Director, Marketing & Communications
San Francisco Health Plan - San Francisco, CA

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POSITION TITLE: Director of Marketing and Communications

REPORTS TO: Officer, Compliance & Regulatory Affairs

DEPARTMENT: Marketing

FLSA STATUS : Exempt

VERSION DATE : 11/2012

The San Francisco Health Plan (“SFHP”) Director of Marketing & Communications (“Director”) provides both strategic and tactical oversight for the organization’s marketing and communications team. He/she leads the teams responsible for product launch, marketing, communications, and the development, implementation and measurement of marketing and communications programs and efforts to market the organization and its programs.

The Director ensures the continuity of messaging, branding, integrity and positive positioning of the SFHP brand and strength of reputation to all external and internal stakeholder groups in marketing and communication activities. He/she also oversees the development and implementation of SFHP’s creative, marketing, and communications strategies to ensure they align with SFHP goals and objectives as defined by the SFHP leadership.

The Director performs a broad scope of complex duties, responsibilities and functions that require substantial management and functional proficiency and expertise. He/she exercises substantial independent judgment and discretion in the execution of the scope of his/her job duties and responsibilities.

ESSENTIAL DUTIES & RESPONSIBILITIES:

As a member of the SFHP management team, this individual is expected to:
  • Communicate and champion the SFHP mission and vision to all staff.
  • Act with integrity, honesty and fairness, remaining mindful of the duty of trust SFHP has to it employees, and to its providers, employers and members.
  • Contribute to and manage the change management process to ensure consistent and seamless adaptation by management and staff in regards to changes in SFHP policy, practice, and procedures. Accept and adapt to changes in SFHP policy, practice, procedures quickly and positively and proactively support his/her direct reports and colleagues in adapting to changes in the workplace.
  • Contribute actively and effectively to management team discussions, sharing his/her knowledge and expertise willingly and collaboratively.
  • Design, implement and monitor appropriate, meaningful, and well-defined departmental performance competencies metrics. Ensures performance competencies and metrics are communicated, understood and met or exceeded by all departmental staff.
  • Provide thoughtful and thorough analyses and recommendations to ensure SFHP’s strong position in the San Francisco health care market.
  • Build and maintain reliable, customer service-focused, high performing departmental teams. Hire, train, mentor and retain highly qualified staff.
  • Contribute actively and responsibly to the overall financial viability of the organization and the management of its resources through thoughtful development and management of his/her department’s annual and capital budget as well as to the organization’s overall annual and capital budgets.
  • Model professional behavior/conduct that remains in concert with the SFHP culture and business values. Lead by example whether in group or individual meetings with CEO, Board Members, SFHP staff, providers, members or employers.

DIRECTOR EXPECTATIONS:
  • Communicates and champions the SFHP mission and vision to all staff.
  • Acts with integrity, honesty and fairness, remaining mindful of the duty of trust SFHP has to it employees, and to its providers, employers and members.
  • Motivates staff teams in a positive manner. Meets with teams to share appropriate organizational information, report team progress towards departmental goals and objectives, address issues and concerns of team and of outside certified application assistors, and identify processes and/or procedures that can be streamlined or best practices that can be implemented to provide better internal and external customer service.
  • Ensures teams are properly trained and remain current on compliance issues and that their application assistors certifications for Medi-Cal and Healthy Kids programs remain current. Also reviews and monitors status of certifications for outside certified applicant assistors who partner with SFHP to ensure their certifications remain current and that they are appropriately informed and updated on compliance issues.
  • Contributes to and manages the change management process to ensure consistent and seamless adaptation by management and staff in regards to changes in SFHP policy, practice, and procedures. Accepts and adapts to changes in SFHP policy, practice, procedures quickly and positively and proactively supports his/her direct reports and colleagues in adapting to changes in the workplace.
  • Contributes actively and effectively to management team discussions, sharing his/her knowledge and expertise willingly and collaboratively.
  • Designs, implements and monitors appropriate, meaningful, and well defined departmental performance competencies metrics. Ensures performance competencies and metrics are communicated, understood and met or exceeded by all departmental staff.
  • Builds and maintains reliable, customer service focused, high performing departmental teams. Hires, trains, mentors and retains highly qualified staff.
  • Contributes actively and responsibly to the overall financial viability of the organization and the management of its resources through thoughtful development and management of his/her department’s annual and capital budgets as well as to the organization’s overall annual and capital budgets.
  • Models professional behavior/conduct that remains in concert with the SFHP culture and business values. Leads by example whether in group or individual meetings with CEO, Board Members, SFHP staff, providers, members or external organizations.
  • Ensures work and projects are completed in a timely, cost effective manner, and takes correction actions as needed.

