Chief Marketing and Communications Officer

About the Role

The Chief Marketing & Communications Officer (CMCO) leads enterprise-wide marketing, communications, and branding strategy. As a member of the executive leadership team, the CMCO shapes how MJHS and Elderplan are perceived by patients, residents, members, families, caregivers, employees, community partners, providers, donors, and the public.

The role oversees integrated marketing, including branding, advertising, internal and external communications, social media, public relations, crisis management, digital and traditional media strategies/execution, and creative development to drive consumer engagement across a diverse portfolio: health plans, home care, hospice and palliative care, a center for rehabilitation and nursing care, the Foundation, and Institute for Innovation.

The CMCO serves as a strategic partner to the CEO and executive leadership team in advancing the organization’s growth, visibility, credibility, and long-term sustainability while honoring its mission, values, and deep community roots.

Responsibilities

Enterprise Marketing & Growth Strategy

• Leads enterprise-wide marketing and communications strategies across all service lines and departments.
• Collaborates on the organization's growth strategy.
• Develops and executes comprehensive marketing strategies aligned with the mission, growth, and strategic priorities of the system, payor, and provider sides of the business, including:
  • Payor: Medicare Advantage, Dual-Eligible, Long-Term Care, and Medicaid Mainstream plans
  • Provider: Home Care, Hospice & Palliative Care, Skilled Center for Rehabilitation and Nursing Care (SNF)
• Partners with the CEO and executive leadership team on the development of enterprise growth objectives and market expansion.

Brand Stewardship

• Acts as brand steward for the MJHS and Elderplan brand identities internally and externally.
• Shapes organizational identity, image, and reputation.
• Ensures brand consistency, clarity, credibility, and alignment across all platforms, audiences, and business lines.
• Aligns brand strategy with mission, vision, and values.
• Leads the development and optimization of compelling and differentiated brand positioning.
• Spearheads the development of new brands and identities as business needs dictate.

Digital and Traditional Marketing

• Drives brand awareness, engagement, and growth across health plans, home care, hospice and palliative care, SNF, and related programs through integrated marketing strategies.
• Leads and oversees the development and execution of traditional advertising strategies, ensuring measurable increases in awareness and engagement.
• Oversees planning, buying, and implementation of traditional media across broadcast/OTT, terrestrial radio, streaming audio, out-of-home (OOH), transit, print, and opportunistic media channels.
• Leads and oversees the development of digital strategies for MJHS and Elderplan, ensuring measurable impact across all service lines.
• Oversees implementation of digital strategies across web, email, social media, portals, content platforms, programmatic display, and paid search.
• Oversees the development and execution of community-based, hyper-local grassroots marketing strategies and strategically targeted community events.
• Strengthens relationships with community organizations.
• Leads development of overarching campaigns to drive awareness and engagement.
• Oversees development and production of all creative assets, including:
  • Broadcast production
  • In-house creation of collateral for all business lines
  • Signage, as needed
• Ensures communications comply with CMS and DOH regulatory requirements while remaining clear and engaging.
• Ensures messaging is culturally responsive through effective translation and transcreation.
• Establishes KPIs and monitors and evaluates performance metrics.
• Leads the design and implementation of research to evaluate campaign effectiveness.
• Leverages consumer insights to refine marketing strategies.

Communications, Reputation & Internal Alignment

• Leads internal and external communications and protects organizational reputation.
• Leads and oversees public relations, media relations, issues management, and crisis communications.
• Serves as senior advisor to the CEO and executive team on reputation, public narrative, and stakeholder trust.
• Oversees employee communications, leadership messaging, and communication of enterprise-wide change initiatives in collaboration with the CHRO.
• Ensures alignment between organizational culture, operational reality, and external brand promise.
• Oversees management of the organization's intranet as a platform for employee engagement and information dissemination.
• Acts as organizational spokesperson, as appropriate.
• Oversees preparation and support of executive leaders for media engagements, public speaking opportunities, and community forums.

Storytelling & Content Strategy

• Leads storytelling and content strategy to drive engagement, trust, utilization, and philanthropy.
• Elevates storytelling that reflects patient, member, family, and caregiver experiences.
• Oversees development of videos that engage and educate patients and family caregivers, often in collaboration with the Customer Experience (CX) team.
• Leverages written and video content across digital platforms to drive broad-scale awareness and position the organization as a national industry leader.

Leadership, Governance & Cross-Functional Collaboration

• Leads, mentors, and develops a high-performing marketing and communications team, fostering collaboration, innovation, and accountability.
• Leads and oversees what functions as a small in-house agency, including a talented design team.
• Oversees external agency relationships, consultants, and vendors to ensure quality, efficiency, and alignment with organizational goals.
• Collaborates closely with line-of-business leaders, Business Development/Sales, Legal, Compliance, Customer Experience, and Government Affairs to ensure integrated and compliant marketing and communications efforts.
• Aligns with HR, IT, Finance, and the C-Suite on the development and execution of successful internal initiatives.
• Manages department strategy, structure, and budget with a focus on effectiveness, scalability, and sustainability.

Executive Presence & External Thought Leadership

• Represents MJHS and Elderplan externally as a visible and credible leader in the not-for-profit healthcare sector and as a provider of community-based programs and services for older adults and at-risk individuals of all ages.
• Participates in industry forums, panels, boards, and collaborative initiatives that enhance the organization's visibility, influence, and reputation.
• Contributes to thought leadership through speaking engagements, publications, and media participation, as appropriate.
• Develops a strong presence and effective relationships with the Boards of Directors.

Qualifications

• Bachelor’s degree in Marketing, Communications, Business, Public Relations, or a related field required. Master’s degree preferred.
• 15+ years of progressive leadership experience in marketing and communications.
• Executive or senior leadership experience within health care delivery systems, health plans, not-for-profit organizations, or other highly regulated environments (e.g., financial services). Relevant agency-side experience is a plus.
• Demonstrated success leading brand, marketing, and communications strategies across multiple service lines.
• Success leading branding/rebranding initiatives and new product introductions.
• Strong understanding of regulatory, compliance, and reputational considerations in health care and not-for-profit organizations.
• Demonstrated success in mission-driven, community-based organizations serving and engaging diverse populations through culturally responsive marketing and communications.
• Experience marketing integrated health systems, health plans, community-based care, hospice, home health, and/or long-term care strongly preferred.
• Executive presence with the ability to serve as a trusted advisor, influence C-suite executives, and effectively engage boards of directors.
• Deep expertise in crisis communications, reputation management, organizational change communications, and executive messaging.
• Data-driven strategist with the ability to translate complex insights into actionable marketing and communications strategies that drive measurable outcomes.
• Exceptional written and verbal communication skills, with superior writing, editing, and storytelling abilities that produce clear, compelling, and audience-centered content across executive, clinical, consumer, and stakeholder communications.
• Proven ability to develop persuasive executive communications, strategic messaging, speeches, thought leadership, and high-impact marketing materials that strengthen brand reputation and organizational credibility.