Job Description:
Summary:

The VP, Chief Marketing Officer is the executive responsible for translating Ballad Health's enterprise strategy and service-line priorities into measurable engagement, growth, reputation value, and return on marketing investment. This role is central to ensuring that Ballad Health's clinical strengths, strategic priorities, and community value are clearly understood, differentiated in the market, and acted upon by the people and communities the system serves. The CMO leads a forward-thinking, data-driven, digitally enabled marketing team moving beyond activity-based marketing to performance-based growth. This leader is accountable for building the strategy, operating discipline, analytical capability, and creative execution necessary to identify market opportunity, reach priority audiences, influence consumer behavior, and convert interest into measurable action. This position reports to the EVP, Chief Transformation Officer.

Specific Responsibilities

Marketing Strategy and Operations Partner with executive, market, and clinical service line leadership to translate strategic growth priorities into coordinated marketing campaigns that drive measurable increases in patient volume. Design and execute integrated, multi-channel campaigns aligned to defined service line and market growth objectives, with clear targeting, timing, and expected return. Define success metrics for each campaign in advance and hold the team accountable for achieving measurable outcomes. Manage the marketing budget with a focus on return on investment, prioritizing initiatives that demonstrate measurable contribution to growth. Oversee digital demand generation strategy, including paid and organic channels, aligned to audience segmentation and evolving digital discovery patterns. Ensure digital assets function as effective acquisition platforms that support campaign performance. Apply a disciplined test-and-learn approach using data and analytics to optimize campaigns. Drive adoption of emerging digital capabilities, including the use of AI in content creation and consumer engagement.

Local Communications and Engagement

Support service line growth through targeted communications aligned with campaign objectives. Oversee social media strategy and digital community engagement. Develop and distribute content supporting patient acquisition and engagement. Coordinate with the Office of Strategic Communications to ensure alignment with enterprise messaging.

Team Leadership

Lead, coach, and mentor the marketing and communications team. Align team structure to support a campaign-driven, results-oriented model. Ensure accountability for campaign execution, performance tracking, and improvement. Build talent in digital marketing, analytics, and campaign management.

Requirements:
Experience and Education: Master's degree required. At least 12 years of experience in marketing and communications, with 7 years in a leadership role. Experience in complex, multi-site organizations, preferably healthcare. Track record of campaigns that drive measurable growth and ROI. Experience partnering with operations and clinical leadership.

Leadership and Communication: Ability to align executive stakeholders and resolve competing priorities. Ability to clearly communicate performance outcomes and required adjustments. Ability to lead through influence in a matrixed environment.

Functional Skills: Strong understanding of digital marketing channels and demand generation. Ability to interpret analytics and apply insights to improve performance. Working knowledge of emerging trends in AI-driven marketing. Strong project management and operational discipline. Ability to translate business objectives into measurable marketing plans.

Work Requirements:
Shift: Day
On Call: No
Weekends: No
Travel Required: No Travel
Shift Details: 8a-5p
City/State: Johnson City, TN

Location:
Ballad Health Corporate