Chief Marketing and Communications Officer

2 days ago


Danville, Pennsylvania, United States Geisinger Health System Full time
Job Summary

This role is responsible for driving complex, visible, system-wide initiatives to successful completion through metrics-based leadership of a skilled cross-functional department and collaboration with internal and external stakeholders. The successful candidate will enable Geisinger to achieve strategic priorities, targeted growth, and financial objectives by building on awareness and preference of the Geisinger brand in priority markets and supporting the launch of new services and programs.

Key Responsibilities
  • Builds and leads a high-performing marketing, communications, and digital engagement team to deliver Geisinger strategic objectives and associated KPIs.
  • Drives collaboration and cross-functional accountability for a superior patient and member experience, leading to stronger engagement and loyalty between Geisinger and consumers.
  • Translates operational strategies and plans into marketing and communication objectives to drive standardized and measurable performance standards.
  • Develops KPIs in partnership with senior executives and holds overall department accountability for goals measurements and targeted ROI for the marketing and communications team.
  • Works with leaders throughout the organization to develop cohesive communication and marketing strategic and tactical plans in support of organizational success.
  • Develops annual operating budget for full scope of department activities.
  • Utilizes data analysis, market intelligence, and consumer insights as foundational for the creation and execution of all marketing and communication strategies and plans.
  • Sponsors and leads a progressive digital engagement strategy and product management team with the appropriate, optimized Marketing Technology stack.
  • Develops short and long-term brand strategies to advance brand positioning, increase brand awareness, and brand preference through cost-effective earned and owned channels.
  • Manages the Geisinger brand architecture, messaging, naming system, and brand standards to ensure consistency and brand strength.
  • Translates market insights into strategic recommendations on positioning, messaging, value propositions, and market differentiation to drive exponential growth and consumer loyalty.
  • Develops and implements unpaid and paid content strategies to reach critical audiences using accurate, timely, and quality production of meetings, traditional and digital publications, speeches, news releases, video productions, video conferences, advertising, marketing collateral, and other materials.
  • Establishes annual strategic plan priorities that address operational excellence, access, and ease of use as well as managing total health.
  • Owns system-wide alignment of brand and messaging with Geisinger Health Plan products and creation of an aligned strategy for 'One Geisinger' messaging.
  • Identifies and positions Geisinger and its leadership as national, regional, and local experts on medical and health issues of broad interest to advance the value and benefit of proactive communication and earned media exposure.
  • Protects the reputation of Geisinger through development and implementation of a crisis communications plan to ensure that the organization is ready to successfully manage news media coverage and social media coverage/traffic related to any potential crises.
  • Oversees executive and internal communications to increase employee engagement and grow understanding of the organization's strategic goals and commitment to mission.
Requirements
  • Master's Degree-Related Field of Study (Required)
  • Minimum of 10 years-Marketing experience, including experience in the Healthcare & Health Insurance industries (Required)
  • Minimum of 10 years-Leadership (Required)
About Geisinger Health System

Geisinger Health System is a leading healthcare organization dedicated to providing high-quality, patient-centered care to our communities. We are committed to excellence, innovation, and compassion in all that we do.



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