Senior Director, Web Leadership & Digital Marketing Strategy

$95,784 - $172,411/Yr

Mercy Health - Baltimore, MD

Full-time - Senior

Baltimore, MD

Ambulatory Health Care Services

About the position

The Senior Director of Web Leadership & Digital Marketing Strategy is responsible for leading the strategic development and execution of the health system's digital presence. This role focuses on driving new patient engagement and acquisition through digital channels, overseeing public-facing web properties, and managing a talented digital marketing team. The position requires a combination of technical expertise and strong leadership abilities to shape the digital future of healthcare marketing while positively impacting community health and wellness.

Responsibilities

• Develop and execute digital marketing strategies that drive new patient growth across key service lines in collaboration with SVP of External Affairs/VP of Marketing
• Lead strategic direction and governance of all public-facing web properties
• Create seamless digital experiences that guide prospects to appropriate care channels
• Establish and maintain web content standards for public-facing properties that support mission and service line growth objectives
• Foster a culture of creativity and integrate Mercy's mission of compassionate care and brand excellence across all digital marketing platforms
• Partner with IT teams to ensure consistent digital experience between marketing properties and patient care platforms/portals and alignment with organizational security, privacy, and compliance standards
• Optimize digital platforms and user experience to increase engagement and conversion rates
• Drive continuous improvement of website performance for prospective patient acquisition
• Oversee comprehensive SEO strategy and implementation to improve visibility for key service lines
• Monitor website analytics, engagement metrics, and conversion KPIs through the pre-patient digital journey
• Develop and maintain consistent brand identity across digital channels
• Guide UX/UI design decisions for optimal user engagement
• Direct creative vision for all digital properties and marketing initiatives
• Spearhead transformation of social media strategies and content distribution
• Direct comprehensive paid and organic social media strategies to drive awareness, engagement and new patient acquisition across all relevant platforms
• Guide development and execution of strategic digital media campaigns leveraging paid search, display, and emerging digital channels
• Ensure brand consistency and message alignment across all digital media touchpoints
• Monitor performance metrics and optimize campaign effectiveness
• Oversee content strategy and editorial calendars aligned with service line priorities
• Leverage emerging platforms and technologies for community engagement
• Ensure Mercy's digital presence is optimized for next-generation search and AI discovery platforms
• Pioneer strategic integration with voice and AI platforms (Siri, Alexa, Google Assistant) to create frictionless pathways for connecting prospective patients with Mercy healthcare services
• Drive adoption of AI tools to optimize Marketing department digital workflows and content creation
• Implement AI-enhanced systems for content management and analytics
• Research and integrate emerging digital marketing technologies
• Manage, mentor, and develop a team of marketing professionals
• Build and maintain strong relationships with digital vendors and agencies
• Oversee vendor selection, contracting, and performance management
• Set clear objectives and performance expectations for team members
• Foster collaboration between internal teams and external partners
• Coordinate cross-functional teams including internal staff and external partners
• Ensure efficient resource allocation and workload management
• Provide professional development opportunities and growth paths
• Ensure vendors meet deliverables, timelines, and quality standards

Requirements

• Bachelor's degree with 10+ years of digital marketing experience, including 5+ years in healthcare
• Proven experience leading enterprise-level websites and digital initiatives
• Strong technical understanding of web technologies, CMS platforms, and SEO best practices
• Experience managing digital vendor relationships and complex web projects
• Expertise in web analytics, UX design principles, and digital optimization
• Skilled in creative direction and brand management across digital channels
• Proficiency with marketing technology stack and content management systems
• Experience with AI tools and emerging digital technologies
• Strong project management and cross-functional team leadership abilities
• Demonstrated success in managing and developing marketing professionals
• Healthcare industry knowledge preferred

Benefits

• Competitive health, prescription, vision and dental benefits & wellness credit for eligible employees
• 403(b) retirement plan with generous company match and 'catch up' provision
• Paid Time Off (PTO) & company paid holidays
• Tuition reimbursement
• Mental Health resources and other employee related wellness opportunities through our Employee Assistance Program
• Employer paid Short & Long Term Disability benefits for eligible employees
• Voluntary Benefits
• Discounts on auto & home insurance and Verizon plans
• Mercy's Rewards & Recognition Program rewarding employees for going above and beyond in living Mercy's Mission and Values