Director, Digital Experience & Web Strategy

Accountabilities

• Own the strategy and multi-year roadmap for a portfolio of practice websites, balancing enterprise-wide capabilities with individual practice brands, services, markets, and patient needs.

• Design and continuously improve patient-facing digital journeys, from local discovery and provider research to calls, appointment requests, scheduling, and follow-up interactions.

• Prioritize website initiatives based on business value, patient access, practice-level opportunities, implementation effort, regulatory considerations, and measurable conversion impact.

• Lead planning and delivery of the 2027 multi-site website rebuild, overseeing requirements, scope, milestones, budget tracking, partner deliverables, quality assurance, launch readiness, and issue resolution.

• Support the selection and implementation of a commercially supported CMS and experienced development partner.

• Define scalable content models, reusable components, publishing capabilities, local customization options, templates, permissions, workflows, and governance standards.

• Partner with IT and Operations to establish secure and reliable integrations for practice information, provider profiles, location search, call tracking, forms, appointment requests, scheduling, and analytics.

• Own the website experience and optimization roadmap, including navigation, site speed, mobile usability, forms, calls to action, contact and scheduling journeys, and accessibility.

• Collaborate with conversion optimization specialists on user research, usability assessments, experimentation, landing-page testing, and improvements based on measured patient behavior.

• Partner with organic growth and search specialists on technical SEO, local search visibility, structured data, indexing, content discoverability, and readiness for evolving AI-assisted search.

• Establish repeatable in-house website operations, including release planning, change management, content production, editorial reviews, role-based permissions, quality controls, issue management, and vendor escalation.

• Provide functional leadership and development support to web-related managers and specialists, including planned web content and CMS capabilities.

• Define website-specific event tracking, conversion requirements, quality assurance, and reporting in collaboration with acquisition leadership, IT, and Analytics.

• Connect website interactions with qualified calls, appointment requests, bookings, and completed new-patient visits where legally permissible and technically reliable, clearly documenting attribution limitations.

• Lead cross-functional teams spanning Marketing, IT, Operations, Clinical Leadership, Legal and Compliance, Finance, and external development partners.

• Coordinate practice-brand and clinical-content approvals with the appropriate stakeholders while ensuring alignment with corporate brand standards.

• Identify and escalate privacy, HIPAA, tracking, security, and accessibility risks before they affect patients or business operations.

Requirements:

• Bachelor's degree in Marketing, Digital Experience, Technology, Information Systems, Business, or a related field; an equivalent combination of education and directly relevant experience may also be considered.

• Master's degree is a plus.

• At least 8 years of progressive experience in website strategy, digital experience, web product management, or enterprise CMS leadership.

• At least 3 years of experience leading complex cross-functional programs or teams.

• Demonstrated ownership of at least one major multi-site website build, rebuild, or migration, ideally involving hundreds of locations or a similarly complex distributed business.

• Strong working knowledge of enterprise CMS architecture, structured content models, reusable components, centralized publishing, local customization, permissions, release workflows, and vendor management.

• Hands-on understanding of technical SEO and migration risks, website analytics, conversion tracking, mobile experience, site performance, accessibility, and experimentation.

• Experience optimizing patient or consumer-facing digital journeys involving contact, booking, or appointment scheduling.

• Working knowledge of healthcare privacy and compliance considerations, including HIPAA applicability, tracking technologies, consent, patient-data protection, third-party integrations, and accessibility requirements.

• Ability to work effectively with legal, privacy, and security specialists to identify, assess, and address compliance risks.

• Strong program management skills, including the ability to coordinate complex website projects, manage external development partners, and deliver against timelines and budgets.

• Excellent cross-functional leadership and stakeholder management capabilities, with the ability to align technical and non-technical teams around shared priorities.

• Strong strategic thinking, problem-solving, communication, and decision-making skills.

• Preferred: Experience in multi-site healthcare, dental, veterinary, or other regulated local-service businesses with distinct location brands.

• Preferred: Experience transitioning from agency-managed websites to an internally managed CMS and content operating model while continuing to work with specialist development partners.

Benefits:

• The source job description does not specify salary, healthcare coverage, paid leave, retirement benefits, or other compensation and benefits details.

• Full-time employment opportunity.

• U.S.-based position; specific work arrangement is not stated in the source description.