System VP/Chief Marketing Communication/Brand Officer

Description

Job Summary

Serves as the senior health system executive leader responsible for ensuring the alignment and integration of organizational strategic direction across all communications channels to all key stakeholder groups. Influences and helps shape long-term and short-term strategic direction by informing organization of emerging market trends locally, regionally, and nationally. Utilizes consumer insights and market trends to help shape strategic goals, objectives and plans in support of organizational growth and mission objectives. Creates systemwide vision, strategies, plans and implementation of strategies that support NCHS and network business goals, objectives and strategic plan(s). Drives creative and innovative advertising, digital marketing, public relations, strategic communications that govern brand architecture, reputation, build brand awareness and consumer affinity for the NCHS brand in support of the health system growth plan and mission. Oversees environmental and promotional branding strategies that align to create a consistent branding across all health system and network facilities as well as digital and tangible real estate and other assets. Provides senior executive leadership oversight of entertainment and influencer marketing strategies designed to advance brand awareness to new audiences in support of brand reputation, philanthropic support, and consumer engagement. Leads enterprise events strategies in partnership with Talent Management & Effectiveness and Administration to ensure exceptional experience, brand loyalty and operational strategies. Provides executive leadership and engages leaders and stakeholders across the system to foster a culture of patient and family centered care and service excellence. Drives cultural and organizational transformation by developing matrixed interdisciplinary partnerships with patient and family experience, talent management, information technology, foundation, marketing and communications, and other teams and stakeholders across the health system and within the networks.

Job Specific Duties

• Leads marketing, advertising, digital marketing, public relations, and corporate communications short and long-term organizational strategy that supports the vision to grow patient volume and market share, build brand awareness and differentiation, support philanthropy, and optimize internal and external communication.
• Serve as a thought leader and driving force within the organization, inspiring confidence in the future of Marketing and Communications across the Board, Executive Cabinet, and enterprise.
• Serves as a key member of the executive leadership team, helping shape and advance enterprise strategy by identifying opportunities for growth, market expansion, strategic affiliations, service line development and competitive differentiation.
• Translates organizational priorities into measurable marketing and business strategies that advance the Health System's long-term vision.
• Helps shape, influence and align organizational strategy through data driven market and consumer insights. Providing insight into industry trends locally, regionally and nationally.
• Partners with clinical and operational leadership to advance a consumer-centric approach across the Health System. Leverages patient, family and physician insights to identify opportunities to improve awareness, access, engagement, loyalty and the overall patient experience, ensuring marketing strategies support the needs of the communities served.
• Leads the evolution of marketing and communications capabilities through digital transformation, emerging technologies, artificial intelligence, automation and data-driven innovation.
• Identifies opportunities to enhance consumer engagement, optimize marketing performance, improve operational efficiency and position the Health System for the future of healthcare.
• Provides administrative and strategic leadership to the Marketing, Corporate Communications, and Public Relations department leaders. Drives the strategic plan, develops bench strength and talent, and is accountable for operational efficiencies, budget, MOR, and QOR reporting.
• Leverages the talents of the Marketing, Public Relations, and Corporate Communications leaders to identify synergies and works collaboratively to drive creative and effective strategies with internal and external stakeholders. Optimizes corporate internal and crisis communications, as well as, public relations duties and responsibilities related to earned media and managing the press.
• Develop and clearly articulate a strategic vision and priorities framework that leverages technology and is grounded in metrics and clearly defined outcomes in the short, mid, and long term for transforming the Marketing and Communications organization in service of the NCHS’ brand, regional, and clinical goals.
• Establishes and oversees an enterprise marketing performance framework that connects marketing investments to organizational outcomes, including patient acquisition, service line growth, market share, brand equity, physician referrals and philanthropic support. Uses advanced analytics, business intelligence and market insights to optimize resource allocation, demonstrate return on investment and inform executive decision-making.
• Supports the physician outreach and relationship management process for community physicians. Empowers and coaches physicians and physician liaisons to build and maintain strong networks among general and sub-specialist pediatricians and other care providers in the community and across the region.
• Collaborates with the executive team, physicians, administrative, and clinical leadership across the system and drives the execution of the marketing and communications strategy and planning that align with the Health System strategic plan.
• Identifies gaps and implement integrated Marketing and Communications capabilities and tools to drive effective, efficient, and measurable full-funnel B2B and B2C customer acquisition and retention strategies via direct-to-consumer (DTC) channels (e.g., KidsHealth), omni-channel engagement, and physician-to physician referral generation.
• Serves as a spokesperson to the media, especially in the context of crisis communications, using and affirmative and team-driven approach.
• Crafts and executes NCHS’growth strategy including market expansion brand differentiation and new revenue streams. Acts as a strategic advisor to the CEO and executive team on brand related matters.
• Shapes company strategy beyond marketing, providing insights and recommendations that drive growth and success. Takes ownership of high-impact company initiatives and influence key organizational decisions.
• Develops and reviews capital and operating budgets submitted by directors and works with them to make changes as necessary. Presents budgets for areas of responsibility to administrative staff and participates in development of the budget.
• Leads high stakes negotiations and partnerships exceeding $1 million, securing favorable terms that support long term growth. Manage relationships with high-value partners and vendors to ensure alignment with strategic goals.

Qualifications

Minimum Job Requirements

• Master's Degree in Business, Marketing, Healthcare, Liberal Arts, or relevant field
• A minimum of 15 years of executive leadership experience developing and leading Strategy, Business Development, Marketing, Strategic Communications, Brand Management, Corporate Events, and/or Public Relations function(s) with depth of knowledge in advertising, digital marketing, and strategic communications.
• A minimum of 10 years of leadership experience leading and managing teams with experience in a matrixed environment.
• Experience in methodologies, frameworks, and technologies/platforms that influence and drive organizational strategic direction, customer and consumer preference.  Support evolution and development of service offerings and increased access to affordable care across PSA and SSA to meet or exceed consumer changing needs.
• Experience developing successful strategic plans and marketing strategies that advance NCHS growth and business goals and to help build brand awareness, affinity, loyalty, and drive customer acquisition.
• Experience managing direct-to-consumer Omni-channel campaigns with multiple touchpoints along the patient journey.
• Experience managing corporate events and consumer facing events.
• A minimum of 10 years of experience building global, national and regional brands; healthcare industry experience preferred.

Knowledge, Skills, and Abilities

• Knowledge and experience of pediatric healthcare preferred.
• Experience with multi-cultural marketing campaigns and Spanish-language media preferred.
• Certification or proven experience in development of organizational strategic plans.
• Demonstrated successful track record of talent identification, succession planning, mentorship, coaching, and leadership development.
• Ability to influence a diverse audience including health system leadership.
• Initiating and driving opportunities independently while operating in a large and complex organization.
• Excellent written and analytical skills.
• Excellent MS Office software skills (Word, Excel, and PPT).
• Self-motivated and able to meet deadlines.
• Excellent communication and interpersonal skills.
• Ability to work independently and demonstrate good judgment.
• Remain calm under pressure.

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