Position Summary

The Director, Digital Marketing Strategy will be responsible for the development and execution of our Digital Engagement Strategy. This role will manage all aspects of content strategy, SEO, paid search, acquisition and conversion optimization, brand consistency, brand governance, digital targeting, website, blogs, social media, marketing automation and CRM. Responsibilities also include day-to-day resource and operations management, along with general responsibilities that contribute to the patient experience and overall patient satisfaction.

Essential Functions

• Develop and execute overall strategy for the corporate website, social media and digital marketing efforts that support the organizations goals.
• Innovate new digital products and services that create a better user experience, improve brand awareness and perceptions that support the objectives of the department and organization.
• Identify trends and insights to ensure Orlando Health optimizes its digital platforms to be as cost efficient as possible and maximize performance of our digital initiatives.
• Brainstorm and execute new and creative growth strategies.
• Work with leadership to strategize and design digital tools to support new business efforts.
• Work with marketing and leadership to develop a consistent forecasting and measurement methodology for ROMI.
• Work with the marketing team to build, position and differentiate the Orlando Health brand with existing clients and target audiences through the website, social media, online media opportunities, and digital cultivation initiatives.
• Work with marketing, external vendors and collaborate across departments to improve overall provider search rankings and profile consistency.
• Oversee the development of digital strategies that will integrate with other media channels to deliver measurable results.
• Plan and execute all website, SEO/SEM, marketing automation, email, social media, and digital targeting campaigns in alignment with corporate marketing objectives.
• Work with the marketing team to plan, develop and execute an enterprise digital asset management solution, that promotes brand consistency and overall brand governance.
•  Oversee the measurement and report performance of all digital assets including website, digital marketing campaigns, and assess against the internal goals and the industry benchmarks.
• Ensure that Orlando Health digital assets, website, and social media presence are fully integrated and aligned with the overall brand and marketing strategies and messages.
• Direct all data and measure/analyze effectiveness of marketing activities to maximize the Customer Relations Management (CRM) programs by providing a quantitative understanding of our customers.
• Work with the marketing managers by using the CRM tool to proactively champion solutions to optimize performance of marketing activities, drive customer segmentation, and lead modeling/prediction of customer behavior.
• Motivate and mentor team members and cultivate a positive environment through managing for results, developing staff and maintaining an in-depth knowledge of Orlando Health's products, services and regulatory compliance requirements.

Other Related Functions

• Provide outstanding customer service to all, as well as promote a favorable image of Orlando Health to the medical staff, hospital staff and community at large.
• Adheres to Orlando Health's mission, vision, values and policies and procedures, as well as the PROMISE standards.
• Develops and maintains departmental operating and capital budgets.
• Develops and maintains department related policies and procedures.
• Directs and leads various personnel functions including hiring, work assignments, coaching plans, and disciplinary actions.
• Maintains regular, punctual attendance consistent with Orlando Health policies, the ADA, FMLA and other federal, state and local standards.
• Maintains compliance with all Orlando Health policies and procedures.
• Maintains complete and accurate documentation on all projects and provides leadership to all Brand, Digital Marketing and Creative Services team members.
• Performs all other duties as assigned.

Education/Training

• Bachelor's degree in digital marketing, marketing, business or related field. Master's degree preferred but not required.

Experience

• Minimum of eight (7) years of progressive responsibility in digital marketing — including but not limited to website development and management, email marketing, website analytics, search, social media, display, mobile, marketing/sales automation, and CRM. Online acquisition experience is a plus.
• Working knowledge of HTML, Google Analytics, Google Tag Manager, SEO optimization techniques, social media analytics; knowledge of Sitecore Content Management System (CMS) is a plus.
• Experience with customer relationship management systems (CRMs).
• Proven experience and a solid understanding of SEO/SEM concepts, online marketing, social media, digital journalism, and user experience management.
• Understanding of best practices and metrics for online communications.
• Extensive experience working with healthcare data in support of providing solutions with data modeling, data integration, data governance and Business Intelligence products for Clinical, Financial and Consumer analytics.
• Experience with market automation software such as ExactTarget.
• Experience with Provider Directory Vendors, Provider Search Optimization; knowledge of Google My Business (GMB) is a plus.
• Strong knowledge of marketing research, monetization strategies, consumer segmentation, and business analysis.