Job Summary

Provides strategic executive leadership for planning, analysis, development, implementation, and management of system marketing, including brand positioning, identity, marketing communications, and promotions for the Geisinger enterprise as well for individual business units and programs. This position leads creative strategy, establishes and manages agency, vendor and business partner relationships. Ensures alignment of brand and marketing communications with the mission, values, goals and objectives of the health system, health plan, medical school, and research institutes regionally and nationally. This includes marketing for all clinical institutes and platforms (regions/markets).

Job Duties

• Responsible for strategy development and leadership of all brand and demand generation marketing activities of the organization and building an enterprise marketing program that aligns with organizational growth strategies.
• Leads strategic marketing planning and is a key participant in business development and key operational meetings with clinical institutes, (platform) regional leadership, system programs, and health plan and school of medicine; leads the development of marketing budgets and investments to support strategies.
• Leads strategic brand planning, research, and analysis to develop and evolve a comprehensive brand positioning strategy; recommends, implements, and manages brand identity, brand architecture and naming systems across the services portfolio.
• Support Chief Marketing Officer in brand extension and brand architecture work related to merger and acquisition activities and strategic partnerships and affiliations.
• Oversees the creation, development and implementation of integrated marketing communications programs to drive customer acquisition, retention and engagement for the enterprise and core clinical service lines, including promotional campaigns, marketing events, sales support, and digital marketing.
• Works collaboratively with the corporate communications and web teams to integrate traditional methods with web, social, and mobile marketing techniques.
• Leads and fosters the development of the system marketing team; plans and monitors staffing activities, including hiring, orienting, evaluating, disciplinary actions, and continuing education initiatives.
• Develops and implements systems, processes and procedures necessary for effective operation of the unit.
• Manages development, production, distribution, monitoring, and management of branded content; ensures consistency in brand voice, messaging, style, and experience across all paid media and branded content.
• Develops, manages, and provides oversight for outsourced business partners and vendors including agencies, freelancers, designers, etc.
• to ensure adherence to brand standards, budget, and compliance with project specifications.
• Effectively uses data to inform strategy and is comfortable applying data insights to develop and evolve marketing strategy.
• Leverage market research, business plans and operations, and other market data to develop marketing strategies and advertising plans designed to support business goals for market share and revenue goals.
• Provides project management oversight for development, production, placement, and distribution of marketing communications tactics and content.
• Manages purchasing contracts and marketing plan budgets.
• Works collaboratively with the VP, Corporate Communications and VP, Marketing Technology to ensure that all marketing strategies and tactical plans are aligned across the enterprise.
• And collaborates with sales leadership at Geisinger Health Plan in the support of sales goals.
• Provides strategic marketing counsel to department heads, vice presidents and senior leadership.
• Ensures CMO and senior leadership are apprised of current issues and events in an ongoing, timely and appropriate manner.
• Recommends marketing and brand strategies to CMO and other leaders.

Work is typically performed in an office environment. 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.

Education

Bachelor's Degree- (Required), Master's Degree- (Preferred)

Experience

Minimum of 10 years-Marketing (Required), Minimum of 10 years-Leadership (Preferred)

Skills

Office Administration

About Geisinger

Founded more than 100 years ago by Abigail Geisinger, the system now includes ten hospital campuses, a 550,000-member health plan, two research centers and the Geisinger Commonwealth School of Medicine. With nearly 24,000 employees and more than 1,700 employed physicians, Geisinger boosts its hometown economies in Pennsylvania by billions of dollars annually. Learn more at geisinger.org or connect with us on Facebook, Instagram, LinkedIn and Twitter.

Equal Opportunity Employer

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, pregnancy, genetic information, disability, status as a protected veteran, or any other protected category under applicable federal, state, and local laws.

Our Vision & Values

Everything we do is about making better health easier for our patients, our members, our students, our Geisinger family and our communities.

KINDNESS: We strive to treat everyone as we would hope to be treated ourselves.

EXCELLENCE: We treasure colleagues who humbly strive for excellence.

LEARNING: We share our knowledge with the best and brightest to better prepare the caregivers for tomorrow.

INNOVATION: We constantly seek new and better ways to care for our patients, our members, our community, and the nation.

SAFETY: We provide a safe environment for our patients and members and the Geisinger family.

Our Benefits

We offer healthcare benefits for full time and part time positions from day one, including vision, dental and prescription coverage.