Director of Marketing and Communications

Personal Connected Health Alliance
Arlington, VA

Position Purpose

Consider joining the talented staff at HIMSS as our Director of Marketing and Communications as we transform health through information technology.  The Director, Marketing and Communications will be responsible for development of the overall marketing and communications strategy and execution to help grow the Personal Connected Health Alliance (PCHA) and drive revenue for all initiatives, products, services and events.  This includes marketing and communications planning, audience building campaigns, social media presence, advertising, direct mail, web presence and collateral development.  Additional responsibilities include managing the marketing automation platform, measurement and continual analysis of marketing and communications activities, as well as oversight for media and public relations activities. This role will help PCHA build and maintain a pre-eminent position as a cause-based organization focused on engaging consumers with their health via personalized health solutions.   This individual will be responsible for building consensus while collaborating with all HIMSS business units.

Primary Accountabilities

  • Guides PCHA staff and volunteer content experts with strategic messaging and communications initiatives, builds and maintains PCHA’s leadership position, and articulates the contributions of personal technologies to improve the quality, safety, access, and cost-effectiveness of individual care.
  • Establishes annual social media strategic messaging and engagement, and directs execution by social media staff; coordinates with HIMSS social media team.
  • Develops marketing strategies based on business unit objectives & strategies using data-driven market research including client/market needs assessment, competitive understanding, and product segmentation/positioning.
  • Designs, implements, and executes on building brand awareness, product positioning for the PCHA offerings and across the various segments which those products are offered.
  • Primary responsibility for design, implementation, and coordination of annual marketing plan against defined business unit strategies focused on audience development, new client acquisition, existing client up/cross-sell, client retention, and brand awareness.
  • Directs internal & external marketing resources for creative input, graphic design, content creation, collateral development, etc.
  • Designs, implements, and coordinates cross-marketing and cross-product positioning opportunities with other HIMSS SBUs and non-HIMSS partners. The Director, Marketing and Communications, drafts strategy for VP/EVP approval, and then makes day-to-day decisions necessary to achieve the approved strategic and tactical activities for this area within the budget guidelines, and financial management to achieve approved budgetary goals.
  • Seeks, evaluates and manages PCHA's public relations agency of record; oversees annual public relations plans for specific initiatives and constituencies, executes conflict resolution, executes contractual agreements, convenes stakeholders for specific initiatives beyond weekly updates, directs implementation of projects and related deliverables, including key initiatives, Connected Health Conference activities at HIMSS Annual Conference and other events, related collateral and overall tools and resources for selected constituencies.
  • Oversees and supports PCHA’s outreach to and interaction with national, trade and online media.
  • Guides and prepares PCHA executives and senior management for media interviews, and guides PCHA spokespersons on responses to media questions and overall media strategy for the organization, including annual media training; and with PCHA board officers for external speeches and/or media interviews. 
  • Identifies appropriate vendors, negotiates and approves contracts, guides scope of work within budgetary guidelines including financial management of services including photography, speechwriting, copywriting, media distribution and tracking, and other related needs.
  • Develops and Manages annual marketing and communications budgets.

Required Qualifications

  • Bachelor’s Degree in marketing, public relations, communications or journalism. Advanced degree preferred.
  • A minimum of ten (10) years of experience preferred in relevant field with at least three of those years in a management role; Experience with new product/segment support; Experience in managing external agencies.
  • Experience using marketing automation platform (Marketo, Eloqua, etc.)
  • Management of strategic marketing, corporate communications and public relations programs, including budget development, program development and program evaluation, that support the overall corporate goals of the organization.
  • Understanding of and ability to meet multiple deadlines on various projects and initiatives.
  • Ability to interact with C-suite on overall public relations strategy and initiatives including framing and developing articles, comments and related information.
  • Strong analytical skills.
  • Proficient communicator with excellent written and verbal communication skills including experience with public speaking and ability to work effectively in both independent and team-based situations with co-workers, volunteers and other organizations.
  • Ability to think & act strategically.
  • Ability to work independently.
  • Project management skills.
  • Adept at identifying and understanding client/market needs.


Equal Opportunity Employer of Minorities, Females, Protected Veterans, and Individual with Disabilities.