Sr. Director, Marketing - Health Plan - PCHP (Dallas, TX, US) - Parkland Hospitals

Interested in a career with both meaning and growth? Whether your abilities are in direct patient care or one of the many other areas of healthcare administration and support, everyone at Parkland works together to fulfill our mission: the health and well-being of individuals and communities entrusted to our care. By joining Parkland, you become part of a diverse healthcare legacy that’s served our community for more than 125 years. Put your skills to work with us, seek opportunities to learn and join a talented team where patient care is more than a job. It’s our passion.

Primary Purpose

Responsible for providing strategic leadership for the development and execution of PCHP’s marketing, communications, and public relations strategy to promote member, provider, staff, and community engagement.

Minimum Specifications

Education

• Bachelor’s degree in business administration, communications, journalism, marketing, public relations, or related discipline required.
• Master’s degree in business administration, healthcare administration, marketing or related discipline preferred.

Experience

• Seven (7) years of experience in healthcare sales, marketing, and member experience required.
• Five (5) years of leadership experience.
• New product development, positioning, and start-up experience required.
• Marketing segmentation experience required.
• Experience with Texas Medicaid or Medicaid Managed Care preferred.
• Bilingual speaking ability preferred.

Equivalent Education and/or Experience

• Eight (8) years of experience in a comparable position working in Texas Medicaid or Medicaid Managed Care may be considered in lieu of a bachelor’s degree.

Skills or Special Abilities

• Excellent verbal and written communication skills including the ability to communicate effectively and professionally across disciplines and with a variety of constituents as well as the ability to articulate complex information in understandable terms.
• Exceptional networking and negotiation skills.
• Strong public speaking and presentation skills.
• Demonstrated ability to coach and influence for results.
• Strong interpersonal and conflict resolution skills with the ability to establish and maintain effective working relationships with diverse groups across and beyond the organization.
• Strategic thinking and long-range planning skills with the ability to lead major organizational initiatives, accomplish results, and achieve measurable outcomes or goals.
• Ability to work in challenging situations involving competing interests, and high level-interdisciplinary groups.
• Excellent time management and organizational skills with the ability to manage multiple demands and respond to rapidly changing priorities.
• Strong analytical and problem-solving skills.
• Knowledge of Texas Medicaid (STAR, STAR Kids/CHIP) program, National Committee for Quality Assurance (NCQA), the Uniformed Managed Care Contract, and the Uniform Managed Care Manual.
• Sound business acumen.
• Proficient Microsoft Office and computer skills.

Responsibilities

Strategy

• Employs data-driven strategies and tactics to achieve organizational goals and objectives related to membership growth & retention, community engagement, as well as member, provider, and employee engagement across current and future lines of business.
• Works collaboratively across the organization (e.g., Strategy, Member Services, Provider Relations, Quality, Healthcare Services, and others) to facilitate effective communication with constituents, achieve organizational goals, and ensure compliance with contractual and regulatory marketing guidelines.
• Develops and implements the strategic marketing and communications plan to meet PCHP’s business goals to include earned media, social media, web, e-news, email, video, internal communication, collateral, events, and sponsorships.
• Analyzes data and trends to measure growth, engagement, ROI, and effectiveness of strategies, tactics, and initiatives. Uses data and analyses to develop plans/budgets and inform strategic decisions. Engages in data-driven decision making; adjusts plans, initiatives, and activities based on data insights to accomplish goals.

Operations

• Develops, implements, and measures initiatives to achieve goals related to membership growth. Monitors monthly metrics, disseminates information, and adjusts activities as needed to reach established targets. Metrics may include member choice, HHSC assignment, default assignment, retention, disenrollment, etc.
• Oversees PCHP’s marketing and communications team to create and implement brand, integrated marketing, digital, advertising, and PR strategies and plans. Manages staff responsible for websites, portals, member app, social media, SMS, email, print, graphic design, and copy writing.
• Develops, publishes and updates branding, and communications plans in conjunction with PCHP leadership to support strategic goals and objectives of the organization.
• Oversees internal communication channels including newsletters, town hall meetings, etc. and supports employee engagement initiatives as requested.
• Facilitates external communication through creation of annual reports, member and provider materials, board presentations, etc. ensuring consistency with the PCHP brand and messaging and compliance with regulatory requirements.
• Supports Provider Relations team in developing and disseminating information to PCHP’s provider network through various channels.
• Supports Quality, Healthcare Services, Population Health, Disease Management, Member Relations, and others in developing and disseminating information PCHP’s members through various channels.
• Collaborates as needed with system Corporate Communications and Marketing teams.
• Designs, implements, and oversees PCHP’s community engagement program.
• Develops and oversees the execution of PCHP’s community engagement strategy, ensuring health equity, education and the social determinants of health are integrated across the enterprise and into community at points of service.
• Builds strategic relationships (both formal and informal) with community-, faith-, and school-based organizations, civic organizations, advocacy groups and others that serve similar communities throughout PCHP’s service area.
• Oversees the staff responsible for community engagement activities; directs and participates in the development and implementation of goals, objectives, and priorities to ensure project and program objectives are met.
• May represent PCHP throughout the service area as a community influencer.
• Designs, implements, and oversees PCHP’s value-added services. Collaborates with colleagues to design and measure the impact of value-added services which influence member choice, healthy behaviors, and completion of HEDIS-related healthcare encounters.
• Solicits input from members, providers, and staff to incorporate the voice of the customer.
• Advises and guides senior executives as needed related to crisis communication.
• Encourages creativity, innovation, and collaboration among staff and colleagues.
• Creates messaging and materials that reflect Parkland’s values of equity and inclusion.

