Vice President, System Marketing
The Vice President, System Marketing 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 and; 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, regions and markets platforms. Major duties and responsibilities include:
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, regional leadership, system programs, Geisinger Health Plan and Geisinger Commonwealth 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/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.
Reporting & Optimization
Effectively uses data to inform strategy and is comfortable applying data insights to develop and evolve marketing strategy. Leverage market research, business plans and operational 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.
Collaboration & Thought Leadership
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. 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 senior leadership is apprised of current issues and events in an ongoing, timely and appropriate manner.
Competencies & Skills:
Ability and openness to learn
Collaboration and teamwork
Business acumen, conceptual thinking & creativity
Customer centricity & results orientation
Data Literacy & innovation
Education & Experience:
Master’s degree preferred; Bachelor’s degree in Public Relations, Communications, Journalism, Marketing or related field required.
A minimum of ten (10) years of progressive experience in brand and marketing management with a demonstrated track record of success; knowledge of the health industry preferred.
Working Conditions & Physical Demands:
Work is typically performed in an office environment. Independent travel to other sites throughout the health system and surrounding communities required.
The specific statements shown in each section of this description are not intended to be all-inclusive. They represent typical elements considered necessary to successfully perform the job.
OUR PURPOSE & VALUES:
Everything we do is about caring 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.
Geisinger is a physician-led health system comprised of approximately 30,000 employees, including nearly 1,600 employed physicians, 13 hospital campuses, two research centers, and a 583,000-member health plan Geisinger is nationally recognized for innovative practices and quality care. Geisinger serves more than 3 million people in central, south-central and northeast Pennsylvania and also in southern New Jersey with the addition of National Malcolm Baldridge Award recipient AtlantiCare, A member of Geisinger. In 2017, the Geisinger Commonwealth School of Medicine became the newest member of the Geisinger Family.
We offer healthcare benefits for full time and part time positions
from day one, including vision, dental and domestic partners.* Perhaps just as important, from senior management on down, we encourage an atmosphere of collaboration, cooperation and collegiality. For more information, visit
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** Does not qualify for J-1 waiver. We are an Affirmative Action, Equal Opportunity Employer Women and Minorities are Encouraged to Apply. All qualified applicants will receive consideration for employment and will not be discriminated against on the basis of disability or their protected veteran status.
*Domestic partner benefits not applicable at Geisinger Holy Spirit.