National Director Web Strategy, Remote Opportunity

Trinity Health•Ann Arbor, MI

2d•Remote

About The Position

This is a remote opportunity for candidates that are able to work an Eastern Time zone schedule. For candidates living in the NE Michigan area we would require a Hybrid schedule. POSITION PURPOSE Responsible for Trinity Health’s enterprise digital and web strategy and growth for multiple business lines across Trinity Health with the objective of driving growth, standardization, innovation and compliance. Creates a vision, strategic plan and operational strategy for the key digital entry point for Trinity Health. Directs and leads all things in the development of the Unified Consumer Web Strategy. Partners with Regional Health Ministry (RHM) and National Health Ministry (NHM) marketing and communications leaders to ensure the marketing websites support local brand campaigns and enterprise initiatives. Leads measurement, reporting and optimization for all things websites. ESSENTIAL FUNCTIONS Knows, understands, incorporates, and demonstrates the mission, vision and values of Trinity Health in leadership behaviors, practices and decisions. Develops and implements the Unified Consumer Web strategy for Trinity Health. Focuses on driving patient and member volume and supports Trinity Health’s business and MarComm goals. Ensures strategy supports user, regulatory and security requirements. Leads web technology, architecture, and experience strategies and plans for Trinity Health RHMs and NHMs. Develops innovative and robust plans to drive user growth and engagement leading to more appointments, calls and digital health conversions. Develops design and front-end experiences that are creative, functional and proven using the latest user experience (UX) methodologies. Partners with IT on technology selection, integration with the marketing technology stack and the digital health infrastructure, while managing the overall web technology stack. Develops and maintains strong working relationships with the RHM MarComm leaders, other Digital Marketing leaders, System Office leaders, physician leaders and other stakeholder groups (e.g., Philanthropy, Customer Experience, HR/Talent Acquisition). Leads the enterprise-wide consumer marketing website operational plan, which is inclusive of feature roadmaps, data integrations, user experience enhancements, regulatory and compliance updates. Responsible for generating traffic growth, conversions to appointments, requests and other KPIs through a comprehensive referral traffic strategy that includes Search Engine Optimization (SEO)/Generative Engine Optimization (GEO). Includes answer‑engine optimization (AEO), strengthening local discovery for service lines, ministries and providers. Collaborates with cross-functional teams, including marketing, creative services and IT to ensure cohesive, consistent and effective digital marketing. Responsible for website tracking, tagging, measurement, reporting, dashboards and insight generation to inform strategic decisions and identify improvements. Develops and implements personalization strategies that tailor content and user flows to individual consumer needs, improving engagement and conversion. Supports digital health technology integrations for the websites including online scheduling, provider data management, event scheduling among others. Responsible for web user experience development and testing. Responsible for design, wireframe/prototype development, technical builds, QA and optimizations. Implements enterprise work‑management systems to streamline intake, prioritization, timelines and resource planning across all web projects. Evaluates and integrates AI‑enabled tools and automation to improve content operations, tagging, insights generation, personalization models and overall marketing execution speed. Establishes enterprise‑wide governance frameworks—including templates, components, publishing standards, and UX guidelines—to ensure consistency, quality, and brand alignment across all ministries. Manages and oversees vendor relationships, strategy development, RFPs, contracting, and related project management. Oversees annual budgeting, forecasting and financial stewardship for web strategy initiatives ensuring responsible investment. Builds and leads a high-performing web marketing team consisting of developers, user experience, SEO/GEO experts, fostering a culture of collaboration, innovation, and accountability. Provides direction and oversight of team activities including providing formal and informal coaching, setting goals and evaluating performance. Maintains a working knowledge of applicable Federal, State and local laws/regulations; the Trinity Health Integrity and Compliance Program and Code of Conduct; as well as other policies and procedures in order to ensure adherence in a manner that reflects honest, ethical and professional behavior. LEADERSHIP COMPETENCIES As a Trinity Health Leader, the incumbent is expected to demonstrate leadership traits which support our Mission Statement and Core Values as identified below: Mission Statement: We, Trinity Health, serve together in the spirit of the Gospel as a compassionate and transforming healing presence within our communities. Core Values: Reverence: We honor the sacredness and dignity of every person. Commitment to Those Experiencing Poverty: We stand with and serve those experiencing poverty, especially those most vulnerable. Safety: We embrace a culture that prevents harm and nurtures a healing, safe environment for all. Justice: We foster right relationships to promote the common good, including sustainability of Earth. Stewardship: We honor our heritage and hold ourselves accountable for the human, financial and natural resources entrusted to our care. Integrity: We are faithful to those we say we are.

