VP of Marketing, Communications & Change Management

Shape the Message. Lead the Brand. Drive Growth.

We are seeking a visionary Vice President of Marketing and Communications to lead the development and execution of our branding, marketing strategy, and communications efforts. Reporting to the SVP Hospice Target Markets and Corporate Operations Administration, this executive leader will drive both strategic direction and day-to-day execution of all marketing initiatives, brand identity, public relations, digital campaigns, events, and internal communications. The ideal candidate brings senior-level marketing leadership experience, deep knowledge of the healthcare sector, and the ability to build high-performing marketing teams in a fast-paced, growth-oriented environment. 

THIS IS AN OFFICE BASED ROLE LOCATED AT OUR CORPORATE OFFICE IN ATLANTA, GA

Position Summary

The Vice President of Marketing, Communications & Change Management serves as a key member of the team and is responsible for shaping the organization’s brand, messaging, internal and external communication strategies, public relations, and enterprise change management framework. This role provides strategic leadership that strengthens the company’s market position, enhances stakeholder engagement, and accelerates adoption of key transformation initiatives. The VP leads a diverse portfolio including brand strategy, corporate communications, marketing, internal engagement, and organizational change management.

Essential Functions

1. Strategic Leadership & Vision

• Develop and execute a cohesive, enterprise level strategy for marketing, communications, and change management.
• Serve as a strategic advisor to the CEO and executive team on brand perception, stakeholder engagement, culture, and change readiness.
• Lead long term planning to support growth, competitive differentiation, and organizational transformation.

2. Brand & Marketing Strategy

• Oversee brand positioning, value proposition development, and multi‑channel brand expression.
• Direct integrated marketing strategies drive awareness, growth, and customer engagement.
• Manage digital marketing, content strategy, social media presence, and campaign analytics.
• Oversee agency partnerships and ensure strong ROI in marketing investments.

3. Corporate Communications & Public Relations

• Lead all internal and external communications, ensuring message clarity, consistency, and alignment with company values.
• Develop communication strategies for major initiatives, executive visibility, media relations, and stakeholder messaging.
• Oversee crisis communication planning and reputation risk management.
• Establish communication processes, editorial calendars, and messaging governance.

4. Organizational Change Management (OCM)

• Design and govern the company’s enterprise change management methodology, tools, and operating model.
• Partner with leaders across the business to assess change impacts, drive readiness, and support adoption for transformation initiatives.
• Lead change communications, training strategies, and measurement of change effectiveness.
• Build change management capability across the organization through training, coaching, and tools.

5. Associate Engagement & Internal Experience

• Develop an internal engagement and employee communication strategy that enhances culture, clarity, and connectedness across the workforce.
• Support leadership communication practices and ensure associates understand priorities, progress, and initiatives.

6. Digital Engagement & Content Strategy

• Lead digital strategy across public facing websites, intranet, and social platforms.
• Oversee content development, creative direction, editorial standards, and storytelling.
• Use analytics and user insights to optimize digital engagement and user experience.

7. Leadership & Team Development

• Build and inspire a high performing team across marketing, communications, and change management disciplines.
• Provide coaching, development opportunities, and clear performance expectations.
• Manage departmental budget, organizational structure, resourcing, and vendor relationships.

8. Cross‑Functional Collaboration

• Partner with HR, Operations, IT, Strategy, PMO, and other key functions to ensure alignment and integration.
• Drive strong communication and change support for enterprise wide initiatives such as digital transformation, restructuring, or M&A integration.
• Act as a connector between executive leadership and the broader organization.

9. Governance, Compliance & Risk Management

• Ensure all marketing and communications activities meet brand, legal, and regulatory standards.
• Maintain governance for messaging consistency, brand integrity, and change controls.
• Monitor emerging trends, competitive positioning, and external factors impacting the organization’s reputation.

Qualifications

Education

• Bachelor’s degree in Marketing, Communications, Business, or related field required.
• Master’s degree (MBA or related) strongly preferred.

Experience

• 12+ years of progressive leadership experience in marketing, communications, public relations or change management.
• Experience leading enterprise-wide communication and change strategies.
• Proven success managing complex, cross functional teams and large scale initiatives.
• Strong background in brand development, corporate storytelling, digital engagement, and executive communications.
• Experience working in dynamic, growth or transformation driven environments.

Knowledge, Skills & Abilities

• Strategic thinker with strong business acumen and a data‑driven approach.
• Exceptional communication, storytelling, and executive presence.
• Deep understanding of change management methodologies (e.g., PROSCI, ADKAR, Kotter).
• Ability to lead through influence and build strong relationships across the organization.
• Strong crisis management and reputation management capability.
• Creative, innovative mindset with the ability to drive continuous improvement.

• Executive maturity and professional presence
• Strategic and operational agility
• Collaborative leadership
• Strong decision making and prioritization
• Talent development and coaching
• Change leadership and resilience
• Results orientation and accountability

Training and Equipment

• Strong familiarity with Microsoft Office Suite (Word, Excel, PowerPoint)

• Experience reviewing marketing data within electronic systems

• Proficiency with creative design software and content platforms

Benefits for All Associates (Full-Time, Part-Time & Per Diem):

• Competitive Pay
• 401(k) with Company Match
• Career Advancement Opportunities
• National & Local Recognition Programs
• Teammate Assistance Fund

Additional Full-Time Benefits:

• Medical, Dental, Vision Insurance
• Mileage Reimbursement or Fleet Vehicle Program
• Generous Paid Time Off + 7 Paid Holidays
• Wellness Programs (Telemedicine, Diabetes Management, Joint & Spine Concierge Care)
• Education Support & Tuition Assistance (ASN to BSN, BSN to MSN)
• Free Continuing Education Units (CEUs)
• Company-paid Life & Long-Term Disability Insurance
• Voluntary Benefits (Pet, Critical Illness, Accident, LTC)

Ready to lead a brand with purpose? Join us as our next Vice President of Marketing and Communications.

• This is a safety-sensitive position
• Employee must meet minimum requirements to be eligible for benefits
• Where applicable, employee must meet state specific requirements
• We are proud to be an EEO employer
• We maintain a drug-free workplace

At Gentiva, it is our privilege to offer compassionate care in the comfort of wherever our patients call home. We are a national leader in hospice care, palliative care, home health care, and advanced illness management, with nearly 600 locations and thousands of dedicated clinicians across 38 states.

Our place is by the side of those who need us – from helping people recover from illness, injury, or surgery in the comfort of their homes to guiding patients and their families through the physical, emotional, and spiritual effects of a serious illness or terminal diagnosis.

Our nationwide reach is powered by a family of trusted brands that include:

• Hospice care: Gentiva Hospice, Emerald Coast Hospice Care, Heartland Hospice, Hospice Plus, New Century Hospice, Regency SouthernCare, SouthernCare Hospice Services, SouthernCare New Beacon
• Palliative care: Empatia Palliative Care, Emerald Coast Palliative Care
• Home health care: Heartland Home Health
• Advanced illness management: Illumia Health

With corporate headquarters in Atlanta, Georgia, and providers delivering care across the U.S., we are proud to offer rewarding careers in a collaborative environment where inspiring achievements are recognized – and kindness is celebrated.