Download marketing management

JOB DESCRIPTION
Position Title:
Company
Entity:
Vice President of Marketing
/
InnovAge (IL)
Department:
Marketing
Reports to:
Chief Marketing and Sales Officer (CMSO)
Supervises:
Marketing and Communications Staff
FLSA Status:
Non-Exempt
Exempt
Position Summary
Under the direction of the Chief Marketing and Sales Officer, the Vice President of Marketing plays a key
role in achieving the strategic goals of the organization. Responsible for leading the development of the brand
strategy for InnovAge. Develop the structure and on-going management of a comprehensive brand identity
solution as well as develop the strategy for building and managing the development of an effective national
brand image campaign across all segments. Maximize the branding impact given the amount of available
dollars targeted for such purposes. The goal is to effectively build a distinguishable and recognizable brand
that can be leveraged to build current and future business opportunities. The VP is responsible for integrating
marketing, communications, community relations, and public relations strategies into operations to assist in
achieving success.
Essential Functions and Work Duties
The following essential functions of this position are performed personally, in cooperation with your
supervisor, and/or in coordination with other staff. Additional work functions and duties may be assigned.
COMMUNICATIONS STRATEGY, VISION, AND LEADERSHIP
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Accountability for marketing return on investment, creating new customers, improving brand awareness
and improving quality of all communications.
Define the competitive marketplace, our position in it, and how we achieve a unique value proposition.
Develop a corporate understanding of brand’s business risks, competitive landscape, and industry-wide
(or niche) opportunities.
Serve as Brand Steward ensuring company delivers on its brand promise and drive continued brand
awareness via marketing and public relations campaigns.
Build a positive social image via public relations campaigns, targeted advertising, social networking / online community engagement.
As a key member of the executive team, motivate and lead large marketing team and operations with
continual focus on business and business objectives.
Develop and implement an integrated strategic communications plan to advance InnovAge’s brand
identity; broaden awareness of its programs and priorities; and increase the visibility of its programs
across key stakeholder audiences.
Create marketing/public relations strategy that will allow InnovAge leadership to cultivate and enhance
Job Description: Vice President – Marketing and Brand Management
Date Revised: 11/2013
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meaningful relationships with targeted, high-level external audiences, including the media and key
influencers
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Identify challenges and emerging issues faced by the organization. Work with leadership team and staff to
recognize internal and external communications opportunities and solutions, and define and execute
appropriate strategies to support them.
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Ensure our brand is infused into all parts of our company from marketing and advertising to finance,
customer service, and everything in between.
Analyze, modify, and create (for new brands) the brand image and message then maintain it consistently
and persistently.
Ensure all business initiatives consistently reflect the brand. Work to align initiatives and strategies
throughout the organization with the overall brand.
While acting as a steward of the brand and ensuring nothing damages it in the eyes of consumers (or
conducting damage control), simultaneously take strategic risks with the brand to create opportunities that
drive the business forward.’
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COMMUNICATIONS OPERATIONS
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Oversee development of all InnovAge’s print communications including the annual report, marketing
collateral materials, and electronic communications including InnovAge’s website and new media;
manage relationships with associated vendors.
Serve as a spokesperson and lead point person on media interactions that help promote and/or impact the
organization.
Exercise judgment to prioritize media opportunities, and prepare talking points, speeches, presentations,
and other supporting material, as needed.
Actively engage, cultivate, and manage press relationships to ensure coverage supporting InnovAge
programs, special events, public announcements, and other projects.
Oversee the day-to-day activities of the communications function including budgeting, planning, and staff
development.
Serve as communications counselor to InnovAge leadership.
MARKETING MANAGEMENT
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Assists in the development and implementation of the organization’s strategic plan.
Develops and implements strategic marketing plans with short- and long-term goals to support
achievement of organizational goals.
Provides leadership and direction by developing synergistic relationships with other senior team members
that promote teamwork and teambuilding.
Analyzes market opportunities and recommends effective strategies that support the organizations goals.
Identifies and drives new business opportunities as aligned with the operational plan and budgets. Grows
the business commensurate with new business opportunities reached.
Maintains and enhances the company brand by monitoring standards and usage to protect the overall
image of the organization’s brand.
Works closely with sales and operations teams to achieve census and revenue goals at all affiliates while
developing and implementing strategic plans for diversification of revenue sources for the organization as
approved by the CEO.
Job Description: Vice President – Marketing and Brand Management
Date Revised: 11/2013
Page 3 of 7
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Reviews marketing materials for compliance on an annual basis and makes changes as necessary.
Monitors all material submissions to CMS and HCPF for approval.
Develops excellent working relationships with outside vendors, providers, governmental agencies and
subsidiaries associated with the organization.
Consults with Agency Management and creative personnel in the formulation of plans and strategies
relating to advertising and marketing matters. Serves as a sounding board in generating, evaluating, and
refining advertising and marketing ideas.
Initiates and supervises special projects leading to the development of advertising or marketing
recommendations. Assigns and supervises the collection and analysis of data required for completing
these projects.
Determine the marketing information required for developing effective new business proposals.
