Executive Director of Brand Management

3 weeks ago

Baltimore, United States Hopkins Johns Health System Corporation Full time

POSITION SUMMARY

The Executive Director of Brand Management has a critical role in leading the globally renowned Johns Hopkins Medicine brand at a time of exciting growth. This role has overall responsibility for driving an emotional connection between Johns Hopkins Medicine (JHM) and consumers, ultimately strengthening awareness, preference, consideration, and selection. This includes, brand strategy – the definition and evolution of the brand vision – as well as brand management – leading the application of the JHM brand across a variety of channels in accordance with the brand standards. This position will also oversee a small in-house creative services team, including video production, graphic design, and content development. The position reports directly to the VP of Marketing and serves as the primary brand steward responsible for overseeing and advancing brand standards and educating, advising, and mentoring health system partners on the brand standards. It requires extensive interaction with stakeholders and partner groups to achieve department and overall organizational goals.

Key duties include:

  1. Serve as the JHM brand champion, leading overall brand strategy and brand management.
  2. Lead consumer research to understand consumer perceptions define a brand value proposition to differentiate JHM in a highly competitive healthcare landscape.
  3. Develop brand architecture strategy and its implementation across a variety of sites of care and points of access (online and offline).
  4. Partner with marketing, communications, and key stakeholders across the university and health system to determine ways to promote the brand that align with the overarching strategy and help bring the strategy to life.
  5. Oversee and maintain Johns Hopkins Medicine brand standards and guidelines
  6. Support the execution of marketing campaigns that drive awareness and consideration for the brand
  7. Develop briefs and assess creative direction of campaigns to meet objectives across all channels including (but not limited to) print, digital, and video assets
  8. Oversee an in-house creative team in the development of branded assets
  9. Coordinate production and printing of advertising and branded logo wear
  10. Interprets a variety of situations and agreements for brand application
  11. Acquires and applies knowledge to proactively address issues that are important to the organization.
  12. Uses knowledge of industry standards and research best practices. Solicit input on strategic and tactical issues from JHM communications leaders.


EDUCATION & EXPERIENCE

  • Bachelor’s Degree in Industrial Design, Marketing, Communications and Design or related field required, post graduate degree strongly preferred.
  • 7-10+ years of progressively responsible related experience including 3-5 years of management experience
  • Extensive knowledge and mastery of information systems that support operational and analytics activities within marketing and communications. These can include: project management tools, media monitoring software and communications analytics

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