest health system in Indiana with nearly 40,000 team members, 15 hospitals and $8.64 billion in operating revenue. The system’s programs in cancer, cardiovascular, neuroscience, orthopedics, pediatrics and transplant have received national recognition for quality patient care. IU Health, in partnership with the Indiana University School of Medicine, bring together highly skilled physicians, researchers, and educators into close collaboration to provide world-class care for children and adults and improve the health of patients and communities across Indiana.

Indiana University Health is dedicated to a fair hiring process and is committed to equal opportunity and nondiscrimination for all individuals, regardless of age, color, disability, ethnicity, marital status, national origin, race, religion, gender identity, expression, sexual orientation, or veteran status.