Communications - Baystate Health

Req#: R30628
Category(s): Communications/Marketing/Planning, Communications
Full Time / Part Time: Full-Time
Shift: First

Director of Communications and Strategic Content

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

Are you passionate about crafting compelling narratives that drive engagement and understanding within the healthcare sector? Do you thrive in dynamic environments where strategic communication is pivotal in shaping organizational reputation and fostering community trust? If so, join our team at Baystate Health as the Director of Communications and Strategic Content.

As the Director of Communications and Strategic Content, you will be instrumental in shaping Baystate Health's narrative and elevating our brand presence both locally and nationally. You will lead a talented team of communicators and content creators to develop and execute comprehensive communication strategies that resonate with our diverse audience, including patients, employees, stakeholders, and the broader community.

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 provided 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:

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, advancing 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 healthcare workforce to meet patients’ needs for years to come.

OUR DIVERSE WORKFORCE. 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, including 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 Communications and Strategic Content is responsible for addressing the range of communications and content needs across the system, its hospitals and services, and provides leadership in ensuring amplification of Baystate Health’s brand and reputation. The portfolio of responsibility includes corporate, internal, and external, multi-channel communications and content development, as well as proactive and responsive media relations.

The Director develops and implements strategic communications plans and guides a customer-focused team in supporting institutional priorities (e.g., expanding health care access, becoming a “workplace of choice,” and advancing teaching, research, and clinical care). In collaboration with the VP, the Director works across the system and with a variety of internal stakeholders and project leads to provide counsel in identifying and aligning objectives, project scopes and timelines necessary to advance key communications initiatives.

The Communications and Content team includes the Media Relations Manager, regional communications officers assigned to individual hospitals, and content writers and editors. 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:

●          Client-focused communications program and content that ensures Baystate Health’s brand identity as a recognizable, reputational leader in high quality, accessible health care in Western Massachusetts.

●          Centralized, responsive “one stop” for communications strategy and support for internal/external stakeholders responsible for championing Baystate’s strategic priorities and growth goals.

●          Collaborative, empowered team of internal subject matter experts and contract professionals that supports a consistent corporate identity, brand and messaging across multiple platforms, collateral, events and venues.

●          Content management program that ensures robust, compelling content and storytelling across multiple media, including web, intranet, e-newsletters, collateral, news releases, etc.

●          Media relations program that develops opportunities, key messaging and strategies for interfacing with the media and advancing the organization’s mission and priorities; positions the expertise and talents of Baystate Health and its administrative and clinical leaders in responding to/proactively placing stories; and effectively managing crises, providing sound counsel to system administrative and clinical leadership.

Job Requirements:

  • Serve as an integral member of the Marketing and Communications leadership team, supporting the VP in planning and operations for the communications and content marketing area. Collaborate with marketing and digital services colleagues on external communications. Bring forth ideas and identify resources, technologies and processes that would accelerate and strengthen the communications program.
  • Proactively interface with system and hospital leadership to partner in the development of central and local communications plans, including for DEI, Community Relations, and Fund Development Support HR with communications and content development that helps recruit, retain and engage employees, driving employee engagement and supporting cultural and business transformation.
  • Collaborate with and provide strategic and creative guidance to system leaders, system members/clients, physician leadership, and affiliated partners to build and support messaging. Serve as subject matter expert contact for traditional and digital media.
  • Develop and execute comprehensive strategic communications plans and messaging for local and enterprise-wide initiatives, including organizational changes, significant human resources changes, crisis communications, etc.  Work in consultation with key stakeholders to identify objectives and communication requirements and ensure plans align with organizational needs, project scope, and timelines. 
  • Ensure all content is consistent, clear, and accurate by audience at every level. Develop and recommend budgets for the areas managed; manage activities to ensure financial goals are met. Manage projects within budget; approve and oversee budgets for specific programs and projects assigned to others.
  • Delegate assignments and projects, and supervise progress, coordinating assignment of tasks and helping to resolve problems and ensure achievement of goals. Collaborate across the Marketing and Communications Department to deliver high quality and on-time content for digital/social marketing, and other initiatives.  
  • Engage in decision-making in complex situations, in times of crisis, and in advising and guiding senior leaders and members of management in media planning and response.  Serve as communications leader for the system and affiliates working with the Vice President of Marketing and Communications during times of crisis.
  • Build strong working relationships with local and regional media outlets. Develop plans, monitoring, and metrics to gauge the impact on reach, message cascading and engagement on communications plans execution. Ability to maintain the highest level of confidentiality with and confidence by senior leaders in working with confidential information.   
  • Collaborates with regional member communications specialists to build awareness of services and brand locally, and to connect with community. Oversee the release of information to the media and the public in compliance with all state and federal regulations.
  • Oversee and participates in 24/7 on-call media relations support; serves as PR on-call representative on a rotating basis and be available to engage in and respond to communications needs related to any crisis/disaster event.  Implement and manage monitoring processes to assure the effectiveness of media relations activities and possess a contemporary level of expertise in existing and emerging digital media. Report out on coverage.
  • Ensure that Baystate Health’s “voice” is 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 in all communications/content. Ensure compliance with system corporate identity and branding.
  • 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.
  • Superb writing and editing skills with demonstrated proficiencies in multi-platform content development, delivering clear messaging in a focused, innovative and current manner across channels and audiences.
  • Ability to demonstrate a high level of emotional maturity; gather and effectively communicate information; 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.
  • 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 communications management, preferably in health care; at least 3 to 5 years of direct staff supervision experience.


●          Ability to work in a highly complex, evolving, and multi-site organization.

●          Commitment to or familiarity with Western Mass communities valued.

●          Record of accomplishment in developing and executing strategic communication plans, including developing creative concepts and strategic messaging and positioning.

●          Solid understanding of media and PR program development and communication strategy, including crisis communications

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.

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