Director of Multicultural Marketing (Bilingual Russian)

Job Ref: TE0111
Category: Marketing
Department: MARKETING ADMINISTRATION
Location: 50 Water Street, 7th Floor, New York, NY 10004
Job Type: Regular
Employment Type: Full-Time
Work Arrangement: Hybrid
Salary Range: $130,000.00 - $140,000.00

Position Overview

Empower. Unite. Care.

MetroPlusHealth is committed to empowering New Yorkers by uniting communities through care. We believe that Health care is a right, not a privilege. If you have compassion and a collaborative spirit, work with us. You can come to work being proud of what you do every day.

The Director of Ethnic Marketing leads acquisition and retention strategies for priority ethnic communities across NYC’s five boroughs, with a primary focus on Russian-speaking audiences. This leader develops culturally resonant marketing plans, strengthens community and provider relationships, supports navigator and sales alignment, and drives measurable growth by activating partnerships and local insights.

Scope of Role & Responsibilities

1. Strategy & Planning:

• Build and execute ethnic marketing strategies for priority populations in NYC, including Russian-speaking communities.
• Build and execute ethnic marketing strategies for priority populations in NYC.
• Develop market-level and borough-specific acquisition and retention plans.
• Leverage demographic, ethnographic, and behavioral insights to tailor tactics.
• Provide market intelligence to Sales, Business Development, and Product to inform targeting, partnership strategy, and go-to-market decisions.

2. Navigator & Sales Alignment:

• Partner closely with the VP of Business Development and Navigator teams in priority boroughs.
• Provide navigators with Russian-language and culturally relevant materials, talking points, and activation plans.
• Establish structured feedback loops to optimize field-level execution.
• Collaborate with Sales and BD to support partner negotiations with marketing insights, brand positioning, and audience strategies.
• Ensure Marketing delivers partners specific assets and co-marketing plans that enable Sales execution.

3. Community Partnership Development:

Identification & Prioritization

• Identify and stratify priority community organizations, faith-based institutions, advocacy groups, cultural associations.
• Map and tier partners based on reach, influence, demographic alignment, and activation potential.
• Align partnership prioritization with Sales leadership and market growth targets.

Partner-Specific Planning & Performance Management

• Translate enterprise strategy into tactical partner activation plans Sales can execute.
• Develop partner-specific marketing strategies, performance dashboards, KPIs, and ROI metrics.
• Establish recurring monthly/quarterly touchpoints with internal teams and partners to review progress, resolve blockers, and ensure goals are met.
• Provide structured feedback to leadership to inform strategy refinement.

Activation & Relationship Building

• Build, nurture, and activate partnerships that drive enrollment, awareness, trust, and long-term loyalty.
• Support Sales teams with partner-facing activations, co-branded outreach, educational sessions, and grassroots campaigns.
• Strengthen relationships through consistent engagement, relevant content, and mutual value creation.
• Track impact and share results across Marketing, Sales, BD, and Market leadership.
• Identify expansion opportunities and propose new partnership models based on community insights and performance.

4. Localized Marketing Execution:

• Develop culturally contextual marketing and field activation plans across all boroughs.
• Lead Russian-language creative development, event strategy, grassroots initiatives, out-of-home, and targeted digital media.
• Build an activation calendar tied to cultural holidays, seasonal needs, and community priorities.
• Ensure consistent brand messaging and co-marketing alignment across partner and community channels.

5. Insights, Measurement & Optimization:

• Analyze membership trends, geography, and community dynamics to refine targeting.
• Track campaign, event, and partnership effectiveness across acquisition, conversion, engagement, and retention.
• Build and maintain dashboards that measure ethnic marketing performance and field activation of ROI.
• Deliver regular strategic updates and recommendations to Marketing, BD, and Sales leadership.

Required Education, Training & Professional Experience

• A Bachelor’s degree is required.
• 7–10+ years in multicultural/ethnic marketing, community engagement, field marketing, or growth marketing.
• Deep expertise in Russian-speaking communities in NYC, gained through community engagement, professional work, or lived experience. Russian language proficiency required.
• Sales or business development experience are strongly preferred, including relationship-building with community organizations, cultural groups, or provider offices.
• Track record of driving community-based acquisition and retention.
• Experience collaborating with navigators, brokers, Sales, or outreach teams.
• Strong understanding of borough-level ethnic landscapes and cultural dynamics.
• Expertise in identifying, prioritizing, and activating community and provider partnerships. Demonstrated ability to develop in-language creative and localized marketing campaigns.

Required Licensure and/or Certification

• N/A

Professional Competencies

• Integrity and Trust
• Customer Focus
• Functional/Technical skills
• Written/Oral Communication
• Excellent communication, relationship building, and cultural competency.
• Highly collaborative, with the ability to influence cross-functional- teams.