VP Marketing and Communications

What You'll Do

The Vice President of Marketing and Communications, is an enterprise leader responsible for leading the strategic development and execution of marketing, branding, and communications initiatives across Freeman Health System’s multi-state footprint and all markets and service areas. This system-level role ensures consistent messaging, strengthens the organization’s reputation, and drives patient engagement, service line growth, physician alignment, and market expansion.

Responsibilities

• Enterprise Marketing & Growth

• Develop and implement a comprehensive, system-wide marketing and growth strategy aligned with organizational priorities
• Lead service line marketing initiatives to drive patient acquisition, retention, and access
• Serve as a key advisor to the Chief Strategy Officer and executive leadership team

• Brand Strategy & System Positioning

• Establish and govern enterprise brand strategy, standards, and positioning across all markets
• Ensure consistency across all channels, locations, and service lines
• Lead branding efforts for acquisitions, expansions, and new facilities
• Strengthen overall brand awareness, preference, and competitive positioning

• Communications (Enterprise-Wide)

• Oversee internal communications to support employee engagement and organizational alignment
• Lead external communications, including public relations and media strategy
• Direct crisis communications and reputation management efforts
• Serve as a key spokesperson or media contact when appropriate

• Executive Communications

• Lead CEO and senior leadership messaging, speechwriting, and thought leadership
• Support executive visibility, media engagement, and strategic communications
• Develop system-wide narratives for major initiatives, growth efforts, and transformation activities

• Digital & Consumer Experience

• Oversee website strategy and digital front door performance
• Direct digital marketing, SEO/SEM, and paid media strategies
• Lead social media strategy and consumer engagement efforts
• Manage marketing technology platforms, analytics, and automation

• Creative & Content

• Oversee creative services and ensure high-quality brand execution
• Direct system-wide content development, storytelling, and campaign strategy
• Ensure consistency in messaging and visual identity across all platforms

• External Affairs & Stakeholder Engagement

• Lead media relationships and external communications partnerships
• Support community and stakeholder engagement in coordination with executive leadership
• Manage agency relationships, vendor strategy, and marketing partnerships

• Organizational Leadership & Management

• Build and lead a high-performing, enterprise-wide marketing and communications organization
• Establish priorities, performance expectations, and accountability measures
• Manage budgets, vendor relationships, and return on marketing investment
• Partner with clinical, operational, and administrative leaders to support system strategy

Requirements

• Bachelor’s degree in Marketing, Communications, Public Relations, Business, or related field (Master’s preferred)
• 12+ years of progressive leadership experience in marketing and communications, preferably in healthcare or similarly complex organizations
• Proven experience leading multi-market, enterprise-level marketing functions
• Strong leadership, communication, and executive presence