Job DescriptionThe Marketing Director is responsible for development and implementation system-wide strategic marketing objectives, strategies and programs in support of organizational mission, goals, system priorities and related business plans. Reporting to the VP-Strategy & Communications, the director is responsible for enterprise-wide branding and marketing strategy, as well as development and implementation of supportive community engagement activities. In conjunction with the VP, members of the Senior Leadership Team (SLT), business development functions and service line leaders, the Director collaborates in the review and construction of strategic proposals that advance the LMH Health's strategic position.
ESSENTIAL JOB RESPONSIBILITIES In conjunction with the VP and in alignment with the organization's strategic plan and overall strategic communications objectives, the Director:
- Leads marketing strategy across hospital, clinics, service lines, and affiliated programs, recommending system-level strategic investments and establishing enterprise marketing priorities in alignment with organizational strategy.
- Provides strategic counsel to executive leadership regarding market opportunities, growth initiatives, brand positioning, and competitive response. Represents marketing strategy in executive planning and growth discussions and influences growth strategies across operational and clinical divisions.
- Plans, implements and evaluates marketing efforts for enterprise-wide service lines, programs and services based on the organization's strategic plan, short- and long-range program goals, and revenue and volume opportunities.
- Supports organizational market positioning across all care settings. Develops, implements and evaluates the annual strategic marketing plan to maintain and gain market share and reduce outmigration, monitoring metrics to ensure appropriate return on investment.
- Leads environmental/competitive market assessments, including analysis of demographic, utilization and competitive threats; and proactively analyzes regional and national healthcare trends/activities for potential market impact. Coordinates or conducts market research studies to gain qualitative or quantitative data.
- Develops and manages a comprehensive brand strategy and serves as brand steward.
- Oversees digital assets including the organization's website and social media platforms.
- In collaboration with the Strategic Communications lead, supports development of strategy and tactical execution of community-wide communications tactics, including the patient newsletter and social media.
- Owns decision-making regarding agency, vendor and contractor selection and oversees these relationships in support of marketing department operations.
- In collaboration strategy and strategic development leaders, assists in the assessment of available market and in-house data to facilitate the creation of well-constructed project proposals surrounding strategic opportunities for the hospital.
- Aligns community engagement strategy to support growth goals.
- Develops and promotes community relations opportunities, including responsibility for developing policies and implementing programs. Engages staff and affiliates in these activities, which include but are not limited to community presentations, sponsorships of community events and organizations, and mission-driven programs.
- Works in partnership with community-based providers and administrative and clinical staff to develop and implement programs that promote health and access to healthcare.
- Supports needs related to patient education.
- Determines marketing resource allocation. Prepares and manages budgets for the Marketing and Community Outreach & Education departments.
- Oversees brand, marketing and community engagement manager(s), supervisor(s) and coordinator(s). Hires, orients, evaluates, supervises, and terminates staff. Develops an evaluation method to assess projects and identifies areas for improvement; reviews and evaluates the work of team members to ensure the highest standards of quality. Provides professional and leadership development.
- Liaises with the Strategic Communications Manager to support continuity and alignment across broader strategic communications objectives, initiatives and opportunities. Collaborates to strategize approaches for patient and community communiques, earned media opportunities, social content and other broad platforms.
- Represents the marketing function in Service Line strategy and operational meetings.
- Works effectively with all levels of leadership, practitioners and employees within the healthcare system.
- Supports broader organizational communications efforts, including serving as PIO on call, as needed.
- Performs other duties as needed or assigned.
JOB QUALIFICATIONSRequired:
- Bachelor's degree in Marketing, Public Relations, Journalism, Communications or related field
- Five years of experience in Marketing and Public Relations, with experience in a health care setting
- Knowledge of effective marketing strategy as it relates to hospital and clinic operations.
- Strong leadership qualities and experience with the ability to work well in a team environment.
- Ability to effectively listen and communicate with diverse audiences and probe for appropriate insights and information in conversations.
- Excellent customer service, solid interpersonal skills and presentation skills, excellent planning and organization skills as well as superior oral and written communication skills.
- Proficient computer skills including Microsoft Word, PowerPoint, and Excel.
Preferred:
- Master's degree in Marketing, Business, Health Care Administration or related field.
- Ability to effectively communicate with diverse audiences with strong listening skills and ability to probe for appropriate insights and information in conversations.
Our Cultural Beliefs- People First
- Integrity Matters
- Better Together
