Location: Long Beach, CA
Company: Memorial Health Services
creating innovative marketing strategies and executing programs that amplify the brand and support the health system's strategic initiatives. The CMCO leads the development of a comprehensive, integrated marketing plan in support of Memorial Care's goals and objectives.
The CMCO is also responsible for providing strategic direction on system-wide communications activities and protecting the brand's reputation and building awareness among and relationships with the community, population at large, employees, and physicians. The CMCO works closely with leadership at the system level, as well as with entity and service line leaders, to provide marketing and communication plans and programs
that support both system and local interests. It is an extraordinary opportunity for a talented, energetic, strategic and operationally focused healthcare executive who will provide vision, direction and leadership in furtherance of Memorial Care's mission to care for the health and well-being of the communities that it serves.
The position reports directly to the President and Chief Executive Officer of Memorial Care. Principal Duties Provide leadership, inspiration, and active management of the Marketing and Communication team to increase the capabilities and effectiveness of the team. Conduct a comprehensive analysis of the marketing and communication team's strengths, capabilities,
and opportunities to design an organizational structure and processes that will achieve the goal of providing a proactive, client-focused resource for Memorial Care.
Develop and maintain a thorough understanding of Memorial Care's culture, goals, and objectives by meeting with all key stakeholders. As the senior leader of core marketing and communication functions, including marketing, advertising, and digital/social strategy, effectively develop and implement marketing plans and campaigns to drive volume for specific service lines, optimize Memorial Care's positioning in the marketplace, and foster positive relationships with patients, referring physicians and the community.
Evaluate the current state of Memorial Care's brand, taking into consideration both the goal of what the system brand stands for as well as the individual entities' brand aspirations. From this comprehensive evaluation, develop the future state of Memorial Care's brand identity and architecture. Build partnerships across Memorial Care, including hospital and system-level leadership, ensuring consistent brand standards and alignment. Develop and execute a plan to contemporize Memorial Care's marketing consistent with leading medical centers and healthcare organizations. Work closely with Memorial Care's Leadership team to ensure alignment of marketing plans with business goals and be held accountable for meeting these goals, particularly for new growth opportunities.
Meet regularly with key constituents to stay current regarding their short- and longer-term goals, then proactively solicit feedback regarding marketing initiatives that support them. Leverage research, analytics, and external market perspectives to understand all of Memorial Care's market opportunities and inform the development of strategic marketing plans. Develop a marketing dashboard to measure ROI and inform decision-making regarding future marketing spend.
Create segmentation strategies and performance marketing programs that utilize precision marketing to support specific service line goals. Amplify marketing and communications efforts in support of Memorial Care, including brand visibility, thought leadership, and reputation management, as well as employee communications, executive communications, and other internal communications efforts. As a marketing expert and counselor work collaboratively with senior leadership in organizational strategic planning, preparing frequent updates, including market analyses, market intelligence and up-to-date research findings.
Evaluate and advance existing digital capabilities and initiatives while developing a robust customer-first digital engagement strategy and platform that utilizes content, stories, and solutions for providing best-in-class patient experience. Stay current with all things digital to ensure that we create a best-in-class digital marketing capability. Own fiscal responsibility for the department by working with department leaders to develop budgets; identify areas of need and present business cases to leadership for additional resources when necessary while identifying opportunities for efficiencies across the system.
Manage the effective allocation of financial and human resources; determine and control appropriate staffing mix and levels and management productivity. Bachelor's degree An advanced degree in marketing or business (MBA) At least ten plus years of experience as a marketing executive in an integrated healthcare environment (preferred) A contemporary strategic marketer with demonstrated tangible successes who has strong business acumen and change management leadership skills; healthcare experience highly preferred, ideally coupled with other experience with consumer-focused products and services.
Adept at inspiring, transforming, and leading teams in complex organizations, preferably in an integrated healthcare system environment or in a large, complex business environment. Consumer marketing expert with a track record of successfully developing and stewarding brands, as well as driving the development of business-building marketing strategies and programs. Strong portfolio of integrated marketing capabilities-significant experience developing digital and brand marketing, content marketing, web development and optimization, mobile, and customer experience initiatives.
Effective management and utilization of CRM tools. Proven experience working with and advising executive leaders on business opportunities and issues. Demonstrated knowledge of and integration/collaboration with external and internal communications functions. Successful track record of using data and analytics to drive strategic decision-making-combined with creativity and innovative thinking. Has been responsible for the development and implementation of a marketing reporting framework specifically designed to measure effectiveness and return on investment.
Excellent track record in managing, motivating, and supporting people, building a cohesive Marketing unit, as well as attracting and retaining outstanding talent. Validated experience leading change management initiatives-has developed and implemented new systems, programs, techniques, and procedures, resulting in achieving financial goals and objectives. Possesses strong collaboration and teamwork skills and can gain and develop strong relationships across the organization. Ability to challenge the status quo and lead to new thinking about the brand, patient experience and marketing programs while respecting the successful legacy of the organization.
Displays a high degree of organizational agility - the ability to handle large-scale change programs, the comfort to influence without always having direct control, and the savvy to navigate complex situations with multiple stakeholders.
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