About City of Hope
City of Hope, an innovative biomedical research, treatment and educational institution with over 6,000 employees, is dedicated to the prevention and cure of cancer and other life-threatening diseases and guided by a compassionate, patient-centered philosophy.
Founded in 1913 and headquartered in Duarte, California, City of Hope is a remarkable non-profit institution, where compassion and advanced care go hand-in-hand with excellence in clinical and scientific research. City of Hope is a National Cancer Institute designated Comprehensive Cancer Center and a founding member of the National Comprehensive Cancer Network, an alliance of the nation’s leading cancer centers that develops and institutes standards of care for cancer treatment.
The new Executive Director of Marketing will be primarily accountable for profitably driving qualified patient traffic to City of Hope in a manner that drives both relevant differentiation and ultimately, preference. In addition, this
Executive Director of Marketing will command a solid understanding of “Brand” and Marketing and communication strategy fundamentals, and will lead enterprise-wide efforts in optimizing, building and activating a Brand Architecture that connects at a higher order emotional level and is appropriately activated across relevant touch-points as the City of Hope expands its physical footprint and national reputation. This role will serve as a lead interface with City of Hope physicians, researchers, clinicians and other key stakeholders to develop and execute integrated marketing plans that drive profitable growth across COH’s rapidly expanding footprint. The expectation is that these unified and cohesive Marketing strategies and tactical plans will drive preference through patient acquisition, physician referrals and contribute to strengthening the City of Hope national reputation. This role requires a consumer- and physician-centric approach and is reliant on strong influencing skills as well as positive internal and external relationships for success.
Key Responsibilities include:
The most critical deliverable for the new “Director of Marketing” will be increasing traffic and profitable patient acquisition across the City of Hope’s expanding community practice network and driving awareness and growth for prioritized service lines. Collaborate with senior leadership, and with the operational leaders to ensure the brand continually connects with prospective patients and referring physicians, driving awareness, preference, visits, and repeat visits. This will require support for a localized Marketing approach, and close collaboration and cooperation with Marketing and operational colleagues in the field as well as utilization of CRM best practices.
Collaborate with internal colleagues, external agency partners, and others, to continually develop, differentiate, reinforce and enhance brand equity and messaging strategy across all patient, professional, and industry touch-points, throughout the marketplace. Ensure the brand’s value proposition is clearly defined, and reinforced through delivery of patient care and services.
Marketing “Best Practices”
Ensure that every interaction and relationship not only reinforces the core positioning and equity of City of Hope, but also works to build on those attributes most relevant and differentiating for patients, referring physicians and payors. Assist in creating brand standards and guidelines to ensure cohesive brand architecture and consistency throughout the organization.
Following a deep understanding of City of Hope’s marketplace needs, create and deploy tactical Marketing efforts across the Enterprise. The segmentation framework should reflect a deep understanding of demographics, motivations, patient origin provider analysis and competitive landscape. Work closely with Business Development to leverage business and relationship opportunities.
Insights & Innovation Leadership
Strive to continually uncover and identify new marketplace, consumer and physician trends, in addition to a thorough understanding of the competitive set. This understanding should be leveraged to define physician and patient and consumer communication and marketing opportunities worth exploring further via strategy/business case development and measurable, projectable in-market testing.
Marketing Operations & Tactical Delivery
Ensure that all activation and tactical plans reflect their strategic intent and are executed flawlessly, on time and within/under budget. Responsible for measuring performance and ROI across all tactical and channel programs, and then adjusting the plan (program type and execution) accordingly across the Marketing and Communications mix, to continually optimize effort and improve ROI.
Functional Leadership & Development
Build and shape a highly-effective, world-class Marketing team by hiring, training, motivating and setting leadership direction for all direct reports. Define and nurture a collaborative and customer-centric Marketing culture—cross-functionally—within the broader enterprise.
Basic education, experience and skills required for consideration:
10-15 years at a major pharmaceutical company with experience in physician and consumer marketing.
Preferred education experience and skills:
Experience in oncology and health science. Knowledge of business development and payor marketing are a plus.
Exceptional understanding of physician and disease marketing.
Understanding of patient and consumer marketing.
Demonstrated competency in current healthcare environment.
Proven ability to persuade others and lead toward a goal.
Excellent relationship management, collaboration, and interpersonal skills.
Organized and attention-to-detail approach. Can activate, Collaborative, Team-Builder.
Expresses commitment to City of Hope’s mission, personally identifies with its vision and takes pride in shared success.
Builds and maintains collaborative relationships across all functions and levels within the organization and promotes synergy.
Anticipates needs, responds quickly, provides guidance and support, monitors and follows up as required.
Exhibits outstanding communication skills and produces concise, incisive, logical written documents.
Possesses a style which is both innovative and results-oriented.
Demonstrates confidence and is engaging when meeting and presenting to persons of professional, financial or celebrity stature.
Enjoys the challenge of managing multiple projects; multiple customers and constituents that require attention.
Thrives in a fast-paced, demanding, ambiguous and matrixed environment, and remains calm in crisis.
Interacts easily with a wide variety of interpersonal styles and is open-minded on alternative means of getting needed business results.
Succeeds in very complex environments wherein decision-making may be diffuse and often ambiguous.
Exhibits a high degree of professionalism and competency dealing with a variety of individuals including physicians, senior executives, hospital administration, celebrities/VIPs, consultants and Boards of Directors.
Excellent Presentation Skills (oral & written).
Culturally attuned to an academic medical center and medical providers.
City of Hope is committed to creating a diverse environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, sex, sexual orientation, gender identity, age, status as a protected veteran, or status as a qualified individual with disability.