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Baystate Health Director of Marketing and Consumer Engagement in Springfield, Massachusetts

Director of Marketing and Consumer Engagement

Note: Baystate Health has partnered with Exceptional Executive Search. Inquiries should be directed to .

Are you passionate about making a meaningful impact in healthcare? Are you an innovative marketer with a keen understanding of consumer behavior? If so, we have an exciting opportunity for you! Baystate Health seeks a dynamic and visionary Director of Marketing and Consumer Engagement to lead our marketing initiatives and enhance consumer engagement across our hospital system.

As the Director of Marketing and Consumer Engagement, you will play a pivotal role in shaping our brand identity, driving strategic marketing campaigns, and fostering meaningful connections with our community. You can leverage your creativity, strategic thinking, and expertise in consumer engagement to drive growth and enhance the patient experience.

At Baystate Health, we deliver exceptional care and create positive patient and family experiences. We are looking for a talented leader who shares our commitment to excellence and is dedicated to advancing our mission.

If you are ready to join a dynamic team and make a difference in healthcare, we invite you to apply for the Director of Marketing and Consumer Engagement position. Be a part of our journey to redefine healthcare marketing and consumer engagement in the digital age.

Baystate Health

Baystate Health is a not-for-profit, integrated academic healthcare system serving over 800,000 people throughout western New England. With roots dating to the founding of Springfield Hospital in 1883, Baystate Health has been providing high-quality and compassionate healthcare in the Pioneer Valley for more than 140 years. With a workforce of nearly 13,000 team members, Baystate Health is western Massachusetts’ strongest economic engine- With more than 980 beds on average across our five hospitals, we are working to make healthcare accessible to people in our region.

Our facilities and services include:

  • Baystate Medical Center ( : a teaching hospital, and the region’s only level 1 trauma center

  • Baystate Children’s Hospital ( : the region’s only accredited, full-service children’s hospital

  • Three community hospitals (

  • A network of more than 80 medical practices

  • Health New England ( , a health insurance provider

  • Home care and hospice services (

Our typical annual impact includes:

  • Over 1.8 million outpatient visits, including comprehensive sick and preventive care

  • Over 180,000 emergency visits

  • More than 37,000 surgeries performed

  • More than 4,000 babies born at Baystate Health hospitals

  • Around 800 medical students, residents, and fellows, nearly 1,200 nursing students and residents, and more than 400 allied health students

academic innovation

As an integrated academic health system, the advancement of knowledge is a major component of our mission. Serving as the regional campus of the University of Massachusetts Chan Medical School, we educate and train current and future caregivers – preparing much of our region’s health care workforce to meet patients’ needs for years to come.


The diversity of our workforce allows us to meet our community’s needs with cultural competence and compassion. We’re committed to creating an inclusive environment for both employees and patients. As a result, the Human Rights Campaign has recognized Baystate Health as a national leader in providing inclusive and equitable healthcare.


Our mission is to improve the health of the people in our communities every day, with quality and compassion. With a focus on quality, safety, value, and experience, Baystate is not only a keystone of our region – we are also a national leader in healthcare.

Baystate Health is the largest healthcare organization in western Massachusetts. The care we provide plays an essential role in health of the people in our communities. Our impact is felt from the patient bedside to the classroom to the workplace and beyond.


  • Excellent Compensation

  • High-quality, low-cost medical, dental and vision insurance

  • Generous PTO

  • Continuing education support and reimbursement

  • Farm Share Memberships

  • 403b retirement company match & annual company contribution increase based on years of service

  • Free money coach advice from a certified professional

  • Wellbeing programs that include but are not limited to mental, physical, and financial health

  • Pet, home, auto and personal insurance

  • Life insurance

  • Reimbursement for a variety of wellbeing activities, included but limited to gym membership and equipment, personal trainer, massage and so much more!

  • Wellbeing programs that include but are not limited to mental, physical, and financial health


We offer competitive total compensation that includes pay, benefits, and other recognition programs for our employees. The base pay range shown above considers the wide range of factors that are considered in making compensation decisions including knowledge/skills; relevant experience and training; education/certifications/licensure; and other business and organizational factors. This base pay range does not include our comprehensive benefits package and any incentive payments that may be applicable to this role.

