Chief Marketing and Communications Officer (Durham, NC, US, 27710)

Duke University

Durham, NC - May 13, 2022


Duke University Health System (DUHS) is a world-class, rapidly growing organization dedicated to employing Duke’s strengths in patient care, education, and research to enhance and improve health care throughout North Carolina and beyond.

DUHS is recognized as a leader in providing the highest-quality care to patients and to the communities that we serve.

As DUHS defines the next generation of patient care, we seek to establish new standards for outcomes and safety that fully engage patients and their loved ones with dignity and compassion throughout the care continuum.    DUHS more than 290 locations providing quality health services across the entire continuum of care from wellness to hospice.

Patient care at DUHS is distinguished by a collaborative, patient-centered approach that combines nurses, physician associates, therapists, technologists, and many other health professionals.

DUHS is the second largest private employer in North Carolina, with over 24,000 staff and providers.

  For the fiscal year that ended on June 30, 2018, Duke provided a total community benefit and investment of $552 million.

  DUHS had over 69,000 inpatient discharges for the fiscal year that ended June 30, 2018, in addition to 2.3 million outpatient encounters.

  DUHS includes three hospitals - Duke University Hospital on our Duke University Medical Center campus, Duke Regional Hospital and Duke Raleigh Hospital.

  Duke Primary Care is the largest primary care network in the greater Triangle area with family medicine and internal medicine providers, and pediatricians in nearly 30 locations throughout the region.

  Duke Connected Care, a community-based, physician-led network, includes a group of doctors, hospitals and other healthcare providers who work together to deliver high-quality care to Medicare Fee-for-Service patients in Durham and its surrounding areas.

  The Private Diagnostic Clinic (PDC) is the faculty physician practice for Duke Health.

It was one of the first and largest academic multi-specialty group practices in the United States.

The PDC owns and operates more than 70 primary and specialty care clinics in 10 counties in central and eastern North Carolina.

  Duke Health & Wellness includes medically based weight loss at the Duke Diet & Fitness Center; medically based fitness, wellness and rehabilitation programs at the Duke Health & Fitness Center; and Duke Integrative Medicine, blending advanced medical practice and research with proven complementary therapies.

  Duke HomeCare & Hospice offers hospice, home health and infusion services.

Hospice care is offered to terminally ill patients in their home, skilled-nursing facilities, assisted-living facilities, and at our two inpatient facilities located in Hillsborough and Durham, North Carolina.

  The Opportunity Reporting to the CEO, the Chief Marketing and Communications Officer will provide operational and strategic leadership to the marketing, digital, and communications functions for Duke University Health System (DUHS).

S/he will be responsible for defining and enhancing the DUHS brand, with a clear articulation of the system’s mission, overall value proposition and competitive differentiation.

S/he will elevate DUHS’s engagement with all stakeholders through a comprehensive and integrated marketing/communications strategy that engages across traditional and non-traditional channels.

Additionally, s/he will work collaboratively with the executive leadership team to develop and implement communication strategies for the health system, including all organizational messaging.

This executive will be expected to demonstrate a sophisticated understanding of how to best influence and impact important constituencies.

  Key Responsibilities Build and implement an outstanding strategic marketing, communications and digital strategy that incorporates all traditional and digital channels, aligns with organizational objectives and can be considered best-in-class.

Develop a distinctive brand positioning/story for DUHS that is innovative and aligned with organizational strategic objectives, and oversee the development and execution of multi-channel marketing, advertising and campaign initiatives.

Develop and implement an overarching communications strategy and plan to build, promote and protect the DUHS brand and reputation that can be tailored to target niche audiences based on service line needs.

Continually refine the brand and patient engagement/experience to foster an enduring relationship with the patient/consumer in a relevant way, resulting in increased patient loyalty, retention and advocacy.

Continually evaluate the effectiveness of existing and proposed marketing and communications strategies and vehicles; establishing defined goals, objectives and metrics for all programs and monitoring progress toward fulfillment.

Play a leadership role in risk and crisis management, including establishing crisis communications policies and procedures; offering real-time crisis management, counsel and support including handling of the media.

Establish processes and procedures that will enable "early warning" of potential issues that could impact the organization, and establish strategies to mitigate reputational damage.

Execute innovative stakeholder communication strategies to educate and inform current internal and external constituents about activities and accomplishments, which will drive important improvements in both employee engagement and patient satisfaction.

