SpecialitySenior Vice President, Brand CommonSpirit Health
Mark Viden is Senior Vice President of Brand for CommonSpirit Health, one of the largest health systems in the U.S., which includes Catholic Health Initiatives and Dignity Health. He drives brand development, advertising, and digital strategies that promote growth, awareness and consumer preference across the organization. As part of these efforts, Mark spearheads the award-winning Hello humankindness brand platform which communicates the organization’s unparalleled and pioneering approach to care through kindness, and he is currently leading the platform’s national expansion. His vision, which includes content showcasing touching moments and relationships, ensures patients, physicians and employees are intrinsically aware of an unyielding commitment to humanity. Most recently, Mark was the recipient of the Campaign US 2020 Power of Purpose Award for his innovative work on the organization’s brand platform, Hello humankindness, demonstrating continued brand leadership and recognition within and beyond the health industry. In addition to overseeing brand advertising, Mark is responsible for developing branded experiences through sports sponsorships, event activations and other channels. He also directs social media strategies and native content development. Prior to joining Dignity Health, Mr. Viden held marketing positions in both Boston and San Francisco. He started his career at the advertising agency, Hill Holiday, then moved brand-side in the financial services industry. He also led brand development for a boutique agency that served both startups and established brands, such as Hewlett Packard, NBCi, and Houghton Mifflin Harcourt. Mr. Viden is a frequent industry and academic speaker, having appeared at the Association of National Advertisers conferences, such as the Incite Marketing Summit and the Experiential Marketing Summit, and the University of California, Berkeley, Haas School of Business’ Center for Social Sector Leadership. He was most recently a jury member for the ANA International ECHO Awards and the Effie Awards, and has served on the board of the International Association of Business Communicators.