Director, System Brand

POSITION SUMMARY:

The Boston Medical Center Health System (BMCHS) marketing team seeks a strategic and seasoned Director of System Brand to develop, drive and execute overall system brand strategy and positioning for the BMCHS brand and support the creation of shared system values, vision and culture. The System Brand Director will play a critical role in building and executing the brand strategies for newly-acquired hospitals – Good Samaritans Medical Center and St. Elizabeth’s Medical Center to integrate into the BMCHS system seamlessly, further expanding BMCHS’s impact in delivering clinical excellence and equitable care in the communities we serve.

Reporting to Senior Director of Marketing and building out a team to support this new body of work within the system the Director of System Brand will work closely with the senior marketing leaders and senior system leaders to develop a comprehensive brand/rebranding strategy and execution plan for the BMCHS system. Leveraging robust market research and insights, the strategy will include overall brand value proposition, brand voice and personality, brand architecture, visual identity system, thought leadership strategy and policies and language that define and elevate the value and mission of our individual entity brands as well as the overall system brand.

This is a unique opportunity to join a growing and dynamic Marketing and Communications team that is building reputation and making a difference in the lives of our patients and community members. We are looking for visionary team players who want to be part of our mission to boldly transform health care through a focus on health equity, diversity and inclusion, and putting the patient at the center of all we do. We offer our employees an array of wellbeing services, competitive pay, and a wide range of benefits, including a highly subsidized health care plan for employees and their family members. BMC is proud to be one of Becker’s Top 150 Places to Work in Healthcare nationally, and also to be the Lown Institute’s #4 Most Racially Inclusive Hospital as well as its #4 Most Socially Responsible Hospital in the country.

Position: Director, System Brand      

Department: Marketing

Schedule: Full Time

ESSENTIAL RESPONSIBILITIES / DUTIES:

• Rebranding and brand integration strategy development for newly acquired Good Samaritans Medical Center and St. Elizabeth Medical Center
  • Lead research and discovery exercise of the two new hospital brands to understand cultures, perceptions, and brand values to inform overall system and hospital brand strategies including value proposition, brand voice and personality.
  • Develop and execute communication, socializing, and engagement plan for brand implementation.
• Comprehensive strategic system brand development and execution
  • System level brand strategy to be explored in longer term to include overall brand value proposition/benefit, brand voice and personality, and brand values imbued to hospital brands and other sub entities.
  • Developing and executing new brand architecture including internal stakeholder engagement, education and communication on how the system parent brand relates and works with individual hospital brands and other sub entities within the system.
  • Support the establishment of first-time system approach to culture to help support integration and boost morale, drive overall employee engagement and productivity, and anchor retention / recruiting efforts in partnership with HR
•  Brand management execution
  • Lead execution of new brand visual identity across consumer-facing brand assets, including websites and new signage (packaging) for building exteriors.
  • Educate and communicate the new BMCHS brand platforms, policies, guidelines, templates, and tools to create a consistent visual identity and brand presence across the entire organization.
  • Develop brand management metrics and dashboards. Measure our progress in building the BMCHS brand by creating and tracking the most relevant brand metrics.
  • Report on brand performance to marketing leadership and to broader organization, along with recommendations to course correct to improve performance.
• Oversee system brand development and growth
  • Develop a system brand growth strategy regionally and nationally.
  • Build brand awareness, equity and reputation, including leveraging consumer insights and clinical, research and medical discovery capabilities to position the brand.
  • Develop and execute brand awareness and equity building campaigns regionally and nationally to penetrate new markets, improving effectiveness of specific patient, customer and member acquisition campaigns beneath it.
  • Collaborate with other marketing leaders to develop coordinated, effective and efficient media plans and tracking of investment effectiveness.
• Collaboration and team building leadership
  • A new system marketing department is being formed from the Boston Medical Center hospital marketing department. This new leader is expected to work cross-functionally across the marketing department and also build a high performing team utilizing internal resources and talent and seeking outside talent.
  •  The Director will be responsible for building a high-performing, collaborative team with 1-2 direct reports added as system brand work progresses.
  • Additionally, the Director will need to work effectively and collaborative across teams and units across the system including Human Resources, Internal communications, IT, etc to successfully develop and execute on system priorities like shared values, culture, visions, and establish the shared services approach.

JOB REQUIREMENTS

EDUCATION:

• Bachelors degree required, MBA or advanced degree preferred.

CERTIFICATES, LICENSES, REGISTRATIONS REQUIRED:

• None

EXPERIENCE:

• 15 + years of brand management experience in a marketing environment required. Healthcare experience preferred.

KNOWLEDGE, SKILLS & ABILITIES (KSAs):

• Experience driving meaningful impact, change and results in complex organizations
• Experimental and growth mindset
• Proven brand marketing track record
• Strategic, analytical thinker and problem solver who thrives with ambiguity and possesses ability to evaluate complex situations, interpret and develop actionable paths forward
• Executive-level communication skills
• Collaborative connector with proven experience interfacing and partnering with senior leadership at large organizations
• Strong people manager with a track record of building high-performing, collaborative teams
• Excellent project management and multitasking

Equal Opportunity Employer/Disabled/Veterans