Director, Marketing and Brand Strategy

Join MAHEC as Director of Marketing & Brand Strategy and help shape the voice and future of one of Western North Carolina’s leading healthcare and educational organizations. This leadership role offers the opportunity to drive innovative marketing, branding, digital engagement, and communication strategies that elevate MAHEC’s impact across patient care, medical education, workforce development, and community health. We are seeking a visionary, collaborative leader who can inspire teams, tell compelling stories, strengthen our brand, and connect our mission with the communities we serve.

JOB SUMMARY Primary responsibility is to provide strategic leadership, direction, and oversight for MAHEC's marketing, branding, digital engagement, and creative services functions. Responsible for developing and executing comprehensive marketing initiatives that strengthen brand awareness, enhance organizational reputation, increase engagement with patients, learners, faculty, employees, donors, community partners, and stakeholders, and support achievement of MAHEC's strategic priorities. Leads the development and implementation of integrated marketing and communication strategies supporting MAHEC's clinical services, educational programs, graduate medical education initiatives, workforce development activities, philanthropic efforts, and community outreach programs.

Oversees brand stewardship, website development and governance, digital communications, creative design and production services, media relations, and marketing analytics to ensure a consistent, mission-driven organizational presence across all channels.

SPECIFIC RESPONSIBILITIES Develops and implements a comprehensive organizational marketing and communications strategy aligned with MAHEC's mission, vision, values, and strategic plan.

Leads enterprise brand management activities, including brand positioning, messaging, visual identity standards, and reputation management.

Provides strategic consultation to organizational leaders regarding marketing opportunities, communication planning, stakeholder engagement, and promotional initiatives.

Oversees website strategy, design, content governance, accessibility compliance, user experience, search engine optimization (SEO), generative engine optimization (GEO), analytics, and ongoing digital platform enhancements.

Directs the development and execution of integrated marketing and advertising campaigns utilizing digital, print, social media, email, video, and emerging communication channels.

Establishes and maintains organizational graphic design standards and ensures brand consistency across all departments, programs, and service lines.

Oversees development and production of marketing materials supporting patient care services, residency programs, continuing education activities, workforce recruitment, research initiatives, and community engagement programs.

Coordinates market research, competitive analysis, audience segmentation, and performance measurement activities to inform strategic decision-making.

Develops and monitors key performance indicators and dashboards to evaluate marketing effectiveness, return on investment, audience engagement, and brand awareness.

Leads the organization's social media strategy and oversees management of all official digital channels.

Supports physician, provider, learner, faculty, and employee recruitment marketing initiatives.

Develops, administers, and monitors departmental budgets and marketing expenditures.

Provides leadership, supervision, coaching, and performance management for marketing and communications personnel.

Develops departmental goals, operational plans, policies, procedures, and performance metrics.

Evaluates and implements technologies, software platforms, and tools supporting marketing, communications, digital engagement, and design activities.

Participates in organizational leadership meetings and strategic planning efforts, providing expertise and recommendations regarding marketing, branding, and public relations.

Works collaboratively across clinical, educational, operational, and administrative departments to support organizational goals and priorities.

Ensures compliance with applicable healthcare marketing regulations, privacy requirements, accessibility standards, asset licensing/usage, copyrights, and organizational policies.

Maintains productive relationships with media organizations, journalists, community partners, healthcare organizations, educational institutions, and key…