Download Institute for Healthcare Improvement

Institute for Healthcare Improvement
Position Summary
Executive Director, Marketing
Around the world, health care is a critically defining issue in the social and economic
future of most nations. In the US alone more than 17% of the GDP is directed toward
health care costs and while this expenditure is 50% more than the next nearest country,
our performance in health care quality places us 36th among nations. The Institute for
Healthcare Improvement (www.ihi.org) is an independent not-for-profit organization that
works with health care providers and leaders throughout the world to address this gap and
achieve safe and effective health care at affordable costs. IHI focuses on motivating and
building the will for change, identifying and testing new models of care in partnership
with both patients and health care professionals, and ensuring the broadest possible
adoption of best practices and effective innovations. Based in Cambridge, Massachusetts,
IHI mobilizes teams, organizations, and increasingly nations, through its staff of more
than 100 people and partnerships with hundreds of faculty around the world.
IHI is a truly unique organization with a highly respected brand and a rich heritage as the
pioneers of the health care quality improvement movement. We work around the world
with hospitals, health care systems, primary care practices, communities, ministries of
health and governments to effect lasting and positive change in the health of populations,
the experience of care for individuals while simultaneously reducing costs. Our IHI
Open School for Health Professions firmly connects this mission to the future of health
care with over 80,000 students actively engaged with IHI in learning around the world.
And the IHI culture is electric characterized by a spirit of innovation, continuous
improvement, mutual respect and celebration.
Position Summary:
Reporting to the Vice President of Marketing and Communications, the Executive
Director of Marketing leads an accomplished team responsible for building, protecting
and messaging IHI’s brand, driving thought leadership, continuously expanding IHI’s
reach and achieving/exceeding budgeted revenues in IHI’s open enrollment programs that
drive our mission and fund our direct programs.
Position Responsibilities:
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Assist VP of Marketing in execution of an integrated marketing strategy that
spans the functions of PR & Communications, Demand Generation, Thought
Leadership and Publications, Corporate Marketing/Brand, Customer Services and
Knowledge Management.
Direct, manage and inspire a senior marketing management team building strong
cohesion that leverages strengths and skills while optimizing the full potential of
the group’s collective contribution.
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Oversee execution of the marketing strategy along with the marketing leadership
team.
Develop a rich understanding of the overall market landscape identifying potential
partners as well as organizations who conduct similar work. Identify both
overlaps and gaps in offerings.
Build expert knowledge of IHI’s core markets and audiences with a deep
understanding of their needs, pain points, resource and financial constraints,
networks and optimum engagement models.
Identify and engage new markets and audiences.
Assist VP Marketing in leading the evolution of the marketing organization in
several key areas: from broad to more focused brand messages; from physical to
increasingly virtual impact; from broad email communications to targeted
communications; from transactional encounters to deeper engagement; from
reactive to proactive PR; from a fragmented to more integrated content strategy.
Build specifications for and guide implementation of enhancements to marketing
infrastructure that will enable the above.
Position Knowledge, Skills and Abilities: The successful candidate will have a rich
mix of many of the following skills and abilities.
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Capable and respected leader and manager with a track record of leading high
performing teams
Strategic thinker skilled in marketing strategy and execution with classic “product
marketing” skills and experience around market analysis, segmentation, pricing,
positioning etc.
Proven capabilities maximizing web and social media for optimal impact and expertly
integrating those channels with more traditional channels
Highly developed writing skills; strong copy writing a huge plus
Proven experience building and enhancing a rich and powerful web presence that
engages visitors as a destination as much as a resource
Expert in PR and Communications (internal and external) and driving thought
leadership
Skilled in demand generation techniques across the board from email to advertising to
SEO to social etc.
Strong competency for driving skilled and experienced senior players toward strong
collaboration for increased impact
Excellent organizational and project management skills
Extremely collaborative and collegial with highly refined team skills recognized in
previous positions as a strong team member and developer
Strong mentor/coaching skills
“Out-of-the-box” innovative approach
Highly creative, full of ideas and possibilities
Decisive self-starter
Ability to persevere despite ambiguity
Position Qualifications:
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Minimum of 8 years experience required in a broad marketing leadership role,
including program strategies and execution
Demonstrated success in staff supervision required
Bachelor’s degree required
Master’s Degree strongly preferred, with concentration in Communications,
Marketing, or Management
Significant project management experience required
Must have a passion for IHI’s mission and mission-driven approach
Healthcare market expertise strongly preferred but not required as long as the skills to
build that knowledge quickly are evident
Please send a cover letter and resume to [email protected] (preferably in MS Word
format) or to:
Institute for Healthcare Improvement
Attn: VP of Human Resources
20 University Road, 7th Floor
Cambridge, MA 02138