Providence Executive Director, Brand Manager in Renton, Washington
This executive-level leadership position is accountable for setting the vision and strategy for media, creative and content organization-wide. This individual will be the key architect on how the brand strategy is conveyed and integrated across media, creative and content. Ensure that Providence is delivering the right brand content to creating a strong brand presence and engagement through all brand communications channels that result in tangible, positive results for multi-cultural audience(s). Drive specific brand media, creative and content strategies as key member of the brand team for Providence, building on current assets and identifying new opportunities to support the community. Engage with DIG, MarComm. LOB, Marketing Strategy and service lines to understand their needs in order to provide appropriate council and support. Lead the development of 'best practices' across the enterprise with ongoing management through key management councils. Responsibilities include defining the brand communications roadmap--short, medium and long term goals--to align market opportunity with business objectives. Establishing the foundational structures/ frameworks to ensure that we hold content to Providence's high standards of clarity, effectiveness and style, ensuring all is on brand and consistent across all touchpoints. Fostering/nurturing a team culture of high performers that prioritize quick testing, evaluation and iteration for success. Build the vision for a publishing operating model for Content to ensure best in class brand aligned content, ensure channel maximization and strong coordination across Providence.
The position reports to the VP, Brand. The position establishes and maintains working relationships with employees at various organizational levels within Providence; with external vendors and contractors; and with incumbents in management levels of Providence's Marketing and Communications organization as needed.
All duties are performed in a manner that promotes the Providence mission, values, and philosophy. In all aspects, the position serves as a role model for the values and mission of the organization.
The Executive Director, Brand Expression will be accountable for the following functions. S/he will:
Establish a strong foundation and recognized expertise in digital media, creative and brand storytelling within the organization. Curate content that can be leveraged and optimized across channels and audiences. Communicate the Providence story that emphasizes our ability to connect with the community at large through real-life experiences: patient/caregiver stories, doctor experiences, leadership perspectives, mission and community efforts. Delivered at the brand, regional and institutional levels
Collaborate across the Providence ecosystem including regional leaders, the platform team, and creative agency to help define the communications needs from media, creative and content, i.e., how brand story should be expressed to deliver highest relevance to the customer. Build character profiles/personas in order to deliver more personalized media, creative and content experiences across channels
Partner with the cross-discipline Content Council to identify 'industry best practice' process to curate, build and distribute brand content through the appropriate channels in a timely manner through use of listening tours, playbooks, training workshops, and ongoing meetings with content stakeholders across the system
Lead design thinking efforts to innovate content delivery / media channels, types, modes to address key customer need-states
Leverage technology enablers like machine learning, personalization, recommendation to improve relevance and efficiency
Partner with analytics team (or external partner) to create an intuitive and customizable self-service dashboard to gather insights on performance , by content, by asset type, and by channel. Additionally, this role will be responsible for creating a sustainable reporting process to monitor efforts against KPIs, while identifying recommendations for optimization tactics
Create the strategy and process for multi-channel attribution to identify optimization opportunities and increase content consumption. Create an integrated, self-service reporting dashboard to showcase the value of investing in content and storytelling
Align with key partners on the social, communications and platform teams to synthesize the needs and business value of creating a single, central-repository (or Digital Asset Manager - DAM) for housing all content assets and associated branding elements
Create a functional content and media calendar throughout the organization's groups. Ensure best practices in content creation that supports and extends the brand's initiatives. Supervise team to establish a workflow for requesting, creating, editing, publishing, measuring and retiring content
Build 2-year strategy for professional and developmental growth
Perform other duties as assigned
Required experience/education for this position include:
Master's Degree in Marketing, Communications, PR, Journalism, Business, or equivalent educ/experience
More than 10 years of experience in brand strategy & management, content strategy & management, deep knowledge of digital channels, including social, email, influencer relations. Experience in digital and integrated marketing either at or with an agency
More than 10 years in a leadership and/or managerial role
8 years of experience in working across traditional and social channels. Familiarity with new technologies
8 years of experience in translating complex business and technical requirements into easy-to-understand content
8 years of experience in working with data, consumer insights, and cultural research including multi-cultural needs.
Proficiency in English written and verbal communication skills
Ability to develop and deliver effective presentations
Ability to lead/manage others
Ability to influence internal and/or external constituents
A high degree of initiative
Demonstrated passion for and experience with storytelling and narrative creation
Ability to work across multiple functional teams to build integrated marketing programs
Proven proficiency in turning big ideas into actionable strategies
Detail oriented; editing skills; accepts feedback, makes changes and improves outcomes
Ability to produce excellent content materials in a high volume environment with deadlines and budget constraints
Preferred experience/education for this position include:
- Knowledge of healthcare industry
For information on our comprehensive range of benefits, visit:
As expressions of God’s healing love, witnessed through the ministry of Jesus, we are steadfast in serving all, especially those who are poor and vulnerable.
Providence is a comprehensive not-for-profit network of hospitals, care centers, health plans, physicians, clinics, home health care and services continuing a more than 100-year tradition of serving the poor and vulnerable. Providence is proud to be an Equal Opportunity Employer. Providence does not discriminate on the basis of race, color, gender, disability, veteran, military status, religion, age, creed, national origin, sexual identity or expression, sexual orientation, marital status, genetic information, or any other basis prohibited by local, state, or federal law.
Job Category: Health Care
Req ID: 282654