Regional Marketing Manager

About Us:

Pieper Veterinary is a leading veterinary network in Connecticut, bringing together primary care, emergency, and specialty hospitals that work collaboratively to provide high-quality care across the region. With a long-standing reputation in the communities it serves, Pieper combines deep local roots with the resources, expertise, and scale of an integrated veterinary network.

Role Overview

The Marketing Business Partner is that leader: a strategic marketing partner embedded in hospital operations, not a coordinator of centralized campaigns and not a liaison to outside agencies. Hospital leaders bring a business problem to this role and get back a plan, an owner, a timeline and a measurable outcome. When this role is working, operations leaders spend their time on operations.

Essential Functions

Marketing Strategy & Execution

· Build and own an annual Connecticut marketing plan tied to the region's business priorities, with a rolling 90-day plan that stays documented, shared and current.

· Translate service-line and capacity data into marketing priorities, identifying services running below ninety percent of capacity and building demand programs against them before operations raises the gap.

· Serve as the marketing seat at hospital leadership tables across the region, bringing forward opportunities in primary care, emergency and ICU, and specialty referral.

· Align local plans with COVE enterprise strategy and brand standards and translate enterprise initiatives into work that visibly serves Connecticut hospitals and their clients.

· Own every regional campaign end to end: the measurable goal, the channel mix, the production schedule, the assets, the owners and the post-campaign read. Campaign plans are written down and shared before work begins.

· Lead the marketing side of hospital transitions.

· Develop and execute local marketing initiatives that drive growth and community engagement, including campaign management, referral relationship development, strategic partnerships with rescues and community organizations, and market-specific activation opportunities.

Reputational Management

· Own the regional online reputation program across Google Business Profile, Yelp, Facebook and Nextdoor: review generation, response protocols and turnaround standards, escalation of negative feedback with hospital leadership, and monthly sentiment reporting.

· Surface the client-experience and price-perception themes that appear in reviews and survey responses, and bring recommendations to operations rather than only the report.

Referral Network Development

· Collaborate on the regional referral strategy in partnership with the CT Referral Manager, including rDVM targeting, the continuing education calendar, and a clear value proposition built around the region's 24/7 emergency and ICU capability.

· Keep referral-facing channels current and working: the rDVM section of the website, rVetLink headers and referral reports, and the collateral the referral manager carries into practices.

· Alongside the CT Referral Manager, continuing education with doctor-facing events, tracking registration against target from the day the event is announced.

· Track referral volume and revenue by referring practice and by specialty, name the practices that are growing and the ones slipping, and adapt outreach to the pattern in the data.

Content Development & Capture

· Confirm and socialize a monthly content calendar in advance, built from the region's real activity: events and doctor dinners, apprenticeship and training milestones, continuing education, new doctors and associates, and seasonal moments.

· In partnership with the Content Manager, lead the development of locally relevant content strategies for assigned hospitals, proactively source stories from hospital teams, and drive the creation of high-quality pet-owner storytelling, patient recovery features, preventive care education, and other trust-building content that strengthens brand affinity and helps offset price perception.

Analytics, Attribution & Reporting

· Lead the marketing portion of the monthly operating review, covering results, the reasons behind them, recommended actions and the next ninety days.

· Maintain reporting that connects marketing activity to appointments, referrals and revenue, using the region's data environment — the practice management system, HubSpot, call tracking, web analytics and Power BI reporting — with KPI definitions consistent with COVE enterprise standards.

· Forecast, allocate and manage the regional marketing budget across channels, defend spend with return, and flag reallocation opportunities during the year instead of at year end.

Budget Management

· Forecast, manage, and allocate regional budgets across channels.

· Optimize spend to maximize ROI, with awareness of COGS and service-line profitability.

Requirements

· 7+ years of experience in marketing.

· Based in central CT, with the ability to travel to hospital locations as needed.

· Proven success managing and optimizing large, multi-location budgets.

· Strong analytical and technical skill set, with experience in platforms such as Google Ads, Meta, GA4, CallRail, AI tools, and CRM systems (HubSpot preferred).

· Demonstrated ability to connect marketing performance to pipeline and revenue outcomes.

· Multi-site service-industry experience preferred (healthcare, veterinary, dental, hospitality, or franchise) with a growing footprint.

· Clear communication with strong cross-functional collaboration skills and a solution-oriented mindset.

· Lead multiple projects simultaneously with strong organizational and project management skills