Executive Director, Digital Experience

Beth Israel Lahey Health-posted 3 months ago

Full-time • Executive

Boston, MA

Hospitals

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The Executive Director, Digital Experience is responsible for shaping and driving Beth Israel Lahey Health's (BILH) digital customer engagement platforms, with a focus on digital marketing technology and content that supports marketing strategies and infrastructure. These include but are not limited to: BILH.org and associated digital properties, consumer-facing mobile applications, digital marketing (email, SMS, SEO/SEM, social media, programmatic), and the use of CRM (customer relationship management) and CDP (consumer data platforms) to drive patient growth, engagement, and retention. This leader ensures alignment with BILH's organizational goals and mission, enhancing consumer and patient experience, strengthening brand reputation, and advancing system growth. The role leads a team of professionals to optimize digital platforms, harness data-driven insights, and foster innovation in the rapidly evolving healthcare marketing landscape.

Develops and leads a comprehensive digital experience/engagement strategy, budget, and team structure that aligns with BILH's brand, mission, and system priorities.
Creates a roadmap for digital experience that integrates across platforms, improves efficiency and effectiveness, and delivers measurable ROI.
Lead execution of a roadmap for digital platforms and marketing technology to ensure scalability, innovation, and best-in-class performance.
Stay up to date on trends in digital marketing and emerging technologies, as well as the competitive landscape, consumer behavior, referral patterns, and market dynamics to inform strategy.
Serves as the main point of contact with IT colleagues to ensure the organization's digital assets deliver seamless, patient-centered experiences that drive engagement and reflect the BILH brand.
Guide the development of digital-first engagement strategies across SEO/SEM, paid media, email, SMS, and social media channels to reach patients at every stage of the journey.
Works with IT and compliance teams to safeguard patient data and maintain cybersecurity standards that ensure compliance with healthcare regulations, including HIPAA.
Partner with organizational and service line leaders to translate business objectives into digital engagement plans that support volume growth and access.
Manage online reputation for BILH and its entities and providers across owned and third-party platforms.
Direct the strategy and execution of content marketing and social media initiatives that build awareness, strengthen community engagement, and improve SEO performance in priority service lines and conditions.
Ensure digital content reflects the BILH brand voice, tone, and messaging while addressing the needs of diverse audiences.
Leverage analytics, predictive modeling, and personalization to continuously refine strategies and improve ROI.
Provide system and service line leadership with transparent reporting that demonstrates the impact of digital marketing on patient acquisition, engagement, and growth.
Oversee teams that monitor and respond to patient and community feedback in digital and social environments to foster engagement and trust.
Serve as Marketing's lead partner with IT, Compliance, and other enterprise functions to ensure digital platforms are secure, compliant, and aligned with organizational priorities.
Oversee agency and vendor relationships, ensuring accountability for innovation, performance, and ROI.
Lead and mentor a high-performing Digital Marketing team, fostering a culture of collaboration, innovation, and continuous improvement.

Bachelor's degree in Business Administration, Marketing/Communications, or other related field required.
10+ years of related work experience in digital and social marketing with a successful track record in digital media technologies, data management, content delivery, and digital strategy in large, complex consumer-facing businesses with multiple audiences.
Proven success as a digital leader with a track record implementing change across numerous disciplines, including marketing, customer experience, culture and leadership, and digital technology integration.
Experience leading large-scale digital projects such as site redesigns, CRM deployments, and/or digital personalization strategies.
Health care experience required.

Familiar with Epic/MyChart, digital intake workflows, and digital enablement of access and retention.

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