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Director, Brand Management

Company: Kaiser Permanente
Location: Pasadena
Posted on: September 12, 2020

Job Description:

Job Description - Director, Brand Management (894746)

Director, Brand Management Job Number: 894746 Posting Date : Aug 26, 2020, 5:33:08 PM

Description

This position is accountable for SCAL brand management including issues and crisis management, as well as media and social media oversight. The position interacts and collaborates daily with Enterprise Communications, SCPMG, Government and Community Relations, Community Health, local areas public affairs, SCAL Operations, KP Marketing, other IBC functions including Public Relations, Corporate Communications to provide strategies and programs to support Kaiser Permanente.

Team lead responsible for ensuring a communication process that provides proactive monitoring of sensitive issues,processes and procedures that if not dealt with immediately or effectively could negatively impact key constituents and become a crisis that could harm Kaiser Permanente's brand and reputation.

As part of this effort, this individual will help manage sensitive issues by convening meetings with representation from Operations, Quality Service, Legal, Compliance, Government Relations, and other parts of the organization.

The position has major accountability for continuous scanning, reviewing and identifying of systems and processes and procedures, and services, and programs at Kaiser Permanente health plan and hospitals that are new, high-risk or have been identified at an early-warning stage for potential risk to patients/families, physicians, employees or the community (key constituents) and the Kaiser brand.

Enhance and execute a responsive crisis management program that effectively addresses media crises in a coordinated and consistent manner.

As part of this effort, the National Director will lead crisis response teams and make communication decisions to support operational actions to ensure that Kaiser Permanente responds publicly in a way that positions the organization as high-quality, ethical member-centric and dedicated to doing the right thing.

Ensure that issues management work is fully in concert with other, proactive communications efforts for the organization, including a thoughtfully organized pro-active media strategy.

Oversight of the media team to enhance and protect the organization's brand and reputation to grow and retain members.

When approaching proactive or reactive situations -- ensures appropriate message development, and identifying and preparing appropriate subject matter experts for media interviews.

When appropriate, the Director will serve as a spokesperson for the organization. Identify appropriate media avenues - editorial boards, opinion editorials, new media, etc. - to build a strong messaging platform in concert with the media relations and public relations teams.

Develop and implement issue and crisis management media training programs for key leaders and physicians as appropriate.

Serves at the Chief Communications Officer for Southern California for emergencies and disasters - this may include hosting mock communication drills to ensure that the local and regional communication teams are prepared.

Train leaders to be media spokespersons.

Oversees social media strategy to support and enhance organizational priorities to grow and retain membership. This includes understanding of social media tools and metrics to develop strategy. Qualifications

Basic Qualifications:

Experience

Minimum ten (10) years of experience in issues management and/or communications, public/media relations, and/or marketing communications for a large, complex organization, at a management level.

Education Bachelors' Degree in journalism, public relations, communications or related field required.

License, Certification, Registration

N/A

Additional Requirements: Experience in communications in the health care field.

Familiarity with healthcare industry policy issues, strong knowledge of legislation and regulatory bodies that affect and influence the industry.

Demonstrated understanding of brand management and how it is applied to organizational communications.

Demonstrated ability to establish strong relationships with news media at the regional and local levels.

Experience as organizational spokesperson.

Working knowledge of media tracking platforms and metrics to develop brand reputation strategies.

Understanding of social media platforms and tracking systems.

Demonstrated ability to lead, plan and manage inter-disciplinary teams and complex Issues and Brand Management programs.

Excellent writing, public speaking and presentation skills.

Must be able to work in a Labor/Management Partnership environment.

Preferred Qualifications: Previous managerial and/or supervisory experience at the Director level.

Professional credential such as IABC or APR designation also preferred, but not required.

Primary Location : California-Pasadena-Regional Offices-Walnut 393 E. Walnut St. Scheduled Hours (1-40) : 40 Shift : Day Working Days : Mon, Tue, Wed, Thu, Fri Working Hours Start : Varies Working Hours End : Varies Job Schedule : Full-time Job Type : Standard Employee Status : Regular Employee Group (Union Affiliation) : Salaried, Non-Union, Exempt Job Level : Director/Senior Director Job Category : External Affairs / Relations Public Department Name : Integrated Brand Communications Travel : Yes, 15 % of the Time

Kaiser Permanente is an equal opportunity employer committed to a diverse and inclusive workforce. Applicants will receive consideration for employment without regard to race, color, religion, sex (including pregnancy), age, sexual orientation, national origin, marital status, parental status, ancestry, disability, gender identity, veteran status, genetic information, other distinguishing characteristics of diversity and inclusion, or any other protected status. External hires must pass a background check/drug screen. Qualified applicants with arrest and/or conviction records will be considered for employment in a manner consistent with federal and state laws, as well as applicable local ordinances, including but not limited to the San Francisco and Los Angeles Fair Chance Ordinances.

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Keywords: Kaiser Permanente, Pasadena , Director, Brand Management, Other , Pasadena, California

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