Chief Marketing and Communications Officer

Builds and leads a high performing, highly-engaged marketing, communications, and digital engagement team to deliver Geisinger strategic objectives and associated KPIs.Drives collaboration and cross-functional accountability for a superior patient and member experiences, leading to stronger engagement and loyalty between Geisinger and consumers.Translates operational strategies and plans into marketing and communication objectives to drive standardized and measurable performance standards to track and ensure continuous improvement and desired results.Develops KPIs in partnership with senior executives and holds overall department accountability for goals measurements and targeted ROI for the marketing and communications team.Works with leaders throughout the organization to develop cohesive communication and marketing strategic and tactical plans in support of organizational success as measured in the Enterprise Scorecard and compliance with federal and state regulations.Develops annual operating budget for full scope of department activities that includes appropriate funding levels for all relevant and necessary programs.Utilizes data analysis, market intelligence, and consumer insights as foundational for the creation and execution of all marketing and communication strategies and plans.Sponsors and leads a progressive digital engagement strategy and product management team with the appropriate, optimized Marketing Technology stack that includes CRM, analytics, digital marketing, social media, digital advertising, website, digital signage, consumer portals (e.g., MyChart patient portal, health plan member portal) and omnichannel (e.g., text messaging, email, IVR) campaigns for engaging consumers in better management of their care and benefits,Develops short and long-term brand strategies to advance brand positioning, increase brand awareness, and brand preference through cost-effective earned and owned channels inside the Geisinger enterprise, its current channels and across priority geographies identified for strategic growth and retention. Audiences include internal (employees, clinical leadership, providers) and external (patients, members, communities, prospects and partners).Manages the Geisinger brand architecture, messaging, naming system, and brand standards to ensure consistency and brand strength, as well as protect the brand and its registered trademarks, as well as brand valuation, relative to any business goals or business partners or community collaborations.Translates market insights into strategic recommendations on positioning, messaging, value propositions and market differentiation to drive exponential growth and consumer loyalty.Develops and implements unpaid and paid content strategies to reach critical audiences (physicians, employees, volunteers, trustees) using accurate, timely and quality production of meetings, traditional and digital publications, speeches, news releases, video productions, video conferences, advertising, marketing collateral, and other materials for public-facing and non-public-facing audiences (examples: web and employee portals).Establishes annual strategic plan priorities that address operational excellence, access and ease of use as well as managing total health.Owns system-wide alignment of brand and messaging with Geisinger Health Plan products and creation of an aligned strategy for “One Geisinger” messaging.Identifies and positions Geisinger and its leadership as national, regional and local experts on medical and health issues of broad interest to advance the value and benefit of proactive communication and earned media exposure on a national – and potentially international scale.Protects the reputation of Geisinger through development and implementation of a crisis communications plan to ensure that the organization is ready to successfully manage news media coverage and social media coverage/traffic related to any potential crises.Oversees executive and internal communications to increase employee engagement and grow understanding of the organization’s strategic goals and commitment to mission.Work is typically performed in an office environment. Travel may be required. Accountable for satisfying all job-specific obligations and complying with all organization policies and procedures. The specific statements in this profile are not intended to be all-inclusive. They represent typical elements considered necessary to successfully perform the job.

#J-18808-Ljbffr