Under the guidance of Brand Marketing Leadership, help energize Sutter Health's brand to keep it fresh and relevant, while reflecting our commitment to quality healthcare. In alignment with corporate strategic goals and objectives, enhance the image of Sutter Health by overseeing the development of brand marketing efforts for assigned service lines and segments. As directed by the Brand Marketing Leadership and in alliance with the Directors of Brand Marketing, integrate the corporate brand strategy and creative representation across audiences, channels and the Sutter Health care continuum. In collaboration with Brand Marketing Leadership and in partnership with Marketing Research, Digital Marketing, Social Media and Content, PR and Communications develop, implement and maintain integrated and targeted branding strategies and marketing programs for assigned service lines and segments. Support and manage the integration of market analysis, demographics, and social and industry trends to develop succinct consumer profiles that offer insights into the key Sutter Health audiences. As directed by Brand Marketing Leadership, partner with Marketing Research to understand customers' perception and behavior to formulate effective marketing strategies that influence people in our geographic area to request and select Sutter Health services and products. In collaboration with the Directors of Brand Marketing, provide innovative brand marketing input for Sutter Health's go-to-market strategies that builds consumer awareness and generates demand for our new services and products, while achieving our revenue goals. In partnership with the Creative Director, cultivate a "One Sutter" corporate identity through illustrative graphics, classic typography, engaging photos, inspirational videos and on-point messaging. Help build brand awareness among the key stakeholders and partners of your assigned service line to ensure the consistent and appropriate use of Sutter Health's brand assets. Foster a collaborative environment that integrates Sutter Health's brand direction across marketing, creative design, strategic planning, and communication activities to elevate Sutter Health's reputation as a market leader.
Education / Certification
BS in Advertising, Business Administration, Economics, Journalism, Marketing, PR, Visual Communications or related field.
Education plus relevant experience may be substituted.
Active membership in the American Branding Association (ABA), American Marketing Association (AMA) or other similar peer organizations.
Seasoned business professional with leadership, management, brand management and marketing skills that are typically acquired during 6-8 years of experience in progressively responsible positions, preferably in brand strategy design and implementation
Demonstrated experience implementing and supporting a brand vision and effective marketing strategy that achieves operational objectives and meets the customer needs while maximizing revenue and profitability
Progressive experience in marketing, planning, communications, public relations, market research, or equivalent combination of education, training and/or experience in a healthcare setting that includes the management of key marketing functions
Previous experience in overseeing communications, advertising, and creative services to promote the organization while building brand awareness, preference and demand
Core knowledge of digital and traditional marketing, brand design and development, business-to-consumer (B2C) and business-to-business (B2B), communications planning, establishing graphic standards, crafting targeted messaging, identifying persona-based branding, overseeing corporate identity and managing creative services
Solid understanding of product brand life-cycles and purchasing behavior (both consumer and business)
Working knowledge of the techniques and methods to develop strong strategic brand initiatives and effective marketing programsfrom concept to executionincluding brand methodology, brand identify, planning, measurement, and brand architecture systems
Demonstrated knowledge of marketing, resource management, sales and leadership, including a solid understanding of healthcare products, insight to the unique issues in healthcare marketing, and expertise in effective brand strategies and solutions
Strong business acumen and excellent analytic skills with the proven ability to provide innovative solutions to complex problems and to meet customer-driven business objectives, to enhance the in-person and virtual touch points between people and Sutter Health, and to achieve the goals of the assigned service lines and segments
Functional knowledge of healthcare operations and delivery, industry trends, regulatory changes, disruptive technology, medical advances and emerging consumer behavior
Proven knowledge of selecting/hiring third-party talent for creative services, graphic design and production, publication development and management, market research and advertising
Understanding of and experience with Lean or other process improvement philosophies and methodologies desired
Ability to guide and facilitate creative thinking and innovation across the service line to enhance organizational capability and agility
Professional writing and editing skills with the ability to articulate the corporate brand strategy, translate business ideas into lay terms, and to engage with diverse audiences, including peers, senior management and relevant industry conferences
Expertise in building accountability through effective brand communication and the fostering of productive and supportive working relationships with internal and external constituencies
Ability to foster an interactive and collaborative environment, to influence individuals or groups with diverse opinions and to enlist cooperation without direct control/authority while building high performance teams committed to accomplishing initiatives in ecosystems that may be resistant to change
Proven ability to identify and integrate opportunities that build brand awareness, preference and demand for Sutter Health's services and product lines
Exhibit strong analytic skills to resolve complex issues, drive through obstacles, develop optimal growth opportunities, and deliver effective business solutions that meet the goals of the assigned service lines and segments
Demonstrated ability to synthesize information and ideas across a variety of subject matter areas and to provide insight for targeted plans and innovative solutions that generate successful products, quality services and excellent people experiences
Solid skills in cross-functional team building, consensus building, conflict resolution, and risk management
Ability to innovate while managing multiple priorities/ projects simultaneously, meeting tight and often conflicting deadlines and staying within budget
Superior research and data analytic skills to track and predict trends, make informed decisions, and evaluate the viability of innovation opportunities
Solid project management skills that demonstrate successful program transition from concept to implementation to results to post project evaluation
Proven ability to evaluate innovative graphic design and advertising proposals, craft persuasive messaging and analyze market research, preferably in a health care setting
Competency in Microsoft Word, Excel, and PowerPoint; conversant in Adobe Photoshop or other graphic design software, with a working understanding of Access, Visio, data management, and statistical analysis software