Director of Marketing, Web Experience & Engagement

UCHealth - Cincinnati, OH

Full-time - Director

Cincinnati, OH

Hospitals

About the position

The Director of Web Experience & Engagement will lead the planning and execution of a best-in-class digital journey for our audiences. This position will partner with colleagues and stakeholders in the creation and implementation of an overall digital strategy that includes the full continuum of web-based initiatives to advance UC Health. This position oversees the strategy, analytics reporting, and ongoing optimization for the UC Health website to increase patient volume, engage and attract new patients, and drive patient conversion. In addition, this position is responsible for organic and paid search and resource allocation. This position will inspire and lead talent-expert teams, both internal and external, to support work streams. The role requires the development of a multi-year operational roadmap for the UC Health website in partnership with various stakeholders. The Director will manage internal and external agency partners to build out key milestones, deliverables, and measurement in support of the roadmap. Continuous optimization will be a key focus, utilizing consumer testing and learning initiatives to ensure the UC Health website experience delivers an optimal experience. The Director will also lead strategies for Core Web Vitals and ensure the implementation of SEO best practices, while monitoring changes within the web industry that affect the site's health and leading recommendations for change. In addition to overseeing the day-to-day operations and needs of the website to ensure optimal performance, usability, and content accuracy, the Director will lead the development of key metrics and establish a comprehensive dashboard reporting system for regular analytics that measure the success of the digital marketing strategy and inform ROI and recommended optimizations. The role also includes providing strategic direction and oversight for all organic and paid search initiatives, developing integrated search marketing strategies that combine SEO and PPC to maximize visibility and conversions. Building relationships across the UC Health enterprise to seamlessly lead, align, and execute digital priorities is essential, as is partnering with MarCom team members to closely align system marketing and communication priorities with digital marketing best practices to create a seamless brand ecosystem and user experience. Finally, the Director will lead a team of specialists, showing them how to use established best practice methodologies and approaches, while creating a culture of learning, empowerment, and personal growth, and will negotiate contracts and evaluate spending with digital partners, platforms, and ongoing maintenance.

Responsibilities

• Develop a multi-year operational roadmap for the UC Health website in partnership.
• Manage internal and external agency partners to build out key milestones, deliverables, and measurement in support of the roadmap.
• Lead the strategy for continuous optimization with consumer testing and learning initiatives to ensure the UC Health website experience delivers an optimal experience.
• Lead strategies for Core Web Vitals and ensure the implementation of SEO best practices.
• Monitor changes within the web industry that affect the site's health and lead recommendations for change.
• Maintain the day-to-day operations and needs of the website to ensure optimal performance, usability, and content accuracy.
• Lead development of key metrics, establish a comprehensive dashboard reporting system for regular analytics that measure success of digital marketing strategy and inform ROI and recommended optimizations.
• Provide strategic direction and oversight for all organic and paid search initiatives.
• Develop integrated search marketing strategies combining SEO and PPC to maximize visibility and conversions.
• Build relationships across the UC Health enterprise to seamlessly lead, align and execute digital priorities.
• Partner with MarCom team members to closely align system marketing and communication priorities with digital marketing best practices to create a seamless brand ecosystem and user experience.
• Lead a team of specialists, showing them how to use established best practice methodologies and approaches, while creating a culture of learning, empowerment, and personal growth.
• Negotiate contracts and evaluate spending with digital partners, platforms and ongoing maintenance.

Requirements

• Bachelor's degree in Marketing, Communications, or a similar field required, Master's degree preferred.
• 6-10 Years of progressive Marketing and Communications experience required.
• Must have excellent communication skills and the ability to manage employees.
• Must be able to analyze data and present data to a variety of audiences.
• Ability to work a hybrid schedule.