Director, Digital Experience

Beth Israel Lahey Health

About The Position

When you join the growing BILH team, you're not just taking a job, you’re making a difference in people’s lives. The Director of Digital Experience is responsible for defining how Beth Israel Lahey Health shows up, is experienced, and is chosen across its digital ecosystem. This leader sets the strategy for digital experience, content, organic discovery, and reputation, ensuring BILH is visible, relevant, and trusted in moments of consumer exploration and decision-making. This role is focused on translating external signals (search behavior, consumer expectations, and competitive dynamics) into clear experience, content, and platform strategies. The Director ensures that BILH’s digital presence reflects how consumers seek, evaluate, and select care, and that digital investments are aligned to support measurable business outcomes. This role requires the ability to influence across functions, align diverse stakeholders, and drive meaningful change without direct authority. The Director will partner closely across marketing, operations, IT, and clinical and administrative leadership to shape priorities, guide decision-making, and advance digital transformation.

Requirements

Bachelor's degree in Business Administration, Marketing/Communications, or other related field required.
8+ years of experience leading digital experience and digital content strategy, preferably within healthcare or a similarly complex, consumer-facing industry.
Significant Sitecore experience required
Proven ability to translate consumer insights into actionable digital strategies.
Strong expertise in UX, information architecture, and content strategy
Deep understanding of SEO and search-driven content development
Experience managing digital reputation and consumer feedback ecosystems preferred
Significant experience leading reputation management and social media strategies with demonstrated impact on business results
Experience leading complex, cross-functional initiatives in large organizations
Healthcare or similarly complex service environment experience preferred.
Strategic, consumer-focused thinker with a strong understanding of how people seek and evaluate care
Systems-oriented leader able to connect experience, content, search, and reputation into a cohesive strategy
Data-informed decision maker who uses insights to guide priorities and investments
Collaborative and influential leader, comfortable operating across a complex, matrixed organization

Nice To Haves

Solid understanding of Epic/MyChart products and Kyruus provider and location directory products.

Responsibilities

Define and lead BILH’s enterprise digital experience strategy across consumer-facing touchpoints, including web, search, social, reputation platforms, and third-party listings
Ensure a cohesive and connected experience across the digital ecosystem, aligning how consumers discover, evaluate, and access care across channels
Establish guiding principles for how BILH is presented across platforms—ensuring consistency, clarity, and trust at key moments of decision-making
Define and lead BILH’s digital reputation strategy, integrating ratings, reviews, third-party platforms, and owned content
Monitor and analyze reputation signals to identify trends, risks, and opportunities that impact consumer perception
Ensure alignment between content, search visibility, listings, and reputation signals to reinforce credibility and trust
Define the experience strategy for provider and location discovery, including provider directories and third-party listings
Ensure provider profiles, service pages, and listings support consumer decision-making with clarity, consistency, and relevance
Align discovery experiences with access and growth priorities, ensuring seamless pathways from evaluation to action
Lead BILH’s organic discovery strategy, ensuring strong visibility across search and emerging AI-driven discovery environments
Use search behavior and demand signals to inform experience design, content priorities, and platform strategy
Align organic and paid search strategies within a unified approach to demand capture
Own enterprise demand insights, leveraging search data, analytics, and market intelligence to understand consumer intent and identify growth opportunities
Translate insights into actionable strategies that shape content, experience, and digital investment priorities
Inform enterprise marketing and service line strategies through a deep understanding of consumer behavior
Lead content strategy, ensuring alignment with consumer needs, search behavior, and business priorities
Define how BILH presents its clinical capabilities and expertise to support consumer understanding and decision-making
Establish governance models, standards, and workflows to ensure consistency, scalability, and quality
Oversee organic social and community strategy, ensuring alignment with content, reputation, and engagement goals
Leverage social platforms to strengthen awareness, engagement, and trust, while reinforcing broader digital experience strategies
Establish principles for user experience, navigation, and information architecture that reflect how patients seek and access care
Guide the evolution of digital platforms—including site structure, user flows, and experience frameworks—to improve usability, engagement, and effectiveness
Lead ongoing optimization of the digital ecosystem, using analytics, user feedback, and reputation insights to continuously refine performance
Ensure digital experiences evolve in alignment with consumer expectations, market dynamics, and organizational priorities