As a change agent and part of the leadership team at Baptist Health, s/he will play a pivotal role in developing and leading a high performance marketing and communications team which embraces a contemporary, innovative marketing philosophy and approach focused on optimizing the patient experience, driving service line revenue growth and supporting the brand and mission of Baptist Health. Vice President of Marketing and Communication will develop, lead and advance the marketing strategy and programs for Baptist Health and serve as an advisor, influencer and enabler for enhanced marketing initiatives, ensuring that an integrated and well-coordinated system-wide strategic marketing program leverages opportunities for all areas of Baptist Health. Individual will leverage his/her skills as a highly collaborative, business-savvy professional with solid experience building marketing programs with brand, revenue and reputational impact.
PRIMARY RESPONSIBILITIES: Develop and execute plan to improve the Baptist Health marketing consistent with leading a multi-facility health system; Provide Accurate helpful information to the public to support healthier living and how to address chronic and acute needs; Ensure a consistent, high-quality brand identity which captures Baptist Health's unique positioning; Develop and lead an agile, highly productive and engaged marketing team; Provide oversight for fifty (50) team members; Work closely with the Baptist Health Leadership team to ensure alignment of marketing plans with business goals and be held accountable for meeting these goals, particularly for new growth opportunities; Act as a key marketing expert to leadership work collaboratively with leadership in organizational strategic planning, preparing frequent updates, including market analysis, market intelligence and up-to-date research findings; Work collaboratively with the administrative and clinical teams to advance the Baptist Health reputation among the State and nationally; Effectively develop and implement data-driven marketing strategies and plans that drive volume for Baptist Health service lines, optimize positioning in the marketplace, foster positive relationships with patients, referring physicians and the community; Evaluate and advance existing digital and web initiatives while developing a robust customer-first digital engagement platform that utilizes content, stories and solutions which pave the way for patients to experience all of Baptist Health and what it has to offer; Develop and manage a marketing dashboard and marketing return on investment to drive decision making on marketing spend; Own fiscal responsibility for the department by working with directors to develop budgets; identify areas of need and make a case to leadership for additional resources when necessary to identify opportunities for efficiencies across the system; Develop comprehensive crisis communications plans and responses, media relations strategies, issues/reputation management, executive communications, social media, etc.; Create comprehensive internal communications which utilize a variety of platforms to communicate employee engagement across all levels of Baptist Health so that every employee feels informed, motivated and has a better understanding of how their role contributes to and supports Baptist Health business goals and priorities; Use marketing skills to support internal change management needs.
EDUCATION: Bachelor’s degree in Marketing and Communication or any relevant field required. At least ten (10) years proven experience in strategic marketing, business acumen and leadership; adept at managing and leading teams in complex organizations; experience in the health care industry, particularly in an integrated health care system environment, or in a large, complex business environment required. Successful track record of using data and analytics to drive strategic decision-making combined with creativity and innovative thinking. Strong portfolio of integrated marketing communications capabilities with significant experience developing brand strategy, digital marketing, content marketing/thought leadership, web development and optimization, mobile, customer experience; demonstrated knowledge of and integration with external and internal communications functions. Consumer marketing expert with a track record of successfully developing and stewarding brands, as well as driving the development of business-building marketing strategies and programs. SKILLS: Possesses strong collaboration and teamwork skills and is able to maintain respect and strong relationships across the organization while asking questions which challenge the status quo and lead to new thinking about the brand patient experience and marketing programs. Displays a high degree of organization agility. Has the ability to handle large-scale change programs, the skills to influence without always having direct control, and the savvy to navigate complex situations with multiple stakeholders. Ability to employ effective analysis and reporting; develop and implement a marketing and communications reporting framework specifically designed to measure effectiveness and return on investment. Excellent skills in managing, motivating, and supporting people and building a cohesive Marketing unit. Strong track record of attracting and retaining outstanding talent. Confident decision-maker with excellent presence; self-starter, entrepreneurial. An accomplished mutli-tasker with the ability to keep multiple project moving forward simultaneously, while anticipating the future. Expert communications skills (oral and written). Proven experience in working with and advising people in high-level positions on business opportunities and issues. Team play; ability to work collaboratively with others to achieve marketing and communications objectives; good listener, collaborative style or management that values the input of others. High energy/drive, a consistently positive attitude, and results oriented. Perceptive, persuasive individual who can effect change in a dynamic environment while being flexible and adaptive. TASKS: Identify, develop, or evaluate marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup factors. Formulate, direct, or coordinate marketing activities or policies to promote products or services, working with advertising or promotion managers. Evaluate the financial aspects of product development, such as budgets, expenditures, research and development appropriations, or return-on-investment and profit-loss projections. Develop pricing strategies, balancing firm objectives and customer satisfaction. Compile lists describing product or service offerings. Direct the hiring, training, or performance evaluations of marketing or sales staff and oversee their daily activities. Consult with product development personnel on product specifications such as design, color or packaging. Use sales forecasting or strategic planning to ensure the sale and profitability of products, lines or services, analyzing business developments and monitoring market trends. Negotiate contracts with vendors or distributors to manage product distribution, establishing distribution networks or developing distribution strategies. Coordinate or participate in promotional activities or trade shows, working with developers, advertisers, or production managers, to market products or services. Initiate market research studies or analyze their findings. Confer with legal staff to resolve problems, such as copyright infringement or royalty sharing with outside producers or distributors. KNOWLEDGE: Administration and Management – Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources. Sales and Marketing – Knowledge of principles and methods for showing, promoting and selling products or services. This includes customer needs assessment, meeting quality standards for services and evaluation of customer satisfaction.
About BAPTIST HEALTH
As Arkansas’ largest and most comprehensive not-for-profit health care organization, we provide you with the care you need – both on our hospital campuses and in your community. Through groundbreaking treatments, renowned physicians, and dynamic community outreach programs, our services go beyond caring for the sick. By meeting you where you live wherever you are on your wellness journey, Baptist Health helps you live your healthiest, happiest life.