Vice President Marketing and Communications

CURRENT BRONSON EMPLOYEES - Please apply using the career worklet in Workday. This career site is for external applicants only. Love Where You Work! Team Bronson is compassionate, resilient and strong. We are driven by Positivity which inspires us to be our best and to go above and beyond for our patients, for one another, and for our community. If you’re ready for a rewarding new career, join Team Bronson and be part of the experience. Location BHG Bronson Healthcare Group Title Vice President Marketing and Communications Responsibilities Brand Strategy: Develop and implement a robust brand strategy that aligns with Bronson’s mission, vision, values and strategic plan. Research, define and refine brand positioning and voice to consistently resonate across all audiences and marketing channels. Ensure genuine, compelling visual and written brand identify that differentiates us in the region. Digital Front Door: Support organizational strategy through the design, monitoring and effectiveness of the web site and intranet, in collaboration with information technology and service leaders. Effectively utilize social media to engage internal and external stakeholders. Communication Growth Plans: Partner with subject matter experts to develop, execute and assess effectiveness of communication plans to support growth priorities. Internal and Executive Communications, Public and Media Relations: Develop compelling and integrated internal and external strategic communication plans to elevate, showcase and enhance pride and understanding of our mission, values, strategies and unique features. Ensure strong relationships with media and industry influencers to grow earned and social media support for the organization. Collaborate with Executive and clinical leadership teams to develop strategic communications for organizational initiatives as well as thought leadership content aligned with strategic priorities. Serve as a Bronson spokesperson including during crisis communications. Department Operations and Budget: Supervise and develop a highly engaged, high performing team of leaders and staff. Manage the comprehensive internal functions of project intake and management, all media channel purchasing and placement, SEO, ratings and reputation, photography and video etc. Manage the department budget, ensuring optimal allocation of resources to achieve strategic objectives. Cross Functional Collaboration: Work closely with others that communicate or represent our brand to ensure brand consistency and integration (i.e., service and entity leaders, staff and medical staff recruitment, legislative affairs, DEI, Community, ERGs, Medical Staff Office, Foundation, partner organizations etc.) Work closely with Human Resources to build and maintain a strong employer brand strategy and position Bronson as an employer of choice. Performance metrics: Establish and monitor brand and campaign KPI’s as well as image to measure effectiveness and adjust strategies as needed. Key Competencies Strategic Vision and Insight: This role requires a strategic leader who can translate organizational goals into brand and communication strategies, ensuring that all marketing efforts resonate with the Bronson Healthcare mission and strategic initiatives. Drives Engagement: As the VP of Marketing and Communications, engaging both internal and external audiences is essential. This involves creating compelling communication plans that foster employee pride and patient trust. Healthcare Industry Knowledge: A deep understanding of healthcare including physician referral patterns, consumer and employer decision making processes, payment systems and recruitment and employment practices is necessary. Collaboration and Influence: The role emphasizes cross-functional collaboration with multiple departments, including IT, HR, and clinical leadership as well as outside partners. Strong influencing skills are critical to ensure brand consistency across different teams and to drive a unified brand message. Manages Ambiguity: The VP must be adaptable in handling the evolving landscape of digital and media relations, especially in crisis situations. Flexibility in adjusting strategies based on metrics and performance data is vital. Builds Effective Teams: Leading a high-performing marketing and communications team requires strong team-building skills. The VP should develop, mentor, and inspire team members to achieve their full potential. Ensures Accountability: Managing the department’s budget, media and advertising dollars, outside venders and resource allocation requires a disciplined approach to accountability, ensuring that all efforts are aligned with strategic priorities. Candidate Qualifications Education/Certification Bachelor’s Degree in Marketing, Communications, Public Relations, Business or Healthcare Administration, or a related field is required. Master’s Degree in Marketing, Communications, Public Relations, Business or Healthcare Administration, or a related field is required. Knowledge and Work Experience Executive Leadership in Healthcare: Minimum of 10 years of experience in senior marketing and communications roles, with a strong track record in healthcare or high-performing health systems. The ideal candidate should have a thorough understanding of healthcare consumer needs and industry trends. Brand Strategy and Positioning: Proven experience in developing, deploying, and refining brand strategies across multiple markets. Expertise in defining