VP of Marketing
Company: Health Care / Hospitals / Clinics, Managed Care, A
Posted on: September 10, 2018
General Responsibilities: Create and lead the development of the strategic marketing plan for CH in collaboration with senior leaders, based on informed analytics and stakeholder input with defined measures of success in order to support the CH strategy. Translate service/business line objectives and corporate strategies to develop brand portfolio marketing goals, strategies, and plans to facilitate growth. Lead the development of key marketing strategies and the execution of an informed set of tactics and programs to drive revenue growth. Assess and understand the needs and interests of key constituencies and enhance engagement with CH by promoting quality performance measures and strength and expertise in key clinical offerings. Promote new and ongoing initiatives for targeted clinical and non-clinical areas. Direct and coordinate the creation of content for the marketing website and oversee development and production of all traditional print marketing collateral. Implement a comprehensive digital marketing strategy that leverages traditional efforts with new results-driven methods for patient / community member acquisition. Install a highly functional marketing and project management/traffic coordination system for priority setting, initiatives management, and follow-up. Plan and measure the results of each marketing campaign to assess effectiveness of messaging, channels, distribution and costs. Provide leadership to the marketing team and oversight for key functions including strategic marketing, creative, editorial, digital and video production. Work with management team and department heads to develop, initiate, manage and provide follow-up marketing, advertising, and promotional strategies, as well as budgets, to include measuring and monitoring returns on investment (ROI) Develop promotional materials to support facilities, regions, service/product lines, and corporate initiatives. Regularly review and revise hospital and campus collateral and patient education materials. Lead and establish creative team to produce materials of visual impact and within brand guidelines. Direct the coordination, writing, and production of marketing materials consistent with corporate strategy, mission and vision. Oversee consultants and vendors – lead any agency of record relationships. Make staffing and hiring decisions within marketing department. Build and develop a marketing team which is competent, dedicated, efficient, and understands corporate strategy. Drive lead generation programs such as email marketing, direct marketing, SEO marketing, webinars, and patient events/seminars. Oversee digital database applications including, patient and vendor information, email list applications, video deployment platforms, financial reports, etc. Supervise growth and accuracy of website Use email and other electronic marketing techniques to inform customers and cross market new facilities, services, physicians, etc. Provide oversight for all social media handles – Facebook, Twitter, etc. Works collaboratively with other departments to align with the company’s vision and goals Assist the other departments with various projects on an as needed basis Any other tasks or projects as assigned by supervision Requirements
Experience, Knowledge, and Education Requirements Thorough understanding and knowledge of corporate and strategic marketing, sales theory and practices. Master’s degree in marketing, business administration, healthcare administration, journalism or other appropriate field is preferred. Minimum of fifteen (15) years of increasing responsibility in brand management, marketing, digital marketing and/or a related field with large organizations, plus a minimum of five years of experience in a supervisory or management role. Healthcare field experience is required, including knowledge of health systems, hospitals, physician enterprises, insurance/payers, population health and/or other related issues. Strong creative, strategic, analytical, oral and written communication, and organizational skills and the ability to work with shared leadership and cross-functional teams. A detail-oriented approach to project management, including experience developing creative approaches to internal and external marketing and communications platforms. Demonstrated experience hiring, training, developing and supervising staff, and experience overseeing a budget of $5 million or more. Demonstrated ability to lead consumer strategies, analyze big data, and navigate and enhance disruptive technology to support the CH brand in the marketplace. Thorough knowledge of and ability to use Microsoft Office software programs, including Word, PowerPoint and Excel. Excellent presentation skills and the ability to present in public forums on behalf of CH as required. Possesses web development skills, including knowledge of CMS based web sites, understanding of web application development processes, from the layout/use interface to relational database structures, and a working knowledge of SEO and the developmental skills to support SEO initiatives Employment Requirements Complete HR annual mandatory education Complete annual Mosby’s competencies Complete TST form annually
Keywords: Health Care / Hospitals / Clinics, Managed Care, A, Allentown , VP of Marketing, Executive , Allentown, Pennsylvania
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