CORE COMPETENCIES / KNOWLEDGE & SKILL REQUIREMENTS:
  • Develops marketing, communications and creative strategic plans in alignment with SFHP business goals and objectives, including but not limited to, product expansion, membership growth and retention.
  • Develops strategic and tactical plans that effectively market the organization to key target audiences through multiple channels, including but not limited to, direct mail programs, advertising, promotions, Internet and media. Considers market trends and analyses, complies with changes in legislative and regulation requirements, and ensure that all marketing and communications programs, social media and marketing activities consistently align with SFHP branding, goals, objectives and priorities.
  • Develops, directs, manages and maintains a strong public relations platform that ensures SFHP is understood by the media and that media is interested in presenting information to the public in a manner that informs and educates their readers and listeners about SFHP and its programs.
  • Works closely with SFHP leadership team to develop messaging strategies and to prepare appropriate responses on behalf of SFHP when comments are requested or invited regarding critical issues such as proposed changes in program regulations, enrollment policies or in eligibility criteria or processes.
  • Measures the success of SFHP efforts to market the organization and its programs with metrics, including market share, choice rates, promotional response rates, return on investment, and trend analyses.
  • Leads market research activities to gain and provide competitive intelligence and provide an understanding a specified target population’s motivations and needs and position SFHP products and services as solutions.
  • Develops and implements product launch plans to bring products to market successfully, e.g. health care reform initiatives.
  • Directs and guides the team responsible for content, translation, regulatory approval, production and distribution of: member materials, e.g., provider directories, benefits handbooks, plan identification cards, newsletters and eligibility notifications; and, non-member newsletters and communications vehicles to be utilized by providers, staff and external stakeholders.
  • Oversees and guides the in-house creative agency team. Provides strategic and creative direction for internal and external communications.
  • Manages the marketing & communications operations, budgets, deliverables and timelines.
  • Leads efforts to ensure SFHP’s internet and social media presence is current and relevant. Ensures brand consistency, accuracy and timeliness of the information. Creates content, evaluates effectiveness for SFHP and oversees the look and feel, e.g. ease of navigation, user friendliness and content appropriateness.

EDUCATION, EXPERIENCE & TRAINING REQUIRED
  • Five or more years of successful work experience with increasing responsibility managing marketing and communications function, preferably in health care, managed care or health policy organizations.
  • Demonstrated depth of knowledge in California health care, managed care and Medi-Cal markets
  • Medicare Advantage Special Needs Plan experience preferred
  • Bachelor's degree in business, marketing, or related field or equivalent years of professional related experience
  • Masters degree or evidence of ongoing educational development highly preferred

COMMUNICATION & INTERPERSONAL SKILLS

Written:

Must possess and successfully demonstrate the required competencies of business acumen, strategic thinking, negotiation, influence, coaching and problem solving skills, and consultative selling skills

Understanding of analytic methodologies

Strong strategic-thinking, analytic, and problem-solving skills

Excellent written communication skills

Verbal:

Excellent verbal, facilitation, presentation, and listening skills

Interpersonal:

Demonstrated leadership competency in health plan director role, preferred

Proven track record of successfully leading marketing teams and cross-functional teams

Proven track record in managing complex projects and initiatives requiring influence over authority and diverse departments

SIGNIFICANT CONTACTS

Internal :

All levels of company staff

External:

Local, state and federal agencies

ESSENTIAL FUNCTIONS – PHYSICAL POSITION REQUIREMENTS; MACHINES AND/OR EQUIPMENT USED
  • PC literacy required; MSOffice skills (Outlook, Word, Excel, PowerPoint)
  • Regularly required to operate standard office equipment (personal computer, photocopy machine, fax machine, etc.)
  • Ability to work on a computer up to 8 hours a day.
  • Regularly required to sit for long periods of time, and occasionally stand and walk.
  • Regularly required to use hands to operate computer and other office equipment.
  • Close vision required for computer usage.
  • Occasionally required to stoop, kneel, climb and lift up to 25 pounds.

WORKING CONDITIONS

Standard office environment without unpleasant or hazardous conditions. Work entails typical physical demands involved in office work. May require occasional weekend and/or evening work.

NOTE: This description is not intended to be construed as an exhaustive list of duties, responsibilities or requirements for the position. This position may change or assume additional duties at any time. The employee may be requested to perform different or additional duties as assigned.

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