LEADERSHIP PROFILE American College of Healthcare Executives Senior Vice President, Marketing Prepared by: Donna Padilla Adriane Willig John McFarland February 2018
AACACHE SVP, Marketing i Table of Contents Opportunity Overview 1 Organization Overview 1 Position Summary 4 Candidate Qualifications 5 Opportunities and Expectations for Leadership 6 Procedure for Candidacy 7
ACHE SVP, Marketing 1 Opportunity Overview American College of Healthcare Executives (ACHE) has retained Witt/Kieffer to assist in the search for an innovative and transformative Senior Vice President, Marketing. The new SVP, Marketing will serve as a vital member of ACHE s executive leadership team as the organization looks to transform its messaging and advance the brand of ACHE. This position offers an innovative marketer the opportunity to play a pivotal role in assisting ACHE in achieving its vision to be the preeminent professional society for leaders dedicated to improving health. Serving in a highly visible capacity, this individual will play a critical role assisting the CEO and ACHE leadership in advancing reach, providing greater impact, while diversifying and growing the membership base. In addition, this individual will lead the efforts to drive revenue for ACHE learning programs, products, and services. The SVP, Marketing will be a dynamic and accomplished marketing executive with strong analytical, communication and execution skills. She/he will develop a strategy and innovative approach to enhance the ACHE brand both within and outside the membership in an effort to garner enhanced visibility and member value. The SVP will be an individual who possesses the passion to be part of a mission-based, not-for-profit organization. The SVP, Marketing will be joining ACHE at an ideal time to make a strong impact on the organization s future as they continue to proactively respond to the rapidly changing healthcare environment and help healthcare leaders navigate the ever-changing dynamics of the healthcare environment. Organization Overview Established in 1933 and headquartered in Chicago, the American College of Healthcare Executives (ACHE) is an international professional society of more than 40,000 healthcare executives who lead hospitals, healthcare systems and other healthcare organizations. As the professional society for healthcare leaders, ACHE is committed to helping healthcare executives address important challenges to ensure the delivery of safe, high-quality care. ACHE is known for its magazine, Healthcare Executive, and its career development and public policy programs. ACHE operates as a consolidated operating entity including The Foundation of the American College of Healthcare Executives. The Foundation was established to further advance healthcare management excellence through education and research and is known for its educational programs including the annual Congress on Healthcare Leadership, which draws more than 4,500 participants and groundbreaking research. Its publishing division, Health Administration Press, is one of the largest publishers of books and journals on health services management including textbooks for college and university courses. ACHE offers its prestigious FACHE credential, a premier credential signifying board certification in healthcare management. In addition, ACHE has an established network of 78 chapters across the country providing access to networking, education and career development at the local level.
ACHE SVP, Marketing 2 Key component offerings of ACHE include: Credentialing Education Publications Research and Resources Career advancement assistance ACHE currently employs 103 full-time staff and has an operating budget of over $28 million. Vision To be the preeminent professional society for leaders dedicated to improving health. Mission To advance our members and healthcare management excellence. Core Values We are committed to and live out our core values through our work: Integrity: We advocate and demonstrate high ethical conduct in all we do. Lifelong Learning: We recognize lifelong learning is essential to our ability to innovate and continually improve ourselves, our organizations and our profession. Leadership: We lead through example and mentoring, and recognize caring must be a cornerstone of our professional interactions. Diversity and Inclusion: We advocate inclusion and embrace the differences of those with whom we work and the communities we serve. Governance ACHE is governed by a Board of Governors that serves the usual functions of a board of directors. The Board of Governors appoints the president and chief executive officer of ACHE, who leads the staff organization and serves as a nonvoting member of the board. In addition, the board consists of three Chairman Officers and 12 Governors. The Governors and the Chairman-Elect are elected by the Council of Regents, most of who are directly elected by Members, Fellows and Life Fellows. The Board of Governors sets the strategic direction of ACHE through the strategic plan, annual budget and organization wide performance objectives. Regents of ACHE work with chapters, the higher education network and others in the local healthcare community to deliver programs, products and services to healthcare executives, faculty, students and the supplier community. Through the oversight from the BOG, the Senior Leadership Team (SLT) is responsible for the overall execution of strategic and operational goals and objectives of the organization.