a brand's voice, positioning, and identity that consistently resonates with a broad and diverse audience. Digital and Social Media Management: Demonstrated experience managing digital platforms, including web, intranet, and social media channels, with a focus on analytics, SEO, and metrics-driven optimization. Internal and External Communications: Extensive knowledge in creating and executing integrated communication strategies that support organizational growth, reinforce mission and values, and enhance stakeholder engagement. Experience in executive and crisis communications is essential. Media Relations and Public Relations: Skilled in establishing and nurturing relationships with media and industry influencers, with experience as an organizational spokesperson. Strong familiarity with earned media, public relations tactics, and thought leadership content development. Departmental Operations and Fiscal Oversight: Knowledge of operational best practices within a marketing and communications department, including project management, resource allocation, and media purchasing. Proven capability in managing departmental budgets to align resources with strategic objectives. Cross-Functional Collaboration and Employer Branding: Experience collaborating with various organizational departments (e.g., HR, IT, DEI, Medical Staff Office) to ensure brand consistency. Knowledge of employer branding strategies to enhance recruitment and retention. Leadership Skills and Competencies A systems thinker who can identify and develop relationships with key stakeholders and implement initiatives across various units, with proven creative problem-solving abilities and a proactive approach to leading and managing change. A leader with excellent negotiation and persuasion skills. A visionary and transformative leader who fosters respect and secures support to achieve the organization’s vision and objectives. A personable and approachable individual who inspires and sustains enthusiasm for cross-functional collaboration and delivering exceptional service. Flexible and adaptable, capable of providing strong leadership with the vision and sensitivity to drive the brand and communication strategies while staying aligned with Bronson's mission, vision and values. Results-driven and persistent in motivating others to achieve success, with a strong ability to meet challenging performance targets in a healthcare system environment. An inclusive leader and team builder with exceptional interpersonal skills and emotional intelligence. One who promotes collaboration, builds trust, and empowers, inspires, and holds staff accountable. An effective communicator, skilled at listening, valuing diverse perspectives, and fostering consensus. Capable of presenting data and simplifying complex issues into clear, understandable concepts. Team-oriented thinker and strategist able to effectively respond to complex situations. Shift Time Type Full time Scheduled Weekly Hours 40 Cost Center 1000 Administration (BHG) Agency Use Policy and Agency Submittal Disclaimer Bronson Healthcare Group and its affiliates (“Bronson”) strictly prohibit the acceptance of unsolicited resumes from individual recruiters or third-party recruiting agencies ("Recruiters") in response to job postings or word of mouth. Unsolicited resumes sent to any employee of Bronson by Recruiters, without both a valid written agreement with Bronson and a direct written request from the Bronson Talent Acquisition Department for a specific job position, will be considered the property of Bronson. Furthermore, no fees will be owed or paid to Recruiters who submit resumes for unsolicited candidates, even if those candidates are hired. This policy applies regardless of whether the Recruiter has a pre-existing agreement with Bronson. Only candidates submitted through a specific written agreement with the Bronson Talent Acquisition Department for a named position are eligible for fee consideration. Please take a moment to watch a brief video highlighting employment with Bronson! Bronson Healthcare is a community-owned, not-for-profit health system that has been serving southwest Michigan since 1900. Today, with a workforce of 9,000 people and 1,500 medical staff members, it is the area’s largest employer and leading healthcare system. Bronson provides care in virtually every specialty and offers a full range of services from primary care to critical care at more than 100 locations. Bronson’s exceptionally high quality standards enable us to do what’s right for our patients and their families. We are empowered as individuals and as teams, to apply our skills and experience so that every patient receives safe, timely and effective treatment. What’s more, our state-of-the-art, technology and evidence-based processes give us the tools we need to deliver the right care, at the right time. By putting each patient and their family at the center of our work, we demonstrate the dignity and respect we have for each individual we serve. This unwavering commitment to serving others combined with our unique healing environment helps make the patient experience here an exceptional one. The excellence and Positivity of our employees and medical staff has contributed to Bronson Healthcare being ranked by Forbes as one of America’s Best-In-State Employers (2022-23), by Newsweek as one of America’s Greatest Workplaces for Women (2023) and by the National Association for Business Resources as one of the 2023 Top 101 Best and Brightest Companies to Work For.