VP, Brand, Communications and Marketing (NW Region)

Reporting to the Regional President, this position has regional responsibility to achieve the Region-s mission and overall business objectives, with particular focus on the deployment, promotion, and protection of the powerful Kaiser Permanente national brand with internal and external stakeholders and support of regional membership growth. The regional Vice President is responsible for advocating on behalf of the Kaiser Permanente brand with internal colleagues, external stakeholders, and the media across all communications channels and vehicles. This position also plays an important role in working with peers across all Kaiser Permanente regions and with the national leaders in brand management and strategy, public relations, community health, marketing, and communications. The regional Vice President directly oversees the marketing, creative services, member communications, corporate/internal communications, advertising, public relations, external and internal events, and issues management functions for the Northwest region. The position requires considerable leadership and communications strategy expertise in a number of key areas including:

• Brand strategy to promote the Kaiser Permanente brand and model of care in the region
• Executive communications for the regional president and joint leadership team
• Member communications that support a positive member experience and build member loyalty
• Public relations and media relations with local media and key external stakeholders
• Building relationships with Community and Local Government Relations
• Internal communications to engage the region-s employees and physicians in improving performance to meet business objectives
• Issues management to protect Kaiser Permanente-s brand in the region
• Marketing strategy to achieve membership growth within various lines of business

In addition, this position collaborates with the Kaiser Permanente Washington vice president who oversees community health/community benefit for the Northwest and Washington regions. This includes: the community benefit programs that fulfill the organization-s charitable mission; community relations to ensure that the organization is viewed as a committed and enduring neighbor; and as a civic leader committed to ensuring the economic and social vibrancy of the Northwest region.

• The incumbent promotes Kaiser Permanente-s mission -to provide affordable, high-quality health care services and to improve the health of our members and the communities we serve- through: marketing and branding activities; internal communications, member communications, public relations and social media, and marketing activities coordinated with the senior leadership in the Health Plan and the Medical Group. Principle accountabilities include:
• Directs and oversees the marketing message, media and communications strategy and plan needed to deliver the business goals in the region. Collaborates with national Communications and National Marketing on a proactive marketing and communications plan to support the region-s business goals and marketing efforts.
• Develops and implements a strategic communications plan to support regional leadership and the regional operating plan.
• Develops and implements a strategic employee/physician engagement strategy.
• Oversees issues management and works collaboratively with National Issues Management
• Creates strategic linkages, alliances and integration within principle areas of responsibility, with the Region-s other strategic priorities and in the community in the form of strategic partnerships to enhance KP-s influence, return on investment or impact.
• Assures effective alignment and coordination of all member communications (face-to-face, online, video and print).
• Manages advertising, public relations, events, sponsorships, and other community engagements, working collaboratively with national advertising and public relations teams.
• Collaborates with national Communications and Marketing on brand strategy.
• Collaborates on regional Community Health plan, advocacy, and work priorities. Works extensively with both internal and external stakeholders to impact the health and well-being of the communities that Kaiser Permanente serves.
• Actively participates in the Marketing Executive Leadership Team, and the Enterprise Communications Leadership Team to bring regional perspective to the work and help ensure success in every KP region.
• Ensures that external and internal events and sponsorships deliver a positive experience, fully reflect the Kaiser Permanente brand and support the organization-s business objectives.