Corporate Director Communications & Marketing

Centra Health•Lynchburg, VA

12h

About The Position

The Corporate Director of Communications & Marketing is a strategic, hands-on leader responsible for shaping how the organization communicates, presents and grows in a rapidly evolving environment. The position plays a critical role in enhancing visibility, trust and community within and beyond the healthcare system. The Corporate Director will advance Centra’s reputation, brand, growth, and stakeholder engagement through integrated communications and marketing strategies. Reporting to the Vice President of Communications, Marketing and Community Relations, this role oversees internal and external communications, media relations, crisis communication, and marketing initiatives across digital and traditional platforms, as well as team leadership. The Corporate Director partners closely with executive leaders, physicians, and operational leaders to ensure clear, consistent messaging that supports Centra’s mission, strategic priorities, employee engagement, patient acquisition, community trust, and organizational performance.

Requirements

Bachelor’s degree in communications, marketing, public relations, journalism, or a related field required.
Minimum of 10 – 12 years of progressive communications, marketing, public relations, or related experience, preferably in a health system, hospital, physician organization, healthcare agency, or similarly complex organization.
Minimum of 5 years of leadership or management experience.
Demonstrated experience developing and executing integrated communications and marketing strategies that support organizational reputation, growth, stakeholder engagement, and measurable results.
Experience advising senior leaders, managing media relations, preparing spokespeople, and leading communications during sensitive, urgent, or crisis situations.
Strong understanding of healthcare communications, service line marketing, provider engagement, brand management, digital communications, analytics, and regulatory considerations including HIPAA.
Exceptional written, verbal, interpersonal, strategic planning, project management, relationship-building, and team leadership skills.

Responsibilities

Develop and execute integrated communications and marketing strategies aligned with Centra’s mission, brand, priorities, and strategic imperatives.
Serve as a senior communications advisor to executive leadership, operational leaders, physicians, and other key stakeholders on messaging, reputation management, stakeholder engagement, and issues response.
Lead proactive and reactive media relations, serving as corporate spokesperson when appropriate; oversee crisis communications and timely response to sensitive or emerging issues.
Oversee internal communications strategies that support organizational culture, employee engagement, change management, leadership visibility, and alignment across the health system.
Direct marketing communications that support service line priorities, provider promotion, patient acquisition, and brand awareness.
Lead content strategy and storytelling across owned, earned, paid, and shared channels, ensuring accuracy, consistency, accessibility, and alignment with brand standards.
Guide channel strategy and performance for web content, social media, email communications, newsletters, digital publications, and other internal and external platforms.
Establish goals, metrics, reporting practices, and continuous improvement processes to evaluate communications and marketing effectiveness.
Lead, coach, and develop a high-performing communications and marketing team, fostering collaboration, accountability, innovation, and operational efficiency.
Perform other duties as assigned.