Quality

• Integrate health literacy principles into all communication including Members and Providers.
• Support strategies that meet clinical, quality and network improvement goals.
• Promote the use of Health Information Technology to support and monitor the effectiveness of health and social interventions and make data-driven recommendations as needed.
• For staff in clinical roles, foster collaborative relationships with members and/or providers to promote and support evidence-based practices and care coordination.

Regulatory

• Develop processes to maintain compliance with regulatory agencies and accrediting bodies. Ensures operations are carried out in compliance with these regulations.
• Works collaboratively with others to validate and sustain compliance with regulatory and accreditation standards.
• Conducts routine compliance audits identifying gaps and implementing remediation plans, as necessary.
• Works collaboratively with leadership and/or PCHP Compliance to investigate and respond to matters of concern or alleged violations taking corrective action, as necessary.
• Provides timely and accurate responses to requests for information from regulatory agencies and accrediting bodies.
• Develops Marketing training materials for member-facing staff to ensure understanding of HHSC, TDI, and other regulatory requirements.
• Establishes comprehensive policies and procedures to standardize operations and ensure compliance with regulatory and accreditation requirements.
• Ensures timely development and submission of marketing deliverables as required by regulatory and accrediting bodies.

Fiscal Management and Operating Budget

• Operationally responsible for the financial performance of assigned area(s).
• Promote activities to achieve operational efficiency.
• Manage the approved budget through frequent and regular monitoring. Implement written action plans to address variances adjusting strategies as necessary to meet budgetary targets.
• Consider operational outcomes and financial implications when making recommendations to implement new programs or modify current programs.
• Establishes and manages vendor relationships related to community engagement, marketing, and value-added services.
• Manage staffing levels within established targets.

Talent Management

• Recruit and retain diverse talent with a variety of backgrounds, skills, experiences, and viewpoints that reflect the communities we serve.
• Promote and support a culturally welcoming, inclusive, collaborative, and highly engaged work environment where everyone feels empowered to bring their full, authentic selves to work.
• Accountable for orientation, ongoing education and training, and competency verification for all employees.
• Ensure Human Resource metrics (i.e., retention, vacancy, engagement) meet established targets. Utilize workforce metrics to monitor, identify, and respond to workforce trends.
• Timely completion of employee performance appraisals.
• Conduct regular meetings, inform team of changes in policy or procedure, and provide information regarding overall strategy and direction of the health plan.
• Mentor, coach, and support direct reports with building teamwork, professional development, and education to achieve optimal performance and develop talent.
• Ensure employee engagement survey participation rates and results meet established targets.
• Mandatory requirements are completed timely by employees.
• Required licensure, certification, and/or registry are current and in good standing for all employees.
• Employee performance is monitored and managed. Consult with the Office of Talent Management as appropriate regarding employee performance concerns and disciplinary action.

Professional Accountability

• Acts with the highest integrity and ethical standards while adhering to Parkland's Mission, Vision, and Values.
• Adheres to organizational policies, procedures, and guidelines.
• Completes assigned training, self-appraisal, and annual health requirements timely.
• Adheres to hybrid work schedule requirements.
• Attends required meetings and town halls.
• Recognizes and communicate ethical and legal concerns through the established channels of communication.
• Demonstrates accountability and responsibility by independently completing work, including projects and assignments on time, and providing timely responses to requests for information.
• Maintains confidentiality at all times.
• Performs other work as requested that is reasonably related to the employee’s position, qualifications, and competencies.

Job Accountabilities

1. Identifies and analyzes the design of jobs, work processes, workflows, etc. for the area and implements appropriate changes to improve effectiveness, productivity, and efficiency that support the overall goals of PCHP.
2. Stays abreast of the latest developments, advancements, and trends in the field by attending seminars/workshops, reading professional journals, actively participating in professional organizations, and/or maintaining certification or licensure. Integrates knowledge gained into current work practices.
3. Maintains knowledge of applicable rules, regulations, policies, laws, and guidelines that impact the area. Develops effective internal controls designed to promote adherence with applicable laws, accreditation agency requirements, and customer requirements. Seeks advice and guidance as needed to ensure proper understanding.
4. Develops and monitors annual budgets that ensure the department has the necessary funds to carry out the goals and objectives that have been established for the department.
5. Develops, implements, monitors, and revises annual goals and objectives for the department that support the missions and objectives of PCHP.
6. Selects, trains, schedules, motivates, supervises, and evaluates employees making recommendations for disciplinary actions up to and including termination, to ensure maximum utilization of individual and group capabilities. Ensures that assigned employees receive opportunities to further their knowledge.

Parkland Health and Hospital System prohibits discrimination based on age (40 or over), race, color, religion, sex (including pregnancy), sexual orientation, gender identity, gender expression, genetic information, disability, national origin, marital status, political belief, or veteran status.As part of our commitment to our patients and employees’ wellness, Parkland Health is a tobacco and smoke-free campus.