Duke University Health System (DUHS) Job Descriptions

SR VP, CHIEF MKTG & COMM OFFICER DUHS

Job Title: SR VP, CHIEF MKTG & COMM OFFICER DUHS
Job Code: 5545
FLSA: E
Job Level: M2
Revised Date: 02/01/2025
Supervisory Responsibility: Yes

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General Description of the Job Class

The Chief Marketing and Communications Officer (CMCO) will lead an agile, integrated marketing and communications team, cultivating successful partnerships with peers and key stakeholders to ensure alignment of all marketing, communications and digital efforts. This leader will drive shared purpose, ensuring best practices and mentoring individuals while recognizing the strengths and successes of the team and using them as the foundation on which to build.

Aligned with the organization's strategic growth plans and other enterprise priorities, the CMCO will drive communications and marketing efforts by continually advancing and protecting DUHS's brand to elevate its reputation and increase brand awareness across all key constituencies including media, policy makers, thought leaders, community-based organizations, the business community, along with current and prospective employees and providers.

Duties and Responsibilities of this Level

Marketing

The CMCO will initiate and direct all marketing and communications activities for DUHS, including but not limited to media relations, crisis and issues management, executive communications, talent force communications, brand and service line marketing using traditional and digital strategies, provider marketing and web and analytics.

Brand Strategy

- Serve as the brand steward assuring continuous strategic positioning and evolution in support of the organization's overarching vision and priorities.

- Partner with senior leaders to establish a thought leadership framework that amplifies and elevates the system voice throughout the healthcare industry.

- Oversee all aspects of the DUHS brand from its essential meaning and visual identity to brand advertising and overall governance.

- Oversee and manage all outside agencies and consultants.

- Oversee the DUHS brand platform to differentiate and position the organization as the preferred choice for patients, team members, providers and referring clinicians.

- Partner with academic, clinical and research colleagues to develop comprehensive branding strategies and a common set of messaging priorities, tools, and approaches to marketing, social media and digital communications.

- Anticipate issues and be prepared with crisis communications plans to effectively manage issues as they arise.

Digital Marketing

- Align paid search and paid social expenditures with organizational priorities and strategic growth objectives of the health system.

- Ensure organization adheres to current digital marketing privacy guidelines.

- Develop and integrate content and deployment strategies across owned, earned and paid digital channels.

- Physician Marketing

- Foster a strong network of medical professionals and providers to support our access and growth goals by securing additional patient referrals.

- Oversee messaging platforms to engage referring physicians in DUHS educational materials and direct strategy to encourage enrollment in MedIQ CME programs. Oversee all aspects of the DUHS brand from its essential meaning and visual identity to brand advertising and overall governance.

Service Line Marketing

- Lead marketing plans in support of strategic initiatives and key service lines and priority geographies.

- Support senior leaders and service line leaders with timely, transparent reporting for service line activities.

Web

- Maintain digital roadmap for organization by providing strategic and tactical guidance to ensure web experience is optimally designed for the user.

- Direct web activities for all DukeHealth.org online properties, inclusive of content strategy, user experience and growing a modern web technology ecosystem.

- Foster a strong network of medical professionals and providers to support our access and growth goals by securing additional patient referrals.

Analytics

- Lead customer relationship management (CRM) efforts and other digital technologies to develop data driven metrics and ensure return on investments.

- Define performance metrics for channel performance and marketing outcome for campaigns, target geographies, target audiences, and other domains as appropriate.

Communications

Media Relations

- Lead all external communications to build DUHS's reputation and drive preference by maintaining strong relationships with the community in key local, regional and national media.

- Provide expertise/internal counsel and coaching on media relations to DUHS leadership.

- Provide communications counsel and coaching to the senior leadership team and providers, along with support for media interviews, community engagement, public appearances and all public relations activities.

- Guide and direct social media strategy.

Issues and Crisis Management

- Develop and maintain an issue and crisis communications playbook.

