Position: Chief Marketing & Communications Officer (CMCO)
ORGANIZATION: Children's Hospital and Regional Medical Center (www.seattlechildrens.org)
LOCATION: Seattle, WA
COMPANY BACKGROUND
Children's Seattle is ranked as one of the nation's best children's hospitals by U.S. News & World Report and Child magazines. Children's provides family-centered care, conducts leading-edge pediatric research, and serves as an advocate for child health.
During the last century, Children's has grown into the premier pediatric referral center for Washington, Alaska, Montana and Idaho. Through the work of caregivers in nearly 60 pediatric subspecialties, Children's provides inpatient, outpatient, diagnostic, emergency, outreach and telemedicine services that meet the needs of children in their region and beyond. Children's has developed a network of clinics and programs, many in partnership with other providers, to better meet the health care needs of patients closer to where they live. In 2005, pediatric specialists spent 350 clinic days at clinics and hospitals throughout Alaska and rural Washington.
The demands of Children's Hospital continue to grow. In 2005, the hospital recorded 11,608 admissions, 29,497 emergency room visits and more than 165,000 outpatient visits per year. The hospital has also built a close relationship with doctors in the community. Many of them are graduates of Children's pediatric residency programs. These strong ties reinforce the links of trust and communication needed to make this partnership work.
With the recent appointment of Tom Hansen, M.D. as the new Chief Executive Officer, Children's has stepped up its emphasis on research in recognition of the key role it plays in improving health care. More growth and change for Children's is a direct outcome of its reputation.
POSITION SUMMARY
The Chief Marketing and Communications Officer manages all marketing and communication efforts enterprise wide, touching all services, including philanthropy and research. The CMCO is responsible for all Marketing, Advertising, Marketing Research, Physician Relations, Public Relations, Media Relations activities, consistent with the philosophy, mission, goals, objectives and strategic priorities of Children's.
This position reports to Patrick Hagan, Executive Vice President and Chief Operating Officer; and is responsible for a staff of the following direct reports: Media Relations Manager; Web Services Manager; Content Manager; Production Supervisor; Foundation/Guild MarComm Manager; Market Research & Planning Manager; Clinical Programs & Research Project Manager; Patient/Family Communications & Education Manager; Physician Relations Manager; Advertising/Partnerships Manager; and Internal Communications Manager.
INITIAL PRIORITIES
- Children's is in the midst of developing a master strategic plan that will be complete in July 2006. The CMCO will formulate and implement a comprehensive marketing and communications strategy to compliment the master plan for internal and external audiences.
- Shepherd the pivotal marketing/communication plans for the $300M fundraising campaign which was announced in February 2006; and the upcoming Children's 100th anniversary in 2007.
- Create consistent messaging that clearly defines Seattle Children's. Introduce a process to coordinate marketing efforts and messaging strategy development across the organization to include the foundation and research institute.
- Ensure guidelines for message content and brand adherence are applied to collaterals, web-based communication channels, and email.
SCOPE OF RESPONSIBILITIES
Planning
- Plan and implement marketing plans for programs that emerge as priorities through the strategic planning process by developing strategies to build volume and increase market share.
- Establish clear expectations and guidelines for message development, communication and marketing efforts.
- Create messages that define a distinct brand for Seattle Children's. Ensure those messages are consistent throughout the organization and provide the desired outcome.
- Form policies and establish processes related to the development and deployment of all marketing communications.
Execution
- Implement marketing and communication strategies on a timely basis and in a collaborative manner throughout the organization.
- Direct market research to provide market information necessary in the development and maintenance of programs and services for hospital and regional services, including competitive analyses and competitive market data.
- Develop programs and initiatives that further enhance relationships between Children's and its academic faculty and community physicians.
- Thoroughly assess the consumer base. Based on findings, lead strategic brand communication efforts that respond to needs expressed in the evaluation.
- Manage the internal systems necessary to effectively plan for, communicate, and track all marketing and communication efforts.
- Enhance Seattle Children's perception nationally and to the consumer through branding efforts and increased media and public relations activities.
- In collaboration with the research leadership, develop and implement marketing and communications initiatives that help achieve Children's vision of being in the top 5 pediatric research institutions.
- Provide leadership and guidance to the physician relations and creative services and fulfillment teams.
- Act as an advocate for the organization at all times.
- Create a customer service-oriented culture within the organization by focusing on the importance of patient and family satisfaction and utilize the survey scores to develop programs and initiatives that outline customer service.
- Champion continuous performance improvement initiatives.
- Plan and implement programs and initiatives that support Children's goal of recruiting and retaining the best people, through successful internal marketing and communications efforts.
Relationships
- Build relationships with Children's senior management, board members, faculty, community physicians and other key stakeholders.
- Create a vision for the marketing/communications team. Manage the team's efforts according to this vision.
- Establish and effectively manage relationships with outside vendors and ad agencies.
- Represent Children's as the marketing and communications liaison among key partners, including SCCA, UWMC, and others.
- Develop new and cultivate existing community partnerships including relationships with key media partners and others who can help to extend children's reach regionally and nationally.
- Be visible in the community as a key representative of Children's Hospital.
- Work collaboratively with key departments, including strategic planning, community relations, research and the foundation and guild.
CANDIDATE QUALIFICATIONS
Attributes
- Is articulate, poised, and persuasive. Possesses exceptional communication skills.
- Has a reputation as creative, passionate and proactive.
- Is innovative and takes calculated risks.
- Has a calm, steady style.
- Is action-oriented and outcomes-focused; has a reputation for following through.
- Manages effectively through influence. Is adept at creating win-win situations. Is politically savvy and handles complex situations with sensitivity.
- Promotes cooperation and teamwork. Is inclusive of peers and/or key stakeholders when making decisions that affect the organization.
- As a manager, solicits feedback and ideas from staff; holds others accountable and is fair. Delegates appropriately and provides opportunities for team to cross-train and further develop their skills. Provides clear, direct leadership.
- Demonstrates political savvy and maturity.
- A sense of humor is essential.
Experience
- Minimum of 8-10 years Marketing and Communication experience.
- Thorough understanding of all communication channels, including web-based communication.
- Solid understanding of brand positioning and messaging strategy development.
- Solid experience with change management.
- Demonstrated success with reputation management and brand communications.
- Demonstrated effectiveness in the area of staff engagement and development.
- Proven ability to define and integrate service quality standards
- Excellent writing skills.
- Preference for familiarity with healthcare industry issues.
EDUCATION
- An undergraduate degree in journalism, public relations, communications or related field. A graduate degree or MBA with emphasis on Brand/Marketing is desired.
Kate Kingsley or Barbara Walker
KLKingsley Executive Search
1333 No. California Blvd., Suite 570
Walnut Creek, CA 94596
Email: kate@klkingsley.com or barbara@klkingsley.com
Web: www.klkingsley.com
Phone: 925-934-4306
Fax: 925-934-4327
