Job Description - Director, Brand Management (894746)
Director, Brand Management Job Number: 894746 Posting Date : Aug
26, 2020, 5:33:08 PM
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
Enhance and execute a responsive crisis management program that
effectively addresses media crises in a coordinated and consistent
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
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
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
Education Bachelors' Degree in journalism, public relations,
communications or related field required.
License, Certification, Registration
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
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
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
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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