Director, Marketing & External Communications

Director, Marketing & External Communications

VNA of the Treasure Coast, 958 20th PL, Vero Beach, Florida, United States of America

The VNA of the Treasure Coast provides compassionate, innovative care of the highest quality, setting the standard for patients and caregivers needing private care, home health, hospice, and community health services.

Together, we provide the highest quality patient care.

Come be a part of the VNA team! We are a mission-minded non-profit organization that has been committed to making a difference in the community we serve since 1975!

The VNA offers its associates a competitive array of benefits and perks such as:

• Competitive pay
• Up to 18 paid days off accrued in first year, 6 observed holidays
• Competitive rates and plans for health, dental, and vision insurance
• Employer paid term life insurance
• 403b retirement plan with company match after one year
• Complimentary access to VNA Mobile Health Clinic
• Tuition reimbursement after one year of service
• Free CEU credits
• Immediate Access to Employee Assistance Plan (EAP)
• Several local and national discounts

The Director, Marketing & External Communications provides strategic and operational leadership for VNATC's marketing, brand management, external communications, public relations, digital presence and community-facing communications.

The Director develops and executes an integrated marketing and external communications strategy that advances VNATC's mission, strengthens its market position, builds community awareness and trust, and supports the growth objectives of the organization's service lines and programs.

Serving as a primary steward of the VNATC brand and external voice, the Director establishes standards and strategies for organizational positioning, marketing campaigns, digital marketing, websites, social media, public and media relations, advertising, publications, creative services and reputation management.

The Director partners closely with the Senior Director of Sales & Marketing and service-line and organizational leaders to translate strategic and growth priorities into measurable marketing strategies. The position provides leadership for the Marketing & Communications function, establishes priorities and performance expectations, manages resources and vendors, and uses data and market intelligence to evaluate effectiveness and optimize marketing investments.

Internal associate communications are outside the primary scope of this position.

• Develop, implement and continuously evaluate VNATC's enterprise marketing and external communications strategy in alignment with the organization's strategic plan, mission and growth objectives.
• Develop the annual marketing plan, priorities, calendar, resource requirements and performance measures in partnership with the Senior Director of Sales & Marketing.
• Translate organizational and service-line strategies into integrated marketing plans designed to increase awareness, engagement, referrals, utilization and community visibility.
• Advise senior and service-line leaders regarding market positioning, messaging, target audiences, marketing opportunities and communication strategies.
• Identify emerging marketing opportunities, competitive considerations and community trends that may affect VNATC's market position.
• Establish appropriate marketing priorities across service lines and organizational initiatives to ensure resources are directed toward the highest-value opportunities.
• Ensure marketing strategies balance organizational growth objectives with VNATC's nonprofit mission and community presence.

• Partner with Sales and service-line leadership to develop marketing strategies supporting organizational growth, referral development and market penetration.
• Develop differentiated marketing approaches appropriate to VNATC's services, programs and target audiences.
• Use market, referral, digital and campaign data to identify opportunities to strengthen awareness and support growth.
• Develop campaigns supporting new services, geographic expansion, strategic initiatives and identified growth opportunities.
• Collaborate with Sales leadership to ensure marketing strategies, campaigns and materials effectively support referral-development efforts.
• Establish mechanisms to evaluate the contribution of marketing initiatives to inquiries, referrals, conversions and other organizational growth measures where attribution is reasonably available.
• Support recruitment marketing and employer-brand initiatives from an external marketing and brand perspective in partnership with People & Culture.

• Serve as a primary steward of the VNATC brand and external organizational identity.
• Develop, maintain and enforce organizational brand standards across service lines, programs, locations and communication channels.
• Establish standards governing organizational messaging, visual identity, logos, imagery, templates and other brand…