Director Communications UVA Community Health

Job Code: DI1066

 

ABOUT US

We are welcoming a new era in healthcare where achieving good health is just the beginning. At UVA Health Northern Virginia & Culpeper, we believe in caring for the whole person by getting to know – and making connections with – our patients. By combining the talent and expertise of our people, the breadth of capabilities across our system, and our commitment to helping our communities get better and stay healthy, we are improving the patient experience.

As a UVA Health Northern Virginia & Culpeper team member, you will have a voice in patient care decisions, support the most advanced medical technologies and feel a strong sense of satisfaction from making a difference in people’s lives every day.

 

JOB TYPE

Classification: Exempt

Supervises Positions: Yes

 

JOB SUMMARY

The Director of Communications is responsible for planning, developing, and overseeing the implementation of integrated communications strategies for the hospitals and clinics under the UVA Community Health employment entity of UVA Health—including three medical center campuses in Manassas, Haymarket, and Culpeper, Va. The Director will possess a command of a wide range of communications disciplines ranging from internal employee communication to public relations, executive communications, crisis communication, acquisition and integration change management, patient/customer communications, and community relations. The candidate will have exceptional communications skills, including but not limited to: writing and editing for a variety of formats and channels, strategic communications planning expertise, and the ability to develop and lead a high-performing team to achieve high-impact communications programs. The ideal candidate will be exceptionally skilled at understanding how to capture and reflect distinct leadership voices, effectively plan and execute change management initiatives, have a working knowledge of media relations best practices, and leverage or build communications channels to inform and engage stakeholders across the health system. They will have the desire to establish a foundation of excellence and a proven record of exceeding goals, both qualitatively and quantitatively. The Director will provide counsel to the local executive leadership team on a regular basis, and function as a member of senior leadership for the community medical centers while also serving as a team leader in the broader UVA Health Office of Strategic Marketing & Communications. This position reports to the Senior Director of Marketing & Communications for UVA Community Health/Media Relations at UVA Health, and supervises the UVA Community Health multidisciplinary communications team located in-market.

 

Job Description

Leads conceptualization and execution of compelling, strategic communications for internal and external audiences; develop strategic, targeted, and impactful communication that will inform and inspire. Develops and evaluates creative communications strategies to improve the culture and image of the health system, local hospitals and clinics. Partners with the UVA Health University Medical Center Director of Internal Communications and Director of Executive Communications & Strategic Initiatives to ensure coordination and collaboration across efforts. Directs and produces outstanding writing and content development that elevates the UVA Health brand and supports the mission, vision and values of the organization. Leads the team dedicated to UVA Community Health communications deliverables, including daily operational and logistics information for team members and providers, local press and community communications, local board and executive messaging, local social media content, and other storytelling efforts. Orchestrates communications delivery through a variety of mediums, including print, digital, video, and live events, working with appropriate partners internally, and external vendors. Ensure consistent messaging of key health system initiatives, events, and announcements to every facet of the health system. Build and direct teams (direct reports and collaborative teams across the organization) to effectively execute communications strategies and plans swiftly while managing change and ambiguity. Collaborates effectively across functions and teams, cultivating and maintaining strong relationships with internal stakeholders, including broader marketing teams, executives, clinical and operational leads, legal, compliance, finance, operations, etc. Leads the measurement and analysis of metrics to inform communication strategies and decision-making, and drive continuous program improvement. Helps create a culture in which everyone thrives, with an emphasis on inclusion and belonging, and honoring and encouraging diversity of thought.

 

Additional Job Responsibilities

Oversees the management of the Crisis Communication plan for the community hospitals, including annual updates and tabletop exercise support. Reviews and approves communications-related policies for UVA Community Health and advises on the impact of health system-level policy changes on UVA Community Health operations. Partners with nursing, community engagement, public safety, and other groups as needed to produce annual reports in accordance with regulatory requirements and corporate communications best practices. Acts as an advisor to UVA Community Health team members and colleagues on how to engage with the broader Office of Strategic Marketing & Communications for needs. Oversees integration workstreams related to communications as UVA Health undertakes merger and acquisition activities. Participates in a rotating on-call schedule for local media relations in conjunction with the local communication team members. Participates in a rotating on-call schedule as the communications captain in the event of crisis or weather events in conjunction with local communication team members and department team members. Oversees the local team’s annual goals, development plans, time, expenses, access, technology/space requirements, training deadlines, and other managerial obligations as set forth by the organization’s policies. In addition to the above job responsibilities, other duties may be assigned.

 

Analysis: Analyzes processes and creates deliverables to provide information and recommendations for improvements. 

Breaks down problems and issues into sub-components and assesses the costs, benefits, and risks of various options.   Is able to select and recommend the best solution based on a thorough examination of all considerations.   Is able to explain and justify actions in a systematic and logical fashion. 

Communication: Shares and receives information using clear oral, written, and interpersonal communication skills. 

Demonstrates effective written and oral communication skills.  Actively listens, provides constructive feedback, and demonstrates respect for differing views.  Tailors communications to diverse audiences. 

Quality Improvement: Demonstrates involvement in the unit’s annual and/or periodic assessment efforts, including efforts to improve the quality services. 

Understands the value of innovation and quality improvement.  Improves processes and practices by identifying inefficiencies and redundancies.  Demonstrates efficiency and quality in one’s own work. 

Customer Service: Builds relationships and maintains strategic partnerships with key internal and external stakeholders.  

Understands the importance of quality service.  Is able to adjust and adapt service delivery to diverse customer needs and sensitivities.  Frequently suggests and implements changes to improve the quality of service. 

Financial Management: Manages tasks and resources within the department to achieve quality and meet budget requirements. 

Ensures that financial and material resources are used effectively and efficiently.   Leverages resources to maximize utility and return on investment (ROI).  Implements measures to minimize theft, damage, or equipment breakdown. 

The incumbent may be asked to perform additional duties as assigned.

 

QUALIFICATIONS

Education: Bachelor’s Degree in a communications-related field required (Communications, Public Relations, English, Journalism or Marketing degree preferred). 

Experience: 10+ years of experience in corporate communications, public relations, internal or executive communications; alternatively, 10+ years of experience in healthcare operations at a hospital or health system with some communications responsibilities or team oversight.

Licensure: N/A

Additional Skills/Requirements Required: Demonstrated organizational development and customer service skills.

Additional Skills/Requirements Preferred: Master’s Degree in a communications-related field or healthcare administration; experience with overseeing healthcare communications in a provider care delivery system.

PHYSICAL DEMANDS

Physical Demand Code: 3A, Administration

Work Function/Activity: Sedentary to Light Physical Demand

The job requires frequent sitting, standing, walking, and bending/stooping. Frequent repetitive body movements. Proficient communicative, auditory, and visual skills. Attention to detail and ability to write legibly. Ability to lift/push/pull up to 20 lbs. occasionally. This job description may not include all assigned duties, responsibilities, or aspects of the job described. It may be amended at any time at the sole discretion of UVA Health Northern VA & Culpeper.

 

OTHER

May require the use of safety equipment, such as HEPA mask, for infection prevention: No On call responsibilities as directed: Yes Ability to travel between campus buildings, remote facilities, and out of town as needed: Yes