Job ID: 20-12960 Type: Regular Full-Time System Office 1919 Building
The Vice President of Marketing & Communications plays an essential role in identifying market opportunities and implementing strategies based on consumer voice and strategic business partnerships; guiding reputation management; and overseeing brand strategy, identity and alignment with organizational goals. This individual can think strategically; exercise discretion; collaborate and build consensus and credibility with other leaders and staff; and optimize approaches based on data and best practices.
The Vice President of Marketing & Communications leads all marketing, creative and digital services, public relations, and internal communications for Legacy Health. Responsible for aligning brand with Legacy’s strategic vision in collaboration with senior leadership. Works closely with the philanthropy team to optimize Legacy’s non-profit status and to further enhance branding and image. Represents the voice of the customer within Legacy, to help inform organizational decision-making and investments. Conducts market research and develops and implements strategies and programs to improve market share, generate additional revenues, support population health goals, joint ventures and business partnerships, and reputation management. Leads a team of approximately 30 professionals and directs resource prioritization in alignment with system-wide strategies and customer needs.
Legacy Health, the largest nonprofit, community-owned health system serving the Portland-Vancouver area and the mid-Willamette Valley, seeks to improve our community by helping people live healthier and better lives. To support good health, Legacy provides a range of services not found in any other single system: multiple hospitals, a children’s hospital, primary and urgent care, and complete medical specialties. We partner with many groups to build a healthier community for all. Plus, we value diversity and innovation as we look for ways to improve health care and create a legacy of health for all. Legacy Health has six hospitals with dedicated children’s care at Randall Children’s Hospital at Legacy Emanuel, more than 70 primary care, specialty and urgent care clinics, nearly 3,000 doctors and providers, almost 13,500 employees, plus lab, research and hospice, and a partnership with PacificSource health plan.
Researches and leads development of strategies and plans and prioritizes investments to support the achievement of Legacy’s strategic objectives. Collaborates with operational and clinical departments to support the consumer/patient journey, including digital and offline experiences and transactions.
Understands the competitive landscape and customer needs and desires; advocates for and supports operational changes to improve the customer experience.
Responsible for the Legacy brand, including research and strategy in collaboration with senior leadership and in alignment with Legacy’s strategic vision, visual brand identity and voice in all channels and media, and ongoing stewardship of brand image and expression.
Guides development of marketing and advertising strategies and programs, including market research, marketing programs and services, new market development and the development of short- and long-term strategies to improve market share and competitiveness, generate additional revenues and meet population health goals.
Guides public relations, internal and external communications efforts to support reputation management, issues management, and crisis communications.
Guides consumer digital strategy and oversees consumer digital properties including website, mobile apps and social channels.
Develops and manages strategic external relationships and serves as internal source for these contacts.
Master’s degree in marketing, public relations, communication or related field or equivalent experience required.
A minimum of 10 years of professional experience in marketing, public relations, communications or a related field required. Five years of progressively responsible leadership experience, including people management. Experience with healthcare or other human services marketing preferred. Strong marketing and public relations credentials required. Experience with digital, consumer-focused strategies preferred.
Demonstrated track record of formulating and implementing effective and innovative marketing, public relations, communication, and digital initiatives.
Demonstrated ability to develop strategic marketing plans aligned with business goals and measurable outcomes.
Ability to establish a corporate communications vision directly linked to the organization’s overall strategic goals.
Ability to leverage digital strategy and channels to effectively meet diverse audience needs and communicate with distributed workforce.
Excellent written, verbal, computer, and “stand up” presentation skills.
Demonstrated ability as a strategic thinker and leader.
Demonstrated ability to manage and prioritize multiple large-scale projects.
Demonstrated ability to work collaboratively and in the capacity of a team builder and team player to effectively lead and inspire teams to achieve optimum results.
Ability to work with others to develop global strategies and solve problems.
Ability to serve as a knowledgeable resource in assigned areas of responsibility.
Knowledgeable in marketing, PR, corporate communications, journalism, design, creative production, and digital.
LEADING AT LEGACY: Demonstrates the ability to act consistently with Legacy’s Values in Action, exemplifies our core organizational values, and exhibits the leadership competencies outlined in Leading at Legacy.