Director - Marketing & Communications

Director of Marketing and Communications

The Director of Marketing and Communications will have proven success cultivating collaborative relationships with internal and external stakeholders across a large and comprehensive health system, including acute-care hospitals, provider groups, ambulatory services, rehabilitation facilities and / or senior services. The director will have expertise in marketing / digital marketing, strategic marketing plans, advertising, public / community relations, executive and internal communications, brand management, crisis communication management and organizational and team leadership are essential. This high-profile position reports directly to the Vice President of Marketing and Communication (dual to HM CEO) and collaborates with Holy Cross Health's executive leadership team, key service line leaders and stakeholders to ensure all marketing and communications initiatives are aligned and support the strategic goals of the organization including driving growth.

Key Responsibilities :

• Leadership : Serves as a trusted strategic partner and essential resource to key stakeholders across the organization. Transparency, accountability, closed loop communications and responsiveness are key. Will impact Holy Cross Health's ability to attain strategic goals while providing leadership, vision and inspiration to a team of seasoned marketing and communications professionals. Sets and meets performance plan goals that are ambitious but realistic in support of organizational goals especially leveraging marketing as a key enabler of strategic growth plans. Directs, develops and leads communications strategies to ensure smooth change management and success of priority strategic initiatives across the RHM. Ensures alignment of Trinity Health and RHM communication strategies with priority strategic aims and the related timing for system-wide initiative implementation. Is a thought leader and trusted resource to educate, teach and recommend effective marketing and communications strategies. Has a strong business acumen and ensures solid processes and quality assurance methods are used throughout the Marketing team. Demonstrates customer service and support to Holy Cross Health operations leaders. Knows, understands, incorporates and demonstrates the Mission, vision and values of Trinity Health in leadership behaviors, practices and decisions.
• Brand Strategy : Owner, developer, and manager of the Holy Cross Health brand, ensuring the brand is based on a robust and comprehensive understanding of Holy Cross Health's unique offerings, distinguishing characteristics and the articulation of a clear, cogent and compelling vision at a local and regional level.
• Marketing : Proven track record in developing and achieving results via a comprehensive patient-centered marketing strategy that assists patients, providers, family members, colleagues and the general public in accessing information and engaging with the organization. Must produce and manage an integrated plan that aligns with Holy Cross Health's strategic plan especially around growth. Develops, implements, tracks and optimizes all marketing tactics including traditional; digital, SEO and SEM; and social media, to ensure effectiveness Experience with new product launch plans. Ensures the development and refinement of marketing objectives, promotional activities and branding, in consultation with key stakeholders, follows Holy Cross Health and Trinity Health's goals Utilize market research to identify trends and opportunities. Manage and leverage website and other web properties. Oversee graphic design, video and multimedia production. Integrate new marketing technology. Use analytics to prove effectiveness and ROI. Identify external resources and manage relationship with creative agencies, media channels, etc.
• Communications, Public and Media Relations : Develops and oversees internal, external and strategic communications plans, including public and media relations, content and collateral, community events and sponsorships. Works in collaboration with service lines and human resources to establish and grow patient, provider, family member and colleague engagement. Ensures consistent messaging with internal and external stakeholders and keeps them informed of developments and services. Provides counsel and guidance to senior executives on communications strategies and change management and how they affect overall implementation, especially as it relates to implementation of strategic priorities and shared platforms. Accountable for the performance of multiple specialty areas including media relations, executive communications, social media, internal communications, brand communications and channel management. Responsible for the performance of large-scale initiatives impacting the RHM, particularly the marketing and communications functional teams. Develops strategic communications to engage critical audiences including colleagues, physicians and clinicians. Oversight of all communications channels and editorial calendars. Acts as Holy Cross Health spokesperson and source, manage and prepare others to participate in press conferences, interviews and speaking engagements. Serves as public information officer for the RHM Incident Command team (as outlined by FEMA) for crises including clinical systems failures, security breaches and others. Oversees sponsorships and events. Approves press releases, blogs and speeches. Collaborates with members of the executive leadership team to develop communications strategies and tactics and provides feedback and coaching to ensure continuous improvement. Innovates, especially in new media channels, to inspire audiences to connect with Trinity Health, share their stories and advance our Mission. Supports the development of communications strategies and tactics including tool kits, templates, messages and more, as well as channels to connect with colleagues. Maintains solid relationships with media and other communication channels. Identifies trains and counsels leaders to be visible and involved in external community relations.

Qualifications : Bachelor's degree from an accredited college or university in an appropriate discipline such as Marketing, Public Relations, Journalism, Communications or a related field required. Master's degree in marketing or an MBA preferred. Minimum of 10+ years of senior level experience leading a team and operating a department that includes marketing, public relations, communications and media, preferably in a health care setting. 5 years of digital marketing experience. Experience navigating within complex matrixed organizations. Experience with a corporate headquarters desired. Skilled in all areas of marketing and communications including but not limited to advertising and integrated marketing campaigns, SEO and SEM, viral techniques, public and media relations, content creation and leveraging social networks and mobile apps. Crisis management experience needed. Experience in website management. Financial / budget management skills. Exceptional interpersonal, verbal and written communication, organizational and planning skills. Ability to build and sustain relationships with many internal and external constituencies, including the media, board members, executive team, service line leaders, providers and others. Government, public health policy experience is beneficial but not mandatory. Executive level poise and skill sets are mandatory.

Position Highlights and Benefits :

Comprehensive benefit packages available, including medical, dental, vision, paid time off, 403B, and education assistance. We serve together in the spirit of the Gospel as a compassionate and transforming healing presence within our communities. We live and breathe our guiding behaviors : we support each other in serving, we communicate openly, honestly, respectfully, and directly, we are fully present, we are all accountable, we trust and assume goodness in intentions.

Ministry / Facility Information :

Holy Cross Hospital in Fort Lauderdale, Florida is a full-service, non-profit Catholic hospital, sponsored by the Sisters of Mercy and a member of Trinity Health. We are committed to providing compassionate and holistic person-centered care. We are the only Catholic hospital in Broward and Palm Beach counties and are not for profit. We are part of Trinity Health, one of the largest multi-institutional Catholic health care delivery systems in the nation. Together, we serve people and communities in 21 states from coast to coast, providing nearly 2.8 million visits annually. Comprehensive benefits that start on your first day of work. Retirement savings program with employer matching.

Legal Info :

We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity, status as a veteran, and basis of disability or any other federal, state or local protected class. Our Commitment Rooted in our Mission and Core Values, we honor the dignity of every person and recognize the unique perspectives, experiences, and talents each colleague brings. By finding common ground and embracing our differences, we grow stronger together and deliver more compassionate, person-centered care. We are an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, or any other status protected by federal, state or local law. Our Commitment to Diversity and Inclusion Trinity Health is a family of 115,000 colleagues and nearly 26,000 physicians and clinicians across 25 states. Because we serve diverse populations, our colleagues are trained to recognize the cultural beliefs, values, traditions, language preferences, and health practices of the communities that we serve and to apply that knowledge to produce positive health outcomes. We also recognize that each of us has a different way of thinking and perceiving our world and that these differences often lead to innovative solutions. Our dedication to diversity includes a unified workforce (through training and education, recruitment, retention, and development), commitment and accountability, communication, community partnerships, and supplier diversity. EOE including disability / veteran.