ACHE SVP, Marketing 3 Strategic Framework The central focus of ACHE s emerging strategic direction is to solidify its role as the market leader in developing the management capabilities for healthcare executives. This focus is supported through a series of commitments, work streams and investments that build on ACHE s core strengths and competencies, while stimulating progress to develop new tools, resources and opportunities to deliver exemplar leadership education for professionals across the continuum of care. To achieve this central goal to educate, engage and inspire leaders to improve health ACHE will drive advancements that enable the personal and professional growth of its members, and the safety, effectiveness and efficiency of the healthcare industry at-large. As part of this commitment, ACHE will invest in best-in-class tools and approaches to foster individual learning and development, more purposefully develop and deliver content to professionals across the continuum of care, and improve accessibility of learning options at both the national and local levels. In pursuing its strategy and desired outcomes, ACHE will serve as a: Catalyst for the field of healthcare management, to: 1. Advance Safety: Amplify the importance of safety and provide the tools and strategies healthcare leaders need to foster zero-harm workplace cultures and environments. 2. Build Partnerships: Convene key market players in support of advancing health, safety and quality initiatives, while also broadening ACHE s influence and impact. 3. Innovate and Transform: Identify and deliver promising approaches to support healthcare leaders as they strive to uncover solutions and effectively manage change. Connector across the continuum of the leadership community, to: 1. Strengthen Chapters: Fully realize the power of ACHE s chapter network by enacting changes that will simplify requirements, expand member value and increase grassroots participation. 2. Advance Diversity and Inclusion: Extend ACHE s reach and increase diverse representation to cultivate an inclusive community across the continuum of healthcare leadership. 3. Increase Access to Resources: Improve accessibility of knowledge and resources so leaders can tap into ACHE s solutions anytime, anywhere. Trusted Partner for our members, to: 1. Foster Engagement: Align ACHE s value to members unique needs to increase resonance, encourage deeper levels of participation and networking to build a stronger member community.
ACHE SVP, Marketing 4 2. Support Leaders: Enrich and expand current career resource program, products, platforms and services to better meet the personal and professional needs of a diversified membership. 3. Personalize the Experience: Deliver dynamic and tailored messaging, content and resources that are aligned with member preferences and serve to further embed ACHE as an essential partner in helping leaders advance their careers. For more information please visit http://www.ache.org. Position Summary Summary The SVP, Marketing will be an integral member of the ACHE executive leadership team and will lead efforts to position ACHE as the preeminent professional society for leaders dedicated to improving health. Through their leadership and involvement, she/he will help foster an innovative mindset throughout ACHE and by doing so, will help ACHE members reach their highest potential. The position will report directly to the President/CEO of ACHE, Deborah Bowen, FACHE, CAE. Duties and Responsibilities Synthesize and evolve the ACHE brand to position ACHE as the single source of healthcare executive leadership development. Develop a brand strategy and storytelling capability that establishes ACHE as the leader of choice in healthcare management learning and thought leadership. Centralize and optimize the marketing function within and across ACHE. Manage and lead the marketing team while supporting the membership, customer development and learning teams. Establish a sales team. Work with other ACHE leaders to establish sales/marketing programs and lead generation initiatives for increasing revenue with members and non-members, particularly healthcare provider enterprises. Develop programs that continually test and deliver effective messages using a variety of channels and marketing approaches. Collaborate with other ACHE leaders to develop new business models for delivering ACHE services to the healthcare community, including members, healthcare organizations and non-member professionals as well as other healthcare professional associations and organizations. Partner with other business units to coordinate efforts and streamline communications and marketing strategic and tactical plans. Develop an annual operating budget that includes appropriate funding for all relevant programs, products and services.
