Senior Director, Web Leadership & Digital Marketing Strategy

Position OverviewLead the strategic development and execution of our health system's digital presence to drive new patient engagement and acquisition through digital channels. Working closely with the Senior Vice President of External Affairs, this role will shape and implement digital strategies that transform online engagement into meaningful patient relationships while overseeing all public-facing web properties and supervising a talented digital marketing team.Leadership CompetenciesStrategic thinking and digital innovation mindsetExcellence in team management and mentorshipExceptional communication and presentation skillsAbility to manage multiple high-priority projects simultaneouslyData-driven decision-making approachChange management and organizational development expertiseCollaborative leadership styleThe ideal candidate will combine technical expertise with strong leadership abilities to drive our digital marketing efforts while developing a high-performing team. This role offers the opportunity to shape the digital future of healthcare marketing while making a positive impact on our community's health and wellness.Responsibilities:Strategic Leadership & GovernanceDevelop and execute digital marketing strategies that drive new patient growth across key service lines in collaboration with SVP of External Affairs/VP of MarketingLead strategic direction and governance of all public-facing web propertiesCreate seamless digital experiences that guide prospects to appropriate care channelsEstablish and maintain web content standards for public-facing properties that support mission and service line growth objectivesFoster a culture of creativity and integrate Mercy's mission of compassionate care and brand excellence across all digital marketing platformsPartner with IT teams to ensure consistent digital experience between marketing properties and patient care platforms/portals and alignment with organizational security, privacy, and compliance standardsDigital Marketing & Patient AcquisitionOptimize digital platforms and user experience to increase engagement and conversion ratesDrive continuous improvement of website performance for prospective patient acquisitionOversee comprehensive SEO strategy and implementation to improve visibility for key service linesMonitor website analytics, engagement metrics, and conversion KPIs through the pre-patient digital journeyDevelop and maintain consistent brand identity across digital channelsGuide UX/UI design decisions for optimal user engagementDirect creative vision for all digital properties and marketing initiativesSocial & Digital Media MarketingSpearhead transformation of social media strategies and content distributionDirect comprehensive paid and organic social media strategies to drive awareness, engagement and new patient acquisition across all relevant platformsGuide development and execution of strategic digital media campaigns leveraging paid search, display, and emerging digital channelsEnsure brand consistency and message alignment across all digital media touchpointsMonitor performance metrics and optimize campaign effectivenessOversee content strategy and editorial calendars aligned with service line prioritiesLeverage emerging platforms and technologies for community engagementDigital Innovation & AI TransformationEnsure Mercy's digital presence is optimized for next-generation search and AI discovery platformsPioneer strategic integration with voice and AI platforms (Siri, Alexa, Google Assistant) to create frictionless pathways for connecting prospective patients with Mercy healthcare servicesDrive adoption of AI tools to optimize Marketing department digital workflows and content creationImplement AI-enhanced systems for content management and analyticsResearch and integrate emerging digital marketing technologiesTeam & Vendor LeadershipManage, mentor, and develop a team of marketing professionalsBuild and maintain strong relationships with digital vendors and agenciesOversee vendor selection, contracting, and performance managementSet clear objectives and performance expectations for team membersFoster collaboration between internal teams and external partnersCoordinate cross-functional teams including internal staff and external partnersEnsure efficient resource allocation and workload managementProvide professional development opportunities and growth pathsEnsure vendors meet deliverables, timelines, and quality standardsQualifications:Bachelor's degree with 10+ years of digital marketing experience, including 5+ years in healthcareProven experience leading enterprise-level websites and digital initiativesStrong technical understanding of web technologies, CMS platforms, and SEO best practicesExperience managing digital vendor relationships and complex web projectsExpertise in web analytics, UX design principles, and digital optimizationSkilled in creative direction and brand management across digital channelsProficiency with marketing technology stack and content management systemsExperience with AI tools and emerging digital technologiesStrong project management and cross-functional team leadership abilitiesDemonstrated success in managing and developing marketing professionalsHealthcare industry knowledge preferredMin:

USD $46.05/Hr.

Max:

USD $82.89/Hr.Benefits:Benefits Eligibility is based on your scheduled FTE status and Job CategoryCompetitive health, prescription, vision and dental benefits & wellness credit for eligible employees403(b) retirement plan with generous company match and “catch up” provisionPaid Time Off (PTO) & company paid holidaysTuition reimbursementMental Health resources and other employee related wellness opportunities through our Employee Assistance ProgramEmployer paid Short & Long Term Disability benefits for eligible employeesVoluntary BenefitsDiscounts on auto & home insurance and Verizon plansMercy’s Rewards & Recognition Program rewarding employees for going above and beyond in living Mercy’s Mission and ValuesEEO Statement:Mercy Health Services is sponsored by the Sisters of Mercy. We are an Equal Opportunity Employer (EEO) recruiting talent for Mercy Health Services, which serves the greater Baltimore Metro and surrounding Maryland areas.

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