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.