BRAND MANAGEMENT
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Build InnovAge position, creative messaging, and strategy for both image-based and campaigns.
Work with external agencies to develop the brand strategy and the resulting brand guidelines for broader
communications across Operations.
Lead the strategy for the development of new identity (e.g., logos, taglines, etc.) to support either product
line extensions or completely new service offerings.
Develop the strategy for national brand campaigns as well as manage the development working with an
outside agency resource.
Manage the selection of any new agencies defined as needed for this role, as well as management of all
agency relationships (including contracts, billing, and productivity).
Leverage all market learning’s and build upon market research for the development of core strategy and
positioning.
Work with research to manage the tracking and performance of the brand to ensure plans are achieving set
goals.
Identify opportunities to build more efficient and innovative media plans and approaches to the
marketplace.
Leverage both internal and external resources to manage business.
Ensure all campaigns, marketing efforts, and critical consumer communications are executed within
established brand guidelines.
Assist with the development of an annual budget for branding activity and monitor this in conjunction
with the Finance and Accounting department.
SUPERVISION
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Ensures that the Marketing Team complies with company policies and all applicable laws at all times.
Effectively supervises and manages direct reports and provides, by example and leadership, motivation
and direction to employees of the organization.
Carries out supervisory responsibilities in accordance with the organization's policies and applicable state
and federal employment laws.
Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing
work; appraising performance; recognizing and rewarding employees; corrective disciplinary procedures
and practices (under direction of supervisor and in partnership with Human Resources), addressing
complaints and resolving problems.
Job Description: Vice President – Marketing and Brand Management
Date Revised: 11/2013
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Ensures annual employee performance reviews are conducted in a timely and effective manner. Evaluates
performance of employees for compliance with established policies and objectives of the organization and
contributions in attaining objectives.
Helps set the tone of the department to ensure morale, team work, and that the positive employment
culture of the organization is maintained.
Regularly schedules leadership/management, department, and staff 1:1 meetings to provide leadership,
development, and a forum for communication to ensure coordination and collaboration in meeting
organization and individual goals.
Other Responsibilities
 Demonstrates a commitment to the quality improvement process and the philosophy of continuous
improvement; identifies and responds actively and with sensitivity to the needs of all concerned;
participates as a team player in all phases of the organization; and is open and responsive to change.
 Communicates and interacts with co-workers and all others in a pleasant and professional manner at all
times.
 Maintains strict confidentiality of personnel data, proprietary information, and sensitive materials as
required.
 Maximizes cost efficiency and productivity in the use of all resources of the department and organization.
 Attends all required department events, staff meetings, and any other job-related functions. Attends and
successfully completes all mandatory trainings.
 Does not communicate with any news media or volunteer business information to other agencies. Directs
public relations issues to the appropriate person.
 Does not enter into any contract without approval which commits the organization to any obligation, or
which transfers company assets to any outside interests, or which involve expenditures of a capital nature.
 Performs within position and personal limitations and provides information to employees, co-workers,
business contacts, and others only as able and appropriate for position.
Qualifications
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily.
Requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable
accommodations may be made to enable individuals with disabilities to perform the essential functions.
Education and Experience
 Bachelor’s degree in marketing, advertising, or a related field from an accredited college/university and a
minimum of fifteen years’ experience in marketing required; or equivalent combination of education and
experience. Master’s degree is preferred.
 Strong management skills and at least seven years of experience in supervising staff.
 Knowledge of marketing and sales principles and practice are essential.
 Experience in health care or aging services and excellent relationships with media outlets is a plus.
 Demonstrated skill and comfort in proactively building relationships with top tier reporters and editors,
and in successfully positioning subject matter with the media to achieve high-impact placements.
 Extensive successful writing and editing experience (externally focused) with a variety of print and online communications media.
 Demonstrated experience and leadership in managing a comprehensive strategic communications, media
relations, and marketing program to advance an organization’s mission and goals.
 Creative and thoughtful on how new media technologies can be utilized.
Job Description: Vice President – Marketing and Brand Management
Date Revised: 11/2013
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A minimum of five (5) years’ experience in planning, writing, editing, and production of newsletters,
press releases, annual reports, marketing literature, and other print publications and directories.
Innovative thinker, with a track record for translating strategic thinking into action plans and output.
Computer Skills
 Must be computer proficient and possess experience with Microsoft Word, Excel, and Outlook.
 Must be able to quickly learn specific software and new applications.
Mathematical/Financial Skills
 Ability to apply concepts such as fractions, percentages, ratios, and proportions to practical situations.
 Able to analyze data and statistics and draw reasonable conclusions and compile accurate reports.
 Experience with P/L and developing and managing budgets.
Language Skills
 Ability to read, analyze and interpret regulations and other documents.
 Strong interpersonal skills and ability to effectively and tactfully present information to, and communicate
with, co-workers, employees, and others.
 Possess exceptional English written and verbal communication skills, including accurate grammar and
business correspondence knowledge.
 Ability to read and write memos, reports, and correspondence that conform to prescribed style and format.
Reasoning Ability
 Ability to define problems, collect data, establish facts, and draw valid conclusions.