Reporting to the Vice President of Marketing and Communications, the Director of Marketing and Consumer Engagement is an effective strategic leader responsible for managing the marketing, digital strategy and consumer engagement needs for the system and its hospitals. This includes addressing the service growth and engagement needs of the enterprise through the development and execution of comprehensive strategic plans and consumer engagement initiatives. In this highly visible role, the Director works collaboratively with service leadership and establishes a high level of knowledgeable service response for the organization, mentors and leads teams, and works collaboratively with peers across the marketing and communications department.

The Marketing and Consumer Engagement team includes marketing strategy, creative services, social media/digital/website services, and the membership/loyalty program. The Director guides and supports the team in continuously improving quality and efficiency of services, monitoring and assessing outcomes against KPIs, and removing obstacles to performance.

The Director is a strategic contributor to achieving the following deliverables for the Department of Marketing and Communications:

● A consumer marketing and engagement program that promotes Baystate Health’s brand identity as a recognizable, reputational leader in high quality, accessible health care in Western Massachusetts.

● A thoughtful, creative and strategic go-to service for key stakeholders responsible for championing Baystate’s strategic priorities and growth goals.

● Collaborative, empowered team of marketing and consumer/patient engagement subject matter experts and contract professionals that support a consistent corporate identity, brand and messaging across multiple platforms and meet identified objectives.

● Digital management program that ensures robust, compelling content and storytelling across multiple media, including web, e-newsletters, collateral, and other outlets working collaboratively with communications peers.

● Strong and growing digital channels that demonstrate engagement growth and strategy in connecting with consumers and communities.

● Ability to work collaboratively across marketing and communications functions.

Job Requirements:

  • Serve as an integral member of the Marketing and Communications leadership team, supporting the VP in planning and operations for the marketing and consumer engagement area. Collaborate with communications services colleagues on external communications.

  • Serve as a solutions-driven strategist for organizational growth and other opportunities. Collaborate with and provide strategic and creative guidance to system leaders, system members/clients, physician leadership, and affiliated partners to build and support marketing and consumer engagement opportunities.

  • Bring forth ideas and identify resources, technologies and processes that would accelerate and strengthen the marketing and consumer engagement program in alignment with organizational goals and needs.

  • Serve as subject matter expert contact for traditional and digital media and trends. Stay informed of and interpret market and industry trends, competitive analysis, and digital analytics; combined with a deep knowledge of traditional; digital, web, mobile and social marketing and engagement channels to develop and implement meaningful marketing strategies and consumer engagement plans.

  • Proactively recommend and respond to market opportunities and trends in support of organizational goals and needs. Be data-driven and establish KPI across functionality

  • Provide sound business reasoning and planning for marketing, digital and consumer engagement investments based on market and consumer trends, best available data, audience and expert insights, past campaign data, and best practices.

  • In partnership with Vice President, oversee development, coordination and monitoring of integrated marketing, digital strategy and consumer engagement plans in support of short-term and long-term strategic plans and priorities.

  • Create and manage budgets and timelines, and ensure all initiatives meet quality, brand, time and budget guidelines specified. Work with team members to maintain the highest levels of quality, customer service, and collaboration in developing, implementing, and evaluating comprehensive outcomes-based marketing and digital plans (including advertising, media buying, agency management and selection, digital media, management of freelance design and publications consultants, and outcomes reporting).

  • Establish clear targets and KPIs with service clients for each marketing and digital plan or consumer engagement campaign. Continually engage team members to monitor the effectiveness of marketing, regularly communicating the results to clients and the wider marketing and communications team and to support collaboration.

  • Oversee development, production, distribution and evaluation of all marketing deliverables, traditional and on-line content and materials to be sure they are accurate, maintain all nomenclature and graphic standards, clearly communicate the intended image and brand message, and meet marketing and quality-standard goals. Assure marketing fulfillment, monitoring and evaluation with Access Call Center operations and other operations teams.

  • Develop and lead strategies that deepen consumer and brand relationships across the enterprise by creating or collaborating on communications and leveraging outlets to provide a demonstrably richer consumer experience (social marketing, video, blogs, etc…)

  • Ensure that Baystate Health’s “voice” and visual assets are on brand, consistent and relevant across all communication channels for internal and external audiences. Develop and implement strategic system communications programs and concepts consistent with institutional priorities and culture, and departmental goals.

