System VP Brand Strategy and Management

CommonSpirit Health is a nonprofit, Catholic health system dedicated to advancing health for all people. It was created in February 2019 by Catholic Health Initiatives and Dignity Health. With its national office in Chicago and a team of over 150,000 employees and 25,000 physicians and advanced practice clinicians, CommonSpirit operates more than 2,000 care sites from clinics and hospitals to home-based care and virtual care services. Our world needs compassion like never before. Our communities need caring and our families need protection. With our combined resources CommonSpirit is committed to building healthy communities, advocating for those who are poor and vulnerable, and innovating how and where healing can happen -- both inside our hospitals and out in the community.

The System Vice President of Brand Strategy and Management for CommonSpirit Health will be responsible for leading the development, implementation, and management of our brand strategy to enhance brand equity, drive growth, and foster
consumer loyalty and industry stakeholder affinity. This pivotal role requires a visionary leader with a deep understanding of branding principles, healthcare industry trends, and consumer behavior. You will collaborate closely with executive leaders across the organization functionally and geographically to define and execute brand initiatives that differentiate our health system and resonate with diverse stakeholders.The VP, Brand Strategy and Management role
requires a leader with experience and comfort interacting with and advising all levels of a complex organization, including boards, executive teams, direct reports and stakeholders. This leader must possess a high-touch service
orientation toward matrixed cross-functional leaders and internal customers as well as an attention to detail and ability to drive initiatives to measurable results on-time, within budget, and meeting desired objectives.

*This position is Remote*

• Brand Strategy and Management: Lead the development, implementation, and management of the health system's comprehensive brand strategy and identity, ensuring consistency and alignment across all touchpoints.
  Ensure brand strategies align with the organization's mission, vision, and strategic goals. Drive the health system's brand positioning, values, and attributes to create a compelling brand narrative internally and externally. Maintain brand integrity and drive initiatives to enhance brand recognition and loyalty. Lead the multi-year implementation of a national brand strategy, moving from a “house of brands” to a unified brand model.
• Brand Identity and Design: Lead the development and management of the health system's brand identity, including logos, visual assets, and brand guidelines. Ensure consistency and alignment across all brand touchpoints, including digital platforms, marketing materials, and physical spaces.
• Brand Campaigns and Activation: Conceptualize, plan, and execute integrated omni-channel brand campaigns to promote key service lines, initiatives, programs, and events. Collaborate with marketing, communications, mission, advocacy, philanthropy, etc. and creative teams to develop high-impact brand activations that engage and resonate with target audiences on both a rational and emotional level.
• Consumer Experience: Develop the unified CommonSpirit experience that will serve as the foundation for the brand equity. Influence and align all areas of the organization around consumer-centric mindset with the goal to deliver
  on-brand experiences across all interactions throughout the healthcare system. Build the voice of the consumer into all consumer/patient-facing experiences and relationships with the organization, its people, and its services.
• Consumer Insights and Market Research: Conduct market research, consumer surveys, and competitive analysis to gain insights into consumer preferences, perceptions, and trends. Utilize data-driven insights to inform brand
  strategy and decision-making.
• Brand Performance Monitoring: Establish key performance indicators (KPIs) and metrics to track the effectiveness of brand initiatives and campaigns. Monitor brand health metrics, including awareness, perception, and loyalty, and provide regular reports to executive leadership to inform decision-making and future strategy improvements or enhancements.
• Brand Partnerships and Collaborations: In collaboration with regional and market leaders, identify strategic partnership and sponsorship opportunities to enhance the health system's brand visibility and reach. Collaborate with external partners, including healthcare organizations, industry associations, and community stakeholders, to amplify the impact of brand initiatives.
• Internal Brand Advocacy: Cultivate a culture of brand advocacy and alignment among employees, clinicians, and stakeholders. Develop internal communication strategies and educational programs to ensure that all staff members understand and embody the health system's brand values and messaging.
• Brand Crisis Management: Collaborate with the communications team to develop and implement strategies for brand crisis management and reputation protection, address brand-related issues, and mitigate reputational risks effectively.
• Innovation and Technology: Modernize brand approaches, investments, platforms, tools and partners at scale to accelerate performance and maintain a leading edge in brand equity and consumer experience.
• Collaboration and Stakeholder Engagement: Collaborate with cross-functional teams, including clinical leadership, strategy, sales, operations, and human resources, to align brand campaign efforts with organizational objectives. Operate internally and externally with a high-touch, customer service and data driven orientation.
• Process Improvement and Team Transformation: Build, mentor and lead a high performing, geographically distributed team. Lead the continuous improvement of, and potentially transformation of the brand function/team, optimizing culture, collaboration, processes, technologies, and resources to enhance efficiency and effectiveness and provide value at the system, region and market levels.
• Culture: Foster a positive, inclusive, collaborative, results-driven, and innovative organizational culture, aligning marketing, brand, and communications efforts with the organization's values, culture and future direction.

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Required Education and Experience:

• Masters degree or commensurate experience in Marketing, Communications, Business Administration, or related field.
• Minimum of 15 years of experience in brand strategy, brand management, or marketing leadership roles within the healthcare industry, preferably combined with non-healthcare experience.
• Strong understanding of branding principles, consumer behavior, and market trends and their application in a non-profit and/or faith-based organization.
• Demonstrated ability to develop and execute comprehensive brand strategies that drive business results and enhance brand equity.
• Exceptional leadership and communication skills, with the ability to inspire and influence cross-functional teams.
• Strategic thinker with a data-driven and results-oriented approach.
• Ability to thrive in a fast-paced, dynamic environment and manage multiple priorities effectively.
• Commitment to the organization's mission, vision, and values, with a passion for improving healthcare delivery and outcomes.