Director of Digital Engagement

The University of Texas at Austin-posted 10 days ago
Full-time • Mid Level
Onsite • Austin, UT
5,001-10,000 employees
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As Dell Medical School embarks on the next chapter of its evolution — building a truly integrated academic health system — the Director of Digital Engagement plays a central leadership role in shaping how the institution connects with audiences in a fast-changing digital landscape. This position leads enterprise-wide efforts to strengthen visibility, reach and reputation. The Director of Digital Engagement sets and drives digital strategy — spanning paid and organic campaigns, cross-platform advertising, enterprise social media, analytics/insights, and the optimization of Adobe Experience Manager, Customer Data Platform, and CRM systems. The role also ensures that digital engagement strategies are aligned with patient access and clinical priorities, including environments integrated with Epic electronic health records and patient portals, and leverages SEO and GEO best practices to maximize visibility in competitive health and education markets . Serving as a strategist, innovator and convener of digital practitioners, this role is critical to advancing Dell Med’s and UT Health Austin’s missions through measurable, user-centered digital engagement.

  • Develop and execute a comprehensive digital engagement strategy aligned with institutional priorities, brand standards and business goals.
  • Lead integration of digital marketing, social media, web experience (AEM), and CRM/CDP-driven personalization to ensure cohesive, user-centered experiences.
  • Set performance benchmarks and oversee reporting to measure impact, optimize strategies and demonstrate ROI.
  • Stay at the forefront of emerging digital trends, tools and platforms — including automation and generative AI — and identify opportunities for innovation.
  • Oversee enterprise use of Adobe Experience Manager, ensuring content governance, optimization and best practices in site performance and SEO.
  • Guide the use of Customer Data Platform capabilities for segmentation, targeting and personalized engagement.
  • Direct email marketing operations, including campaign design, automation, testing and performance analysis.
  • Ensure effective digital campaign execution across paid and owned channels, coordinating with creative/content teams and external partners.
  • Lead enterprise-wide social media strategy and governance, ensuring cohesive brand voice and effective risk management.
  • Provide consultation to leadership and internal clients managing affiliated or program-based social accounts.
  • Monitor trends, risks and engagement opportunities to inform proactive strategy adjustments.
  • Directly supervise digital strategist(s), platform manager(s) and related staff/interns, ensuring alignment with departmental goals.
  • Foster a collaborative culture across the Marketing and Communications team, partnering with creative, content and other colleagues.
  • Manage vendor and agency relationships to ensure strategic alignment and timely execution of digital initiatives.
  • Contribute to the development of institutional digital policies, governance models and workflows.
  • Other Job Duties may apply as assigned
  • Deep expertise in digital marketing, social media and content management systems, with strong knowledge of AEM, CDPs, CRMs, and email marketing platforms.
  • Strong understanding of SEO and GEO best practices, with the ability to integrate them into web, social and digital advertising strategies to maximize visibility and reach.
  • Proven ability to design and implement social media strategies that elevate brand visibility, foster community engagement, and manage institutional reputation across enterprise accounts.
  • Demonstrated success in planning, executing and optimizing cross-platform digital advertising campaigns (e.g., Google Ads, Meta, LinkedIn) with a focus on measurable performance outcomes.
  • Advanced proficiency with analytics platforms such as Google Analytics 4 (GA4), Adobe Analytics, and Meta Business Suite, with the ability to generate insights that guide strategy, optimize performance and demonstrate ROI.
  • Experience administering and optimizing CRM platforms to support segmentation, targeting, personalization and campaign performance.
  • Strong understanding of data-driven marketing, including segmentation, targeting, retargeting and automation.
  • Leadership skills with demonstrated experience supervising teams and managing vendor/agency partnerships.
  • Excellent collaboration and communication skills for engaging stakeholders at all levels, including senior leadership.
  • Curiosity and adaptability in applying emerging technologies (AI, automation, martech) to digital engagement challenges.
  • Bachelor’s degree in marketing, communications, digital media or a related field.
  • At least seven years of progressively responsible experience in digital marketing, web/content management or related fields.
  • Demonstrated leadership experience managing digital strategy, teams and platforms at scale.
  • Proficiency with Adobe Experience Manager, Customer Data Platform and digital campaign management tools.
  • Experience administering and optimizing customer relationship management (CRM) systems to support audience engagement and campaign performance.
  • Strong project management and organizational skills with the ability to balance multiple priorities.
  • Relevant education and experience may be substituted as appropriate.
  • Master’s degree in marketing, communications, business or a related field.
  • Experience in an academic medical center, higher education, or health care environment, including digital engagement in contexts integrated with Epic electronic health records or patient portals.
  • Advanced expertise in social media strategy, including editorial planning, community engagement, and governance for enterprise-level accounts.
  • Demonstrated success in managing cross-platform digital advertising campaigns (e.g., Google Ads, Meta, LinkedIn), with a focus on performance optimization and ROI.
  • Advanced expertise in using analytics tools to generate insights that guide strategy, optimize performance and demonstrate ROI.
  • Proven ability to oversee digital advertising and engagement budgets with a focus on impact and performance.
  • Demonstrated experience leading SEO and GEO strategies within a large, multi-site organization, with proven results in increasing organic visibility and local search performance.
  • Familiarity with UT Austin systems, policies and procurement processes.
  • Evidence of success in leading enterprise-level digital transformation or innovation initiatives.
  • Adobe Experience Manager
  • Adobe Analytics
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