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Vice President, Marketing
2 months ago
Job Description Summary
Reporting to the Senior Vice President and Chief Strategy Officer (CSO), the Vice President (VP) of Marketing and Communications will be responsible for leading a unified marketing and communications function and team. The VP will be responsible for identifying and driving improvements to internal and external communications and marketing integration consistently across the organization, ensuring alignment with the system’s strategic plan, mission, vision and values. The VP will work closely with the CSO, Chief Executive Officer (CEO), and the Board of Directors of South Shore Health to develop the brand identity and roll it out to the organization and then to external audiences.
Job Description
Responsibilities
The VP of Marketing and Communications maintains a comprehensive understanding of all aspects ofSouth Shore Health’s organizational culture, business strategy, clinical service offerings, operations,competitive landscape and financial performance, while building strong relationships with leadership,and attending senior management meetings to identify opportunities to advance South Shore Health’smission.
Working closely with members of the leadership team to ensure that marketing and communicationsefforts are aligned with the company's overall strategy for driving growth and enhancing brandawareness, the VP is responsible for leading the marketing and communications team, executingmarketing and communications campaigns, analyzing performance, and building relationships with keystakeholders.
Responsible for the development and execution of a comprehensive advertising and digital marketingstrategy to increase brand visibility, awareness, and differentiation through various online and abovethe line marketing channels. Develops creative and innovative advertising, digital marketing, publicrelations, and corporate communications strategies to build brand awareness, supports the healthsystem strategic imperatives, provides leadership and engages leaders and stakeholders across thesystem to foster a culture of patient and family-centered care and service excellence for patients,families, partners and colleagues. Drives cultural and organizational transformation through crossfunctional partnerships with the patient/family experience, talent management, informationtechnology, operations, development, and other teams/stakeholders across the health system.
Builds brand awareness internally and externally and works closely with the foundation team providingmarketing and communications support for philanthropy and development efforts.
Responsible for leveraging customer and market insight to develop compelling messaging to engagecreative advertising and digital marketing, utilizes marketing analytics to drive KPIs, and collaborateswith external Marketing agencies or consultants across advertising and digital marketing space. Executesadvertising campaigns across all relevant channels and identifies and develops high ROI programs withmedia, marketing partners and external properties that drive partner and consumer engagement.
Leverages digital trends and technologies for brand engagement.
Participates in fostering media relations, as well as in the organization, responding appropriately tomedia inquiries as they occur. Proactively plans for crisis communications, including overseeingmanagement of internal and external communications as crises arise, in order to minimize their impactto the organization. Pro-actively creates crisis communications plans for scenarios to mitigate allpossible negative impacts.
Responsible for elevating the roles of marketing and communications by building a team that influencesbrand positioning, creates persuasive narratives, leverages data and insights, establishes robustprocesses, embraces digital innovation, and designs experiences that enhance and strengthen the SouthShore Health brand.
Takes a very proactive approach in identifying and driving continuous improvements to communicationsand marketing integration and consistency across the organization, ensuring alignment with thesystem’s strategic plan, overall mission, purpose and values.
Identifies, engages, develops, and mentors a cohesive, high performing communications and marketingteam comprising of subject matter experts and best in class talent who can work together as a team, aswell as with internal and external partners to drive measurable and consistent results - this includeseffective communications to the marketing and communications team about organizational strategy anddirectives. Builds staffing infrastructure and leads, directs, challenges, motivates and guides full-timeand contractual staff, promoting teamwork and personal growth for all team members while fosteringthe effective integration, coordination, and alignment of communications and marketing initiativesacross the system.
Focuses on streamlining communications and marketing service delivery to ensure effective, efficient,and high-quality client services to the system. Works closely with the team to build plans for servicelines, programs and prioritized growth areas that proactively identify tactics and regularly checks it against the plan to ensure significant progress over time.
Works with CSO to develop and oversee implementation of a multi-year strategic communications andmarketing plan designed to shape the health system’s reputation in the market and establish SouthShore Health as a leader in clinical quality and exceptional care; effectively articulates and differentiatesthe system’s unified vision for programs and services and unique advantages and benefits in the market,and excites employee engagement.
Oversees internal employee communications, including measuring results and proactively planningfuture strategies for enhancing employee communications.
The VP is an active member of the South Shore Health Senior Leadership team and is an activeparticipant and voice in related meetings and activities.
Develops and builds effective relationships with executive team, hospital, ambulatory, and clinical unitleadership, and other key stakeholders, understanding their needs and perspectives to proactivelyinform communication strategies and advance organizational goals. Collaborates closely with othersenior leaders to align and coordinate communication initiatives with the focused objectives andpriorities of the organization and promote the success of high priority strategic initiatives.
Ensures that all system-wide communications are high-quality and appropriate to establish strategiesand standards that build and support the brand.
Identifies strategic benchmarks and tracks performance against those measures. Manages and directs market research in support of system and service line marketing to assess the value of marketingprograms and to demonstrate ROI where appropriate.
