Centura Health connects individuals, families and neighborhoods across Colorado and western Kansas with more than 21,000 of the most talented hearts and minds in medicine.
Through Centura Health's 17 hospitals, two senior living communities, health neighborhoods, physician clinics, Flight for Life® Colorado, home care and hospice services, we offer a diverse range of work settings in a Colorado or Kansas community you will love to call home.
Enjoy amazing people, competitive pay, some of the best benefits in the industry and plenty of opportunity for professional growth and development.
If you're ready to discover the difference of working for a fully-integrated health system with a non-profit, faith-based mission to care, we look forward to receiving your application.
Job Description/Job Posting ID: 128067
Please note, applications will be forwarded to PhillipsDipisa/retained search firm for processing.
This is an outstanding opportunity for a visionary healthcare leader who desires a key senior management position, responsible for developing and coordinating marketing and communications and making a significant impact on the future of the organization and the health of the population it serves. This is an exciting time for Centura Health during a Marketing Transformation that will enable brand and consumer engagement across the enterprise.
The Vice President (VP) of Marketing & Communications will direct and oversee Centura Health marketing and communication services in the Marketing Division. This executive will design, implement and monitor effective marketing strategies that align with Centura Health business goals to drive break through transformation of Centura's organizational culture and revamp engagement with consumers. The ideal candidate has a solid marketing background and work experience managing a variety of promotional projects end-to-end, including paid advertising campaigns and digital marketing techniques. The VP, Marketing & Communications will report directly to the SVP, Chief Marketing Officer and will oversee internal marketing and communications teams. This executive will be intricately involved in a significant role shaping the company's strategic marketing planning, ensuring that the marketing department's activities contribute to Centura Health's long-term success and business objectives as well as advances the transformation to digital and consumer focus in this area
In January 2018, Centura Health launched a multi-year brand revitalization journey to strengthen its culture, identity, and become the most recognized and sought-after health care system brand in the Colorado and western Kansas market.
Achieving this goal requires an overhaul of current marketing strategies and execution style. Historically, Centura Health has focused 85% of its efforts and budget on traditional marketing efforts. As part of the changes being made, our leadership team -- quarter-backed by our CMO and partnering with our CIO is committed to adopting a "digital first" approach to the market. Therefore, starting in FY2019, the spending ratio on digital vs. traditional marketing will be moving towards 60/40.
To drive the break-through transformation of Centura Health's organizational culture and revamp how we engage with consumers, it will be necessary to employ of a novel operating structure. This requires a water-tight integration between 4 key divisions in marketing that includes Marketing and Communications, Sales and Growth, Digital, and Consumer Experience. From FY2019, all of the marketing functions will be centralized in strategy, budget, and management, with local field deployment, and will report to the office of the Chief Marketing Officer.
The type of leaders sought to spear-head manage the teams will need extensive experience driving breakthrough innovation and broad change and be comfortable pivoting between B2C and B2B arenas and may be coming from non-traditional marketing roles and industry experience.
Reports to: Senior Vice President. Chief Marketing Officer
Direct Reports: Director, Media Relations & Public Relations
Director, Internal Communications
Manager, HR Communications
Director, Denver Marketing
Director, Physician Marketing
Director, Greater Colorado and Western Kansas Market
Total team size: 40-50 Professionals
Other Key Relationships: Vice President, Sales & Growth
Vice President, Consumer Experience
Vice President, Digital
Group President, Denver Markets
Group President, Greater Colorado and Kansas
Group President, Physician Enterprise
SVP Shared Services
SVP & Chief People Officer
The Vice President (VP) of Marketing & Communications Responsibilities include:
Developing and implementing a cohesive marketing and communication strategy plan to increase brand awareness and market positioning.
Setting current and long-term goals for internal teams for marketing, media and public relations, communications, and brand management.
Designing and reviewing the Marketing and Communication department's budget.
Collaborating with VP colleagues in Sales, Consumer Experience, and Digital to drive results.
OBJECTIVES FOR THE FIRST 12 MONTHS:
Build professional and personal credibility and trust with key stakeholders to gain understanding of the organization and serve as a thought leader to assist with moving key initiatives forward.
Through the marketing transformation, fully develop the operating structure for the Marketing and Communications team that align with a centralized and local deployment model.
Develop strong partnership with the advertising and other related contracted agencies and acclimate those agencies to the culture and work in Centura health.
Build relationships with Operating Groups leadership structure.
Understand local market needs for branding and communications.
Develop framework and model to measure results and establish as well as report KPIs.
THE IDEAL CANDIDATE
Education and Experience:
Bachelor's degree required, preferably in marketing, public relations, mass communications or journalism.
Master's degree required.
Minimum of 10 years leading in a key marketing/strategy role within large, complex, healthcare or healthcare like system which is highly regulated.
Proven work experience as senior level leader in marketing, strategy, and business development within a large health system or highly regulated industry that may understand the healthcare consumer space (i.e. pharmaceuticals, medical device, health plans, etc.).
Demonstrable experience leading the design and implementation of successful marketing campaigns, brand campaign initiatives.
Solid knowledge of SEO, web analytics and Google AdWords
Experience with CRM software and digital marketing tools and techniques.
Strong leadership skills and business acumen and demonstrated collaborative leadership style.
Excellent communications skills, executive presence and emotional intelligence
Strong analytical and project management skills.
Strategic mindset, with ability to make difficult decisions.
Demonstrated experience of highly creative leader with track record of thriving in fast-paced, large, complex organization leading and driving change and transformation in a collaborative way.
Experience in public relations, earned media, and multi-channel communication tools.
Required Knowledge / Skills / Abilities:
Develops and leads the strategy for internal and external communications and marketing strategies that support strategic objectives of the organization.
Collaborates with executive and senior management, and organization-wide teams to proactively position relative to internal and external communication and marketing to strategy and business goals.
Ensures all marketing and communications strategies are integrated and aligned with corporate strategies and brand.
Leads the marketing and communications team and ensures goals and strategies result in meeting the organization objectives and perpetuates the Mission and brand.
Develop and implement a cohesive plan to increase brand awareness and affinity in both internal and external audiences.
Set current and long-term goals for internal teams.
Design and review the Marketing and Communications department's budget.
Build relationships with media and stakeholders through creative PR strategies.
Initiate and monitor all marketing campaigns and improve them when necessary.
Prioritize marketing projects and allocate resources accordingly.
Prepare regular reports and presentations on marketing and communication metrics for the CMO and Senior Leadership.
Conduct market analysis to identify challenges and opportunities for growth.
Provide guidance and ideas to organize effective marketing events.
Forecast hiring needs for the marketing and communications department.
Participate in the quarterly and annual planning of the company's objectives.
Track competitor's activities.
Directs and leads crisis communications, issues management and emergency response and serves as health system/organizational spokesperson as needed.
Important notification to applicants as of Nov. 20, 2014: Effective Jan. 1, 2015, Centura Health will no longer hire tobacco users in Colorado and Kansas. The change to our policy does not apply to associates hired on or before Dec. 31, 2014. Centura Health is an Equal Opportunity Employer, M/F/D/V.
Internal Number: 477941700A0
About Centura Health
Find your ideal career at Centura Health! With 16 hospitals, physician clinics, hospice services, home care and senior living communities, Centura Health's vast network of care spans Colorado and Western Kansas so you can experience a balanced lifestyle and enjoy a fulfilling career anywhere you want to work, live and play in Colorado. From the fast pace of a Denver-area Level 1 Trauma Center to a smaller rural or mountain hospital – we proudly offer a more diverse range of work settings and locations than any other health care employer in the state. Centura is an equal opportunity employer.
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