Jackie Grothe

· Leads high-performing, multi-functional team of 19 people accountable for strategic goal-alignment, planning, production and distribution of BJC HealthCare’s external-facing content.

· Led scoping, organizational design and onboarding of two new functional teams – Social Media and Strategic Content - to create BJC’s first centralized Public Communications department, comprising Media Relations, Events and Sponsorships, Social Media and Strategic Content.

· Oversaw development of BJC’s content strategy, including newsletters for 14 hospitals, academic publications, blogs and signature video programming.

· Oversaw development of BJC’s social media strategy, including best practices and content optimization for each platform.

· Leads ongoing management of BJC HealthCare’s corporate and professional sports sponsorships and community event presence.

· Leads ongoing crisis management for BJC HealthCare and its 14 member hospitals, news media outreach and response, social media content and engagement.

· Develops and maintains policies and processes for media relations, HIPAA adherence and consent management, social media and sponsorships.

· Led multiple high-performing teams responsible for media relations, events and sponsorships across BJC HealthCare and its 14 member hospitals and health service organizations

· Primary spokesperson and media contact for BJC HealthCare system and its 14 member hospitals and health service organizations.

· Executive member of BJC incident command center, leading coordination, development and distribution of all internal and external COVID-19 materials and communications – including crisis management, regular press briefings, web and social content and engagement, employee communications, content production and policy updates.

· Communications co-lead of consortium of regional health systems (BJC, SSM, Mercy, St. Luke’s), St. Louis Metropolitan Pandemic Task Force, managing joint media briefings and interviews, dedicated social media channel, TV/radio PSA production and advertorials.

· Led management of community and charitable sponsorships, professional sports team sponsorships – including inaugural season of CITY-SC soccer team and St. Louis Blues, as well as BJC’s presence at some 300 annual community events.

· Oversaw accelerated transition to virtual classes and events during pandemic.

· Oversaw creation and deployment of strategic system-level sponsorship intake, vetting, evaluation and execution process

· Strategic, creative and technical leader for all marketing activities, optimizing more than $4M marketing spend. Financial and subject matter accountability for all advertising/branding, web, digital/social platforms, media and public relations, internal and external communications, executive communications, publications, e-marketing, physician marketing, sponsorships, events & education, campus wayfinding & signage and collateral materials.

· Lead team of 12 high-performing communications professionals

· Primary strategic partner in brand alignment between St. Louis Children’s Hospital and partners BJC Healthcare, St. Louis Children’s Hospital Foundation and Washington University School of Medicine.

· Co-led organizational design and rollout of job laddering initiative and centralization of BJC’s 14 hospital marketing and communications teams under BJC HealthCare

· Developed and deployed traditional media outreach, with earned news placements exceeding local hospital competitors by more than 400%; national placements included The Today Show, Wall Street Journal, ABC News and TLC.

· Led cross-department team in the production and promotion of two seasons of Emmy-award-winning The Frontline for Hope, TV and online series with local and international distribution.

· Led content development for website and external promotional channels.

· Constructed and implemented internal and external crisis communications plans; served as hospital’s primary spokesperson and Public Information Officer.

· Established and maintained profile and presence on all social media platforms including Facebook, Twitter, YouTube, Pinterest, Instagram and two blogs.

· Designed and managed physician blog, “ChildrensMomDocs,” which yielded 1800% increase in monthly views in four years, with monthly visits currently exceeding 300,000.

· Developed original content assets for website, news releases and publications.

· Served as primary hospital spokesperson; maintained and monitored proactive and reactive news media outreach.

· Led editorial meetings and wrote, produced and designed #1 rated evening, morning and mid-day newscasts in St. Louis and #1 rated NBC newscasts in the U.S.

· Executed live control room direction. Supervised staff of reporters, anchors, graphic designers, assignment editors and technical directors.

· Special projects included field production of 2000 Cardinals/Mets Pennant Race, Super Bowl 2002, annual Mid-America Thanksgiving Parade, annual MDA Telethon and annual Komen St. Louis Race for the Cure.

Produced and supported production of #1 rated 9pm newscast in top 10 television market.

· Primary news-writer for Emmy award-winning 10pm newscast.

· Inaugural production team hired to conceive start-up Fox news operation in St. Louis and affiliation transition to ABC