Regional Director Strategic Marketing - Marketing

Summary

The Regional Director of Strategic Marketing is responsible for overseeing the marketing activities in an assigned group of ministries of the CHRISTUS Health System, which includes adult acute care hospitals, clinics, outpatient centers, and many other programs and facilities.

This Job is responsible for supporting marketing activities in ministries for new and existing services to achieve strategic growth and improve the health and well-being of those we serve. This Job oversees a broad range of marketing activities relative to the strategic direction and positioning of the organization and its leadership that promote, enhance, and protect brand reputation and enable the organization to become the partner of choice.

Under the supervision of system leadership, the Regional Director plans, budgets, and implements marketing, advertising, branding/signage to increase/maintain the value/perception of the brand and grow health care and retail services.

The Regional Director must have strategic reasoning skills and a deep understanding of several local health care markets, as well as the ability to work with a variety of key stakeholders to direct and inform marketing campaigns and activities. The Regional Director must monitor market dynamics and the competitive landscape to achieve a competitive advantage and provide timely and responsive changes to Marketing plans, tactics, and messaging as appropriate.

The Regional Director is in a position to interface daily with various publics and constituents, including senior leadership at the system and market levels, community and political leaders and regional CHRISTUS board members and Associates. The Regional Director will be privy to and responsible for protecting the integrity of confidential corporate information, including strategic plans, financial information, risk management situations, and patient information.

The Regional Director is called upon to make significant judgment calls in relation to events and materials that represent CHRISTUS positively and consistently and to speak on the ministry’s behalf.

• Meets expectations of the applicable OneCHRISTUS
  
  Competencies:
  
  Leader of Self, Leader of Others, or Leader of Leaders.
• Regional leaders are responsible for effectively collaborating with local leadership teams to meet accountability measures including, but not limited to, labor productivity standards, quality metrics, associate engagement, and retention efforts, as well as service level agreements to the consumer.
• Work with system marketing and strategy resources, regional CHRISTUS leaders, and the senior vice president of group operations to create and implement effective marketing plans that achieve ministry goals, including increasing or maintaining the value of the brand, increasing patient volume, growing appropriate service lines and improving the health and wellbeing of those we serve.
• Work with all functions of marketing to creatively incorporate all available and appropriate tools and resources, including strategic marketing plans, advertising, publications, special events, digital and corporate identity, and branding into an organized, articulate, and multi-faceted program.
• Leads a team of marketing specialists to develop marketing plans, and implement tactics in support of well-defined goals, and measures/reports on performance.
• Works with the marketing operations team to use customer relationship management (CRM) tactics and marketing automation to drive growth.
• Creates and implements plans and programs to reach key markets via advertising, direct marketing, electronic media/website, paid digital marketing, collateral materials, and product/service promotions.
• Monitor market dynamics and competitive landscape to achieve competitive market advantage, and to provide timely and responsive changes to marketing plans, tactics, and messaging as appropriate.
• Adhere to and help implement CHRISTUS Health’s new brand standards, which direct things like image choice, messaging, and tone, and font and icon selection, to establish and maintain the CHRISTUS brand in the market and consistent with the system brand.
• Provide strategic direction in the areas of brand management, advertising, and marketing services for all components of the region.
• Oversee and hold direct reports accountable for achieving determined success metrics and KPIs.
• Collaborate across departments to achieve plans and fulfill KPIs.
• Ensure effective control of marketing results, and ensure that achievement of objectives falls within designated budgets.
• Represent regional CHRISTUS marketing on various internal committees and task forces, as requested.
• Manage and maintain vendor relationships, as appropriate to responsibilities.
• Has a proven track record working in a matrixed, collaborative environment with multiple stakeholders.
• Has demonstrated ability to problem solve and be supportive/innovative in the process of change; strong human relations skills with an ability to handle…