ACHE SVP, Marketing 5 Candidate Qualifications Education and Experience A master s degree or relevant experience (communications, marketing, public affairs or related field) is required. ACHE Fellow certification is desirable. Demonstrated track record in leading sales and marketing functions including strategy and branding, content marketing, lead generation, data analytics and event marketing. A proven track record in leading marketing efforts for an organization with a diverse set of constituencies and audiences. A strong command of social networking and multi-media strategies and tactics. A track record in implementing and utilizing effective strategies in a variety of media. Demonstrated skills at re-engineering processes and driving organizational change. Appreciation for the mission-based, not-for-profit environment. High level of understanding of business analytics and business finances. Evidence of proven successes in business growth, revenue and engagement. Leadership Competencies A highly collaborative leadership style. The ability to provide both visionary and creative leadership. Proven track record of working collaboratively across an organization with all levels of constituents. An ability to develop partnerships with leaders throughout ACHE and its membership. Results-driven; proven ability to drive a marketing strategy that meets organizational goals and relies on strong use of analytics and metrics in decision-making. Visible, accessible, and approachable. High energy, self-motivated, creative, and possesses a cando spirit. Excellent leadership, facilitation and interpersonal skills. A visible leader, internal and external to ACHE, who is comfortable being on the front-lines. Confident with the ability to lead with humility. Demonstrated knowledge and ability in marketing, and able to contribute as an effective part of a collaborative and collegial team. Innovative, creative and a demonstrated willingness to be bold. An adaptable individual with a positive, upbeat personality and a positive advocate for change in the organization.
ACHE SVP, Marketing 6 Strong tactical and strategic skills; able to help the organization with strategic and tactical development, risk analysis, and cost-benefit analysis. The capacity to identify leadership potential and the ability to develop talent and build collaborative, productive teams. A history of building consensus, trust and confidence in the teams that he/she leads; must exhibit high ethical standards and a passion for mission-based, not-for-profit environment. Opportunities and Expectations for Leadership The following is a list of goals and leadership objectives that the Senior Vice President, Marketing will be expected to accomplish: Position ACHE as the preeminent professional society for leaders dedicated to improving health. Foster a culture of innovation throughout ACHE. Lead the team in propelling a visionary, strategic, creative and effective marketing strategy. Identify and advance marketing and communications efforts that ensure ACHE achieves a new level of effectiveness. Continue to identify opportunities, improve the communications, branding and marketing efforts. Create a shared vision across ACHE to enable consistent messaging, branding, communication and marketing strategies that will enhance the overall organizational goals and member engagement. Enhance brand awareness, creating more active engagement of members and leaders within the healthcare field. Develop and implement a progressive digital strategy that includes and leverages: social media, website, mobile apps, publications, etc. Utilize data analysis, market intelligence, and consumer insights as foundational elements in the creation and execution of all marketing and communication strategies and plans.
ACHE SVP, Marketing 7 Procedure for Candidacy Please direct all nominations and resumes to Donna Padilla, Adriane Willig, or John McFarland, preferably by email to ACHESVPMarketing@wittkieffer.com. Information that cannot be sent electronically may be forwarded to: Donna Padilla Witt/Kieffer 2015 Spring Road, Suite 510 Oakbrook, Illinois 60523 Phone: (630) 575-6135 Adriane Willig Witt/Kieffer 2015 Spring Road, Suite 510 Oakbrook, Illinois 60523 Phone: (630) 575-6199 John McFarland Witt/Kieffer 3414 Peachtree Road, Suite 352 Atlanta, Georgia 30326 Phone: (678) 302-1565 The American College of Healthcare Executives values diversity and is committed to equal opportunity for all persons regardless of age, color, disability, ethnicity, marital status, national origin, race, religion, sex, sexual orientation, veteran status or any other status protected by law. The material presented in this leadership profile should be relied on for informational purposes only. This material has been copied, compiled, or quoted in part from the American College of Healthcare Executives documents and personal interviews and is believed to be reliable. While every effort has been made to ensure the accuracy of this information, the original source documents and factual situations govern. All images and logos used in this leadership profile were attained from American College of Healthcare Executives and/or are owned by Witt/Kieffer via Getty Images.
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