SVP, Brand Marketing

Job Summary:

Responsible for developing and executing a comprehensive marketing, brand and consumer experience strategy that elevate the organization’s brands and drive engagement with patients, prospective patients and community stakeholders. This role ultimately drives consumer acquisition, retention, and profitable growth.

Major Responsibilities

Lead the development and execution of a comprehensive marketing, brand, and consumer experience strategy to strengthen the healthcare system’s position in the marketplace.
Collaborate with senior leadership, clinical teams, and academic stakeholders to ensure alignment with the system’s purpose and commitments.
Oversee the strategic planning process for marketing campaigns, ensuring they are data-driven, patient-centric, and support both short-term and long-term organizational goals.
Develop and refine the organization’s brand identity and positioning, ensuring consistency across all touchpoints, both internally and externally.
Drive the creation of messaging that resonates with diverse consumer groups, including patients, caregivers, physicians, and other key stakeholders.
Establish and maintain brand guidelines, ensuring adherence across all marketing channels, digital platforms, and communications materials.
Lead efforts to understand and improve the end-to-end patient journey, with a focus on delivering exceptional experiences at every touchpoint.
Partner with clinical and operational teams to implement initiatives that enhance patient satisfaction and engagement, from appointment scheduling through post-care follow-up.
Utilize customer feedback and analytics to identify opportunities for continuous improvement in consumer experience.
Oversee the creation and execution of multi-channel marketing campaigns, leveraging both traditional and digital media platforms to engage target audiences.
Ensure the healthcare system’s website and digital tools are optimized for patient engagement and brand consistency.
Lead the development of compelling content that educates, informs, and inspires patients and prospective consumers.
Collaborate with academic leadership to align marketing and brand strategies with the organization’s educational and research goals.
Develop marketing initiatives that showcase the healthcare system’s clinical trials, medical breakthroughs, and collaborative research projects, enhancing the organization’s academic credibility.
Drive the visibility and promotion of educational programs to attract prospective students and professionals to the institution.
Lead, mentor, and inspire a high-performing marketing, brand and consumer experience team.
Foster a collaborative environment, promoting cross-functional teamwork to achieve organizational goals.
Ensure teammates are continually developing their skills, staying ahead of industry trends, and embracing new technologies and approaches to marketing.
Establish key performance indicators (KPIs) to measure the effectiveness and impact of marketing and consumer experience initiatives.
Regularly report on campaign performance, brand health, and consumer engagement to executive leadership.
Manage the marketing, brand and consumer experience budget effectively, ensuring optimal allocation of resources to drive strategic priorities.
Responsible for understanding and adhering to the organizations Code of Ethical Conduct and for ensuring that personal actions, and the actions of employees supervised, comply with the policies, regulations and laws applicable to the organization.

Education Required

Master’s Degree in business, marketing, communications, journalism, advertising, public relations and/or health care administration or related field.

Experience Required

Typically requires 15 years of management experience in a large, complex, matrixed organization developing marketing, brand and high-stake public relations strategies to positively position the organization. Healthcare experience preferred.

Knowledge, Skills & Abilities Required

Demonstrated ability to develop strategic and tactical plans to meet business objectives in a large, complex matrixed organization.
Demonstrated knowledge of local, state and federal government and politics.
Ability to successfully develop and deliver marketing and brand tactics that are well received by local, state and federal policy makers.
Expertise in working directly with the top leader of an organization to develop and deliver on the organizational brand promise.
Expertise in marketing plan development and successful implementation of strategic communication initiatives.
Excellent presentation, analytical, organizational, interpersonal, and negotiating skills.
Ability to understand the needs of a diverse population and a larger corporate structure.
Demonstrated ability to effectively interact with internal and external strategic decision makers of all levels.
Ability to handle multiple, conflicting, complex, simultaneous demands in geographically dispersed areas. Demonstrated ability to function effectively in situations involving high-level negotiations.
Excellent project management skills.