VP of Marketing - Cincinnati - job 854147

Virginia Eye Consultants

Date: 06/11/2021

City: Cincinnati, Ohio

Employment type: Full-time

Job Title: VP of Marketing


Reports To: Chief Development Officer


FLSA Status: Exempt


SUMMARY


The VP of Marketing is responsible for the development and maintenance of marketing functions aligned with CVP organizational goals for the purpose of assuring growth in patient volumes, development of service lines, supporting new physicians and practices, and public awareness. Success is achieved through a mix of direct-to consumer and business-to-business strategies. The focus will be on how to best engage patients using a variety of means including social media, digital marketing news media, promotional campaigns, education, advocacy and direct outreach to local communities. In addition, significant emphasis will be placed on building relationships with operational leaders, professional relations team, and new practices joining CVP.


This position requires strategic and creative thinking, outstanding interpersonal and presentation skills, proven success with managing and inspiring teams, and an understanding of the accountability and reporting on metrics which demonstrate a return against all marketing spend.


Performance will be measured through regular reporting of key metrics related to lead generation, patient conversion, clinic and surgical volumes and increased activity in markets and service lines targeted for growth.


Demonstrates quality patient service during interactions with patients, coworkers, and vendors:



  • Exhibits a positive attitude and is flexible in accepting work assignments and priorities

  • Meets attendance and tardiness expectations

  • Is dependable; follows policies and procedures

  • Maintains professionalism in interactions with patients and coworkers

  • Performs quality work and consistently exhibits initiative


ESSENTIAL DUTIES AND RESPONSIBILITIES



  • Direct and manage the Marketing department, including coaching and mentoring all direct reports.

  • Assist in creating and managing goals for the marketing team including hiring, training, and performance management.

  • Manage all forecasting and budgeting for marketing spend at a regional and practice level.

  • Leverage metrics and measurements to quantify results of marketing initiatives and campaigns adjusting where necessary to maximize return on spend.

  • Partner with the operations team to ensure optimal efficiency of any aspects of patient experience, referring physician experience, and/or local marketing and advertising/promotional efforts.

  • Ensure brand alignment in the development of all marketing and sales collateral, direct to consumer and business to business, for both internal and external audiences.

  • Ensure that media inquiries, news interviews, etc. are handled effectively.

  • Assist with executive messaging, particularly internal communications to all team members including broadcast email messages, change management, state-of-the-company updates, etc.

  • Develop strategic marketing plan and channel/campaign mix targeted at growing our brand and volume in all target markets.

  • Act as a local Brand Champion, ensuring that all CVP brands are promoting and building upon established brand visuals and messaging within the market.

  • Oversee public relations initiatives that effectively position CVP brands as the national leader and leading expert in ophthalmology services (and other modalities, as appropriate to the brand or market).

  • Effectively collaborate with IT on all technological enhancements which impact the patient experience and/or our ability to measure/manage the marketing or outreach function(s).

  • Oversee support to the regional Directors of Professional Relations to optimize development of special events with the referring physician community and/or community-based programs.

  • Work creatively with the team to continue to enhance the patient experience so that the CVP brands are continually differentiating themselves from competitors in local markets.

  • Develop and foster relationships with current and future consultants in varied areas of expertise to supplement and support our in-house marketing team.

  • Proactively promote an environment of accountability and performance measurement.

  • Continually evaluate website effectiveness and lead important update activities with web developer to keep website current and relevant.

  • Forward looking focus on new marketing trends with the ability to incorporate trends or adjust regional marketing strategies and campaigns as appropriate.

  • Oversee the marketing budget to ensure a strong ROI.

  • Other duties as assigned.


SUPERVISORY RESPONSIBILITY


Responsible for the overall direction, coordination and evaluation of the Marketing Department. Carries out supervisory responsibilities in accordance with the organizations policies and applicable laws. Direct or indirect responsibilities include interviewing, hiring and training team members, planning, assigning and directing work, appraising performance; rewarding and disciplining team members. Addresses team member issues and concerns, facilitates conflict resolution.


DIRECT REPORTS


Incumbent is responsible for providing supervision and leadership to staff in the following job titles:



  • Marketing and Communications Specialist

  • Marketing Professional


JOB QUALIFICATIONS To perform the job successfully, an individual must be able to perform each essential duty and responsibility satisfactorily with or without reasonable accommodation. The requirements below are representative of the minimum knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential duties and responsibilities.


COMPETENCIES


To perform the job successfully, an individual should demonstrate the following.


REASONING ABILITY


Ability to define problems, collect data, establish facts, and draw valid conclusions. Ability to interpret an extensive variety of instructions.


COMMUNICATION SKILLS


Communicates in an open and concise manner. Exhibits good verbal (one-to-one and one-to-group) communication skills. Identifies and resolves communication barriers (involving self/others). Writes effective business communications. Conducts effective meetings. Participates effectively in meetings. Communicates effectively at all levels of the organization.


