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Senior CRM & Personalization Strategist - Corporate Communications, Marketing & Outreach

Date: Aug 12, 2019

Location: Charlotte, NC, US, 28273

Company: Atrium Health

Job Req ID: 203939

Position Number: 00147358

Employment Type: Full Time

Shift: Day

Shift Details: M-F, 8:30a - 5:30p

Standard Hours: 40.00

Department Name: Integrated & Digital Marketing

Location: CHS Corporate Operations

Location Details: 

Carolinas HealthCare System is Atrium Health. Our mission remains the same: to improve health, elevate hope and advance healing - for all. The name Atrium Health allows us to grow beyond our current walls and geographical borders to impact as many lives as possible and deliver solutions that help communities thrive. For more information, please visit



Job Summary

The Senior CRM & Personalization Strategist will play a key role in driving the targeted communication strategy and helping to lead the evolution of how the Atrium Health engages with our consumers, providers, and patients. Will help develop and execute our personalization strategy that will deliver relevant, coordinated and customized experiences for our consumers. The Senior CRM & Personalization Strategist will oversee the roadmap, platform and data needs and will design, build and roll-out omnichannel experiences that will drive user engagement.


This position will work in close partnership with internal marketing and information and analytics services (IAS) teams, as well as outside agencies and technology partners, to ensure unified and impactful messaging and experiences.  As a senior team member, this role demonstrates strong communication skills and understanding of marketing business processes, while also having robust technical skills to assist with design and implementation of appropriate solutions. 

Essential Functions


  • Lead the development and management of cross-channel contact strategies for different personas; ensure the delivery of relevant communications across every touch point and within multiple channels including website, mobile, social and email
  • Serve as primary point for managing customer communication and engagement to establish coordination of message and outreach frequency
  • Collaborate with major service lines to build customer lifecycle programs, focusing on lead generation and nurturing initiatives. Ability to convert the consumer consideration process into a communication journey
  • Establish policies to ensure a thoughtful communication flow to customers across multiple channels
  • Proactively identify opportunities to improve data quality, activity capture, create new or update existing automated customer journeys, and create trigger efficiencies; champion these initiatives with stakeholders
  • Create an operating environment and establish performance standards that result in industry-leading marketing programs.
  • Partner with digital team to develop KPIs and reporting to understand impact of campaigns
  • Foster a disciplined testing approach and effective campaign measurement methodology, including design and management of control groups
  • Lead and manage the health and care of the database and CRM, Salesforce. Drive database and technological advancements to improve level and efficiency of analyses as well as database hygiene
  • Partner with information and analytics (IAS) to assess new technologies and capabilities
  • Manage vendors and work with internal cross-functional teams to develop and implement a personalized contact strategy across all channels.
  • Uphold data governance standards, and stay ahead of the curve on email and mobile best practices


Physical Requirements

Works primarily in office environment. Occasional evening and weekend work. Position requires walking around campus and/or other facilities. Must be able to drive and have access/use of a personal vehicle. Requires reading materials, speaking clearly on the telephone, and operating computer keyboard. Occasional lifting of documents or supplies.


Educational Experience

Bachelor's degree in a related field such as public relations, communications, journalism or business required. Master's Degree preferred. Minimum of 7 years of related professional work experience required including experience with CRM, marketing automation and personalization tools; Salesforce Sales Cloud, Salesforce Marketing Cloud and Sitecore preferred.  Prefer healthcare knowledge. Experience managing personnel directly or indirectly is preferred. Must be able to work quickly under tight deadlines and manage multiple projects at once. Excellent written and verbal skills required. Ability to set clear goals and execute projects from start to finish.







At Atrium Health, formerly Carolinas HealthCare System, our patients, communities and teammates are at the center of everything we do. Our commitment to diversity and inclusion allows us to deliver care that is superior in quality and compassion across our network of more than 900 care locations.


As a leading, innovative health system, we promote an environment where differences are valued and integrated into our workforce. Our culture of inclusion and cultural competence allows us to achieve our goals and deliver the best possible experience to patients and the communities we serve.


Posting Notes: Not Applicable

Carolinas HealthCare System is an EOE/AA Employer

Nearest Major Market: Charlotte

Job Segment: Communications, Corporate Communications, Strategist, Marketing Communications, Marketing, Strategy