Vice President of Marketing

About the role

The Vice President of Marketing and Communications serves as a key member of the executive leadership team, responsible for developing and executing a comprehensive marketing, brand, and communications strategy that advances the organization’s mission, enhances its reputation, and drives growth across all service lines. This executive leader is accountable for enterprise-wide growth, patient acquisition, referral development, brand differentiation, and digital transformation. The VP will define and operationalize a modern, data-driven marketing organization that elevates Good Shepherd’s market position, strengthens relationships with patients and providers, and drives measurable performance across all service lines.

Responsibilities

Strategic Leadership

• Develop and implement an integrated marketing and communications strategy aligned with the organization’s mission, vision, and strategic priorities.
• Serve as a trusted advisor to executive leadership on reputation management, brand positioning, and organizational storytelling.
• Lead advanced market insight, competitive intelligence, and analytics programs, ensuring all decisions are grounded in data, measurable KPIs, and ROI.
• Define and execute enterprise growth strategies across patient segments, including digital patient acquisition, provider referral growth, and service line expansion.
• Partner with clinical, operational, revenue cycle, and physician leadership to ensure alignment between marketing initiatives, capacity, and organizational goals.

Marketing and Brand Management

• Lead enterprise-wide brand management, ensuring a consistent and compelling identity across digital, print, and community channels.
• Drive service line marketing campaigns to support patient acquisition, provider alignment, and community outreach.
• Partner with service line and operational leaders to ensure marketing strategies support volume and revenue goals.
• Own the full digital ecosystem, including website optimization, SEO/SEM, paid media, CRM/marketing automation, marketing operations, and performance reporting.
• Build and govern brand architecture for Good Shepherd, ensuring clarity and consistency across all locations, service lines, and communication channels.
• Develop omnichannel go-to-market strategies across web, email, search, social, content, and referral pathways.

Communications and Public Relations

• 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 the organization’s spokesperson when appropriate.
• Partner with HR and leadership teams to enhance employee engagement through strategic internal messaging and culture-building campaigns.
• Lead organizational storytelling, physician brand elevation, and patient education strategies to increase awareness, trust, and market preference.
• Develop proactive reputation management strategies, including online reviews, social listening, and sentiment monitoring.

Team and Budget Oversight

• Build and scale a multidisciplinary team across digital, brand, communications, content, physician outreach marketing, analytics, and creative services.
• Implement marketing operations systems (project management, workflow, approval, and asset management tools) to improve efficiency and speed.
• Lead agency selection, vendor management, and contract negotiations to optimize performance and cost.
• Lead, mentor, and develop a high-performing marketing and communications team.
• Oversee departmental budget and allocate resources effectively to support organizational goals.
• Establish key performance indicators (KPIs) to track effectiveness and ROI of marketing and communication efforts.

General

• Supports the hospital mission, vision, values, policies, and procedures.
• Participates in required education for DNV programs as applicable to position (reference program education curriculum).
• Performs other related duties as assigned.

Qualifications

Education

• Required: Bachelor’s degree in Marketing, Communications, Business Administration, or related field.
• Preferred: Master’s degree (MBA, MHA, or related discipline).

Experience

• Required: 10+ years of progressive marketing experience, including 5 years in senior leadership roles.
• Proven success leading high-growth, data-driven marketing organizations within healthcare (hospital, health system, multi-site specialty practice, or healthcare services).
• Demonstrated experience developing and executing CRM-driven patient acquisition strategies, digital marketing, brand transformation, and omnichannel campaigns.
• Preferred: Experience managing large marketing budgets and teams of 5–10+.
• Preferred: Experience leading rebranding initiatives, entering new markets, launching new service lines, or building modern digital marketing infrastructure.
• Preferred: Experience collaborating with compliance, legal, and clinical leaders.

Physical Requirements

• Prolonged periods of sitting at a desk and working on a computer.
• Occasional walking, standing, bending, or lifting light office items (up to 25 pounds).
• Visual acuity to view computer screens and read detailed financial documents.
• Ability to communicate effectively in person, by phone, and electronically.
• May be required to move throughout the healthcare facility, including administrative and clinical areas.

Working Conditions

This position operates in a professional office setting within a healthcare facility. The role routinely uses standard office equipment such as computers, phones, photocopiers, and filing cabinets. The office environment is climate-controlled, well-lit, and ergonomically designed for extended computer work. While this role is primarily office-based and does not involve direct patient care, the employee may occasionally be present in clinical areas or interact with staff working in clinical environments. As such, there is a potential for exposure to infectious diseases. The organization provides appropriate training and personal protective equipment (PPE) as needed to ensure safety.

Benefits

• Employer-paid benefit premiums for you and your family
• Medical, Dental, and Vision coverage

Schedule

Full-time, 40 hours per week, First Shift. Department: Marketing and Public Relations (Job ID: 01-8315).