The Business-to-Business (B2B) Marketing & Communications Director role will report to the Vice President of B2B Marketing & Communications, and will provide critical leadership, development and implementation for the Business-to-Business Marketing & Communications Team, setting strategy and managing the team in support the growth of Vanderbiltâs entities, services and engagements whose primary audiences are other businesses, such as the Office of Population Health, the Vanderbilt Health Affiliated Network, and several new business verticals. The position provides critical support for the success of VUMCâs strategic growth goals.
Purpose of position:
The B2B Marketing & Communications Directorâs primary focus will be to provide strategic direction and oversee key team processes and operations to ensure critical projects and priorities are well thought out, coordinated and maximized with other teams and initiatives, successfully implemented on time, on budget and with critical judgement. He/She will both lead and contribute to enterprise-level and project-level strategy development and execution that may include engagement approaches, brand stewardship, corporate communications, digital/online marketing elements, advertising, and other tactics/platforms and forms of internal and external communication.
20% - Develops goals and objectives for the department/ function based on interpretation of institutional policy and goals.
Develops goals for the B2B Marketing & Communications team that support the pillar goals of VUMC. Sets strategic direction, ensures performance and manages key projects for the Office of Population Health, the networks and ACOs VUMC participates in and manages, and the B2B businesses it develops, in conjunction with executive management team, to achieve the goals.
40% - Ensure the most effective operations of the department/function through program development, process improvement and coordination/integration of processes with other departments/functions.
Develops programs and approaches for engagement, management and growth-related goals based on market trends, customer research/input, best practices, and evidence-based tactics. Leads team interface with service lines and other internal/external functions, and interfaces with leadership team at executive levels of the organization.
15% - Create an organizational culture (both within and across departments) that provides a safe, satisfying and enriching environment for employees and provides a qualified, competent staff to meet patient/customer needs.
Promotes cross-functional teaming and initiatives that promote market and professional growth. Monitors, coaches and appraises staff performance. Develops staff by providing information, educational opportunities and experiential growth opportunities.
10% - Create and exceed service standards utilizing key service dimensions and from knowledge of patient/customer expectations and best practice.
Understands external market conditions and customer needs, and creates initiatives to address opportunities/challenges that align with internal goals and capabilities.
10% - Define and achieve financial targets in support of business goals of the institution.
Prepares annual budget for marketing and engagement-related initiatives for the B2B Marketing & Communications team. Manages budget including forecasting, expenditure reconciliation, monitoring, and reporting of results from charges.
5% - Identify, establish and evaluate quality assurance standards, programs and procedures within department/function.
Establishes and models continuous learning standards to maintain professional and technical knowledge of the industry, of the marketing function including tools and techniques, and of business principles and practices.
10-12 years related progressive work experience demonstrating skills and duties outlined above.
Health care industry experience required.
Experience working directly with executives required.
Budget oversight and planning experience required.
Direct experience supporting business development/sales goals highly preferred.
Payor experience preferred.
Experience developing strategy and executing effective projects across new marketing concepts and approaches, including, content strategy, digital marketing, PR/media relations and audience engagement
Essential to this role will be knowledge of both interactive and print platforms, designing and managing project timelines, experience socializing innovative campaign concepts, and overseeing the production of associated deliverables in an efficient and effective manner.
Ability to take business insights and goals and confidently create robust integrated marketing communications strategies and plans
Strong analytic and critical thinking skills, including the ability to understand and interpret relevant data and complex topics
Possess strong written and verbal communication skills with the ability to express complex concepts clearly and concisely
Ability to and comfort with presenting information to internal stakeholders of all levels, as well as provide consultation
Creative thinker with proven ability to bring innovation to projects and processes
Self-motivated, attention to detail and strong organizational skills
Ability to work independently under tight deadlines
Flexible with effective problem resolution skills
Experience with CRM systems a plus
Bachelorâs degree in marketing, communication or related field.
Vanderbilt University Medical Center is a comprehensive health care facility dedicated to patient care, research, and biomedical education. Our reputation for excellence in these areas has made us a major center for patient referrals from throughout the Mid-South. Each year, people throughout Tennessee and the Southeast choose Vanderbilt University Medical Center for their health care because of o...ur leadership in medical science and our dedication to treating patients with dignity and compassion.The mission of Vanderbilt University Medical Center is to advance health and wellness through preeminent programs in patient care, education, and research.