Director of Digital & Web Strategy

Erlanger Health System•Chattanooga, TN

About The Position

The Digital & Web Strategy Director is responsible for leading the system-wide digital transformation of Erlanger Health Systems web presence and related platforms. This includes strategic oversight of the public website, intranet, content management systems, digital campaign tools, provider directories, and user experience (UX) frameworks that shape how patients, staff, and communities engage with Erlanger online. This individual serves as both a technical strategist and a user experience advocate ensuring that Erlanger's digital touchpoints reflect the brand, improve access to care, enhance communication, and drive measurable engagement. The role manages Erlanger's digital roadmap, leads a cross-functional digital team, and partners with internal stakeholders and external vendors to build and maintain high performance platforms that align with healthcare consumer expectations and system priorities. Erlanger's internal marketing team functions with the strategic structure and operational velocity of a marketing firm embedded within a complex healthcare system. The Digital & Web Strategy Director leads the vision, development, and execution of Erlanger's digital infrastructure including the system website, digital engagement tools, and future-facing platforms that support marketing, patient access, internal communication, and brand visibility. As a senior member of Erlanger's marketing leadership team, this role reports directly to the SVP, Chief Marketing & Communications Officer and works in close collaboration with the Marketing Director, Creative Director, and Communications Director to ensure a unified digital experience across service lines, internal initiatives, and Foundation programs. The role also interfaces with the Development Director and Community Relations Director to support specific initiatives as needed. This servant leader is accountable for the growth and development of team members. This comes in the form of regular coaching, the gift of feedback, career path planning, performance reviews and overall professional development.

Requirements

7-10 years of progressive experience in digital leadership, web strategy, or digital marketing, preferably in healthcare or large-scale systems
Demonstrated success in leading website development or transformation initiatives
Strong understanding of UX/UI principles, ADA compliance, SEO, analytics platforms, and content management systems (e.g., WordPress, Drupal, Sitecore)
Experience managing cross-functional teams and vendor relationships
Familiarity with HIPAA compliance and healthcare consumer expectations in digital spaces
Bachelor's degree in digital strategy, marketing, communications, computer science, or related field

Nice To Haves

Master's degree

Responsibilities

Develop and execute Erlanger's system digital roadmap, including website redesigns, patient engagement tools, accessibility improvements, and content management system optimization.
Define long-term digital goals in alignment with organizational strategy, brand evolution, and emerging consumer behaviors.
Stay ahead of digital trends in healthcare, UX/UI design, SEO, accessibility, content personalization, and platform integration.
Oversee the development, performance, and ongoing maintenance of Erlanger's public website, microsites, and intranet.
Ensure that all digital platforms are optimized for usability, performance, security, mobile responsiveness, and accessibility (ADA compliance).
Partner with the Content Manager, Creative Director, and IT leadership to ensure governance, content integrity, and platform Alignment.
Work closely with the Marketing Director to support digital campaign execution, conversion tracking, and landing page optimization.
Collaborate with the Creative Director to maintain cohesive visual design across web assets and ensure brand fidelity.
Align with the Communications Director to publish timely announcements, PR content, and internal updates on digital platforms.
Support Community Relations and Development Directors as needed in the creation of digital content for events, giving campaigns, and community-facing initiatives.
Champion user experience across all digital platforms, focusing on clarity, navigation, ease of access to services, and modern design practices.
Use analytics, heatmaps, user testing, and consumer feedback to optimize digital content structures and navigation pathways.
Support consumer-friendly integration of online scheduling, provider search, content personalization, and other digital tools.
Establish key digital performance indicators (KPIs) across platforms traffic, engagement, bounce rates, page load speed, SEO health, conversions, etc.
Monitor and report on digital platform performance using analytics dashboards, generating actionable insights to inform strategy.
Use data to drive prioritization of updates, enhancements, and resource allocation.
Manage a team including Digital Engagement Manager, Digital Strategist, Social Media Specialist, and Web Strategy Partner.
Coordinate with external vendors, developers, hosting providers, and digital consultants to implement features and resolve issues.
Establish and enforce digital best practices, project timelines, and approval workflows.