Region VP Marketing and Communications

Overview

CommonSpirit Health is a nonprofit, Catholic health system dedicated to advancing health for all people. It was created in February 2019 by Catholic Health Initiatives and Dignity Health. With its national office in Chicago and a team of over 150,000 employees and 25,000 physicians and advanced practice clinicians, CommonSpirit operates more than 2,000 care sites from clinics and hospitals to home-based care and virtual care services. Our world needs compassion like never before. Our communities need caring and our families need protection. With our combined resources CommonSpirit is committed to building healthy communities, advocating for those who are poor and vulnerable, and innovating how and where healing can happen -- both inside our hospitals and out in the community.

We are seeking a dynamic and innovative Region Vice President of Marketing & Communications to lead our California Region's marketing and communications strategy. We're looking for a strategic thinker with a creative edge, who possesses a deep understanding of B2C marketing in the healthcare industry. The California Region VP will play a critical role in driving growth, enhancing our public image, fostering meaningful connections with our customers, and managing our reputation in the region.

The incumbent is expected to reside within the California region and be able to commute to nearby CommonSpirit Health facilities and administrative support as needed.

Responsibilities

This role requires a seasoned Marketing & Communications executive, with experience leading geographically dispersed teams, and an ability to approach marketing and communications in new ways for healthcare, with a focus on redefining the medium, making the consumer the priority, and ultimately, leveraging marketing and communications to deliver differentiated consumer experiences and drive business outcomes. It is a primary responsibility of this leader to mentor, guide and motivate the region and associated market-based teams in achieving business outcomes through effective marketing and communications strategies. The ideal candidate will possess exceptional leadership skills, a deep understanding of marketing and communications trends, and a proven track record of delivering high-impact results. The role requires a leader of leaders, with experience and comfort interacting with and counseling all levels of a complex organization, including boards, executive teams, direct reports and stakeholders.

Marketing & Communications Strategy and Planning:

a. Develop and implement the overall marketing and communications strategy and associated plans for the region and associated markets.

b. Identify market trends, consumer insights, and competitive landscape to inform strategic decision-making.

c. Collaborate with senior leadership to align marketing and communications strategies with organizational goals.

Service Line Marketing Strategy:

a. Develop and execute service line marketing strategies within the healthcare region to achieve engagement and growth goals.

b. Collaborate with service line leaders within the region to identify target audiences, market trends, and growth opportunities.

c. Create and implement marketing plans and campaigns to promote specific service lines within the region and drive patient volume.

Digital Marketing:

a. Develop and execute digital marketing strategies within the healthcare region to drive online traffic, patient acquisition, and engagement.

b. Oversee the management of websites, social media platforms, email marketing, and other digital channels within the region.

Internal and External Communications:

a. Develop and implement internal and external communication strategies within the healthcare region to effectively engage and inform employees, patients, community members, and media.

b. Oversee the creation and distribution of internal and external communication materials within the region.

c. Developing and implementing internal communication strategies to ensure effective communication within the organization, fostering employee engagement and alignment.

d. Managing the organization's relationships with the media, stakeholders, and the public, and ensuring positive public perception through effective communication and reputation management.

e. Manage relationships with media outlets and serve as a spokesperson for the healthcare system within the region.

Reputation Management:

a. Develop and implement strategies to manage and enhance the regional reputation of the healthcare system.

b. Monitor and analyze online reviews, ratings, and feedback to identify areas for improvement and address any negative sentiment.

c. Collaborate with internal stakeholders to ensure consistent messaging and alignment with the regional reputation goals.

Crisis Communications:

a. Develop and implement regional crisis communication plans to effectively manage and respond to potential crises or emergencies within the region.

b. Serve as the primary point of contact for media inquiries during crisis situations within the region.

c. Coordinate with internal stakeholders to ensure consistent messaging and timely communication within the region.

Issues Management:

a. Identify and proactively address potential issues or challenges that may impact the reputation or operations of the healthcare system within the region.

b. Collaborate with internal stakeholders to develop strategies and messaging to address and mitigate these issues within the region.

c. Monitor and analyze industry trends and regulatory changes that may impact the healthcare system within the region.

Consumer Experience:

a. Develop and implement strategies within the healthcare region to enhance the consumer experience across all interactions with the healthcare system.

b. Collaborate with internal stakeholders within the region to ensure consistent messaging and alignment with organizational goals.

c. Monitor and analyze consumer feedback and satisfaction metrics within the region to identify areas for improvement.

Patient Engagement:

a. Develop and implement patient engagement strategies within the healthcare region to enhance patient satisfaction and loyalty.

b. Collaborate with cross-functional teams within the region to improve patient experience across all touchpoints.

c. Utilize data analytics and insights to personalize marketing efforts and enhance patient engagement within the region.

Brand Stewardship:

a. Support the brand identity and positioning of the healthcare system within the region.

b. Ensure brand consistency across all marketing and communications channels within the region.

c. Oversee the development and execution of brand campaigns and initiatives within the region.

Leadership and Collaboration:

a. Implement the team structures and operational norms to support collaboration with system, region and market leadership, particularly Regional SVPs/Presidents, Strategy leaders, and Market Presidents, to ensure alignment, consistency and performance of marketing and communication efforts throughout the region.

b. Build, lead, develop and mentor a high-performing team of marketing and communication professionals within the region.

c. Manage the budget and resources for the regional marketing and communication team.

Research, Measurement and Analysis:

a. Conducting market research to identify customer needs, preferences, and trends, and using the insights to inform marketing strategies and decision-making.

b. Utilize data analytics and insights to optimize campaigns and improve ROI within the region.

c. Establishing key performance indicators (KPIs) and metrics to measure the effectiveness of marketing and communication initiatives, and using the data to drive continuous improvement.

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Qualifications

Required Education and Experience:

Masters degree in Marketing, Communications, Business, or related field.

Minimum of 15 years of experience in senior marketing and/or communications roles, preferably within the healthcare industry.

Proven track record of success in developing and implementing strategic marketing and communications plans, including reputation management strategies.

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