Job Information
Virginia Mason Franciscan Health Marketing Program Manager in Tacoma, Washington
Overview
Virginia Mason Franciscan Health (VMFH) is an integrated health system serving the Puget Sound region, including 10 hospitals and 300 care sites. Founded in 1891, VMFH embraces its long history of caring for the most vulnerable, especially the poor and underserved, and meeting the evolving health care needs of the vibrant, diverse communities it serves. VMFH is a proud home to the Bailey-Boushay House, the first skilled nursing and outpatient chronic care management program in the United States designed specifically to meet the needs of people with HIV/AIDS, and the Benaroya Research Institute, an internationally recognized institution for autoimmune disease research. VMFH is part of CommonSpirit, one of the nation’s largest health systems, dedicated to advancing health for all people. Learn more at www.vmfh.org.
Responsibilities
This job is responsible for planning, managing and executing strategic marketing and communications activities for Virginia Mason Franciscan Health (VMFH) including providing expert marketing consultation in support of integrated, strategic marketing needs of the assigned functional area. An incumbent leads a team, including direct report(s) and agency partners, in developing strategic marketing, advertising, and media campaigns. Work includes responsibility for identifying marketing opportunities through evaluation of market intelligence and a thorough assessment of the "competitive" environment associated with a project, synthesizing findings and developing approaches to appropriately position VMFH in the marketplace. Also includes responsibility for measuring and reporting outcomes, administration of assigned budgets and supervising a small professional staff engaged in marketing/communications activities.
An incumbent works closely with leadership, physicians, governing committees, patients and corporate partners as required by specific projects to ensure completion in a timely/cost-effective manner and consistent with project objectives. Close collaboration with the following departmental teams is also required to effectively promote and support the organization’s strategic business goals: communications, creative services, digital strategies, and external marketing.
Requires knowledge of marketing and communications principles and practices in order to market and advance Virginia Mason Franciscan Health’s brand, strategies, programs and services and facilitate a competitive advantage for the organization. An incumbent develops and deploys marketing plans to support and align with the organization’s strategic priorities.
Essential Job Functions Include:
MARKETING AND PROMOTION
Develops, implements and manages marketing plans, strategies and tactics that reflect Virginia Mason Franciscan Health strategic vision and to help achieve targets and goals in assigned functional areas as well as increase awareness and preference for the brand.
Integrates information and strategies with other Marketing and Communications staff in an effort to develop a seamless marketing system. Initiates market/competitive analysis and supporting research and data from Strategy & Integration team; initiates public relations tactics with media relations, develops communications tactics in coordination with communications team and acts as the liaison with the assigned service/product line.
Supports progress in digital marketing strategy utilizing the suite of tools in the marketing technology stack, applying strategic use of multiple marketing and communications channels to reach marketing customers and achieve growth goals. Works in collaboration with digital strategies manager and related colleagues and vendors for digital marketing activities including social media, e-newsletters, search engine and other Web marketing and Web development.
Works with advertising agency of record and other external vendors to identify and/or implement marketing strategies to achieve measureable tactics in support of Virginia Mason Franciscan Health’s brand, programs and services, monitors consultant performance to ensure compliance with contract provisions and conformance with Virginia Mason Franciscan Health standards.
Meet regularly with leaders, physicians and staff of assigned functional areas to ensure marketing efforts are clearly understood.
Coordinates development of advertising/promotional campaigns; develops and oversees implementation of special events.
Partners with digital strategies manager to develop and implement web content and consumer engagement tactics.
Develops collateral and other promotional tools as needed to support Virginia Mason Franciscan Health’s strategic vision and business development goals.
Partners with external marketing team to plan media and public relations efforts.
Ensures work is performed in a timely manner; develops effective and cooperative relationships with leadership peers, and others within the organization and medical community to implement strategic initiatives in support of organizational goals.
BUSINESS DEVELOPMENT AND RELATIONSHIP MANAGEMENT
Cultivates and maintains professional relationships with primary clients, vendors, and external entities to foster opportunities for enhanced customer services and to influence business objectives positively.
Updates job knowledge by participating in educational opportunities, reading professional publications, maintaining personal networks, and participating in professional organizations.
BUDGET AND RESOURCE ADMINISTRATION
- Participates in the preparation and administration of the annual operating budget for the department; exercises effective cost control to stay within budget; approves expenditures within defined scope of responsibility; identifies variances and develops action plan to address; keeps supervisor apprised of all issues with potential for budgetary impact; negotiates and manages agreements with vendors to ensure smooth operation and consistent return on investment.
PERFORMANCE IMPROVEMENT/QUALITY
Ensures effective communication of initiatives and programs affecting the entire organization to facilitate performance and process improvements in keeping with strategic objectives and regulatory requirements; advocates and provides direction for change management.
Participates in the development/updating of policies/procedures; implements/evaluates new/revised policies/ procedures to ensure consistency and compliance with applicable regulatory requirements; ensures internal guidelines are documented and understood.
Evaluates the effectiveness of plans and tactics, including conducting return-on-investment measurements whenever possible; ensures quality and accuracy of materials produced and compliance with corporate graphic and other standards.
Participates, as a member of the department management team, in short- and long-term planning activities, participates in developing/implementing projects to address current and future needs to support business objectives.
REGULATORY COMPLIANCE
- Interprets and ensures compliance with applicable regulatory standards and requirements; keeps abreast of new/changing regulatory requirements, professional standards and competitive industry practices, as well as organizational initiatives/changes with potential to impact current operations; monitors impact on existing activities to maintain service levels and work quality.
Performs related duties as required.
Qualifications
Education/Work Experience Requirements:
Bachelor's degree from an accredited college or university in Marketing, Journalism, Communications, Public Relations or closely-related field, and a minimum of five (5) years of progressively responsible related work experience.
Pay Range
$46.96 - $68.10 /hour
We are an equal opportunity/affirmative action employer.