VP & Chief Marketing Communications Officer – (2400010E)

VP & Chief Marketing Communications Officer – (2400010E)

Description

The VP, Chief Marketing and Communications Hospital & Foundation Officer (CMCO) oversees all internal and external marketing and communication strategies and functions for Children’s National Hospital and its various subsidiary entities, including Children’s National Hospital Foundation. The CMCO creates and implements integrated strategic marketing and communications plans that achieve organizational goals within Children’s National Hospital’s clinical, research and community health missions. The CMCO offers proactive counsel and develops effective strategies encompassing brand-building; referral marketing; consumer marketing; digital technologies, tools and channels supporting effective marketing/communication; media relations; crisis management; employee engagement; donor communications and executive communications.

The CMCO oversees metrics-driven communication and marketing strategies that elevate the local, regional, national and international brand of Children’s National across a broad range of stakeholders, including current and prospective patients, healthcare professionals, referring physicians, employees, individual, corporate & Foundation donors, partners, governmental representatives and the community.

The CMCO also leads the Foundation’s strategic planning process and oversees the development, integration, and implementation of the Foundation’s marketing communication strategy to increase awareness of Children’s National, increase engagement among individual and corporate donors and to increase pipeline development through innovative communication tactics and channels with a donor-centric approach to elevate our reputation locally, regionally and internationally.

The CMCO leads an integrated team of marketing, communication, fundraising professionals and support staff. The role promotes diversity, equity and inclusion within the team, and ensures appropriate mentorship and development to encourage both excellence and retention.

A member of the organizational leadership team, the role reports to the EVP/Foundation President with shared oversight by the president & chief executive officer.

Qualifications

Minimum Education: Bachelor’s Degree Marketing, Communications or other related field. (Required)

Minimum Work Experience:

• 15 years, with a total of 13 years relevant, progressively-responsible experience.
• At least 8 years management-level experience directing a marketing and/or communication team(s) responsible for creating and deploying enterprise-wide marketing or communication strategies. (Required)
• 5 years’ experience working for a hospital/health care system (Preferred)

Required Skills/Knowledge:

• Expertise in developing effective marketing and communications strategies.
• Demonstrated leadership and management skills.
• Excellent written and verbal communication skills.
• Experience managing large teams and total budgets in excess of $5 million.
• Experience in measurement methods to assess advertising, marketing and communication effectiveness.
• Strength in data and data analytics.
• Healthcare marketing experience is highly preferred.
• Significant relevant experience in complex organizations may be considered.
• Experience in fundraising from major gifts proposals to digital fundraising campaigns.

Functional Accountabilities

Vision and Strategy

• Develop forward-thinking marketing and communications strategies that advance the vision, mission, and short- and long- term goals of Children’s National Hospital and its various subsidiary entities, including Children’s National Hospital Foundation.
• Plan, implement and evaluate strategies that further establish Children’s National nationally as a top pediatric health system, a leader in pediatric research, an employer of choice and as donors charity of choice.
• Provide strategic counsel to organizational leadership that advances and protects the reputation of the organization.
• Manage the operations of the integrated Hospital Marketing and Foundation Communications teams to ensure effective, integrated processes, a motivating work environment and reliable alignment with the strategic priorities of the organization.
• Develop appropriate effectiveness measures for all efforts, adapting in response to data.

Public Relations and Communication

• Develop and oversee a cohesive communications strategy that contributes to organizational goals and objectives, promoting both external and internal engagement with the organization.
• Ensure a high-performing proactive media relations program that elevates the reputation of Children’s National, with a goal of frequent, positive regional, national and international media coverage able to reach multiple important stakeholder audiences including prospective patients, referring providers, employees, donors, and advocates.
• Proactively identify and responsibly manage issues, crises and other events with potential for harming our reputation.
• Lead an executive communication strategy that positions the CEO –and potentially other C-suite members–as nationally- recognized leaders.
• Support decision-making on controversial issues using communications best practice risk assessments and case examples.

Marketing & Brand Management

• Develop marketing strategies and tactics that drive growth and improve market position.
• Create effective multi-channel marketing and advertising programs that drive awareness, consideration and choice.
• Align marketing expenditures with organizational priorities and strategic growth objectives.
• Ensure appropriate ROI for all marketing campaigns.
• Identify and implement technology investments necessary to ensure market-competitive efforts.
• Collaborate and align with strategic planning and analysis efforts.
• Support and advance strategies and tactics to increase market share and strengthen our brand position.
• Advance and optimize brand visibility, relevance, cohesion and impact through best-practice brand positioning, expression and management.

Digital-driver/Content strategies

• Ensure a competitive digital front door through a best-in-class website user experience for various stakeholders.
• Develop and evolve content marketing strategies to build volume, loyalty and donations.
• Build/maintain high engagement on social channels and blogs.
• Ensure best-in-class SEO and SEM strategies.

Management

• Promote a culture of high performance and continuous improvement that values learning and a commitment to quality. Manage and mentor communications staff to inspire innovative approaches focused on teamwork, service, and measurable results.
• Recruit and manage a marketing communications team for the hospital and its various subsidiary entities to support the development and execution of strategy.
• Identify and manages relationships with advertising and media buying agency, vendors, including photographers, videographers, designers, printers, and consultants.
• Prioritize communications requests for support and develop necessary content and collateral based on expected ROI.
• Oversee day-to-day activities of the Hospital & its various entities’ communications teams, including budgeting, planning, production and staff development. Implement an integrated project management system to ensure appropriate allocation of resources and ability to meet internal and external deadlines in support of fundraising goals.

Fundraising

• Create marketing/public relations strategies that enable Children’s National to cultivate and enhance meaningful relationships with donors and prospective donors, including individuals, corporations, and community organizations to drive engagement.
• Collaborate with fundraising staff to develop specific communications goals and strategies for programs, campaigns, events, and initiatives.
• Work with fundraising staff to prioritize activities requiring communications support, with a focus on ROI—where communications can add the most value.
• Serve as strategic content developer with an emphasis on compelling patient stories, innovation and results in multiple formats for fundraisers to use in relationship development and management donors and prospective donors.

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