INNOVATION


Develops creative ideas and innovative approaches to improve things such as teamwork, patient care, work processes, or productivity.


DECISION MAKING


Plans and organizes own work. Recognizes when a system or process is not producing the desired results. Determines the cause of problems before taking action. Gathers relevant information when necessary. Systematically generates and evaluates alternatives and solutions before making a decision. Thinks in a logical, disciplined manner. Manages time efficiently. Manages multiple assignments simultaneously.


INTERPERSONAL AND TEAM


Facilitates communication. Solicits constructive and critical feedback for self development. Develop relationships that establish a sense of openness, concern, confidence, and trust. Gains cooperation and action from team members. Modifies style to be appropriate for each situation. Solicits and listens actively to the opinions and suggestions of others. Confronts problems and resolves conflict.


INITIATIVE


Takes responsibility for personal actions. Achieves results on time and within budget. Develops work skills to enrich current job and/or accept additional responsibilities. Takes appropriate action as problems or opportunities arise. Recognizes and acts upon opportunities for continuous improvement. Volunteers to help others when a need is identified. Responds to requests, suggestions, and leadership from management willingly and openly. Understand team members needs and requirements.


LEADERSHIP


Committed to professional/personal growth and development. Active participant in practice, department, and team activities and goals. Proactive in continuing to enhance leadership skills. Contributes to an enthusiastic, positive work environment. Promotes unified culture and systems. Possesses a commitment to quality and excellence. Sets a proper example for others to follow. Sets priorities with a proper sense of importance. Follows through on assignments to assure successful completion. Balances big picture with day-to-day requirements and details. Values diversity in culture, ethnic background, thought, etc. Maintains composure when dealing with emergencies and crises.


EDUCATION AND/OR EXPERIENCE



  • Bachelors degree in marketing, business, or related field.

  • 5+ years of related experience, preferably in the healthcare space

  • Proven success with managing a high-performing team

  • Excellent communication, presentation, and negotiation skills with a customer-focused mindset to respond quickly to stakeholder needs

  • Demonstrated ability to successfully manage, coach, and develop others

  • Demonstrated results relevant to this position

  • Openness to coaching and ability to learn quickly

  • Experience using a CRM tool

  • Experience using suite of Microsoft Office Products including PowerPoint

  • Ability to travel within Ohio, Virginia and future acquisition areas, between clinic and office locations for the practice(s) and/or to meet with members of the referring physician community

  • Ability to travel within the U.S., as needed, for select meetings, training, and/or industry events

  • Knowledge and experience with healthcare, insurance, and billing practices, compliance, enticement, anti-kickback, and other referral-based guidelines unique to the healthcare environment

  • Experience or knowledge of ophthalmology, optometry, or ambulatory surgery centers is preferred, but not required

  • Interest and ability to contribute management expertise and experience to a growing organization

  • Act in a manner of integrity consistent with CVPs core values, demonstrating respect for the company and its team members, while maintaining a constant focus on meeting and exceeding customer expectations


CERTIFICATES, LICENSES, REGISTRATIONS



  • N/A


PHYSICAL DEMANDS


Indicate the amount of time spent for each activity required as it relates to the essential functions.


Physical Requirements


% of Time


LBS


Physical Requirements


% of Time


LBS


Bending


25


Vision close/distance


100


Carrying


25


25


Vision color vision


100


Climbing


5


Vision depth perception


100


Driving


10


Vision peripheral vision


100


Grasping


100


Vision ability to adjust focus


100


Hearing


100


Stooping


25


Lifting


10


25


Walking


75


Pulling


10


25


Writing/Typing


100


Pushing


10


25


Speaking


100


Reaching


50


Fine Motor Skills


100


Sitting


50


Use of Hands


100


Standing


50


Other (please describe)


Location: Work takes place in a normal office/clinical environment. Travel to other CVP locations may be necessary to fulfill essential duties and responsibilities of the job. Thus, those needing to travel for work must have access to dependable transportation, and driving record must meet company liability carrier standards.


Exposure: Works in normal office environment during normal business hours. May be exposed to blood or bodily fluids. May also be exposed to various cleaning supplies.


Equipment: The equipment typically used in this position is a computer, fax, copier, printer, scanner and telephone. Must have good working knowledge of Word, Excel and Access. Other equipment may be used as needed. Personal Protective Equipment (PPE) follows standard precautions using personal protective equipment.


DISCLAIMER


This job description is intended to convey information essential to understanding the current scope of the job and the general nature and level of work performed by current job holder(s) within this job. This job description is not intended to be an exhaustive list of qualifications, skills, efforts, duties, responsibilities or working conditions associated with the position. CVP reserves the right to change the expectations of the job and assign or reassign duties and responsibilities at any time.





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