Other Skills and Abilities:
 Ability to effectively represent organization and affiliates to participants/clients, families, outside
agencies, community groups, community professionals and the general public.
 Excellent public speaking skills for large and small groups.
 Ability to work independently and exercise sound judgment.
 Strong leadership ability and capable of setting clear objectives for staff and motivating them to achieve
those objectives on time and according to plans.
 Able to establish and maintain cooperative and positive working relationships.
 Organized, detail-oriented, diplomatic, proactive, self-motivated, dependable, and driven by excellence.
 Even-tempered and able to balance multiple tasks in accordance with changing deadlines and priorities in
a fast-paced environment.
 Ability to work sensitively and effectively with individuals of diverse ethnic and cultural backgrounds.
General Job Performance Requirements
Meets/exceeds established performance goals. Additional performance requirements may be communicated.
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Alignment with Company Goals & Objectives – Supports the organization’s mission, vision, and values
and holding self accountable for applying these principles daily and personally living them when working
with co-workers, participants, clients, and all other business contacts.
Adherence to Company Policy – Follows and enforces guidelines as established by policies. Conforms
to company and job standards and requirements. Shows respect for others. Acts in the best interests of the
company at all times. Serves as an example for others. Conducts business in an ethical fashion.
Job Description: Vice President – Marketing and Brand Management
Date Revised: 11/2013
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Job Knowledge – Demonstrates a thorough understanding of his/her job processes and procedures.
Integrates knowledge to efficiently accomplish job requirements. Efficiently uses resources (including
staff and management) to obtain additional knowledge.
Cooperativeness – Consistently supports management decisions as demonstrated by his/her actions.
Demonstrates a “can do” attitude by responding positively to instructions. Follows instructions and works
harmoniously with others to complete the job or task.
Commitment – Commits to his/her job and to the success of the company. Continuously puts forth the
effort to achieve goals and continuous quality improvement. Degree to which employee goes the extra
step to ensure job/task completion. Takes initiative to offer ideas to improve processes or results.
Customer Service - Embraces the organization's commitment to internal and external customer service
and demonstrates a customer-centric approach when interacting with co-workers, participants, clients, and
all other business contacts.
Safety – Maintains a safe work place. Reports all unsafe work conditions to supervisor and/or Safety &
Loss Control Manager and works in conjunction with supervisor, Safety & Loss Control Manager, and
staff to correct unsafe work conditions. Follows and enforces all safety policies.
Quantity of Work / Productivity – Produces at a high volume. Always puts forth the effort to maximize
productivity. Meets or exceeds established work deadlines. Engages in a productive work effort whenever
possible. Meets goals and objectives.
Quality of Work – Produces work that is accurate and reliable. Accomplishes work quickly and
efficiently. Works in a thorough and organized manner while minimizing down time. Results are
consistently within acceptable quality standards.
Reliability – Completes responsibilities with minimal direct supervision. Follows through with assigned
jobs and tasks all the way through completion. Puts forth the effort to achieve goals and objectives under
varying circumstances.
Attendance – Meets or exceeds punctuality and attendance expectations/requirements. Faithfully reports
to work and conforms to scheduled work hours. When necessitated, follows call-in procedures and
informs others of absences.
Communication – Exhibits good interpersonal skills. Develops and fosters professional relationships
with co-workers, participants, clients, and vendors. Keeps others informed as directed by operational
demands and need-to-know. Keeps self informed of announcement made via established company venues.
Confidentiality – Maintains confidentiality of employee, participant, and client data/information, and any
other sensitive organization information as appropriate.
Physical Demands
Physical demands described here are representative of those that must be met by an employee to successfully
perform the essential functions of this job. Reasonable accommodations may be made to enable individuals
with disabilities to perform the essential functions.
Physical Requirements
 Employee frequently is required to sit. Employee is frequently required to stand; walk; use hands to
finger, handle, or feel objects, tools, or controls; reach with hands and arms; and occasionally stoop,
kneel, or crouch.
 Requires manual and finger dexterity and eye-hand coordination.
 Requires the ability to use department equipment, such as telephones, personal computers, adding
machines, copiers, fax machines, etc. Position requires frequent use of computer and phone.
 Requires the ability to lift/carry up to 30 pounds using appropriate body mechanics.
Job Description: Vice President – Marketing and Brand Management
Date Revised: 11/2013
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Visual, Hearing and Communication Requirements
 Requires corrected vision, including close vision, distance vision, peripheral vision, depth perception, and
the ability to adjust focus.
 Requires hearing to normal range and must be able to communicate effectively verbally and in writing
with co-workers, vendors, clients, and others for work-related purposes.
Work Environment
Work environment characteristics described here are representative of those an employee encounters while
performing the essential functions of this job. Reasonable accommodations may be made to enable
individuals with disabilities to perform the essential functions.
Pressure Factor
 May require working under stressful conditions.
 May experience pressure to meet scheduled timelines.
Environmental Conditions
 The employee normally works indoors in a typical, temperature-controlled office environment.
 Noise level in the work environment is usually moderate.
 There may be distractions such as phone calls, work interruptions, and communication from co-workers.