- Partner with internal stakeholders to support crisis management and response, including Duke University's CMCO and Vice Dean of Communications for Duke University School of Medicine.

- Anticipate issues and be prepared with crisis communications plans to effectively manage issues as they arise.

- Executive Communications and Thought Leadership

- Develop an executive communications strategy that leverages the expertise of the senior leadership team with internal and external audiences.

- Provide communications support to the CEO.

- Partner with senior leaders to establish a thought leadership framework that amplifies and elevates the system voice throughout the healthcare industry.

Internal Communications

- Oversee a best-in-class internal communications strategy that engages DUHS employees and leaders at a personal level, driving emotional connection to the brand, mission, priorities and culture. Anticipate issues and be prepared with crisis communications plans to effectively manage issues as they arise.

- Partner with senior leaders to create alignment amongst frontline leaders and employees on strategic priorities through timely and transparent communications.

- Monitor and track efficacy of internal communications channels to ensure messaging is reaching and resonating with intended audiences.

- Modernize employee communication channels / tools effectively reach the diverse segments of the organization and support increased employee engagement strategies.

Required Qualifications at this Level

Education

Bachelor's degree required; Master's degree preferred.

Experience

15+ years of experience in marketing and communications within a large, complex organization or agency. An exceptional communicator that uses diplomacy, discretion, and judgement; with the ability to translate and navigate in ambiguity and complexity. Curious and inspired by the multiple and diverse mission of an Academic Medical Center in service to improving health. Solid strategic and financial skills, including ability to collaborate on strategic planning and oversee budget processes and financial planning. Experience in a high volume, tertiary or academic medical center is a plus.

Degrees, Licensure, and/or Certification

Knowledge, Skills, and Abilities

Enterprise-Wide Marketing Experience

- Demonstrated experience successfully operationalizing and leading an integrated marketing function, which includes developing a thoughtful governing strategy as well as a disciplined approach to execution. A well-rounded marketer who possesses experience across traditional and digital channels. A creative storyteller who brings a thoughtful approach to developing, deepening, and measuring a robust brand identity with significant engagement.

Integrated Communications Expertise

- Track record of integrating and leveraging multiple communications channels that advance internal and external stakeholders' understanding of the mission and culture of DUHS.

People Leadership

- Proven success at building and leading diverse, matrixed teams of marketing and communications professionals, including mentoring, coaching, and developing talent to increase the capabilities and improve the effectiveness of the team. Maintain fluid channels of communication to negotiate key decisions across multiple stakeholder groups.

Navigating Multi-Stakeholder Environment

- A clear record of success as an innovative and collaborative leader in a large, complex, organization with substantial experience developing and implementing multi-faceted communications efforts that position and elevate the perception of an entire institution, brand, or company with multiple audiences.

- Ability to collaborate effectively with University, School of Medicine, School of Nursing colleagues and other key constituents across the clinical enterprise.

Trusted Advisor

- Ability to quickly and successfully develop credible, trustworthy, advisory relationships with the Chief Executive Officer, C-Suite, and other senior leaders.

Distinguishing Characteristics of this Level

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The intent of this job description is to provide a representative and level of the types of duties and responsibilities that will be required of positions given this title and shall not be construed as a declaration of the total of the specific duties and responsibilities of any particular position. Employees may be directed to perform job-related tasks other than those specifically presented in this description.

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Duke aspires to create a community built on collaboration, innovation, creativity, and belonging. Our collective success depends on the robust exchange of ideas-an exchange that is best when the rich diversity of our perspectives, backgrounds, and experiences flourishes. To achieve this exchange, it is essential that all members of the community feel secure and welcome, that the contributions of all individuals are respected, and that all voices are heard. All members of our community have a responsibility to uphold these values.

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Essential Physical Job Functions

Certain jobs at Duke University and Duke University Health System may include essential job functions that require specific physical and/or mental abilities. Additional information and provision for requests for reasonable accommodation will be provided by each hiring department.