Director of Marketing

Cockeysville, MD, United States

Reporting to the Chief Philanthropy and Marketing Officer, under limited supervision, defines, implements and manages the overall corporate marketing and internal communications strategy for Gilchrist. Analyzes current market conditions and consumer behavior in the Gilchrist service area, assesses trends/opportunities among consumers and referrers to increase awareness and conversion to all service lines. Drives awareness campaigns; develops/executes integrated marketing plans; manages staff, as well as consultants and agencies; executing key marketing initiatives and tactical elements; and constantly evaluates/reports results. Develops and implements the Brand Strategy. Provides oversight for all internal communications targeting Gilchrist employees, staff and volunteers. Responsible for Gilchrist's communication activities, internally and externally and the day-to-day management of written communication activities for service lines, advertising, publications, collateral, website and social media. Education

Bachelor's Degree, preferably in Marketing/Communications

Experience

7 years of related experience, preferably 3 years in a healthcare setting, and 3 years in a supervisory capacity.

Knowledge, Skills and Abilities

Advanced working knowledge of marketing models, public relations, communications and market research techniques

Knowledge of marketing tools, to include advertising, publications, collateral and web.

Knowledge of social media strategies, including paid search campaigns.

Advanced oral and written communication skills

Skill in developing and managing a budget

Advanced skills in project and team management

Ability to develop, facilitate and manage work groups

Ability to effectively manage and negotiate with vendors

Ability to organize multiple projects and priorities

Physical Requirements

Ability to sit, stand, concentrate and pay close attention to detail.

Working Conditions

Normal office environment, hybrid

Conditions of Employment

Standard precaution policy and procedures are applicable to this role.

Principal Duties and Responsibilities

Leads all efforts to integrate and manage the corporate image of Gilchrist. Ensures that Gilchrist's marketing and branding standards are communicated, adhered to and implemented across the system. Ensure articulation of Gilchrist's desired image and position.

Ensures all marketing and communications materials position the Gilchrist brand in a manner that supports and reinforces all strategic goals. Manage branding in all marketing and communications.

Oversees publication of Gilchrist's Mission, Vision and Values via print, direct mail, radio and television advertising campaigns and coordinates activities related to the same.

Coordinates all marketing and communications with Chief Philanthropy and Marketing Officer, to ensure all tactics and plans are well thought out and deliver results consistent with organizational goals and the strategic plan.

Manages the department's budget. Assures all functional areas of responsibility operate at or below budget. Maintains

inventory and analyzes cost of supplies and services. Manages accounts payable issues.

Participates in the development and implementation of evaluation tools to determine results of all marketing and other departments' efforts.

Monitors, evaluates and tracks results of marketing plans and tactical events. Initiates research, promotion, products,

sales, and evaluation efforts.

Manages team human resources within established productivity guidelines and the personnel budget. Facilitates training and development efforts. Maintains employee competencies. Monitors and reviews work performance of the staff. Interviews and selects personnel.

Plans, implements and monitors achievement of strategic business objectives. Communicates initiatives to appropriate

personnel. Identifies, implements and monitors new practice opportunities for growth.

Manages the appropriate creative vendors in developing advertising, brochures and other marketing material as it

pertains to Gilchrist programs and services.

Works with Gilchrist Leadership in communicating, attaining their goals: Business Development

Counseling & Support

Elder Medical Care

Hospice

HR

Philanthropy

Provides leadership and guidance for digital communications, media relations, publications, advertising, community

outreach, graphic design and other functional areas within the Marketing department.

Creates, implements and measures success of communications, marketing and public relations program that will

enhance and promote Gilchrist's image and position within the marketplace and the general public and facilitate internal and external communications and marketing activities and material.

Responsible for editorial.

Leads Marketing campaign development for service line communications and day to day management of campaigns.

Works with business development for physician referral initiatives, including but not limited to print publications,

web initiatives, social media outreach, and direct mail.

Serves as central point of contract for internal clients in need of marketing and communication support and development

and manage project plans for development and production.

Oversees development process for web content. In tandem with Marketing Content Manager and Web Strategist,

works with digital manager to assure all content on gilchristcares.org is accurate, up-to-date and timely.

Oversees Gilchrist's social media plan. Assists with implementation of long-term social media plan, including

development of new tools to raise awareness about Gilchrist, social media budget, paid and organic.

Works with team to monitor and evaluate all communications to effectively measure ROI and come up with strategies

to grow traffic across Gilchrist web properties.

Works with Executive staff and Board members, as necessary, to implement high level marketing and communication of major initiatives such as: staff recruitment, growth initiatives, etc.

All roles must demonstrate GBMC Values:

Respect

I will treat everyone with courtesy. I will foster a healing environment.

Treats others with fairness, kindness, and respect for personal dignity and privacy

Listens and responds appropriately to others' needs, feelings, and capabilities

Excellence

I will strive for superior performance in every aspect of my work. I will recognize and celebrate the accomplishments of others.

Meets and/or exceeds customer expectations

Actively pursues learning and self-development

Pays attention to detail; follows through

Accountability

I will be professional in the way I act, look and speak. I will take ownership to solve problems.

Sets a positive, professional example for others

Takes ownership of problems and does what is needed to solve them

Appropriately plans and utilizes required resources for various job duties

Reports to work regularly and on time

Teamwork

I will be engaged and collaborative. I will keep people informed.

Works cooperatively and collaboratively with others for the success of the team

Addresses and resolves conflict in a positive way

Seeks out the ideas of others to reach the best solutions

Acknowledges and celebrates the contribution of others

Ethical Behavior

I will always act with honesty and integrity. I will protect the patient.

Demonstrates honesty, integrity and good judgment

Respects the cultural, psychosocial, and spiritual needs of patients/families/coworkers

Results

I will set goals and measure outcomes that support organizational goals. I will give and accept help to achieve goals.

Embraces change and improvement in the work environment

Continuously seeks to improve the quality of products/services

Displays flexibility in dealing with new situations or obstacles

Achieves results on time by focusing on priorities and manages time efficiently

COVID-19 Vaccination

All applicants must be fully vaccinated against Covid-19 or obtain a GBMC approved medical or religious exemption prior to starting employment at GBMC Healthcare, to include Gilchrist and GBMC Health Partners.

Equal Employment Opportunity

GBMC HealthCare and its affiliates are Equal Opportunity employers. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity and expression, age, national origin, mental or physical disability, genetic information, veteran status, or any other status protected by federal, state, or local law.

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