POSITION SUMMARY: Responsible for ideating, developing and
implementing and consulting to comprehensive marketing and communications
initiatives and strategies across Genesis and within its market specific presence.
This role is a key leadership role responsible for driving the company's marketing
function from transactional to transformational. This individual will serve as a
consultative partner to the organization, leading a team of individuals who
innovate, educate and steward the brand while working closely with cross-
functional teams to achieve the company's growth and brand objectives.
This role will shape and execute marketing initiatives while enhancing corporate
communication strategies. Leveraging data-driven insights from across the skilled nursing and
rehabilitation space and drawing inspiration from leading brands known for their customer-
centric approaches, the Marketing Strategy & Corporate Communications team is accountable
to activating brand awareness, customer engagement, and elevating corporate reputation.
RESPONSIBILITIES/ACCOUNTABILITIES:
Comprehensive Marketing Strategy
● Develop and communicate a clear vision for the future of marketing within the
organization, focusing on innovation and continuous improvement.
● Lead the development and implementation of a cohesive brand strategy that
differentiates the company in the marketplace, focusing on brand consistency
and performance metrics analysis.
● Monitor and analyze brand performance metrics to optimize strategies and
tactics, ensuring alignment with corporate objectives and market dynamics.
● Conduct market research to identify key trends, consumer preferences, and
competitive landscape within the healthcare industry.
● Collaborate with cross-functional teams to develop innovative marketing
strategies that align with organizational goals and drive business growth.
● Implement data-driven approaches to optimize marketing campaigns,
maximize ROI, and enhance customer acquisition and retention.
Brand Positioning and Identity Define and articulate the brand's unique value proposition, ensuring alignment
with our commitment to patient-centered care and innovation.
● Cultivate a strong brand identity across all channels and touchpoints,
reinforcing our brand's reputation for quality, trust, and compassion.
● Develop and oversee brand guidelines to maintain consistency and coherence
in messaging and visual identity.
● Establish clear and helpful processes for centralized and decentralized
marketing tasks and tools, ensuring that end users understand what to engage
the team for and how to do so.
Stakeholder Engagement and Loyalty:
● Champion a patient, family, hospital, physician aka customer-centric approach
across all marketing initiatives, prioritizing experience and satisfaction.
● Implement targeted communication strategies to engage with patients,
caregivers, healthcare professionals, and other stakeholders.
● Leverage customer feedback and insights to continuously refine marketing
strategies and improve overall customer experience.
Corporate Communication Initiatives
● Develop and execute a comprehensive and well organized internal and external
corporate communication strategy to enhance organizational transparency,
credibility, and reputation with employees and external stakeholders.
● Oversee plans to enhance the company's reputation and brand visibility,
ensuring consistency across all channels.
● Serve as a spokesperson for the company, effectively communicating key
messages to internal and external stakeholders, including media, investors, and
regulatory bodies.
● Oversee the creation of compelling content for various channels, including
press releases, website, social media, and internal communications, serving as
a key spokesperson for the company.
● Proactively manage and mitigate reputational risks, ensuring alignment with
ethical standards and regulatory requirements.
Innovation and Collaboration:
● Foster a culture of innovation within the marketing and communications team,
encouraging experimentation and continuous learning.
● Collaborate with internal stakeholders, including executive leadership,
operations, sales, and clinical teams, to align marketing initiatives with
business objectives and drive stakeholder engagement.Cultivate relationships with external partners, including healthcare
organizations, referral sources, and community stakeholders, enhancing the
company's presence and partnerships in the market.
● Collaborate and consult with centers, Strategy (BD/CAD), and Clinical teams
to identify and implement opportunities for improved admissions experiences,
higher reputational values, and positive differentiation in their local
marketplaces.
● Stay informed of emerging trends and technologies in healthcare marketing
and communications, incorporating and implementing best practices and
industry insights into our strategies. This includes but isn’t limited to digital
transformation of manual and printed processes.
