Wellstar Health System, Inc. Marietta , GA 30060
At WellStar we all share common goals. That's what makes us so successful and such an integral part of our communities. We want the same things, for our organization, for our patients, and for our colleagues. As the largest not-for-profit healthcare system in Georgia, this means we pride ourselves on investing in the communities that we serve. We continue to provide innovative care models, focused on improving quality and access to healthcare.
The Vice President, Brand & Marketing Strategy role is the lead for development of WellStar Health System's Patient and Marketplace Insights, Brand Architecture and Core Marketing Strategies.
This person is responsible for leading an organization that has three primary roles: 1.) Ensures a rich and valuable level of knowledge and insights about the Marketplace, WellStar Patient, Brand Health and Competitive Set, 2.) Leads Development and Stewardship of a differentiated, patient-centric, enduring Brand Positioning, and 3.) Drives creation of multi-year WellStar Marketing and Communication Strategies.This Vice President will inspire WellStar to break through traditional brand and marketing strategies into a new era, by using data and insights to craft effective brand and marketing strategies.
This role will be the Chief Architect and Ambassador of the WellStar Brand, advocating for the Brand, within the WellStar System and key Stakeholders and Affiliates.
Informs Organization on Macro Marketplace Trends
Has Deep WellStar Patient Understanding Needs, Perceptions, Attitudes, Behaviors
Stewards Custom Marketing Research and Competitive Analysis as Needed
Leads On-going Measurement of Patient Experience and Impact on WellStar Brand Health
Owns Enduring, Differentiated WellStar Brand Positioning and Architecture
Creates and Stewards WellStar Visual Identity System and Related Core Elements of Brand Identity
Owns Multi-Year WellStar Brand Strategies and Annual Brand Plan (Establishing Brand Health Goals, Tracking of Performance Metrics, Development of Brand Growth Plan)
Owns WellStar Core Creative Idea
Accountable for Multi-Year Marketing and Communication Strategies
Attributes and Behaviors
Believes in Power of Insights to Underpin Strategy
Develops Brand-Centric, Consumer-Focused Strategies
Understanding of Target Audiences and Segmentation Strategies
Compelling Advocate and Storyteller for the WellStar Brand
Expert on the Latest Marketing Strategies (within and outside of Healthcare)
Thrives in an Environment where Change is the new Constant
Required Minimum Education: Master's degree in Communications, Marketing, Branding, Customer Engagement, Business, MBA or related field
Required Minimum Licensure/Certification: N/A
Required Minimum Experience:
Twelve (12) years of experience in brand management, marketing, customer engagement or related field with at eight (8) to ten (10) years in management capacity. Demonstrated success in the area of Insights, Brand Management and Marketing Strategy Development.. Ability to function with ease in a complex system/company. Success with creating and implementing highly effective, insights-driven brand and marketing strategies
Required Minimum Skills:
Possess the drive to develop a highly-engaged cross functional team with identified success in developing those teams. Proven accountability for the ownership of an insights-driven, brand-centric and strategy central organization