Chief Marketing and Community Engagement Officer

POSITION SUMMARY
This senior executive position is responsible for leading Banner Health's enterprise-wide marketing, brand strategy, external communications, consumer insights, marketing technology, and community engagement functions. This role serves as a strategic partner to the CEO and executive leadership team, driving the development and execution of integrated marketing and communications strategies that advance Banner Health's mission, strengthen brand equity, and support long-term organizational growth across all markets. This position ensures alignment of marketing and communications efforts with Banner's strategic priorities, fosters meaningful community relationships, and leads a high-performing team dedicated to delivering exceptional consumer experiences and measurable business outcomes.

CORE FUNCTIONS
1. Leads the development and execution of Banner Health's enterprise brand strategy, ensuring consistent brand positioning, identity, and expression across all markets, physical spaces, and consumer touchpoints. Oversees brand architecture, naming conventions, graphic design, photography, videography, and brand voice to reflect and advance organizational goals. Drives annual marketing strategic planning in close collaboration with service line, health plan, and executive leadership to align priorities, tactics, budgets, and critical dependencies with Banner's short- and long-term objectives.

2. Develops and oversees a comprehensive external communications strategy, serving as a strategic advisor to the CEO and executive leadership on communications opportunities, reputational risk, and message delivery. Leads earned media strategy, executive communications, and relationships with media outlets, journalists, bloggers, podcasters, and social influencers to drive proactive, positive coverage. Manages digital communications channels including social media, blogs, podcasts, and website content to engage key audiences and stakeholders effectively.

3. Partners with Human Resources and the internal communications team to advance enterprise-wide internal communications strategies that drive employee engagement, organizational alignment, and bidirectional information flow between corporate, regional, and facility levels. Provides strategic counsel and tactical support for speech writing, key messaging, media relations, and internal communications to position Banner and its executive team as healthcare thought leaders and strong community business leaders.

4. Oversees the design, implementation, and administration of regulatory and non-regulatory consumer feedback programs, including HCAHPS, CMS-mandated surveys, Net Promoter Score (NPS), and custom satisfaction surveys, ensuring compliance with Medicare and Medicaid funding requirements, Magnet certification standards, and methodological rigor. Manages Banner Health's online reputation through strategic monitoring and solicitation of digital feedback, physician ratings, and patient testimonials to enhance brand perception and support consumer decision-making.

5. Collaborates with clinical operations, quality, safety, and service line leadership to integrate consumer insights into operational improvements, strategic planning, and consumer-centered initiatives that advance Banner's mission and competitive position.

6. Leads all marketing-driven digital experiences for Banner Health's consumer-facing marketing properties, including websites, microsites, and campaign landing pages. Owns the strategy, roadmap, and performance of marketing technology platforms that power consumer engagement across all digital touchpoints, partnering with IT, data, and marketing content teams to ensure seamless, high-performing digital experiences across Banner Plans & Networks and all consumer-facing channels.

7. Develops and executes comprehensive community engagement strategies that strengthen Banner Health's presence, relationships, and brand recognition across all markets. Serves as a key liaison between Banner Health and community leaders, agencies, and stakeholders, maximizing community resources as adjuncts to care delivery. Establishes accountability frameworks and measurement standards for sponsorship and event investments to ensure consistent, impactful community engagement across all Banner markets.

8. Establishes and governs a comprehensive marketing performance measurement framework, defining key performance indicators, return on investment metrics, and attribution models across all marketing channels and campaigns. Directs the analysis of market trends, competitive intelligence, consumer behavior data, and campaign performance to continuously optimize marketing investments and inform strategic decision-making. Ensures marketing expenditures and agency or vendor partnerships are managed with rigorous financial stewardship, delivering maximum value, measurable outcomes, and alignment with Banner Health's enterprise growth objectives.

Additional related education and/or experience preferred.

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