Associate VP, Marketing & Brand

Primary City/State:

Phoenix, Arizona

Department Name:

Cust & Brand Exper Admin-Corp

Work Shift:

Day

Job Category:

Marketing and Communications

Banner Health believes leadership matters.  We value and celebrate equity and inclusion demonstrated through a rich culture of trust and belonging, with our leaders at the forefront of health care transformation. We are One Team committed to the future of Banner Health as a high reliability organization, with excellence and safety in healthcare delivery.

Your pay and benefits are important components of your journey at Banner Health. This opportunity includes the option to participate in a variety of health, financial, and security benefits. In addition, this position may be eligible for our Management Incentive Program as part of your Total Rewards package.

Within Banner Health Corporate, you will have the opportunity to apply your unique experience and expertise in support of a nationally-recognized healthcare leader. We offer stimulating and rewarding careers in a wide array of disciplines. Whether your background is in Human Resources, Finance, Information Technology, Legal, Managed Care Programs or Public Relations, you'll find many options for contributing to our award-winning patient care.

POSITION SUMMARY
Lead Banner Health’s marketing organization in the development and implementation of performance-driven marketing strategies and campaigns that increase brand awareness and affinity, increase patient and member acquisition, grow market share and support Banner’s business objectives.

Create and drive an integrated, comprehensive brand strategy and performance marketing program that positions Banner as the health system of choice across its markets, an industry innovator nationally, and supports Banner’s strategic objectives. Leads brand governance across the organization and provides strategic counsel to executive leadership and operational leaders to address opportunities to evolve the brand with as Banner evolves in new markets, new services and new partnerships. Partners with other department colleagues to ensure Banner’s brand is implemented appropriately across all channels and tactics. Works collaboratively with clinical and operations leaders in support of customer and revenue growth objectives.

CORE FUNCTIONS
Brand Strategy

1. Leads Banner’s brand strategy to evolve, elevate and connect the Banner brand with key audiences and the communities it serves, helping achieve annual and long-term business goals and objectives. Ensures ongoing alignment and support of Banner’s strategy throughout the organization and especially with executive team, Board of Directors, leaders across the organization.

2. Oversees flawless execution of omni-channel marketing campaigns that build brand awareness and preference across Banner’s diverse markets, including brand activation through sponsorships and community engagement activities, as well as partnering with service line leadership on Banner sponsorship agreements ensuring optimal brand exposure and customer engagement.

3. Ensures Banner’s brand positioning, policies and guidelines are updated and built to evolve with the organization, including naming conventions and brand architecture, graphic design, photography, videography and video production and brand voice/copywriting reflect the brand strategy. Advances brand activation and expression across Banner’s physical spaces, partnering with appropriate leadership colleagues in facilities, operations, and compliance.

4. Implements and leads brand governance process, including providing guidance and counsel internally on new brand opportunities and considerations, such as to support new product and initiative launches, mergers and acquisitions, joint ventures, and other important strategic relationships.

5.Oversees internal creative services team (ensuring high quality, timely and on-brand output for copywriting, design, photography, and video production) and oversees relationships with external firms and agencies (providing necessary direction on strategy, execution, and resources).

Growth Marketing- Go to Market Strategy and Planning

6. Leads annual marketing strategic planning including clear priorities, tactics, critical dependencies, timing, and budget. Works collaboratively with key stakeholders including service line and health plan leadership to understand and ensure marketing plans align with Banner’s goals and objectives.

7. Leads growth marketing team responsible for developing marketing strategies and plans for clinical service lines, ambulatory programs, Banner Plans and Networks (BPN) business lines, and physician-focused marketing activities.

8. Oversees high-performing omni-channel performance marketing campaigns that increase patient acquisition, retention and grow revenue and market share, including campaigns to cross-sell/upsell Banner services to current customers. Integrates go-to-market campaigns to include a combination of traditional channels with colleagues leading digital marketing and corporate communications.

9. Leverages data and research (e.g. marketing KPIs, consumer research, system data, patient demographics, market trends and proprietary research) to drive targeted segmentation strategies, map consumer journeys, create compelling go to market campaigns and establish appropriate marketing and communication goals that are measured throughout and after campaigns to measure and optimize campaign performance and ROI against the goals.

MINIMUM QUALIFICATIONS

Bachelor’s degree required or equivalent work experience.

10+ years of progressive leadership experience in marketing, brand management, and communications, preferably in a large, multiple-market and/or competitive market healthcare system or health plan.

Demonstrated success in developing and executing comprehensive marketing strategies that build brand equity and drive growth across diverse markets.

Experience managing large-scale, integrated marketing campaigns, including digital, traditional, and experiential marketing channels.

Demonstrated ability to lead through influence and collaboration. Solution-seeking influencer who can drive results without compromising quality, performance, or brand standards.

Demonstrated strong financial stewardship through highest and best allocation of Banner’s marketing and brand budgets and resources.

Demonstrated successful management of contracted agencies and vendors in the planning, execution and delivery of desired results and maximum value to client.

Deep understanding of healthcare industry dynamics, including consumer behaviors, competitive landscape, payer models and mix, and regulatory considerations.

Deep domain expertise in brand positioning, messaging, and identity development, with a track record of creating cohesive and impactful brand narratives.

Strong knowledge of brand measurement and the ability to use insights to demonstrate ROI.

Ability to align marketing strategies with broader organizational goals, ensuring seamless collaboration across departments.

Proven ability to recruit, mentor, and inspire high-performing marketing teams, fostering a culture of creativity, collaboration, and accountability.

Exceptional verbal and written communication skills, with the ability to articulate a clear vision and inspire diverse stakeholders in 1:1 and group presentation settings.

Forward-thinking with the ability to anticipate trends, adapt to changing market conditions, and innovate in a highly competitive landscape.

Comfortable navigating a complex, fast-paced environment with competing priorities and finite resources.

Culturally competent, with the ability to create inclusive campaigns that resonate with diverse populations and communities.

Highly organized and detail-oriented, with a focus on achieving measurable results through strategic planning and disciplined execution.

Accountable for outcomes, consistently delivering on commitments while maintaining high ethical standards.

High energy, self-motivated, creative, confident, discreet, and solution oriented.

Sense of humor, the ability to have fun and bring joy to their work.

PREFERRED QUALIFICATIONS
Additional related education (i.e., Masters Degree) and/or experience preferred.

EEO Statement:

EEO/Female/Minority/Disability/Veterans

Our organization supports a drug-free work environment.

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