Chief Marketing & Communications Officer
Posted on: January 15, 2022
As a key member of the executive leadership team, the Chief
Marketing and Communications Officer (CMCO) is responsible for
strategic, operational and fiscal leadership for branding,
marketing, communications, public relations and digital-consumer
strategy across all channels and audiences for the healthcare
system, including Company Monroe. In addition, the CMCO leads all
initiatives related to community engagement. The CMCO is also
responsible for the marketing and communications strategies and
implementation for Company 's strategic partnerships such as
Eastside Health Alliance (EHA), Eastside Health Network (EHN),
Seattle Cancer Care Alliance (SCCA), and the Company Foundation.
The CMCO reports to the Chief Executive Officer (CEO).
Oversees the development, implementation and evaluation of
branding, marketing and communication strategies and tactics across
all audiences and channels.
Oversees and interprets various best practice methods of market
research across all audiences, ensuring a scientific approach is
applied to strategic investments accordingly to support
organizational growth and volume goals.
Leads brand development and evolution in brand positioning and
attributes, deploying strategic initiatives that ensure brand
growth, integrity and equity.
Oversees the identification, prioritization and segmentation of key
target audiences based on demographics, behaviors, psychographics,
and sociographics, leading to a profound understanding of the
organization 's audience segments and informing data-driven
strategic and tactical decisions.
Oversees constant integration of consumer management and
segmentation platforms including but not limited to customer
relationship management and electronic medical records.
Leads and manages the constant use of data to inform brand,
marketing and communication decisions and, most importantly, to
understand drivers and satisfiers among audiences that lead to
awareness, engagement, attribution, preference, conversion, and
Creates, develops and implements volume-building marketing and
communications strategies (both B2B and B2C) that grow volumes and
support the short- and long-term strategic plans and business
Oversees the development, implementation and evaluation of internal
and external communication strategies, channels and platforms,
public relations (PR)/social media monitoring tools, and PR
Working with IT and the marketing team, oversees the development,
implementation and curation of digital strategies and channels
across all audience segments.
Works collaboratively with Human Resources and leadership to define
the brand experience across the system and oversees the development
of internal communication channels to support retention of a
positive work culture.
Oversees continued development and curation of content management
Identifies and tracks key indicators to evaluate strategies and
tactics as well as progress to goal on a monthly, quarterly,
semi-annual and annual basis.
Works to develop and oversee system communications channels.
Oversees media announcements (both in mainstream and in
industry-specific media outlets) of major awards, certifications,
research, innovations, publications and more.
Builds and furthers a strategic positioning strategy that leverages
skill and talent of physicians, innovations and achievements to
promote and build reputation and rankings.
Markets shared resources internally and promotes usage among
Oversees crises communications.
Provides executive communication consultation and deliverables.
Guides, supports and executes strategies and implementation for
Enhances the organization's relationships with local, regional,
national and international media and provides overall strategy of
all media relations and earned media.
Directs Community Engagement and outreach programs to increase
organization's visibility within primary and secondary services
areas, identifying and engaging with integral community and
Optimizes access to patient and community resources, including the
24-hour nurse line.
Performs all duties in accordance with the mission, vision and
values of the organization.
Performs all duties with the highest level of ethical commitment
Demonstrates a fundamental understanding of patients, what drives
their decisions for provider selection, and ultimately what
satisfies them as a customer.
Provides leadership support for and involvement in community
activities or organizations that support the strategic marketing
Collaborates with leaders of all divisions, including the
hospitals, home care and ambulatory, related to marketing
Partners with Strategic Planning and Business Development leaders
in program development, market research, and other key areas as
needed in the strategic planning to promotion continuum.
Leads, coaches, mentors, teaches, challenges and inspires a team of
marketers and communicators who collaborate and support each other
and the system they serve.
Functions as a member of the Executive Leadership Team and serves
on key teams and committees for marketing and communications.
Qualifications and Experience:
Required for the position:
Master 's degree in marketing, communications, public relations or
10 years ' experience in health care, consumer services, or
business-to-business marketing, with a history of progressive
leadership and increasing scope and responsibilities.
Demonstrated track record of brand- and volume-building in health
Sound understanding of marketing discipline and applications
techniques as it relates to the economics and success of the
Proven success in marketing strategy development, market
segmentation, execution, and results measurement.
Working knowledge of content management systems, customer/physician
relationship management platforms, EMRs, brand management
platforms, media platforms, digital analytics, etc.
Proficient in Microsoft Word, Excel and PowerPoint.
Desired for the position:
Profound understanding of the business models and clinical care
models and have a career history of developing and implementing
marketing strategies to achieve business, clinical and
Skilled marketing and brand strategist with proven track record of
driving clinical volumes.
Skilled in developing attribution models, connecting marketing
campaign analytics to KPI 's and direct ROI.
Adept at understanding data and analytics and developing insights
into actionable and measurable marketing strategies and
An expert in trends and changes in the primary marketplace and
understanding the impact of those changes and trends on market
positioning and volume-building strategies.
A keen systems thinker with the ability to function and thrive in
an environment with the ability to foresee and understand the
interdependencies of decisions and their impacts.
A compassionate critical thinker who can quickly synthesize,
categorize and prioritize information, data, multiple agendas,
competing needs with a keen ability to clearly discern the urgent
from the routine and needs from desires.
Consummate problem-solver with the ability to assess and grasp
details quickly, and to move from listening and learning to action
Experienced and informed in the most effective ways to reach,
engage and convert target audiences, including but not limited to
treatment-seeking consumers, referral sources, payers/funders and
Proactively develops public relations and marketing strategies in
support of the strategic objectives of the health system.
Translates institutional objectives and initiatives into specific
Required for the position:
Collaborates and consults with peers and colleagues by defining
functional standards that translate into usable applications.
Negotiates with peers and colleagues to develop mutually workable
solutions to ensure consistency and continuity of functional
applications across the organization.
Represents the organization 's mission, vision and values to
external constituencies including media and community leaders and
supports the organization 's leaders in doing the same, through a
consistent relationship management platform and system.
Participates in and contributes to the overall planning and
operational decisions of Company as part of the Administrative
Ability to assume responsibility and authority, but also recognize
authoritative guidance when it is necessary to see it and accept
Capability to work closely with others and elicit and inspire
support of others.
Ability to build collaboration, momentum, and results within cross
Professional expertise in the field of healthcare marketing,
communications and public relations problem solving.
Understanding and evolving knowledge of national, and industry best
practices and emerging trends and the knowledge and experience to
evaluate their efficacy for Company and our marketplace.
Ability to recognize and analyze marketing, communications and
public relations outcomes.
Capacity and experience in understanding the forces that are
effective in guiding public opinion and community perception.
Familiarity with basic source materials in the health care field
and knowledge of or capability to learn the operations of Company '
Ability to mitigate risk to the organization.
Requires a broad strategic and performance orientation and an
understanding of the implications of the organization 's activities
with an exceptional knowledge of regulation compliance issues.
Must have a working understanding of financial management and a
commitment to the provision of cost-effective healthcare.
Must be able to develop and maintain productive relationships with
physicians and executive leaders from other healthcare
Must be able to demonstrate knowledge of new trends and techniques
Ability to work independently, to make independent decisions as
required, excellent organizational and planning skills.
Keywords: ExecuNet, Kirkland , Chief Marketing & Communications Officer, Executive , Kirkland, Washington
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