HCA Healthcare is a comprehensive healthcare network where 265,000 people across more than 1,800 care facilities are all committed to creating a positive impact every day. It’s an organization that exists to give people healthier tomorrows. Our scale enables caregivers to deliver great outcomes for patients and gives colleagues unparalleled opportunities to learn and grow. Most importantly, as a part of HCA Healthcare we’re connected to something bigger, which means more resources, more solutions and more possibilities for everyone who walks through our doors. What matters most to our diverse and talented colleagues is giving people the absolute best healthcare possible. Every day, we seek to raise the bar higher, not just for ourselves, but for healthcare everywhere.
At HCA, you have options. You can choose from a variety of benefits to create a customizable plan. You have the ability to enroll in several medical coverage plans including vision and dental. You can even select additional al la carte benefits to meet all your needs. Enroll in our Employee Stock Purchase Plan (ESPP), 401k, flex spending accounts for medial and childcare needs, and participate in our tuition reimbursement and student loan repayment programs.
Do you want to be a part of a family and not just another employee? Are you looking for a work environment where diversity and inclusion thrive? Submit your application today and find out what it truly means to be a part of a team.
HCA is dedicated to the growth and development of our colleagues. We will provide you the tools and resources you need to succeed in our organization. We are currently looking for an ambitious team member to help us reach our goals. Unlock your potential here!
The VP, Brand – Florida Market, reports to the Corporate VP, Marketing & Brand Strategy. S/he will ensure the brand strategy is reflected across the state of Florida, including managing the implementation of the market brand across all branded assets and developing creative executions to communicate the brand promise to local audiences.
S/he will be responsible for executing a state-wide brand strategy that aligns with the HCA Healthcare branding approach. S/he will manage brand agency partners for market branding initiatives and will oversee the integration of brand strategy with communications and business objectives. This individual will oversee all operations activities aligned to the branding initiative and ensure these activities are performed in accordance with established branding budgets, timelines and plans.
S/he must effectively communicate the brand value, strategy, and results of activities to various executive stakeholder to gain buy in and must collaborate closely with local, regional and corporate brand, communications and executive leaders.
Strategic Brand Leadership
Provides primary leadership and direction for brand opportunities within the market.
Clearly articulates the market brand strategy and impact on internal and external stakeholders.
Manages relationships with Division and Facility leadership to inform and solicit feedback on the market brand and implementation process
Leads all market brand strategy efforts and ensures alignment with approved brand standards.
Consults and leads best practice sharing across Divisions within the state of Florida.
Gathers, analyzes and evaluates market research, competitors, and industry trends and utilizes that data to measure awareness and preference of HCA Healthcare facilities in the market, gauge competitor’s outreach efforts, and understand what consumers look for when selecting health care providers.
Maximizes existing scalable digital technology frameworks. Identifies potential opportunities to leverage new technologies that align with branding objectives and the Enterprise Digital Strategy.
Understands internal and external policies, procedures, and regulations that impact the marketing environment. Ensures adherence of marketing activities and web properties to these policies.
Works closely with the Corporate Marketing team to stay abreast of key marketing initiatives, goals, and outcomes that impact local Florida Markets.
Partners with Corporate Marketing and Communications team to effectively communicate the connection and differences between the HCA Healthcare brand and the local Florida market brand to healthcare audiences.
Brand Program Management – Marketing & Communications
Executes and sustains a multi-year, multi-channel strategy to create excitement around and effectively communicate HCA Healthcare’s Florida brand to key audiences including physicians, patients and consumers.
Allocates media spend for brand campaigns based on a clear understanding of consumer / patient preferences and the return on investment.
Oversees the development of marketing materials that support the market’s strategic brand and communications plans and objectives.
Works closely with VP, PR & Communications – Florida Market to ensure alignment of external communications messaging and content with the market brand standards.
