Director of Marketing & Communications

PURPOSE OF THIS POSITION

Reporting to, and in close collaboration with, the Chief People Officer, this position leads the strategic direction and operations of the Marketing and Communications team. The Director provides oversight of all advertising and communications activities for internal and external audiences. Across the full spectrum of traditional media, direct marketing, digital and social media, emerging media, special events, internal communications, and other platforms, this individual ensures messages are integrated across channels.

In doing so, the Director creates meaningful connections between the brand and the communities Blanchard Valley Health System (BVHS) serves. This role is highly collaborative, gathering input and buy-in from physicians, Advanced Practice Providers, service line leaders, directors, managers, and the Executive Steering Council. Throughout the creative process, this individual provides visibility into campaign development and execution – from the gathering of requirements to measuring return-on-investment.

Additionally, this role establishes the organization-wide marketing budget annually with input from leadership/stakeholders and manages it to ensure monthly targets are met.

JOB DUTIES/RESPONSIBILITIES

• Duty 1:
  Strategic Planning – Plans, budgets, and implements short- and long-range marketing initiatives in alignment with broader organizational strategies that advance service lines, practices, and products.

• Duty 2:
  Branding – Advances a modern and competitive brand aesthetic, ensuring consistency across facilities/signage, collateral, and the organization’s digital presence. Maintains, enforces, and reimagines brand style guidelines.

• Duty 3:
  External Communications – Serves as a senior-level brand storyteller to communicate how BVHS delivers on its mission, vision, values, and key organizational objectives. Keeps the community apprised of key updates from BVHS and the healthcare industry.

• Duty 4: Internal Communications – Develops the organization’s internal communication strategy and establishes comprehensive plans for key announcements, ensuring all stakeholders are addressed. Oversees and approves the content and publication of internal communications, including the intranet, e-newsletters, broadcast email, and other channels.

• Duty 5:
  Media Representative - Represents BVHS to the press and public by serving as one of the organization’s primary spokespersons. Fields media-related inquiries and develops appropriate responses to equip others to communicate as needed. Develops contacts and relationships with media representatives to create opportunities to keep BVHS and its services in front of the public. Oversees development of, and approves or secures approval of, all public releases and advertising.
  
  Prepares position statements for the organization on important, timely, and newsworthy issues.

• Duty 6: Community Relations – Leads the team in preparing and presenting BVHS and service-line-specific information that directly addresses community needs at public events, displays, and exhibits. Advises management on community relations projects/activities and manages all sponsorship and donation requests. Partners with the Blanchard Valley Health Foundation to develop compelling donor materials.

• Duty 7:
  Lead/Demand Generation – Converts brand awareness into tangible consumer engagement that meets revenue, market share, and growth objectives.

• Duty 8:
  Marketing Insights and Analytics – Measures/tracks performance and trends for market share, patient volumes, audience reach, conversion rates, return-on-investment, and other key clinical marketing metrics to help the organization make data-driven advertising decisions. Continuously keeps the finger on the pulse of competitor research.

• Duty 9: Reputation Management – Maintains a consistent public image across all interactions with consumers and the broader community. Oversees the function of tracking and responding to patient reviews and testimonials. Leverages Search Engine Optimization (SEO) to improve web visibility and traffic.

• Duty 10:
  Stakeholder Review – Assesses needs across service lines and translates them into…