Director of Marketing and Communications

Position Purpose

This position develops strategies and directs marketing staff, campaign plans and programs, platforms (website, intranet, social media, apps, portals) sets performance metrics and monitors strategies to achieve positive return on investment for Renown Health.

Nature and Scope

Oversees a multimillion-dollar budget

Positively interact with all levels of leadership and staff, often across departments and organizations.

Adheres to system and department compliance policies, and any and all applicable laws and regulations.

Develop and maintain an effective marketing capacity, responsive to all clients of Renown Health.

Interpret market trends, competitive analysis and digital analytics; combined with a deep knowledge of traditional, digital, web (internet and intranet), mobile and social marketing and communication channels to develop and implement meaningful marketing strategies and plans with clinical service line leaders and medical staff leadership throughout RH to help clients increase and retain customers and meet objectives. Support the RH physician enterprise with referring physician marketing, business development and communications activities.

Provide sound business justification for marketing and communications investments (based on market trends, audience insights, past campaign data, and past experience), present recommendations for approval to colleagues and clients. Set and share priorities based on market and consumer criteria. Develop social media plans and monitoring and metrics to gage return on investment.

Work with team members to maintain the highest level of customer service and satisfaction. Direct and engage managers and staff in developing, implementing and evaluating comprehensive marketing communications plans and tactics including advertising, media buying, agency management and selection, digital media, public relations, media relations and employee communications, management of free-lance consultants. Oversee development, production and distribution and evaluation of all marketing publications, traditional and on-line content and materials to be sure they are accurate, maintain all nomenclature and graphic standards, clearly communicate the intended image and brand message and meet the marketing goals. Assure marketing fulfillment, monitoring and evaluation with Customer Engagement Center and Operations.

Direct the design, appearance and content of the System’s website; intranet and patient and physician portals based on customer feedback and testing. Work collaboratively with IT team to assure technical capabilities of the web and portal systems are delivered in an appropriate and timely manner. Oversees marketing technology platforms (e.g., CMS, CRM, analytics, automation tools), ensuring integration, governance, scalability, and ROI. Partners closely with IT, digital, and compliance teams to ensure HIPAA-compliant tracking, data security, and platform performance.

Leads customer journey mapping and optimization efforts to reduce friction and improve access, engagement, and conversion. Establish operational frameworks, workflows, and standards that enable efficient campaign execution across service lines.

Develop communications tone, content plan and maintain/enforce/revise/communicate social media guidelines and policies for acceptable/unacceptable content as well as procedures for escalating problems to the appropriate resolution authority, and on-line reputation management activities. Monitor approved RH social media user and community activity. Ensure compliance with copyright policies. Conduct training classes for approved social media users to educate on ‘self-service’ strategies for building website content, video, photo, etc.

Directs annual communications and positive reputation plans. Implements corporate content strategies to various audiences, provides consultation and project management for employee communication strategies, and develops communication campaigns in coordination with marketing strategies. Manage day-to-day planning, budget and implementation of proactive employee communication and content management programs that support two-way communication and organization-wide strategic initiatives.

Supports crisis communication preparation, training and response. Serves on-call and helps to support crisis response for internal and external audiences in coordination with media and social media response by the public affairs team. Continually engage with team members to monitor the effectiveness of marketing initiatives and find ways to achieve business and marketing objectives more efficiently and effectively, regularly communicating the results to clients and the wider marketing and communications team to issue recommendations to refine future marketing and customer relationship strategies.

Deepen the relationship with customers by creating communications that foster dialogue, and provide a richer experience - allowing customers to be closer to our brands including but not limited to Social Marketing (Facebook, LinkedIn, Twitter), Video, Blogs, Vlogs, Forums, Review sites (Flickr, SlideShare), Chats, links, etc.

Develop, refine and uphold the RH brand strategy through consistent messages, graphics and tone. Develop, disseminate, update and monitor marketing and digital policies and procedures to ensure all marketing materials and activities meet legal and ethical guidelines. Sets proper application and guidelines for the use of nomenclature, grammar, graphics, logos and human resources policies to ensure all marketing materials meet legal and ethical guidelines. Adhere to service mark policies and procedures for Renown Health names and branded entities.

Oversee the hiring, training, coaching, supervision and evaluation of all marketing staff.

Serve as a representative of Renown Health at external functions, boards and meetings in the community.

This position does not provide patient care.

Disclaimer

The foregoing description is not intended to be, and should not be construed as, an exhaustive list of all responsibilities, skills, efforts, or working conditions associated with the job. It is intended to be an accurate reflection of the general nature and level of the job.

Minimum Qualifications

Requirements - Required and/or Preferred