Brand Program Management – Operations & Governance
Owns and manages the market brand implementation process across the state of Florida, including oversight of execution plans / timelines, project milestones, and deliverables / goals across operations activities
Oversees vendor negotiations, contracts, and relationships (e.g., signage, ITG applications, print center) for all branding efforts
Identifies and executes scalable solutions to achieve efficiencies where possible
Partners with project management and Division marketing/brand leadership to effectively communicate program status, opportunities and risks, ensuring timely escalation and decision-making
Enforces brand governance process ensuring key milestones and decisions are communicated to and signed off by the approved decision-making bodies.
Oversees enforcement of brand standard compliance across the market’s Divisions and Facilities.
Brand Program Management – Measurement & Tracking
Oversees and manages the state’s branding budget, including media spend, operations expenses and capital investments aligned to the branding initiative.
Proactively tracks and measures marketing initiatives to brand objectives. Utilizes consistent processes and collaborates with agency partners to track and measure performance.
Gathers and prepares monthly reports on all branding activities in the market. Understands which metrics are most important to executive leadership. Communicates results and recommendations in a storytelling style that is compelling and memorable to executive audiences.
Relationship Building & Organizational Influence
Demonstrated success forging strong working relationships with a variety of constituents (e.g. division leadership, facility leadership, physicians, group and company operations leadership).
Strong ability to negotiate and sell big ideas; can influence multiple stakeholders and possesses business partnership skills needed in a highly complex/dynamic environment.
Very strong strategic, analytical, communication, negotiation, and general business skills required.
Maintains a professional approach to confidential information.
High enthusiasm, creativity and desire to work on an innovative team. Ability to function both independently and as a team member in a fast-paced environment.
Seeks first to understand, then to be understood.
Exhibits excellent communication skills, both written and verbal, for a variety of internal and external audiences.
Ability to communicate with executives, physicians, administrators, and clinicians and exhibit sensitivity to politics among departments, organizations, and partners.
Organization & Planning
Exhibits excellent organizational and project management expertise, attentiveness to detail, and the ability to handle and prioritize multiple projects.
Ability to work under tight deadlines. Organizes time and work to enhance productivity and prioritizes work according to goals.
Begins with the end in mind; defines the desired outcomes of projects at the beginning.
Knowledge of Healthcare and Hospital Operations
Healthcare and hospital operations experience preferred.
Must be sensitive to political, cultural and legal issues affecting hospital system operations.
Decision Making & Problem Solving
Ability to demonstrate understanding of, articulate, and make balanced decisions.
Works proactively with other departments; willing to do what it takes to accomplish team and individual goals and needs.
Strong analytical and innovative thinker with creative problem solving skills.
Ability to analyze research, financials and metrics to support effective strategic planning.
Building & Leading Teams
Ability to lead and motivate a highly skilled and innovative team with varied backgrounds and disciplines.
Experience in developing talent and building new teams to meet organizational demands.
Be a part of an organization that invests in you. We are actively reviewing applications. Highly qualified candidates will be promptly contacted by our hiring managers for interviews. Submit your application and help us raise the bar in patient care!
We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.
10+ years of relevant experience required
7+ years of management experience required
Undergraduate college degree required
Master's degree preferred
Employer will assist with relocation costs.
Additional Salary Information: Competitive total package including Bonus and Long term incentive.
Internal Number: 10210-30370CORp
About HCA Healthcare
HCA, a Fortune 100 company with more than 200,000 employees, is one of the nation's leading providers of healthcare services, operating over 170 locally managed hospitals and over 100 freestanding surgery centers in 20 states and the United Kingdom. With its founding in 1968, HCA created a new model for hospital care in the United States, using combined resources to strengthen hospitals, deliver patient-focused care and improve the practice of medicine. HCA is a learning healthcare system that uses more than 27 million annual patient encounters to advance science, improve patient care and save lives. HCA has been named one of the world's most ethical companies for eight years in a row. At HCA, we are driven by a single goal: the care and improvement of human life.