  • Direct and approve the work performed by staff, indirect reports, departmental clients, contract agencies/vendors, etc., ensuring alignment with Baystate’s brand position, standards and asset guidelines in all executions. Lead, manage and ensure compliance with system corporate identity and branding, serve as collegial counsel and collaborator with stakeholders throughout the organization on managing brand and brand assets. Adhere to service mark policies and procedures for Baystate Health names and branded entities.

  • Manage a team that demonstrates excellence, humility and a desire for true collaboration within the department and across the organization. Foster a work culture inclusive of people with diverse backgrounds, styles, abilities and motivations. Provide effective direction, guidance and leadership to inspire, motivate and drive effective integration of marketing and communications functions and collaboration to meet the needs of stakeholders/clients. Set realistic, measurable goals for the team and individuals, ensuring accountability for execution of the work.

  • Ensure that the department complies with established policies and procedures and quality assurance programs. Ensure compliance with all health and safety regulations and requirements. Develop and maintain established departmental policies, procedures and objectives, including marketing and digital policies and procedures to ensure all marketing and digital materials and activities meet legal and ethical guidelines. Set proper guidelines for the use of nomenclature, grammar, graphics, logos and human resources policies to ensure all marketing materials meet legal and ethical guidelines.

  • Record of accomplishment in developing and executing strategic marketing and consumer education plans, including developing creative concepts and strategic messaging and positioning. Solid understanding of marketing and digital strategy principles, including website development, content development, social media and other digital consumer engagement platforms. Experience with project management applications and consumer research.

  • Strong writing and editing skills with demonstrated proficiencies in multi-platform content development, delivering clear messaging in a focused and innovative manner across channels and audiences. Ability to demonstrate a high level of emotional maturity; gather and effectively communicate information and strategic reasoning; work independently and with diverse teams, conceptual/strategic thinking; strong interpersonal skills; ability to effectively use Microsoft® Office products (Word, Excel, and PowerPoint); command of the English language; demonstrated multi-cultural competencies.

  • Intuitively able to quickly understand strategic goals and obstacles, foresee effective, viable solutions and effectively communicate those solutions. Superb interpersonal skills with ability to interact effectively with senior administrative and clinical leadership, physicians, external media representatives and community members; demonstrated judgment and discretion with confidential matters.

  • Able to be a credible and trusted advisor and thought partner, working at high levels with transparency and discretion. Energetic with the ability to excel in an environment that is complex and intellectually stimulating. Be collegial and establish a collaborative environment. Self-directed with an ability to set priorities, manage teams and oversee multiple projects simultaneously.

Minimally Required Experience:

10+ years of progressive experience in strategic marketing, including planning and project management experience with 3 to 5 years of direct staff supervision experience. Experience working with health care systems or a large service industry a plus.


Ability to work in a highly complex, evolving, and multi-site organization.Commitment to or familiarity with western mass communities valued.

You Belong At Baystate

At Baystate Health we know that treating one another with dignity and equity is what elevates respect for our patients and staff. It makes us not just an organization, but also a community where you belong. It is how we advance the care and enhance the lives of all people.



Bachelor of Science (Required), Master of Science


Equal Employment Opportunity Employer

Baystate Health is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, marital status, national origin, ancestry, age, genetic information, disability, or protected veteran status.

Ab out Baystate Health

Baystate Health (BH) is one of New England’s leading and largest integrated health care organizations, serving a population of nearly one million people throughout western New England. With roots dating back to the founding of Springfield City Hospital in 1873, Baystate Health has been providing high-quality and compassionate health care in western Massachusetts for more than 145 years. With more than 12,000 employees, a medical staff of nearly 3,100 physicians, and a net patient service revenue of more than $1.4 billion, the ever-growing health system includes five Massachusetts hospitals and the Baystate Mary Lane Outpatient Center in Ware:

  • Baystate Medical Center in Springfield

  • Baystate Children’s Hospital (located at Baystate Medical Center)

  • Baystate Franklin Medical Center in Greenfield

  • Baystate Wing Hospital in Palmer

  • Baystate Noble Hospital in Westfield