Elliot Health System - Vice President, Marketing and Communications

Elliot Hospital; Manchester (NH); On-site; USD 120,000 - 180,000; Full time

Job summary

Elliot Health System is seeking a Vice President of Marketing and Communications to lead strategic marketing initiatives, enhance brand awareness, and drive organizational growth. This role requires extensive experience in healthcare marketing and strong leadership abilities to foster collaboration across teams.

Qualifications

• 15 years experience in integrated marketing, public relations, and social media in healthcare.
• 5+ years in a leadership role in a large organization.

Responsibilities

• Develops and implements marketing and communication strategies.
• Leads a high-performing marketing and communications team.
• Manages brand architecture and ensures compliance with brand standards.

Skills

Interpersonal skills

Collaborative leadership

Organizational skills

Communication skills

Education

Bachelor's Degree in related field

Tools

Microsoft Office Suite

Job description

The Vice President of Marketing and Communications is responsible for the development and the implementation of comprehensive plans that support the growth, image, and strategic interests of Elliot Health System, consistent with organization’s mission, vision, strategic and operational goals. This position develops, implements, and continuously improves all marketing, branding, public relations, and internal communications plans with a continual focus on innovation and advancement of the organization.

Primary Duties And Responsibilities

Builds and leads an integrated high performing marketing and communications team (across the enterprise) to deliver on the strategic objectives and goals. Develops performance management standards and measures to reflect stronger accountabilities for business outcomes, success of the enterprise, and collaborative engagement with senior leaders.

Creates a cultural evolution of moving the marketing and communications team from transactional to strategic and from reactive to proactive through the proper alignment of form, function, and accountability.

Translates system strategies and plans into marketing and communication objectives to drive measurable performance standards to assess and ensure progress and results. Develops and assumes accountability for goal measurement and ROI for the marketing and communications team.

Identifies, recruits and retains team members with the qualifications and competencies to support the skill level required, the goals established for the various streams of work, and demonstrating a strong collaboration with organizational leaders.

Works collaboratively with each organization, business unit, service line and leadership teams and physician leadership to develop their communications and marketing strategic and tactical plans.

Develop annual operating budget that includes appropriate funding for organizational priorities and evaluates spending on an ongoing basis, with a goal of maximizing cost-effectiveness.

Regularly communicates plan and ROI with key stakeholders/leaders seeking engagement, satisfaction and priority realignment as needed.

Demonstrates a commitment to continuous improvement based on innovative industry practices within healthcare and within other industries who have transformed consumer engagement through technology and connectivity.

Ensures marketing and communication activities are consistent, coordinated and appropriately tailored to the audience. Makes it a priority to learn the unique characteristics of different constituents, while incorporating those qualities into a larger vision with a commitment on Elliot Health System’s purpose.

Communicates a clear and compelling agenda for the marketing and communications team members who inspire others to work toward cross-functional collaboration to optimally support the system’s clinical integration, growth, partnerships, diversification, community collaboration, market share, top decile performance, priorities, and other unique characteristics.

Works collaboratively with leadership to support physician strategies for market growth, physician recruitment brand and physician retention messaging, positioning Elliot Health System as the provider and system of choice both locally and regionally.

Works collaboratively with Human Resources and system leadership to support strategies for employee recruitment and retention, positioning Elliot Health System as the first choice to give and receive care.

Utilizes data analysis, market intelligence, and consumer insights as foundational elements in the creation and execution of all marketing and communication strategies and plans.

Utilizes data and information from across the system to interpret the consumers’ expectations, design and execute on targeted engagement approaches.

Brand Management Leads system development of brands, considering evolution of enterprise, engaging appropriate stakeholders, and ultimately recommending brand strategy going forward to build on the strength of the legacy brands and create a cohesive system brand and message to the community.

Develops short and long-term brand strategies with the purpose of expanding brand positioning and enhancing brand awareness, respect, personality, and messages targeted to a diverse set of constituencies using a combination of multi-media and multi-disciplinary strategies (including public relations, corporate communications, health promotion and payer, employer, physician relations, communications, digital/social media).

Manages the brand architecture, messaging, naming and image to assure compliance with brand standards and protection of the brand and its trademarks.

Assures that custom qualitative, quantitative, and syndicated research studies are conducted as necessary to provide developmental and directional information to meet the strategic objective and data needs of the organization.

Translates market insights into strategic recommendations on solution positioning, messaging, value propositions and differentiation in order to drive exponential growth and consumer loyalty.

Digital/Social Media Strategy Develops and implements a progressive digital strategy across the enterprise that includes social media, website, publications, etc., which will assist patients, employees, physicians, families, general public/consumers, in accessing real-time information, yet protects the brand and integrity of the organization.

Develops and implements multi-media strategies to reach critical audiences (physicians, community, employees, volunteers, trustees) including accurate, timely and quality production of meetings, publications, speeches, video productions, video conferences, advertising, brochures, and other print materials and content for the Internet and Intranet.

Works with leadership and key stakeholders to translate business opportunities into communications and marketing plans/programs; ensures consistency across services, location, and segments; identifies and leverages economies of scale where practical.

Serves as communications counsel on situations and issues of importance; counseling includes messages, tone setting, coaching, strategic integration and situational management.

Assures that policies and procedures are appropriately in place, approved and understood for the management of situations, information and appropriate roles of individuals and departments.

Leads the development of processes, methods, means and messages to proactively and reactively manage issues that place the company’s image and reputation at risk.

Cultivates and fosters an ongoing working relationship with members of the media.

Serves that the key spokesperson for the organization and leverages other senior leaders as appropriate.

Develops and implements a crisis communication plan to ensure that the organization is ready for and able to anticipate and manage media coverage of potential crises. Serves as internal consultant, educating and orienting management.

Essential Job Functions

Builds and leads an integrated high performing marketing and communications team (across the enterprise) to deliver on the strategic objectives and goals. Develops performance management standards and measures to reflect stronger accountabilities for business outcomes, success of the enterprise, and collaborative engagement with senior leaders.

Maintains good communications; establishes and maintains positive working relationships with Elliot Health System staff, Board members, medical staff, press and the general public. Ability to develop strong relationships with clinicians, medical staff, and internal audiences, as well as reporters and editors for external media.

Demonstrates excellent written, verbal communication and social skills; ability to work in a collaborative manner; strong organizational and interpersonal skills.

Translates system strategies and plans into marketing and communication objectives to drive measurable performance standards to assess and ensure progress and results. Develops and assumes accountability for goal measurement and ROI for the marketing and communications team.

Position Qualifications

Education: Bachelor's Degree in related field

Experience: 15 years with progressive advancement in areas that combine integrated marketing discipline/responsibilities (i.e., public relations, community relations, marketing, social media) in healthcare organizations. 5 plus years in a significant leadership role oversee these areas in a large and complex organization.

Knowledge: Marketing strategy development. Image/crisis communications. Social/digital media. Market research (broad and categorical). Healthcare Industry knowledge (competitive environment, legislative/policy implications, funding mechanisms and care delivery models)

Skills: Microsoft Office Suite Database/analytics structure and reporting

Abilities: Interpersonal skills. Collaborative leadership ability. Ability to prioritize responsibilities. Ability to function collaboratively with diverse stakeholders. Ability to function professionally and productively in high stress/crisis environments.