VP Marketing/Digital Transformation in Granger, Indiana at Beacon Health System

Reports to the Chief Strategy/Digital Officer. Responsibilities include the leadership of comprehensive marketing, branding, communications and digital transformation for Beacon. The role includes the following functional areas: Advertising, Publications, Corporate and Internal Communications, Creative Services, Web Strategy, News Media, Social Media Strategy and Digital Marketing. In addition to running the functional areas, this role is responsible for leadership in Digital Transformation with an emphasis on business innovation solutions such as Telehealth, e-visits, and virtual patient intake. It also includes the development of brand promise and experience standards to be deployed and monitored throughout the Health System.

• MISSION: We deliver outstanding care, inspire health, and connect with heart.
• VALUES: Trust. Respect. Integrity. Compassion.
• SERVICE GOALS: Personally connect. Keep everyone informed. Be on their team.

Designs, implements and leads the comprehensive marketing planning and implementation for Beacon Health System (BHS) by:

• Identifying priority actions for the marketing and communication function; also revising product line plans in response to the long-term strategic vision for BHS for the calendar year, as determined by the Presidents, CEO and the strategy.
• Serving as a consultant to BHS entities for brand development and marketing issues.
• Developing regular product line reports for operations staff with recommendations for ways to strengthen market share and patient satisfaction and making recommendations for new innovative offerings or the discontinuation of low performing offerings.
• Leads the internal advertising agency so that customer-oriented professional support is available for Beacon product lines.
• Hiring, retaining and mentoring professional, high performing staff to successfully serve clients within Beacon Health System, deliver excellence, and nimbly deploy market development and strategic communication initiatives to achieve sustainable results. Ensure that all department associates hold superior communications skills.
• Leads the development and compliance with brand and graphic standards for all Beacon entities.
• Coordinating the Market Communications efforts and staff to ensure coordinated internal and external communication, the effective prioritization of projects based on changing market dynamics and organizational priorities.
• Developing an effective internal marketing education program for BHS leadership and employees to support overall brand management and marketing strategy.
• Apply market research data, as appropriate, for existing and new products, including primary consumer studies and focus groups.
• Developing tactics for implementation with each major customer group -physicians, payers, patients, public and employees for all priority products and services.
• Serving as the senior spokesperson for BHS in local and national media coverage or works with ELT to prepare the appropriate spokesperson by situation.
• Crafts senior leader messaging for critical, sensitive and emergency situations needing an organizational public position and guides Executive Leadership Team on public or private responses.
• Oversee Beacon Health Systems, messaging and presence, including signage, website, social media and traditional advertising.
• Proactively identify opportunities to utilize and leverage the organization's communication capabilities to advance Beacon Health System's business interests and reputation in the marketplace.
• Develop and coordinate relationships with vendors, external marketing, communication, and other key entities in support of Beacon Health System.
• Develop and maintain crisis communications plan in any event that requires response at both a system and campus level.
• Design and implement appropriate operations structures and methodologies to support marketing and communications activities in planning, evaluation, design, implementation and support.

Develops and maintains system-wide Marketing budgets by:

• Develop annual product line marketing investment budgets for Beacon Health System entities after consultation with ELT and Operations leaders.
• Maintaining ongoing reports of spending and provides transfer pricing reports for the distribution of marketing overhead across system entities.
• Develop, secure approval and administer the department's annual operation budget, ensure financial goals are met.

Manages departments and strengthens BHS's reach and effectiveness by:

• Supervising the overall project flow and use of resources that support all Beacon-owned brands.
• Seeking new networking opportunities with non-healthcare enterprises, colleges, universities, trade organizations and consultants.
• Serving as the key leadership resource for market strategy and differentiation of Beacon offerings compared to regional competitors.
• Maintaining strong regional relationships with diverse collection of media and community leaders including: news media directors, university leaders, business owners, advertising vendors, community agencies, etc.
• Driving all operations staff to balance the brand promises with the actual experiences patients and visitors have with all Beacon touchpoints.
• Positioning Beacon Health Foundation as a worthy charity.
• Developing short and long term marketing and communications goals and objectives based on Beacon's mission, values, vision and strategy.
• Establish guidelines that encourage innovation in marketing, strategic communications, and social media.

