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. The Vice President of Marketing and Communications oversees enterprise marketing, communications, digital strategy, media relations, brand management, and executive communications, while serving as a key advisor to the Chief Strategy Officer and executive leadership team.

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
• Support physician recruitment and referral development efforts
• Oversee campaigns tied to priority service lines and key markets

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

Organizational Structure / Reporting Model

• Leads a centralized, enterprise marketing and communications function with system-wide accountability
• Provides strategic oversight across all markets with coordinated local execution

Direct oversight typically includes:

• Marketing & Growth
• Communications & Public Affairs
• Digital Strategy & Consumer Experience
• Brand & Creative Services
• Content & Social Strategy
• Executive Communications

Market Alignment Model:

• Local or regional marketing teams operate in a matrixed structure:
  • Solid-line accountability to CSO (strategy, standards, priorities)
  • Dotted-line locally for day-to-day execution

Primary Partnerships

• Physician enterprise (growth and recruitment alignment)
• Operations (service line execution and access)
• Human Resources (employer brand and internal communications)
• Information Technology (digital platforms and infrastructure)

Adjacent Functions (Outside Direct Oversight)

• Enterprise strategy and market planning
• Business development and partnerships
• M&A strategy and integration governance (CMCO supports branding and communications)
• Enterprise Project Management Office (EPMO)
• Enterprise KPI governance and performance analytics

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
• Demonstrated experience leading multi-market, enterprise-level marketing functions
• Proven ability to drive growth through integrated marketing and consumer engagement strategies
• Experience managing brand strategy, media relations, and crisis communications
• Strong leadership, communication, and executive presence