The Chief Marketing & Communications Officer at the Winship Cancer Institute (WCI) reports directly to Winship's Vice President, Cancer Services and Emory Healthcare's VP, Marketing and has dotted line accountability to Winship's Senior Director, Cancer Research Administration.
Winship's CMCO is responsible for strategic, operational and fiscal management for branding, marketing, communications, and digital strategy and event planning for the cancer program, across all channels and across all audiences.
The Winship CMCO will work collaboratively with leaders from Emory Healthcare Marketing, Internal Communications, Strategic Planning and Patient Access, Emory Healthcare Network Integration Outreach, Emory University Advancement, and Emory University Communications and Public Affairs to ensure alignment and coordination of positioning, strategies, channels, resources and messaging.
The CMCO has oversight of local, regional, national and international reputation, in partnership with EHC and EU brand positioning, architecture and management; strategic marketing, advertising, public relations and media relations; digital strategy; scientific research communications; shared resource marketing and CCC member communications; corporate and organizational communications; stakeholder engagement; culture- shaping and change communications; event management and meeting planning; philanthropy communications; referring physician marketing and communications; affiliate and network marketing; and recruitment marketing.
Core Responsibilities: Oversees the development, implementation and evaluation of branding, marketing and communication strategies and tactics across all audiences and channels;
Oversees and interprets market research across all audiences;
Develops brand positioning and brand attributes for the Cancer brand in concert with the health system and university brand, and oversees the relentless constancy and strategic deployments that ensure brand growth, integrity and equity;
In alignment with Emory Healthcare Marketing, oversees the identification, prioritization and segmentation of key target audiences based on demographics, behaviors and psychographics, and leads the marketing and communications team to a profound understanding of their audience segments and ensures data-informed and data-driven strategic and tactical decisions;
Oversees constant integration of segmentation platforms including but not limited to customer relationship management, physician relationship management, donor management systems, EMR and more;
Leads and manages the constant use of data to inform brand, marketing and communication decisions and, most importantly, to understand drivers and satisfiers among audiences that lead to awareness, engagement, attribution, preference and conversion;
Creates, develops and implements volume-building marketing and communications strategies (both B2B and B2C) that grow volumes and support the Cancer Center's short- and long-term strategic plans and business plans;
Oversees the development, implementation and evaluation of internal and external communication strategies, channels and platforms; and ensures the ongoing implementation and use of media database platforms, content platforms to maximize earned media opportunities, PR/social media monitoring tools, and PR publishing platforms;
Working with Winship IT and Digital Communications, develops, implements and curates digital strategies and channels across all audience segments;
Work collaboratively with Human Resources and clinic leadership to define the brand experience across all audiences and care sites; and oversees the development of internal communication channels for the Cancer Center to support culture-shaping, and the integration of Cancer channels and content across health system channels;
Oversees continued development and curation of content management system;
Identifies and tracks (with the help of Data/Information Warehouse, Finance, Strategic Planning and Administration) key indicators to evaluate strategies and tactics as well as progress to goal on a monthly, quarterly, semi-annual and annual basis;
Leads, coaches, mentors, teaches, challenges and inspires a team of marketers and communicators who collaborate and support each other and the system they serve;
Work collaboratively with leaders and peers across the Cancer Program and the health system.
Functions as a member of the Winship Executive Leadership Team and serves on key teams and committees for University and Emory Healthcare marketing and communications;
Oversees cancer research communications functions and leverage discovery and innovations to support national/international reputation and recruitment;
Directs strategy for internal communications that provides opportunities for and promotes trans-institutional and cross-programmatic collaboration among CCC members and its four research programs; and develops and directs communications channels and events that foster integration of research into the clinical care model and promotes networking and collaboration between clinicians and cancer researchers;
Works across University to develop and oversee trans-institutional communications channels for cancer, linking cancer researchers across colleges, schools and departments; collaborates with communicators in member-schools and colleges to promote communications about cancer discoveries, innovations, grants and recruits;
Oversees media announcements (both in mainstream and in industry-specific media outlets) of major grant awards, certifications, discoveries, innovations, publications and more;
Builds and furthers a strategic positioning strategy that leverages Winship's discoveries, innovations and achievements to promote and build University, health system and Winship reputation and rankings;
In conjunction with Winship's executive leaders, provides strategic counsel and resources to support innovative streams of revenue, including but not limited to industry and institutional collaborations for the development of new drugs, clinical trial matching, big data collection/universal consenting/etc., and more;
Markets shared resources internally and promotes usage among members;
Oversees crises communications;
Provides executive communication consultation and deliverables;
Works collaboratively with the Winship Chief Development Officer to provide communications strategy and channel development for donor audiences; provide strategic counsel and oversight of brand in Development events
Guides, supports and executes Winship Cancer Network affiliate service mark and co- marketing/communications agreements; oversee the review process for all affiliate-submitted marketing materials;
Enhances the organization's relationships with local, regional, national and international media and provides management oversight of all Cancer media relations and earned media;
Plans and directs public relations outreach programs to increase organization's visibility within primary and secondary markets as well as within the cancer advocacy and survivorship communities;
Serves as executive staff speech writer and spokesperson trainer;
Acts as communications counsel for and directs communications support of Winship Government Relations and Winship HR;
Performs all duties in accordance with the mission, vision and values of the organization.
The CMCO must demonstrate a fundamental understanding of the types of patients targeted, how those patients come to the Cancer Center, what drives their decisions for provider selection, and ultimately what satisfies them as a customer.
A bachelor's degree in communications, marketing, advertising or related discipline with a minimum of 15 years experience in health care, consumer services, or business-to-business marketing, preferably in oncology for an NCI-CCC, with a history of progressive leadership and increasing scope and responsibilities.
Demonstrated track record of brand- and volume-building in healthcare (preferably in oncology).
Sound understanding of marketing discipline and applications techniques as it relates to the economics and success of the marketing plan.
Proven success in marketing strategy development, market segmentation, execution, and results measurement.
Working knowledge of content management systems, customer/physician relationship management platforms, EMRs, brand management platforms, media platforms, digital analytics, etc.;
Proficient in Microsoft Word, Excel and PowerPoint.
Master's degree preferred.
Proficient level of understanding of the science of cancer and where research and discovery are forecasted to take cancer prevention and care in the next 5-10 years [include in minimums].
Profound understanding of the business models and clinical care models for the Cancer Center and have a career history of developing and implementing marketing strategies to achieve business, clinical and organizational goals.
Skilled marketing and brand strategist with proven track record of driving clinical volumes.
Adept at understanding data and analytics and developing insights into actionable and measurable marketing strategies and tactics.
An expert in trends and changes in the primary marketplace and understanding the impact of those changes and trends on market positioning and volume-building strategies.
A keen systems thinker with the ability to function and thrive in a matrix environment with the ability to foresee and understand the interdependencies of decisions and their impacts.
A compassionate critical thinker who can quickly synthesize, categorize and prioritize information, data, multiple agendas, competing needs with a keen ability to clearly discern the urgent from the routine and needs from desires.
Consummate problem-solver with the ability to assess and grasp details quickly, and to move from listening and learning to action and solutions.
Experienced and informed in the most effective ways to reach, engage and convert target audiences, including but not limited to treatment-seeking consumers, referrers, payers/funders and donors.
The ability to grasp complex subjects and communicate information (both internally and externally) in a way that promotes understanding and engagement.
NOTE: This role will be granted the opportunity to work from home temporarily during the COVID-19 pandemic, with intent to return to an Emory University location in the future. Emory reserves the right to change this status with notice to employee
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Internal Number: 62181
About Winship Cancer Institute - Emory
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