Vice President of Marketing

Good Shepherd Health Care • Hermiston, OR

1d • Onsite

About The Position

The Vice President of Marketing and Communications is a member of the executive leadership team responsible for developing and executing an integrated marketing, brand, and communications strategy that advances Good Shepherd’s mission, enhances its reputation, and supports growth across service lines. The role leads enterprise growth, patient acquisition, referral development, brand differentiation, and digital transformation, while building a modern, data-driven marketing organization that strengthens relationships with patients and providers and delivers measurable performance.

The position oversees enterprise marketing and brand management, digital channels and marketing operations, communications and public relations, reputation management, and the development of a multidisciplinary team. It partners with executive, clinical, operational, revenue cycle, physician, HR, and service line leaders to align marketing efforts with organizational goals, capacity, volume, and revenue targets. The Vice President also manages the department budget, vendors and agencies, team development, and performance measurement.

This position supports the hospital mission, vision, values, policies, and procedures; participates in required DNV program education as applicable; and performs other related duties as assigned. It is based in a professional office setting within a healthcare facility and is primarily office-based, with occasional presence in clinical areas. The role uses standard office equipment and may involve potential exposure to infectious diseases; appropriate training and PPE are provided as needed. Physical demands include prolonged sitting and computer work, occasional walking, standing, bending, and lifting light office items up to 25 pounds, and moving throughout the healthcare facility.

Requirements

• Bachelor’s degree in Marketing, Communications, Business Administration, or a related field.
• 10 or more years of progressive marketing experience, including at least 5 years in senior leadership roles.
• Proven success leading high-growth, data-driven marketing organizations within healthcare, such as a hospital, health system, multi-site specialty practice, or healthcare services organization.
• Demonstrated experience developing and executing CRM-driven patient acquisition strategies, digital marketing, brand transformation, and omnichannel campaigns.

Nice To Haves

• Master’s degree, such as an MBA, MHA, or related discipline.
• Experience managing large marketing budgets and teams of 5–10 or more.
• Experience leading rebranding initiatives, entering new markets, launching new service lines, or building modern digital marketing infrastructure.
• Experience collaborating with compliance, legal, and clinical leaders.

Responsibilities

• Develop and implement an integrated marketing and communications strategy aligned with the organization’s mission, vision, and strategic priorities.
• Advise executive leadership on reputation management, brand positioning, and organizational storytelling.
• Lead market insight, competitive intelligence, and analytics programs, grounding decisions in data, KPIs, and ROI.
• Define and execute enterprise growth strategies, including digital patient acquisition, provider referral growth, and service line expansion.
• Partner with clinical, operational, revenue cycle, and physician leadership to align marketing initiatives with capacity and organizational goals.
• Lead enterprise-wide brand management across digital, print, and community channels.
• Drive service line marketing campaigns supporting patient acquisition, provider alignment, and community outreach.
• Partner with service line and operational leaders to support volume and revenue goals through marketing strategies.
• Oversee the digital ecosystem, including website optimization, SEO/SEM, paid media, CRM/marketing automation, marketing operations, and performance reporting.
• Develop and govern brand architecture across locations, service lines, and communication channels.
• Develop omnichannel go-to-market strategies across web, email, search, social, content, and referral pathways.
• Direct internal and external communications to foster transparency, engagement, and trust with employees, providers, patients, and community stakeholders.
• Manage crisis communications and media relations, serving as organizational spokesperson when appropriate.
• Partner with HR and leadership to strengthen employee engagement through internal messaging and culture-building campaigns.
• Lead organizational storytelling, physician brand elevation, and patient education strategies.
• Develop reputation management strategies, including online reviews, social listening, and sentiment monitoring.
• Build and scale a multidisciplinary team across digital, brand, communications, content, physician outreach marketing, analytics, and creative services.
• Implement marketing operations systems for project management, workflow, approvals, and asset management.
• Lead agency selection, vendor management, and contract negotiations to optimize performance and cost.
• Lead, mentor, and develop the marketing and communications team.
• Oversee the departmental budget and allocate resources to support organizational goals.
• Establish KPIs to track the effectiveness and ROI of marketing and communications efforts.
• Support the hospital mission, vision, values, policies, and procedures.
• Participate in required education for DNV programs as applicable to the position.
• Perform other related duties as assigned.

Benefits

• Employer-paid medical, dental, and vision benefit premiums for the employee and family.

What This Job Offers

• Job Type: Full-time
• Career Level: Executive