VP Marketing - Springfield, United States - Baystate Health

Description

Summary:

The VP of Marketing & Communications sets the corporate communications agenda for BH and designs/manages message development, the approval/review process and initiatives associated with public affairs, media relations, crisis communications/ issues management, marketing, advertising, marketing research, intranet/internet/social media/digital content,physician liaison services, loyalty programs and special events.The VP ensures that all marketing, public relations and physician communications strategies are consistent across BH affiliates and is responsible for internal communications. Parterns internally with Human Resources, Diversity, Strategic Planning, the Foundation, HNE, ACO and external vendors to provide synchronized messages and positive outcomes. The VP directly manages the directors of Marketing, Communications, Public Affairs/Media Relations.The individual will also regularly consults with, and advise, the company's senior leadership team and Board of Directors on all marketing-branding, digital/web and public affairs matters.

This position oversees the development of effective communications programs to inform, educate, motivate and engage internal audiences to help drive business impact by aligning team members with business objectives.

This position provides counsel and strategic input into decision-making, partners to develop strategic direction of communications, plans and implements internal communications to achieve desired outcomes.

The VP ensures that Baystate Health's culture, vision and direction are integrated into its communication efforts are consistent across channels and that BH employees/team members are engaged ambassadors of the organization's brand and recognized as key contributors to the organization's success.

Job Responsibilities:

1) Provide leadership, direction and education in managing an integrated marketing, public affairs and internal communication effort that assesses the needs and issues of the external environment and community and develops strategies and tools for market impact and effectiveness.

2) Develop and implement a brand strategy and strategic marketing and communication plans that support the BH vision, strategy and initiatives. Regularly use research and other data to assess market position, customer needs, and promote strengths; evaluate the competitive marketplace to construct marketing and public affairs strategy and positioning needs.Evaluate plans and report results.

3) Measure customer attitudes, opinions and preferences through surveys, focus groups and third party data. Share data with Board and key strategy groups. Integrate findings into BH QI/PI activities for community physicians, patients and customers. Develop and implement strategies to cultivate customer loyalty and improve satisfaction. Serve as a leader on customer satisfaction and service quality improvement and development of Patient & Family Advisory Councils, Employee Advisory Councils, Referring Physician & Practice Manager Advisory Councils across BH.

4) Promote the BH image and brand among external stakeholders. Meet frequently with BH executives and clinical leaders to provide guidance and education to support BH strategic plan, operational issues and initiatives. Oversee large, strategic marketing, public affairs sponsorship agreements in conjunction with VPs of community relations and diversity affairs. Serve as representative of BH at external functions, boards and meetings in the business, physician, employee and community arena and present marketing/public affairs, and physician communications plans that are "best of class" at national meetings.

5) Oversee Internal Communications and Creative Services functions for Baystate Health, providing contemporary solution center for messaging, design, photography, video, web, displays, presentations, and other creative needs, upholding service mark policies and procedures for Baystate Health names and branded entities. Maintain Baystate Health Brand Center, extending logos and customizable branded materials through a self-service, online portaDevelop and manage direction and implementation of staff, teams and plans involved in employee communications across BH. Oversee the hiring, training, coaching, supervision and evaluation of all Internal Communications, Creative Services, and Engagement staff.

6) Oversee all communication channels to produces effective content, engaging design, videos and interactive tools. Oversee for the BH website, landing pages, digital marketing, social media and online retail functions. Assure that all traditional and on-line publications are clearly communicating the intended image and message; oversee three membership (loyalty) programs to enhance loyalty with VIP consumer segments including Senior & Women's loyalty programs.Oversee special events for external audiences, internal as appropriate, press conferences, openings, parades, etc.

7) Develop, disseminate, update and monitor compliance of staff with communications, advertising and PHI policies.Oversee naming of any new programs or buildings/facilities. Implement and oversee compliance with BH service mark procedures and any legal procedings.

8) Use communications methods and mediums, positive employee relations concepts, market research, assessment and evaluation to deliver strategic, engaging, and persuasive communications - shareable stories - to effectively articulate ideas to internal employee audience. Utilize various communications tools (intranet, in-person and on-line town hall meetings, video, social media tools, etc.), to create new ways to share information and drive employee engagement with emphasis on visual storytelling. Oversee development of internal messaging, written materials, employee publications, senior leader welcome/farewell communications, fact sheets and FAQs, presentations and information sessions, intranet content and other materials in keeping with BH brand and tone to ensure synergy between organization, division and department communications that clearly communicate the intended image and align with the BH vision, brand message and strategic goals.

