Chief Marketing and Communications Officer (CMCO)

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 EvergreenHealth 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 EvergreenHealth’s strategic partnerships such as Eastside Health Alliance (EHA), Eastside Health Network (EHN), Seattle Cancer Care Alliance (SCCA), and the EvergreenHealth Foundation.

The CMCO reports to the Chief Executive Officer (CEO).
Primary Duties:
* 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 loyalty.
* 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 plans.
* Oversees the development, implementation and evaluation of internal and external communication strategies, channels and platforms, public relations (PR)/social media monitoring tools, and PR publishing platforms.
* 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 system.
* 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 members.
* Oversees crises communications.
* Provides executive communication consultation and deliverables.
* Guides, supports and executes strategies and implementation for strategic partnerships.
* 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 industry influencers.
* 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 and respect.
* 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 objectives.
* Collaborates with leaders of all divisions, including the hospitals, home care and ambulatory, related to marketing strategies.
* 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 related discipline.
* 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 care.
* Sound understanding of marketing discipline and applications techniques as it relates to the economics and success of the marketing plan.
* 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 organizational goals.
* 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 tactics.
* 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 and solutions.
* 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 donors.
* Proactively develops public relations and marketing strategies in support of the strategic objectives of the health system.
* Translates institutional objectives and initiatives into specific marketing strategies.
Knowledge/Skills/Abilities:
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 EvergreenHealth as part of the Administrative Council.
* Ability to assume responsibility and authority, but also recognize authoritative guidance when it is necessary to see it and accept it.
* Capability to work closely with others and elicit and inspire support of others.
* Ability to build collaboration, momentum, and results within cross functional teams.
* 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 EvergreenHealth 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 operatio