Requirements

Bachelor's degree in marketing, communications, IT or a related field or an equivalent combination of education and experience.
Minimum of eight (8) years of progressively more responsible experience including managing large-scale marketing technology implementations from sourcing to go-live, and negotiating and managing vendors.
Previous supervisory/leadership experience.
Expertise in website marketing platforms and technologies such as: Website marketing technology platforms and website content management systems (e.g., Drupal, Adobe, Sitecore, Optimizely) Google Analytics 4 and other tracking technology vendors SEO/GEO tools and vendors Compliance and regulatory tools Data structures and health care provider encounter data Marketing automation platforms Content and asset management systems and vendors Digital health integrations and APIs (e.g., Epic)
Ability to act as a dynamic, innovative and action-oriented leader who solicits input from all stakeholders and inspires others to perform to their best abilities.
Proven success as a strategic leader who identifies needs proactively, builds teams to pursue change and demonstrates results that add value.
Excellent project/vendor management track record with understanding of the key levers within the management of a complex health care organization operating within the context of the full health journey.
Fluency in data and analytics relating to digital consumer engagement – and the skills to synthesize and report those analytics.
Collaborative leadership style through direct, open and honest communications.
Curious and devoted user of AI tools and technologies.
Core understanding of the foundations, dynamics, and spiritual commitment of Catholic health care.
A mission-driven individual who is decisive and has the courage and confidence to lead and inspire through change and periodic uncertainty.
Exceptional interpersonal communication skills and the confidence and experience to provide advice and counsel to executive and senior management.
Personal presence characterized by honesty, integrity and caring – with the ability to inspire and motivate others to promote the mission, vision, goals and values of Trinity Health.

Nice To Haves

Advanced degree preferred.

Responsibilities

Develops and implements the Unified Consumer Web strategy for Trinity Health.
Leads web technology, architecture, and experience strategies and plans for Trinity Health RHMs and NHMs.
Develops innovative and robust plans to drive user growth and engagement leading to more appointments, calls and digital health conversions.
Develops design and front-end experiences that are creative, functional and proven using the latest user experience (UX) methodologies.
Partners with IT on technology selection, integration with the marketing technology stack and the digital health infrastructure, while managing the overall web technology stack.
Develops and maintains strong working relationships with the RHM MarComm leaders, other Digital Marketing leaders, System Office leaders, physician leaders and other stakeholder groups (e.g., Philanthropy, Customer Experience, HR/Talent Acquisition).
Leads the enterprise-wide consumer marketing website operational plan, which is inclusive of feature roadmaps, data integrations, user experience enhancements, regulatory and compliance updates.
Responsible for generating traffic growth, conversions to appointments, requests and other KPIs through a comprehensive referral traffic strategy that includes Search Engine Optimization (SEO)/Generative Engine Optimization (GEO).
Collaborates with cross-functional teams, including marketing, creative services and IT to ensure cohesive, consistent and effective digital marketing.
Responsible for website tracking, tagging, measurement, reporting, dashboards and insight generation to inform strategic decisions and identify improvements.
Develops and implements personalization strategies that tailor content and user flows to individual consumer needs, improving engagement and conversion.
Supports digital health technology integrations for the websites including online scheduling, provider data management, event scheduling among others.
Responsible for web user experience development and testing.
Implements enterprise work‑management systems to streamline intake, prioritization, timelines and resource planning across all web projects.
Evaluates and integrates AI‑enabled tools and automation to improve content operations, tagging, insights generation, personalization models and overall marketing execution speed.
Establishes enterprise‑wide governance frameworks—including templates, components, publishing standards, and UX guidelines—to ensure consistency, quality, and brand alignment across all ministries.
Manages and oversees vendor relationships, strategy development, RFPs, contracting, and related project management.
Oversees annual budgeting, forecasting and financial stewardship for web strategy initiatives ensuring responsible investment.
Builds and leads a high-performing web marketing team consisting of developers, user experience, SEO/GEO experts, fostering a culture of collaboration, innovation, and accountability.
Provides direction and oversight of team activities including providing formal and informal coaching, setting goals and evaluating performance.
Maintains a working knowledge of applicable Federal, State and local laws/regulations; the Trinity Health Integrity and Compliance Program and Code of Conduct; as well as other policies and procedures in order to ensure adherence in a manner that reflects honest, ethical and professional behavior.