Marketing & Communications Specialist

POSITION SUMMARY

As primary communications writer for the company, position is responsible for development of all narratives and execution of marketing programs, campaigns, collateral, promotional tools, and all marketing assets that effectively describe and promote the brand, its mission, and company objectives. Gathers internal and external customer requirements, specifies communication vehicles and project scope, identifies distribution channels, secures resources, develops messaging architecture and competitive positioning, implements program or campaign and its components, communicates program/campaign development to Marketing & Communications Manager and drives creative development process. This position proposes and seeks approval from the Marketing & Communications Manager and other departments to create a strong, consistent reputation and branding position of HDS, both internally and externally.
 

ESSENTIAL DUTIES AND RESPONSIBILITIES

Key Responsibilities

• Marketing and Communications 
  1. Develops compelling, efficient, on-brand marketing campaigns, promotions, outreach events, materials, and all creative assets by composing creative briefs, establishing creative direction for approval from the Marketing & Communications Manager, and works with strategic marketing consultants and graphic designers to develop materials. Writes, reviews and edits marketing copy and deliverables from concept to production.
  2. Develops campaigns that promote new or existing products and services, oral health initiatives, and/or provide awareness to various stakeholders (including, but not limited to, employees, members, Medicaid beneficiaries, dentists, and the public), to achieve intended company goals.
  3. Identifies and implements reporting mechanisms to determine efficacy of communications, programs, and campaign efforts in accordance with established financial or behavioral change objectives. Monitors and analyzes collected data, and recommends improvements to make campaigns more effective to achieve desired results.
  4. Develops internal and external corporate, public relations, crisis, and promotional communications and sets project priorities for approval by the Marketing & Communications Manager.
  5. Creates first-hand, or works with graphic designers and/or consultants to develop and maintain full suite of HDS collateral resources for all departments within HDS to address and/or supplement their communications needs including, but not limited to, ads, white papers, flyers, brochures, posters, postcards, rackcards, letters, talking points, presentations, etc.
  6. Various other writing and special assignments as assigned.
• Community Relations and Public Positioning
  1. Research and makes recommendations to the Marketing & Communications Manager of company's participation in relevant oral health or commercial events, community fairs, and other sponsorships that align with company goals and increase brand awareness, reach target market segments to increase leads that drive commercial success, achieve HDS mission, or enhance relationships with partners and customers for mutual benefit.
  2. Research and make recommendations to the Marketing & Communications Manager, strategic partnerships with organizations, associations, businesses, and other non-profits that align or intersect with the HDS mission, and determine ways to integrate oral health information, collateral or HDS's campaign components into their programs. Works with those organizations to develop those strategic partnerships and to integrate messaging or develop new co-op campaigns or programs. 
  3. Strategizes with Marketing Coordinator to determine messaging and promotional focus at oral health events, community fairs, or other HDS sponsored events, and then develops sales or oral health educational collateral, signage, and/or promotional displays for event use.
  4. Represents company at community events, in conjunction with Marketing Coordinator and other HDS departments, as determined by the Marketing & Communications Manager.
• Website Content and Social Media Copy
  1. Provides suggestions to the Marketing Coordinator on website narrative structures, navigation, and develops unique content and online resources that improve site visitor experience, and communicates the brand and its services effectively.
  2. Develops the online promotional strategy, with approval by the Marketing & Communications Manager, for services, programs, and/or oral health campaigns and determines the optimal integration of product positioning and descriptives, supporting materials, collateral, imagery, and third-party information and links that enhance the efficacy of message delivery to achieve campaign goals.
  3. Collaborates with Marketing Coordinator and the Social Media Collaborative team to develop local blog topics and articles on a monthly basis, where appropriate. 
  4. Develops online commercial and oral health content and the communications strategy behind its utilization; identifies and recommends emerging social channels and technological tools for integration into Marketing programs and campaigns.
• Policies/Procedures Manuals
  1. Oversees, develops, and maintains procedural and training manuals for Marketing.
  2. Assists other departments with conceptual development and/or refinement of policy and procedural narratives in attempt to develop a consistent voice for the brand.
  3. Ensures company-wide business manuals and documentation meets brand compliance and operating standards.
• Other Duties and Responsibilities as assigned.

MINIMUM QUALIFICATIONS AND EXPERIENCE

Education

Bachelor’s degree in Marketing, Communications, English, Journalism, or other related communications field preferred or an equivalent combination of education, experience and training.

Experience 

• Minimum of 3 years of marketing, communications, media, or public relations experience preferred.
• Demonstrated experience writing for a variety of communication vehicles including market-facing communications, websites, multimedia, and print and collateral.
• Experience in development and integration of various marketing program components such as direct marketing, advertising, public relations, online distribution, events and outreach efforts, presentations, sales communications, etc.
• Relevant experience in health insurance, public health, medical or oral health related field preferred, but not required.
• Experience with rewards and incentive programs preferred, but not required.
• Prior administrative experience preferred.

Skills and Knowledge

• Excellent proficiency with applications such as MS Office (Word, Excel, PowerPoint, Outlook, Publisher), FrontPage & Adobe Acrobat Pro. 
• Excellent writing skills in various styles (promotional, expository, descriptive, persuasive, and narrative) and verbal communications skills to develop corporate, public relations, crisis and promotional communications.
• Ability and high comfort with social media platforms, web-based applications, webinars, and communicating through those platforms.
• Ability to handle multiple tasks and prioritize with some distractions and attention to details.
• Ability to think strategically and to develop tactics based on that strategy.
• Ability to lead projects and oversee cross-functional/departmental teams.
• High comfort with photo editing, layout and/or general graphic design work with graphics editing software (e.g. Adobe Photoshop and/or Illustrator)

Note: The above information in this description has been designed to indicate the general nature and level of work performed by an employee in this classification.  It is not to be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications of employees assigned to this job.  Hawaii Dental Service has the right to add to, revise, or delete information in this description.  Reasonable accommodation will be made to enable qualified individuals with disabilities to perform the essential functions of this position.