Director of Digital Strategy

Bronson Healthcare

About The Position

Working with the Chief Marketing Officer, the Director of Digital Strategy is responsible for setting the strategic vision for an exceptional online consumer experience. This includes the identification, development, and execution of a best-in-class marketing technology stack, including how and where marketing and communications leverages AI and psychographics to acquire and retain patients and create healthier communities. This pivotal role connects brand strategy to digital performance, ensuring every touchpoint effectively moves consumers along the patient journey. This leader is responsible for developing a team of digital marketing experts with emphasis on digital marketing and automation, digital advertising and media buying, and web experience. The leader must have demonstrated knowledge and experience with best practices across CRM, marketing automation, digital marketing frameworks, tools, platforms, processes, and analytics. The role requires proven success developing, managing, and measuring organic and paid acquisition campaigns across search, social, display, and email marketing. Beyond patient acquisition, this role collaborates with IT and operations to leverage Bronson digital tools to deepen engagement and cross sell services. This role requires a results-oriented mindset and the ability to set strategies that deliver measurable business growth. The Director will also serve as a leader in advancing AI literacy and governance in support of responsible digital advancement across the organization.

Requirements

Education: B.A. or B.S. in Communication, Mass Media, Marketing, Business, or related degree.
Experience: Seven to ten years of experience in digital marketing and advertising, preferably in the healthcare setting.
Ten years of experience managing direct reports, including those with a variety of marketing related roles and responsibilities.
Technical Abilities: Proficient in Microsoft Office software with emphasis in Excel, PowerPoint, and Teams.
Consumer website platform experience.
Proficient in the use of CRM tools and digital and social media campaign placement and management.
Proficient in social listening tools such as Meltwater and Sprout Social.

Nice To Haves

Experience with Epic, Epic MyChart, and CHEERs is a plus.

Responsibilities

Demonstrates comprehensive understanding of digital marketing platforms, CRM, content strategies, advertising tactics, analytics, and tools to optimize results and meet objectives
Stays current with emerging digital strategies and technologies including AI and marketing automation
Identifies and communicates opportunities to maximize digital marketing budgets while leveraging internal and agency resources
Collaborates with key members of the Bronson Marketing and Communications team to improve synergies and enhance communication
Establishes and cascades annual goals for the digital marketing team and growth leaders
Supports patient acquisition and engagement and understands the sales cycle moving patients along the journey from leads through nurturing to conversion
Leads team meetings with emphasis on data driven results, short and long term goals, clear direction setting, obstacle identification, and collaborative problem solving
Provides leadership to local service line leaders in support of their strategic goals, developing short and long term plans with trackable tactics and measurable results
Ensures tools and strategies are in place to manage and improve Bronson online reputation, leverage paid and organic search engine optimization, and enhance audience segmentation and targeting
Develops and maintains a future ready Bronson.org web development strategy
Works with vendors to support the digital marketing team and Bronson digital marketing strategy
Coordinates vendor contract agreements and terms to best support Bronson growth strategy with fiscal responsibility
Owns digital performance metrics including acquisition cost, conversion rates, engagement, patient lifetime value, and attribution modeling
Establishes dashboards and reporting to demonstrate return on investment and inform leadership investment decisions
Uses analytics to continuously optimize patient journeys and digital touchpoints across channels and service lines
Defines and governs the responsible use of AI in digital marketing, personalization, analytics, and automation
Partners with IT, compliance, privacy, and legal teams to ensure AI and data use meet HIPAA, CMS, and all applicable regulatory standards
Leads consumer research, journey mapping, and behavioral insight generation to inform digital strategy
Translates consumer insights into actionable experience improvements across service lines and digital channels
Partners with analytics and experience teams to continuously identify friction points and growth opportunities along the patient journey