Leads Digital Transformation by:

• Efforts within Beacon to ensure customer access and ease of use.
• Utilize innovative approaches and digital technology to create regular engagements with affinity groups, patients, families, associates, physicians, partners, and other organizations in the region.
• Deploy both traditional and new generations of technology to better understand the voice of our customers and improve the clarity and effectiveness of written and visual communications.
• Develop, direct and deliver leading-edge creative solutions and deploy communications that are proficient in conveying messages on behalf of Beacon Health System.
• Share industry innovations and best practices to build organizational intelligence in marketing, market data, and strategic communications.

Serve as Champion supporting the Strategic Imperative to Create an Exceptional Experience for Associates, Physicians, Providers, Patients and Customers by:

• Monitor business plans, operational goals and performance metrics that drive productivity and ensure a high level of exceptional customer service and satisfaction for the business.
• Establish work procedures and processes that support company and departmental standards.
• Work with appropriate parties to develop and implement quantifiable operational metrics for experience that are driven by internal and external requirements.
• Setting a vision that clearly articulates Beacon's desired customer experience. Working with other departments to develop a plan to set that vision in motion including people, process and environment.

Performs other functions to maintain personal competence and contribute to the overall effectiveness of the department by:

• Researching, recommending and implementing new processes and technology to improve the quality of services provided.
• Participating on hospital and BHS committees as requested.
• Nurtures the teams to be a high-performing, trusted resource within the organization.
• Regular updates for management and board on marketing effectiveness and competitor issues.
• Maintain open and transparent communication channels.
• Consistently respects confidentiality of information.
• Completing other job-related assignments and special projects as directed.

Leadership Competencies

• Drives Results - Consistently achieving results, even under tough circumstances.
• Customer Focus - Building strong customer relationships and delivering customer-centric solutions.
• Instills Trust - Gaining the confidence and trust of others through honesty, integrity, and authenticity.
• Collaborates - Building partnerships and working collaboratively with others to meet shared objectives.
• Communicates Effectively - Developing and delivering multi-mode communications that convey a clear understanding of the unique needs of different audiences.

Associate complies with the following organizational requirements:

• Attends and participates in department meetings and is accountable for all information shared.
• Completes mandatory education, annual competencies and department specific education within established timeframes.
• Completes annual employee health requirements within established timeframes.
• Maintains license/certification, registration in good standing throughout fiscal year.
• Direct patient care providers are required to maintain current BCLS (CPR) and other certifications as required by position/department.
• Consistently utilizes appropriate universal precautions, protective equipment, and ergonomic techniques to protect patient and self.
• Adheres to regulatory agency requirements, survey process and compliance.
• Complies with established organization and department policies.
• Available to work overtime in addition to working additional or other shifts and schedules when required.

Commitment to Beacon's six-point Operating System, referred to as The Beacon Way:

• Leverage innovation everywhere.
• Cultivate human talent.
• Embrace performance improvement.
• Build greatness through accountability.
• Use information to improve and advance.
• Communicate clearly and continuously.

Education and Experience

The knowledge, skills and abilities as indicated below are normally acquired through completion of a Bachelor's and Master's degree in business, healthcare administration or a related field. Five years of tangibly successful results from managing strategic planning, marketing communications and/or sales functions in the healthcare field is required. Five to seven years of successful experience in a management position is required. Preference will be given to individuals with a Master's degree in an appropriate business communications or healthcare-related field.

Knowledge & Skills

• Demonstrates a high level of achievement in healthcare marketing, with a history of tangible financial and preference results from initiatives in the areas of marketing, communications or sales.
• Naturally seen as highly creative and easily able to develop ideas and concepts as well as implementing the ideas with appropriate input from diverse stakeholders. Compliments other senior leader capabilities by being the advocate for patients and consumers through policy-making discussions.
• Understands the Digital Front Door and Customer Experience and can leverage the organizational resources to lead transformation activities.
• Demonstrates the interpersonal and communication skills (both verbal and written) necessary to interact effectively with various business and industry officials on technical matters related to the healthcare field.
• Demonstrates the analytical skills necessary to interpret and act upon market information.
• Demonstrates successful experience in organizing, coordinating and/or leading a multi-faceted department.

Working Conditions

• Works in an office environment.

Physical Demands

• Requires the physical ability and stamina to perform the essential functions of the position.