System Director of Brand Experience & Engagement

Inspired by faith. Driven by innovation. Powered by humankindness. CommonSpirit Health is building a healthier future for all through its integrated health services. As one of the nation’s largest nonprofit Catholic healthcare organizations, CommonSpirit Health delivers more than 20 million patient encounters annually through more than 2,300 clinics, care sites and 137 hospital-based locations, in addition to its home-based services and virtual care offerings. CommonSpirit has more than 157,000 employees, 45,000 nurses and 25,000 physicians and advanced practice providers across 24 states and contributes more than $4.2 billion annually in charity care, community benefits and unreimbursed government programs. Together with our patients, physicians, partners, and communities, we are creating a more just, equitable, and innovative healthcare delivery system.

This is a remote position.

Job Summary / Purpose

The System Director, Brand Experience & Engagement is responsible for designing and delivering signature, human-centered brand experiences that deepen connection with patients, consumers, employees, and care providers.This leader plays a critical role in translating CommonSpirit’s brand promise into emotionally resonant, real-world experiences that foster trust, loyalty, and advocacy.

This role is a key driver of internal brand alignment and external brand activation, ensuring that every touchpoint—from the bedside to the browser to the breakroom—reflects the mission and values of CommonSpirit. The Director will lead experience design initiatives informed by journey mapping, behavioral insights, and cross-functional collaboration, ensuring that humankindness isn’t just seen or heard, but truly felt at every touchpoint

Key Job Responsibilities

Brand Experience Strategy & Implementation. Lead the development and implementation of a systemwide brand experience strategy that supports CommonSpirit’s business and brand objectives. Translate the brand promise into tangible experiences across employee, provider, patient, and consumer touchpoints. 

Patient & Consumer Journey Mapping and Experience Design. Drive the mapping and analysis of patient and consumer journeys across diverse care settings. Identify moments that matter and design signature brand experiences rooted in empathy, trust, and relevance. 

Employee & Provider Experience and Advocacy. Lead internal brand engagement strategies that foster pride, connection, and advocacy among employees and providers. Map employee and caregiver journeys to identify opportunities for branded experiences that reflect CommonSpirit’s mission and values. 

Internal Brand Engagement and Advocacy. Foster a culture of “brand thinkers” across the organization by helping leaders and teams understand that delivering humankindness is not just a principle—but a strategic imperative guiding every decision we make. Build advocacy and brand fluency through strategic leader engagement, team education, and relationship-building across our matrixed structure. 

Experience Measurement & Continuous Improvement. Establish KPIs and dashboards to measure experience outcomes related to brand equity, engagement, satisfaction, and loyalty. Apply human-centered design principles and feedback loops to continuously refine experiences based on data and insight. 

Cross-Functional Collaboration & Governance. Lead cross-functional efforts to unify disparate experience initiatives under a single brand experience strategy. 

Required Education and Experience

• Bachelor’s degree in Marketing, Organizational Development, Human-Centered Design, Communications, or related field (Master’s preferred).
• 10+ years of progressive experience in brand experience, service design, employee engagement, or consumer experience strategy—preferably in healthcare or mission-driven environments.
• Demonstrated ability to lead human-centered design, experience mapping, and brand activation across complex organizations.
• Deep understanding of employee and patient experience methodologies, and a proven track record of translating insight into impactful programs.
• Collaborative leadership style with experience influencing diverse stakeholders across HR, clinical, operations, and marketing functions.
• Strong storytelling and communication skills, with the ability to connect vision to action.
• Data-driven decision maker with experience in measurement frameworks, performance dashboards, and strategic reporting.

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