Richmond, VA

About University Relations and VCU Health

The integrated communications and marketing office for VCU and VCU Health, the division of University Relations is energized by diversity, equity and inclusion and thrives on collaboration and innovation. University Relations reflects the culture of the university and health system community in our work.

We leverage the power of our institutional knowledge to deliver results, foster an equitable and supportive work environment to empower talent and work hard to tell impactful stories about VCU and VCU Health.

University Relations manages communications and marketing for a university and health system grounded in inclusion, empathy, humanity and well-being. The division drives performance and results and is committed to diversity, equity, inclusion and engagement.

VCU Health's mission is to preserve and restore health for all people of Virginia and beyond through innovation in service, research and education. This is achieved through:

• One college and four health science schools
• An academic medical center
• A Level I trauma center
• One of only two NCI-designated cancer centers in Virginia
• The region's only full-service children's hospital
• More than 800 physicians in 200 specialities
• With a community health center, dedicated research teams, facilities and valued partners in every field

Primary Purpose and Responsibilities

The Associate Vice President for VCU Health Marketing is a brand champion who is responsible for shaping how we tell a VCU Health story to key audiences in support of strategic business outcomes. The AVP will grow and differentiate the brand to help VCU Health be seen as the provider of choice for patients, physicians and our community (local, national and international), and the employer of choice for our staff and job candidates.

The AVP is responsible for building the brand identity and marketing strategy in partnership with VCU and VCU Health leaders and teams. The position reports to the Vice President for University Relations, with a strong dotted line to VCU Health's Chief Strategy Officer.

The position oversees a central marketing and digital team and partners with health system leaders on marketing for areas including cancer, children's care and other key service lines. The AVP collaborates with communications, creative marketing and public affairs peers at the health system and university.

The AVP will ensure their teams are 1) trusted, collaborative and responsive partners that professionally address opportunities and concerns; 2) comprised of diverse thought leaders whose opinions are sought after and respected; 3) passionate about creative, strategy-driven, informative and entertaining content and campaigns; and, 4) encouraging new ideas by questioning the status quo.

The AVP will:

• Work collaboratively with health system leaders and University Relations colleagues to direct the creation, execution and evolution of a cohesive brand strategy.
• Leverage market research and analysis on brand awareness, recognition, preference, competitor analysis, patient/consumer audience insights and physician engagement to inform strategy and execution.
• Lead and serve on cross-functional teams and partner with executive leadership to ensure marketing is represented in an inclusive manner and contributes to decision-making and achieving significant positive marketplace impact.
• Ensure that the health system and unit-level brands are appropriately reflected across multiple channels and marketing targets key diverse audiences to advance business outcomes.
• Develop systematic, equitable efficient and effective methods to manage marketing budgets and workflow - meeting deadlines and achieving high quality and performance.
• Supervise direct reports in an inclusive and equitable manner, managing their performance, mentoring them, and providing opportunities for their professional growth.
• Identify, onboard and manage key agency, service provider and vendor relationships. Manage these relationships and partnerships to budget and timelines.
• Other duties as assigned.

Minimum Hiring Standards

The ideal candidate will bring a distinguished, proven record of success and must have significant leadership experience appropriate to the size and complexity of VCU and VCU Health. The AVP should possess the following qualities and experiences:

• Demonstrated track record of fostering a diverse and inclusive environment through communications/marketing work, operations and interpersonal relationships.
• Master's degree or equivalent experience in marketing, advertising, communications, business administration or a related field.
• Strategic thinker with 10 or more years of experience in creating brand initiatives, authentic storytelling, and leading successful integrated marketing and communications campaigns for a large, complex, culturally diverse institution, preferably in healthcare and/or higher education.
• Evidence of deploying attributable marketing strategies contributing to the success of growing market share in competitive environments.
• Demonstrated track record in fostering a diverse and inclusive environment through marketing work, operations and interpersonal relationships.
• Portfolio of outstanding creative work and experience across multiple disciplines and platforms: CRM, paid media, digital, social, print/collateral, websites, photography, video, out-of-office, sponsorships, etc.
• Ability to tell stories that convey information and content in ways that engage, inform and excite audiences.
• Demonstrated track record in leading and developing diverse teams, contributing to creative efforts, generating and measuring strong results and working collaboratively with communications to amplify the brand.
• Ability to manage multiple initiatives, meet deadlines and manage budgets.
• Exemplary inclusive leadership skills including but not limited to: strategic vision, collaborator, communicator, values-driven.

Preferred Hiring Standards

• Strong knowledge of contemporary issues facing U.S. health care access, equity, delivery models and financing including experience with academic medical centers
• Integrated health system marketing and brand experience in collaboration with a parent university
• Demonstrated ability to work across functions within and outside of marketing to build relationships and drive results.
• Understand healthcare operations across the broad delivery range of telehealth, ambulatory, outpatient, primary care, acute inpatient, post-acute and home care.
• Proven track record of working in a fast-paced environment with multiple varying projects.

Supplemental Information
Every member of the university community has a stake in and responsibility for VCU's continual achievement of inclusive excellence. Please share your career aspirations and past contributions toward promoting equity, diversity and inclusion. Through this statement, you can share how your recent and relevant professional experiences or community service will impact your commitment to fostering a diverse and inclusive environment at VCU. If selected for interviews, candidates should prepare to discuss their commitment to equity, diversity and inclusion during the interview process.

Salary Range: Commensurate

Department: University Relations
Employment Type: UF - University Employee FT
Restricted Status: No
FTE: 100
Exemption Status: Exempt