Develop a comprehensive media relations strategy and program at the local, state, national, and global levels that aligns with the Duke Health.

Engage with key print, broadcast, and digital media outlets, both proactively and reactively, and provide media training to Duke Health leaders and faculty.

Build consensus and teamwork with a diverse network of communications leaders, working across entities within DUHS to ensure organizational consistency.  Continually analyze changing market dynamics and translate them into actionable strategies to achieve system objectives.

Elevate the application of consumer-focused insights and direct/digital marketing strategies and initiatives that lead to a deeper understanding of and engagement with current and potential patients and drive growth through increased retention and acquisition.

Build and mentor a cohesive, high-quality marketing & communications organization and leverage agency relationships as appropriate.

Advance the mission of the Duke Quality System by deploying programs and messaging in support of this critical endeavor that promotes servant leadership, leverages humbble inquiry, and empowers/develops a high performing team.

Work across clinical and administrative levels of organization to achieve organizational “buy-in” to achieve goals.

  Critical Success Factors For Year One Build strong, positive relationships with key administrative and clinical leaders throughout the health system, firmly establishing trust and credibility.

Develop a strategic communications plan with vision/goals, priorities and timelines, based on collective insights across the organization that addresses and aligns with organizational objectives.

Work closely with the HR organization to drive improvements in employee engagement.

Develop strong relationships with marketing/communications leaders at the School of Medicine, School of Nursing, Duke Private Diagnostic Clinics[RB2] , and the Duke Health Global Institute to ensure consistent messaging across the broader Duke Health around brand, vision and corporate goals.

Develop and implement a strategic and analytically driven marketing plan that is fully aligned with the corporate strategic plan, including roadmap and timeline.  Build/mentor a strong, innovative and highly customer service-oriented leadership team within the marketing and communications function.    PROFESSIONAL EXPERIENCE/QUALIFICATIONS This executive must be a visionary with a proven track record of creating successful strategic messaging, campaigns and initiatives that drive corporate objectives and stakeholder engagement.  The successful candidate must have an appreciation for the challenges and opportunities present at an academic medical system or comparably complex enterprise.

S/he will have demonstrated experience in developing and implementing a substantive and cohesive vision for marketing and communications based on an organization’s history and its strategic goals, and a record of successfully targeting and influencing key audiences.

S/he should also have an enthusiasm for advancing DUHS strategic initiatives.

In addition, candidates should possess the following:   20+ years of strategic marketing including a breadth of experience across marketing strategy and planning, brand strategy, customer segmentation, analytics and digital marketing, integrated campaign management, and CRM.

Broad experience in strategic communications including communications planning; digital, social and print media; media and public relations; perception management; internal communications; and crisis management, Proven ability to reach and influence a variety of audiences, including developing consistent and engaging employee messaging that drives engagement, motivation and brand ambassadorship.

Ability to build relationships and collaborate across the organization, serving as a resource to others and obtaining their input.

Innovative and creative thinker with the strategic and business acumen required to be effective within a performance-driven organization.

Demonstrated consumer centric/market focus with the capacity to create and lead the implementation of strategic, creative and fiscally sound programs that drive results.

Track record of building, motivating and managing high performance teams.

A collaborative team player who is inclusive and respectful of others’ expertise.

Highest of integrity and ethical standards.

  EDUCATION Bachelor’s degree is required; Master’s degree is preferred.    COMPENSATION A competitive package including base salary, annual bonus and long-term compensation.

      Duke is an Affirmative Action/Equal Opportunity Employer committed to providing employment opportunity without regard to an individual's age, color, disability, gender, gender expression, gender identity, genetic information, national origin, race, religion, sex, sexual orientation, or veteran status.

  Duke aspires to create a community built on collaboration, innovation, creativity, and belonging.

Our collective success depends on the robust exchange of ideas—an exchange that is best when the rich diversity of our perspectives, backgrounds, and experiences flourishes.

To achieve this exchange, it is essential that all members of the community feel secure and welcome, that the contributions of all individuals are respected, and that all voices are heard.

All members of our community have a responsibility to uphold these values.

  Essential Physical Job Functions: Certain jobs at Duke University and Duke University Health System may include essentialjob functions that require specific physical and/or mental abilities.

Additional information and provision for requests for reasonable accommodation will be provided by each hiring department.




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