Director of Digital & Web Strategy
Chattanooga, TN
Full-time
Onsite
1 month ago
About the role
Job Summary
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.
Key Responsibilities
Digital Strategy & Leadership
improvements, and content management system optimization.
strategy, brand evolution, and emerging consumer behaviors.
accessibility, content personalization, and platform integration.
Website & Platform Management
performance, security, mobile responsiveness, and accessibility (ADA
compliance).
leadership to ensure governance, content integrity, and platform
Alignment.
Cross-Functional Collaboration
campaign execution, conversion tracking, and landing page
optimization.
design across web assets and ensure brand fidelity.
announcements, PR content, and internal updates on digital platforms.
in the creation of digital content for events, giving campaigns, and
community-facing initiatives.
User Experience & Optimization
practices.
optimize digital content structures and navigation pathways.
search, content personalization, and other digital tools.
Data, Measurement & Reporting
platforms traffic, engagement, bounce rates, page load speed, SEO
health, conversions, etc.
dashboards, generating actionable insights to inform strategy.
resource allocation.
Team Management & Vendor
Strategist, Social Media Specialist, and Web Strategy Partner.
digital consultants to implement features and resolve issues.
approval workflows.
Education
Required:
Preferred
Experience
Required:
in healthcare or large-scale systems
management systems (e.g., WordPress, Drupal, Sitecore)
Department Position Summary
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.
Erlanger Baroness Hospital Chattanooga, TNDirector of Digital & Web Strategy
Standard Hours
Regular
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.
Key Responsibilities
Digital Strategy & Leadership
- 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.
Website & Platform Management
- 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.
Cross-Functional Collaboration
- 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.
User Experience & Optimization
- 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.
Data, Measurement & Reporting
- 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.
Team Management & Vendor
- 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.
Education
Required:
- Bachelor's degree in digital strategy, marketing, communications, computer science, or related field
Preferred
- Master's degree
Experience
Required:
- 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
Department Position Summary
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.
Erlanger Baroness Hospital Chattanooga, TNDirector of Digital & Web Strategy
Standard Hours
Regular
Skills
Marketing and SalesHospitals and Health Care