Job Description

THE ORGANIZATION

Through research, education, and clinical services, The Family Institute at Northwestern University is one of the nation’s leading relationship-based behavioral health organizations committed to strengthening and healing children and adolescents, couples, families, and individuals. When you join The Family Institute, you join a team of over 277 researchers, educators, clinicians, graduate students, and administrators across four service sites, all focused on advancing the world of behavioral health.

Learn more about our culture.

THE ROLE

The Marketing Director leads integrated marketing communications for prospective clients, clinicians, and students, driving demand, advancing marketing funnel goals, and establishing best practices. In collaboration with cross-functional teams and external partners, the Director develops and executes high-impact initiatives, directly supervises the Marketing Manager, and oversees external consultants.

ESSENTIAL JOB RESPONSIBILITIES

Marketing and Content Strategy

• Define and lead integrated marketing strategies that drive demand for The Family Institute’s therapists and educational offerings, including on-the-ground marketing for master’s programs.
• Develop messaging frameworks, content pillars, and a content calendar; guide social media engagement; collect feedback; and measure and refine efforts based on results.
• Guide thought-leadership content and collaborate with clinicians, faculty, and researchers on content, events, conferences, and other opportunities that strengthen The Family Institute’s reputation in mental health.
• Create and improve clinician marketing toolkits and practice-building support, and lead a referral marketing program involving physicians, clinicians, school counselors, family law attorneys, and TFI alumni.
• Ensure all marketing practices meet HIPAA and clinical ethics standards.

Technology Stack Management

• Lead the website rebuild and direct ongoing efforts to keep the website current and relevant.
• Lead and manage Salesforce Marketing Cloud usage and enhancements to continuously improve marketing efforts.
• Evaluate and implement marketing technology and process improvements that increase team efficiency and campaign performance.

Marketing Team Leadership

• Manage digital marketing agency partners and directly supervise the Marketing Manager.
• Serve as a senior advisor and strategic partner to internal stakeholders, providing marketing insights that influence engagement strategies.
• Mentor and guide junior marketers and cross-functional partners to strengthen campaign execution and messaging consistency.

Marketing Operations

• Contribute to annual planning and budgeting processes.
• Manage the marketing budget and allocate spending across channels and audiences.
• Set marketing key performance indicators, track performance and return on investment, and report results.

OTHER JOB RESPONSIBILITIES

• Maintain compliance with organizational policies and procedures.
• Perform other duties as assigned by Chief Marketing and Development Officer.

Requirements

SUMMARY OF QUALIFICATIONS

Knowledge and Skills

• Expertise in integrated and multi-channel marketing, content strategy, demand generation, and audience engagement.
• Strong knowledge of healthcare or regulated marketing environments.
• Experience with Salesforce, Salesforce Marketing Cloud, campaign analytics, performance measurement, and return-on-investment reporting.
• Exceptional written, verbal, and presentation skills, with the ability to influence stakeholders at all levels.
• Demonstrated ability to lead cross-functional teams and manage complex initiatives, agency partners, budgets, competing priorities, and multiple audiences.

MINIMUM HIRING SPECIFICATIONS

• Bachelor’s degree in Marketing, Communications, Journalism, Business, or related field.
• At least 10 years of direct experience in marketing or communications, including at least five years in a healthcare or regulated environment setting.
• Proven success leading multi-channel marketing strategies and developing campaigns that drive engagement, adoption, and retention.
• Knowledge and understanding of marketing in a HIPAA-regulated or other regulated environment.

PHYSICAL AND MENTAL REQUIREMENTS

• Must be able to communicate clearly in writing and verbally with internal and external stakeholders, including through reports, presentations, and emails.
• Must be able to use a computer for portions of the workday.
• Must be able to analyze data, solve problems using established protocols, and manage multiple complex initiatives, deadlines, audiences, and partners.

EQUAL OPPORTUNITY EMPLOYER

The Family Institute is an equal opportunity employer. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, Veteran status, or any other protected class. We strive to create a working environment that is free of all forms of discrimination and one that promotes human dignity and mutual respect among all staff.

If you are a candidate with a disability and require reasonable accommodation to complete this application, please direct your inquiry to hr@family-institute.org.