Vice President of Marketing

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. 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.

Overview:

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Definition of Position: 

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.
• 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.

Team and Budget Oversight

• 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 required.

 

Preferred: Master’s degree preferred (MBA, MHA, or related discipline).   

                  

Experience

 

Required: 10+ plus years of progressive marketing experience in marketing, 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+. Experience leading rebranding initiatives, entering new markets, launching new service lines, or building modern digital marketing infrastructure. 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.