OverviewUF Health Corporate is seeking an AVP, of Creative Services & Brand Elevation. They will be responsible for guiding UF Health's enterprise-wide creative strategy, overseeingall aspects of brand advertising creative, content design / creation (including photography and videography), visual story-telling and creative strategy for UF Health. This role drives the development and execution of brand strategies that elevate the organization's visibility, strengthen stakeholder engagement and distinguish UF Health in a competitive landscape. Operating in a matrixed environment, the AVP partners with MarComm peer leaders, clinical and academic leaders and external agencies to deliver strategic brand guidance, innovative campaigns and high-impact, high-quality creative solutions, ensuring every brand expression is compelling, consistent and aligned with UF Health's mission and values.
Responsibilities- Works collaboratively with peer leaders in the division in the planning, execution and evaluation of UF Health brand advertising campaign creative across digital, print, broadcast, outdoor and experiential channels.
- Develops and leads enterprise-level creative strategies that elevate UF Health's visibility, engagement and brand differentiation systemwide.
- Serves in executive-level advisory role to leaders, departments and project teams, ensuring brand consistency and innovative visual storytelling.
- Directs content design initiatives - managing the creation of visual, video and written assets - to ensure alignment with strategic goals and engagement of target audiences.
- Oversees all photography and videography efforts, ensuring high-quality, brand-aligned visual storytelling for use across UF Health's platforms and campaigns.
- Provides creative advisory and support to leaders, departments and project teams to drive brand consistency and innovative campaign execution.
- Supports cross-functional initiatives, ensuring creative excellence across enterprise campaigns and projects.
- Supervises the internal Creative Service team and partners with MarComm colleges, agency partners, vendors and key stakeholders to align and deliver creative solutions that reflect UF Health's mission, values and goals.
- Develops, maintains and enforces UF Health brand guidelines, advising on brand expression, visual identity and creative standards across all marketing and communication materials.
- Analyzes effectiveness and impact of creative assets, content design and advertising initiatives; refines strategies and plans based on performance data, stakeholder feedback and best practices.
- Mentors, coaches and develops creative services staff, nurturing a culture of creativity, collaboration and continuous improvement; inspires innovation, high performance and professional growth within the creative team.
- Illustrative Performance Metrics:
- Brand Engagement & Awareness: Brand sentiment improvement; number of creative assets featured across channels; engagement and reach across digital, print, broadcast and experiential platforms.
- Content Design & Visual Asset Effectiveness: Engagement rates and feedback for photography/videography and designed content; volume, timeliness and quality of assets delivered per campaign; alignment of creative output with strategic goals and enterprise brand standards.
- Creative Advisory & Collaboration: Stakeholder satisfaction scores for creative support and advisory; number of cross-functional projects successfully supported; evidence of innovation and strategic impact in creative solutions.
- Team & Operational Effectiveness: Employee engagement, development, and retention within the creative services team; efficiency and quality of workflows across creative projects; ability to manage multiple high-priority initiatives concurrently.
QualificationsEducation: - Bachelor's degree in graphic design, marketing, communications, media production or broadcasting, fine arts or related field required
- Master's degree in appropriate area of specialization preferred
Experience:- 10+ years of progressive leadership in creative services, brand management or enterprise-level marketing
- Experience leading creative initiatives in complex, matrixed organizations (health care, higher education or equivalent)
Leadership Skills- Creative Vision and Storytelling
- Senior Stakeholder Management
- Cross-Functional Collaboration
- Strategic Thinking
- Problem Solving
- Relationship Building and Management
- Talent Development and Mentorship
Professional Skills- Brand Management and Creative Direction
- Content Design and Visual Communications
- Photography and Videography
- Advertising and Campaign Development
- Multimedia Production and Editorial Oversight
- Digital, Print and Experiential Marketing
- Expertise in Leading-Edge Technology Platforms and Equipment
- Project Management
- Familiarity with Health Care, Academic Medicine or Other Complex Environments
- Strong Verbal and Written Communication and Presentation Skills
- Ability to Work Independently and Collaboratively as Part of a Team in a Fast-Paced Environment
- Excellent Judgment
