Responsibilities

• Support the development and stewardship of UVA Health brand strategy across all audiences and channels.
• Ensure consistency in messaging, tone, and visual identity across Marketing & Communications.
• Partner closely with internal teams and external partners to evolve brand positioning and creative strategy to reinforce brand differentiation in a competitive healthcare landscape.
• Lead quantitative consumer and provider research initiatives; monitor brand performance metrics such as awareness, preference, perception and market trends to inform strategy and optimization.
• Oversee daily brand management, ensuring brand compliance and alignment throughout the organization.
• Lead brand education and adoption efforts across the organization.
• Serve as the primary strategic marketing lead for UVA Community Health, inclusive of UVA Community Health Medical Group, three northern Virginia community hospitals and numerous outpatient clinics.
• Lead development and oversee execution of localized marketing strategies and campaigns to drive patient acquisition and specialty/service line growth, and to grow UVA Health brand awareness and reputation in northern Virginia.
• Collaborate closely with UVA Community Health stakeholders and health system strategy teams to identify growth and marketing opportunities.
• Ensure system-level marketing coordination while driving strategy and tailoring approaches for local marketing dynamics.