9) Ensure strategic, timely and relevant multi-modal messaging that is received and understood by key audiences. Lead annual planning for internal/leadership communications, assessing annual business objectives and current environment and developing effective strategies and tactics to achieve those objectives. Oversee development of internal communications plans from concept/planning through to evaluation and ensure on-time completion. Ensure strategic alignment and effectiveness of internal messaging and leadership communications, support business priorities and objectives and communicate how objectives align with the organization's mission, values and goals. Develop metrics to monitor reach and behavioral impact, adapting as needed to ensure effective communications.Ensure consistent messaging in all internal communications vehicles across the spectrum of platforms. Develop and ensure consistent use of Baystate Health's "voice" through organizational and leadership communications.

10) Oversee development, coordination and monitoring assigned cost centers. Oversee multi-million dollar budget. Ensure all projects and campaigns meet time and budget guidelines specified. Monitor and approve the department's staffing and operating budget and any capital related to specific projects. Oversee hiring and staff transitions.

11) Create an environment in which those who look to leadership feel personally cared about, have hope for the future, sense stability amidst chaos, have trust in their leader, themselves, and each other.

12) Demonstrate emotional maturity, awareness of behavioral strengths and limitations and their impacts on others. Manages self and adapts leadership style, balancing humility and authority, to achieve desired outcomes.

13) Develops and builds effective relationships with key stakeholders to advance the organizational goals.

14) Identifies and develops the depth and breadth of talent in the organization; makes a personal commitment to coach, mentor, and create experiences to develop employees, teams and future leaders. Values employees' differences from all backgrounds.

15) Connects with, inspires and engages employees in an inclusive, decision-making environment. Articulates and communicates complex concepts in a concise manner.

16) Understands the major components of the business, especially how they operate together and integrate to support and achieve organizational goals.

17) Analyzes, designs, and improves organizational processes/work systems, including incorporating the principles of performance improvement.

18) Demonstrates the capacity and resolve to implement a complex plan to achieve results, encouraging creative and sustainable solutions. Evaluates and incorporates the best-practice learning into the organization.

19) Demonstrates the BH Operating Principles of Communication, Integrity, Respect, Trust, and Collaboration. Serves as a steward for BH by embracing responsibility and accountability for the overall success of the organization. Draws strategic thinking, implications and conclusions in light of the business, demographic, economic, political, regulatory trends, technological developments and changing environments, and uses those insights to develop an evolving vision, strategy, and tactics.Creates a 'vision' which inspires employees to do their best and feel invested in a purpose that is larger and more important than any individual concern or contribution.

20) Develop, refine and uphold the Baystate Health brand strategy and tone through messaging, graphics, and videos. Support organizational messaging regarding privacy and confidentiality, HIPAA and other compliance policies as requested. Develop, disseminate, update and monitor employee communications, corporate compliance and crisis management policies and procedures and ensure all materials and activities meet legal and ethical guidelines. Adhere to service mark policies and procedures for Baystate Health names and branded entities.

You Belong At Baystate

At Baystate Health we know that treating one another with dignity and equity is what elevates respect for our patients and staff. It makes us not just an organization, but also a community where you belong. It is how we advance the care and enhance the lives of all people.

DIVERSE TEAMS. DIVERSE PATIENTS. DIVERSE LOCATIONS.

Education:

Bachelor of Arts (Required), Master of Arts

Certifications:

Equal Employment Opportunity Employer

Baystate Health is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, marital status, national origin, ancestry, age, genetic information, disability, or protected veteran status.

Ab out Baystate Health

Baystate Health (BH) is one of New England's leading and largest integrated health care organizations, serving a population of nearly one million people throughout western New England. With roots dating back to the founding of Springfield City Hospital in 1873, Baystate Health has been providing high-quality and compassionate health care in western Massachusetts for more than 145 years. With more than 12,000 employees, a medical staff of nearly 3,100 physicians, and a net patient service revenue of more than $1.4 billion, the ever-growing health system includes five Massachusetts hospitals and the Baystate Mary Lane Outpatient Center in Ware:

• Baystate Medical Center in Springfield
• Baystate Children's Hospital (located at Baystate Medical Center)
• Baystate Franklin Medical Center in Greenfield
• Baystate Wing Hospital in Palmer
• Baystate Noble Hospital in Westfield