Chief Marketing and Community Engagement Officer

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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.

MINIMUM QUALIFICATIONS

Must possess a knowledge as normally obtained through the completion of a Master's degree in Marketing, Communications, Business Administration, Healthcare Administration, or a related field.

Ten or more years of progressive leadership experience in marketing, brand management, and communications, preferably within a large, multiple-market and/or competitive market healthcare system or health plan, is required.

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, serving as a solution-seeking influencer who can drive results without compromising quality, performance, or brand standards. Demonstrated strong financial stewardship through highest and best allocation of 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. 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 both one-on-one and group presentation settings. Forward-thinking with the ability to anticipate trends, adapt to changing market conditions, and innovate in a highly competitive landscape.

Preferred Qualifications

Additional related education and/or experience preferred.

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