VP - Communications, Marketing, Public Affairs

Hennepin Healthcare•Minneapolis, MN

6d•Onsite

About The Position

Leads the organization communications and marketing strategy, strengthening the organization’s reputation, brand, and community trust. Develops and executes integrated communication, marketing, and public affairs initiatives that advance organization priorities, support stakeholder engagement, guide reputation and issues management, and foster a culture of transparency. Serves as a key advisor to senior leadership, and a strategic partner to Government Relations.

Requirements

4-year degree with a major concentration in Liberal Arts, Business, Communications or related areas
10 plus years of experience in communications, marketing, public policy, public affairs
An approved equivalent combination of education and experience
Experience leading communications within complex or publicly accountable environments (e.g., safety-net, academic medical centers, government or policy-influenced systems)
Exhibits a strong presence of command
Proven, successful, progressively responsible leadership, management and execution experience
Skilled and experienced in directing a full business unit and ability to effectively allocate resources (i.e. budget and personnel)
Capable of assisting executives in defining organizational goals, critical issues, and strategic plans
Experience modeling and upholding organizational norms and values, particularly with regards to health and safety
Exceptional problem solving and critical thinking when addressing organizational issues
Demonstrated ability to think strategically and innovatively while supporting company-wide initiatives
Excellent interpersonal skills and the ability to communicate and negotiate with people at all levels
Proven experience and ability influencing at Board level

Nice To Haves

At least 10 years of experience in media/communications/marketing, including four years in management
Master’s degree in communication, marketing, public administration, public affairs or another closely related field

Responsibilities

Direct the work of the organization’s Communications, Public Relations and Marketing teams to create and produce materials to inform the public, patients, employees, and elected officials about programs, policies and actions
Establishes enterprise messaging architecture and ensures alignment across all communication channels, clinical areas, and executive functions
Responsible for the fiscal management of department; assures proper utilization of organization’s financial resources, including preparing and managing department budget
Builds, sustains, and demonstrates knowledge of system and healthcare public relations, communications, and marketing industries
Support strategic communications and government components of clinical redesign and campus redevelopment
Counsels’ executives, physicians, and departments on communications strategies most appropriate to achieve organizational or program-specific goals
Leads communications, marketing and public relations strategy that garners the support of opinion leaders (legislative, media, community) for the healthcare system, its physicians, and programs
Supports engagement of grassroots community partnerships around specific interests or involvement
Directs the development of strategic and tactical public relations and marketing plans, including crisis plans
Leads enterprise issues management and crisis communications, ensuring readiness, coordinated response, and protection of organizational reputation
Leads in an issues anticipation process that advances the healthcare system’s mission with external audiences
Supports internal and external reputation management by supporting strategic proactive messaging efforts to government, elected audiences, and community.
Oversees a news media relations program, determining the appropriateness of media requests for information. Advises on the content, timing and manner of media releases in conformance with organizational and medical codes of ethics
Oversees an internal communications program for the organization and effectively communicates departmental, organization, and industry information to team members
Oversees the writing and editing of executive communications, news releases, and other materials and major creative projects
In partnership with the Chief, Government Relations, supports advocacy team in crafting the system’s public policy initiatives and legislative program at the state and federal level and monitoring the environment to identify and assess the impact of public policy decisions that may impact our system
Serves as an official spokesperson for the organization to media including oversight of requests for information about healthcare system programs
Cultivates strategic relationships with elected officials, media, community leaders, policy organizations, and industry associations to advance the organization’s mission and influence public understanding of key issues
Plans and establishes strategic leadership role(s) for the system in government and industry organizations and other appropriate advocacy entities in community and region and contributes to system’s visibility and influence within these constituencies
Supports team to develop marketing approaches, policies and programs to promote audience understanding of healthcare system services
Oversees marketing programs and market research, advertising, and printed and electronic publication creation, development and distribution
Supports the engagement and integration of the senior and clinical leadership in development of the public persona, brand, and marketing of the organization
Represents the marketing discipline in service line and/or facility leadership teams. Actively partner with operational leadership in the development and implementation of marketing plans
Partners with leaders of government relations, strategy, philanthropy, and health equity teams to ensure cohesive, measurable annual marketing communication plans that are consistent across each communication channel
May serve as America’s Essential Hospitals and the Minnesota Hospital Association’s representative for communications