Essential Functions
Strategic Planning and Leadership
- Collaborates with senior leadership to develop and refine an integrated marketing and communications strategy aligned with organizational goals.
- Provides thought leadership on brand positioning, reputation management, and market differentiation.
- Evaluates marketing and communication performance metrics and uses data to optimize future marketing campaigns.
Content Development & Editorial Oversight
- Creates and leads the development of compelling content for internal and external audiences including newsletters, brochures, annual reports, and CEO communications.
- Ensures brand consistency in tone, messaging, and visual identity across all platforms and departments.
- Serves as the lead editor for executive-level communications and organizational announcements.
Media and Public Relations
- Builds and maintains positive relationships with local and regional media outlets
- Develops and distributes press releases, media kits, and public statements in coordination with leadership
- Serves as a spokesperson or prepares appropriate spokespeople for media interviews and public appearances.
Digital Marketing & Analytics
- Oversees digital strategy including SEO, email marketing, paid ads, and content marketing.
- Tracks and reports key performance indicators for website traffic, social media engagement, and campaign ROI.
- Implements tools to enhance audience segmentation, personalization, and targeting in digital campaigns.
Internal Communications
- Designs and implements internal communications plans to inform and engage staff across departments
- Supports organizational change management efforts through clear, consistent, and timely communication.
- Advises leadership on effective internal messaging during crises or organizational transitions.
Event Branding & Promotion
- Develops branding and promotional materials for organizational events including fundraisers, forums, and health fairs.
- Coordinates audiovisual and media support for high-profile organizational events
- Ensures integration of marketing and communications into event planning from concept to execution.
Collaboration and Stakeholder Engagement
- Serves as liaison between the marketing department and other functional areas to ensure alignment and mutual support.
- Partners with Development/Philanthropy, HR, and Clinical departments to support fundraising, recruitment, and patient engagement efforts.
- Writes, selects, edits, and compiles material and stories for the tri-weekly updates as needed.
- Coordinates special events for the hospital and/or customer, as well as, coordinates and provides advertising, brochures, media coverage, invitations, and an event agenda to handout to participants the day of events.
- Develop and manage a social media calendar.
- Develop and manage a publication document with purchase order numbers.
- Develops, plans and manages Heywood Healthcare online presence through its website and social media platforms
- Develop, execute and maintain recognition program for the special events employees and providers, in part
Communication
- Manages/coordinates the marketing and public relations needs of the hospital
- Assist to Develop and execute marketing and public relations campaigns, branding initiatives and public relations strategy based on hospital strategic plan & goals. This is achieved both internally and in conjunction with outside agencies using methods which include media buying, professional photographic and video production needs.
- Write for public relations and marketing as needed, including communication plans, marketing plans, press releases, speeches, speaking points, articles, collateral, advertising and presentations.
- Supports Administration communication needs both internally and externally and in a timely manner
- Manages Health System reputation management strategies
- Manages community newsletter and serves as editor.
- Responds to community health needs of Heywood primary and secondary service areas and assists to coordinate offerings to meet those needs
- Provide support for Crisis Communications needs and strategic Administration initiatives.
- Responsible for the creation and delivery of advertising - - -Coordinates Ad design and messaging and manages marketing related vendor relationships
- Assists with philanthropy outreach and fundraising activities resulting in increased giving.
- Regularly update intranet content for Heywood and Athol sites, including policy management for all departments.
Functional Demands
Physical Requirements
Exerts up to 20 pounds of force occasionally, and/or up to 10 pounds of force frequently, and/or a negligible amount of force constantly to move objects. Frequently reaches (extending hands and arms in any direction), and handles (seizing, holding, grasping, turning, or working with hands).
Organizational Expectations
Behavioral Attributes
The following behavioral attributes are required: achievement, motivation, concern for order, flexibility, initiative, self-confidence, customer service oriented, interpersonal effectiveness, teamwork, analytical thinking and information seeking.
