Sr. Director - Brand & Consumer Strategy-Public Relations

Position Details

Lakeland Regional Health is a leading medical center located in Central Florida. With a legacy spanning over a century, we have been dedicated to serving our community with excellence in healthcare. As the only designated Level 1 Trauma Center for Polk, Highlands, and Hardee counties, and the second busiest Emergency Department in the US, we are committed to providing high-quality care to our diverse patient population. Our facility is licensed for 910 beds and handles over 200,000 emergency room visits annually, along with 49,000 inpatient admissions, 21,000 surgical cases, 4,000 births, and 101,000 outpatient visits.

Work Hours per Biweekly Pay Period: 80.00
Location : 1324 Lakeland Hills Blvd Lakeland, FL
Pay Rate : Min $144,164.80 Mid $180,211.20 Position Summary

The Senior Director, Brand & Consumer Strategy leads Lakeland Regional Health’s brand, growth, and consumer marketing function and serves as a key steward of how the organization attracts, activates, and retains patients across every stage of the customer journey. Reporting to the Chief Marketing and Communications Officer, this leader owns strategy and results of Lakeland Regional Health’s brand, service line marketing, digital presence, and consumer experience — turning growth priorities into measurable volume.

This role advances the system's market position and consumer engagement by setting brand strategy, directing service line and acquisition marketing, and building the digital and measurement capabilities that connect marketing investment to patient acquisition, engagement, and retention.

As a senior leader on the marketing and communications team, the Senior Director partners with the CMCO in shaping the department's strategic direction, represents marketing across organizational leadership, and establishes the priorities, standards, and decision-making framework for how Lakeland Regional Health brings its services to market.

This is a people and function leadership role. The Senior Director builds, leads, and develops a multidisciplinary team across brand, service line strategy, digital, and consumer marketing, and sets the standards and priorities that guide their work . Working closely with the Director of Strategic Communications and Content, the Senior Director ensures brand and consumer strategies and communications and content strategies move in concert — reinforcing a single Lakeland Regional Health brand, strengthening trust, and delivering a consistent consumer experience across every touchpoint.

The ideal candidate brings exceptional brand and growth-marketing expertise, a strong command of today’s digital and consumer trends, sound judgment, executive presence, and the ability to translate healthcare strategy and consumer insight into demand and differentiation to advance organizational goals.

Position Responsibilities

Director/Assistant Director Capabilities

• Demonstrates accountability for programs and services and/or organization-wide functional responsibilities within the system to support achievement of organizational priorities.
• Coaches leaders and professional team members to create an environment that encourages continuous learning and development.
• Engages direct leadership team to leverage talent, communicate a strong vision and mission and achieve buy-in.
• Directs and participates in leadership team development, performance management and engagement.
• Leads change by communicating a clear vision, influencing and motivating others, and developing relationships with key stakeholders.
• Promotes and inspires a healthy and safe culture to advance overall system, team performance and service experience.
• Maintains patient confidentiality and privacy, and adhere to HIPAA standards.

Standard Work: Sr. Director - Brand & Consumer Strategy

• Lead, develop, and inspire the Brand & Consumer Strategy team by establishing priorities, setting standards of excellence, coaching leaders and team members, and partnering with the CMCO to shape the department's strategic direction.
• Develop the enterprise marketing strategy and annual operating plan, aligning brand, service line, digital, and consumer marketing investments with organizational priorities, growth objectives, and measurable business outcomes
• Steward the Lakeland Regional Health brand by defining and advancing brand strategy, identity, governance, and consumer experience standards that ensure a differentiated and consistent brand across every touchpoint
• Lead enterprise service line marketing and consumer growth strategies, partnering with physician, service line, and operational leaders to develop market-entry, launch, acquisition, and volume-growth plans that translate clinical excellence into consumer demand
• Own and continuously evolve LRH's digital front door—including the website, SEO/GEO, paid search, marketing technology, and digital engagement ecosystem—to optimize the consumer journey from awareness through acquisition, activation, retention, and loyalty while leveraging Epic and other technologies to strengthen patient engagement
• Establish and govern integrated demand generation and campaign strategies across paid, owned, and earned channels in partnership with the Director of Strategic Communications & Content, ensuring marketing and communications work together to strengthen the brand and drive measurable results
• Build and oversee the organization's consumer insights, analytics, and marketing measurement capabilities, using data, market intelligence, and performance reporting to guide strategy, prioritize investments, and demonstrate marketing's contribution to organizational growth
• Partner with the CMCO to translate organizational priorities into enterprise marketing strategies, providing strategic marketing counsel to service line, physician, and operational leaders while driving measurable consumer growth initiatives
• Establish governance for marketing priorities and resource allocation, ensuring work is aligned with the organization's highest-value growth and brand initiatives while maintaining consistent brand standards and consumer experience expectations across the enterprise
• Develop and manage the enterprise marketing budget, evaluate return on investment, steward organizational resources responsibly, and identify opportunities to improve marketing effectiveness and operational efficiency
• 18-Month Strategic Priorities
  • Lead brand transformation by defining and implementing a refreshed brand strategy, identity, voice, and governance model that strengthens differentiation and consistency across every consumer touchpoint.
  • Rebuild the digital front door by delivering a modern website and search ecosystem centered on the consumer journey, conversion optimization, and measurement capabilities that clearly demonstrate marketing's impact on growth.

Competencies & Skills

Essential:

• Proven people leader who can build, lead, and mentor a multidisciplinary team
• Strong understanding of healthcare regulations related to marketing, patient privacy (HIPAA), and consumer data
• Brand stewardship mindset — able to protect trust, reinforce consistency, and connect brand and consumer strategies to organizational outcomes
• Collaborative, cross-functional leader with strong partnership skills across the organization
• Experience managing agency partners and marketing budgets
• Highly organized, able to lead multiple priorities and stakeholders in a fast-paced environment
• Track record developing and executing brand and growth-marketing strategies that drive measurable volume and engagement
• Strong executive presence with the ability to influence and advise senior leaders
• Deep brand strategy and stewardship expertise — able to build a differentiated position and protect it across every touchpoint
• Fluency in digital marketing, including website strategy, paid search, SEO, marketing technology, and conversion optimization
• Command of consumer journey and demand-generation strategy across paid, owned, and earned channels
• Strong analytical and business acumen — able to turn data on market, conversion, and retention into investment decisions and to connect marketing to volume and ROI
• Consumer and market insight capability — able to translate research and competitive intelligence into positioning and priorities
• Understanding of healthcare growth dynamics, including service lines, referral patterns, access, and the physician relationship

Qualifications & Experience

Essential:

• Bachelor Degree

Nonessential:

• Master Degree

Essential:

• Bachelor’s degree in Marketing, Communications, Business, or a related field required.

Nonessential:

• MBA, MHA, or related

Other information:

Experience Essential:

- 10 years of progressively responsible healthcare marketing leadership experience, including significant responsibility for enterprise brand strategy, consumer growth, digital marketing, and team leadership.

- Five or more years leading multidisciplinary teams in a complex healthcare organization

- Proven track record owning marketing strategy and budget, with measurable growth, acquisition, and retention outcomes.

- Experience in a health system, hospital, or multi-site provider environment preferred — including familiarity with service lines, physician relationships, and access and scheduling operations.

Salary : $144,165