Works closely with the CSO and others to develop and drive the overall brand strategy for theorganization. Integrates efforts across the system to launch consistent branding and messaging andensures that all relevant marketing and communications channels align around that brand strategy.
Manages communications and marketing budget, ensuring proper follow-up of approved expenditures.
Education & Experience
? Bachelor’s degree in business, marketing, healthcare administration, or related field. Master'sdegree in management, business administration, marketing or related field preferred.
? 10+ years of business experience in marketing, ideally with a growing healthcare organizationand 12-15+ years of progressive relevant leadership experience.
? Prior health care industry experience is strongly preferred, including significant experience inbuilding a differentiating brand strategy and in developing an organization’s insights for howbest to communicate with its patient (as consumers).
? Preferred candidate will have a proven track record leading a successful marketing andcommunications team to include, leading a system-wide brand development strategy whichentails working with leadership to create and communicate a clear, compelling and consistentvision and unique identity for that brand within the marketplace.
? Experience working collaboratively within a matrixed system. Effective cross-functionalleadership abilities-- a strong influencer and advocate who partners well and can be a trustedresource across the organization.
? Proven change management skills and a record of success in implementing new strategies todeliver exceptional results.
? Strong communicator - able to tell a story, build a business case, create a framework, andinspire others.
? Data driven and analytical: has strong intuition in how to interpret data, uses benchmarks anddata in decision making.
? Experience includes strategic communications, internal and external communications, mediarelations, employee engagement, planning and research, branding and promotion, digitalmarketing/CRM, marketing communications. Deep experience operating all relevant marketingchannels (SEO, SEM, Community Marketing, Public Relations, Direct to Consumer, and others)and selecting and overseeing work of consulting, media and/or agency partners.
Leadership Competencies
? A strategic thinker who is both analytical and creative in his/her approach to issue/opportunityidentification and definition, and able to apply market intelligence to draw conclusions andmake recommendations to senior leadership.
? A change agent who is able to align team members toward a common goal, making difficultdecisions when necessary while respecting the perspectives, talents and abilities of all involved,with a demonstrated ability to develop, engage, inspire, motivate, and manage a highperforming team.
? A highly creative thinker who can bring new ideas to the table, stay abreast of trends in theindustry and help differentiate our organization from other health systems or providers withdemonstrated experience designing and delivering solutions that strengthen relationships anddrive growth, helping deliver safe and seamless experiences for every patient.
? A seasoned and accomplished leader with exceptional management and interpersonal skills,high integrity and work ethic.
? Identifies business challenges and marketing and communications opportunities based ondetailed knowledge of client's organizational culture, employee engagement priorities, clinicalservice offerings, competitive positioning research and financial performance. Translatesbusiness and growth strategies into marketing imperatives, including competitive positioning.
? Delivers marketing strategies focusing on translating consumer and market insights intoimpactful strategies to drive upmarket growth. Partnering with the CSO and strategy leadershipteam, establishes a more prominent role for marketing across the organization in strategicdiscussions and operational implementations. Broad and comprehensive knowledge oftheories, concepts, practices and policies with the ability to use them in complex and/orunprecedented situations across multiple functional areas. Implements marketing technologyplatforms, places an emphasis on data-driven performance.
? Experience meeting with clinical chiefs and chairs and their administrative leaders to identifyand suggest opportunities to support initiatives in their areas of specialty and following up withdetailed communications plans to support those initiatives.
? Ensures the development and presentation of performance analysis and reporting for marketingand communications campaigns to senior leadership. Uses data to strategize marketing andpublic relations campaigns.
? Strong business acumen with solid understanding of the business of healthcare, and trends andissues. Skilled in budget preparation and fiscal management.
? Excellent planning, project and people management skills with a strong results orientation.Ability to create multi-year plans for achieving objectives and to plan, prioritize, organize andmanage resources within prescribed timeframes. Able to lead a team and grow talent withfocused feedback and opportunity identification for each team member.
? Strong writing, communication, and presentation skills. Organized and detail-oriented. Ability toexecute goals and delegate assignments, while upholding quality and maintaining appropriateleadership focus on delivering on key priorities.
? Identifies and addresses problems that are broad, complex and abstract, often involving systemwide issues and requiring substantial creativity, resourcefulness, staff engagement, negotiationand diplomacy to develop solutions.
?Advanced skills with Microsoft applications, which may include Outlook, Word, Excel,
PowerPoint and other web-based applications. May produce complex documents, performanalysis and maintain databases.
? Operates with leadership confidence by being ready to praise and is unafraid to face challengingsituations and conversations.
? Willing to challenge standard thinking with new ideas, approaches and solutions, whileunderstanding the sensitivity of change management and importance of fosteringunderstanding.
? Takes accountability and responsibility for own actions with the utmost integrity.
? Able to identify, train and retain talented individuals to support the marketing and
communications function while demonstrating a genuine commitment to diversity, equity and inclusion
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