Access & Growth System Director

Riverside Hospital; Newport News (VA); On-site; USD 124,000 - 179,000; Full time

Job summary

The Riverside Hospital in Newport News, VA seeks a strategic marketing leader to shape consumer access, digital experience and service line growth.

Under the SVP, you will direct website strategy, SEO, AI-driven discovery and cross-functional programs to improve patient access, brand strength and growth across Riverside's system.

Responsibilities

• Develops enterprise consumer access, digital experience and service line marketing strategy.
• Provides strategic counsel to SVP and executive leaders on consumer access, digital experience and service line growth.
• Convenes and leads cross-functional workgroups to advance consumer access strategy.
• Partners with brand/communications and analytics teams to align access work with enterprise standards.
• Oversees website strategy, content governance and SEO performance to ensure easy discovery and conversion of visitors.
• Monitors access metrics (time to next appointment, digital conversions) and drives continuous improvement.
• Manages planning, prioritization and budget for consumer access, digital experience and service line marketing.

Job description

Newport News, Virginia

Hiring Range

$123,700.00 - $179,350.00/Annual

Actual pay is determined based on job-related factors such as relevant experience, education, credentials, skills, internal equity, and business needs.

Overview

Works under the general direction of the SVP, Chief Marketing, Growth & Consumer Officer. This position is responsible for shaping and leading Riverside's consumer access, digital experience and service line marketing strategy to simplify how people find, choose and use Riverside services and to grow patient volume across the system. This includes assessing, planning, developing, directing, implementing and evaluating website, SEO, AEO, GEO, digital consumer tools, access strategy and service line marketing programs in support of Riverside's growth and access priorities. The role partners closely with iCare, Riverside's consumer access and experience function, as well as RMG, service line, patient engagement, operational and executive leaders to connect access, digital tools and service line strategy in ways that improve the patient journey, strengthen brand and service line preference and support measurable growth.

What you will do

Strategic Leadership & Enterprise Integration -

• Develops enterprise consumer access, digital experience and service line marketing strategy in alignment with Riverside's growth, access and system performance goals.
• Establishes an integrated model for service line marketing that prioritizes core growth service lines and Lifelong Health system-wide while right-sizing support for upstream, downstream and supporting service lines.
• Provides strategic counsel to the SVP, Chief Marketing, Growth & Consumer Officer and executive leaders on consumer access, digital experience and service line growth strategy.
• Partners closely with the System Director, Brand & Integrated Communications to align access and service line marketing work with enterprise brand standards, messaging and creative.
• Convenes and leads cross-functional workgroups, including operations, clinical leadership, analytics, investments and service line partners, to advance consumer access strategy.
• Partners with iCare, Riverside Medical Group, service line, digital, access and operational leaders to identify experience barriers and align improvement priorities across the patient journey.
• Manages planning, prioritization and ongoing administration of the consumer access, digital experience and service line marketing budget, including internal resources and external agency investments, ensuring alignment to system priorities and measurable outcomes.

Consumer Access & Digital Experience Oversight (20%)

• Oversees website strategy, content governance and SEO performance to ensure Riverside's digital properties are easy to find, easy to use and effective at converting visitors into patients.
• Leads Riverside's strategy for AI-driven discovery, including Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO), so Riverside content is accurately cited and recommended by AI search tools such as Google AI Overviews, ChatGPT, Perplexity and Copilot.
• Ensures website and content structure, including schema markup and provider credentialing data, meet the accuracy and trust standards AI and search engines require for health information.
• Monitors how Riverside is represented across traditional search, answer engines and generative AI platforms, and directs corrections when information about providers, services or locations is inaccurate or outdated.
• Leads consumer access strategy across the website, digital front door tools, Epic, PCC, CRM, MyChart, online scheduling and call center integration to help patients find the right provider, schedule care and navigate the next step in their care journey.
• Partners with IT, Epic, PCC, analytics, RMG, service line and operations leaders to prioritize digital tools that reduce friction, close access gaps and improve the consumer experience.
• Connects digital access work with iCare, RMG and service line operations so improvements in web content, provider search, scheduling, navigation and follow-up support stronger preference, retention and patient experience.
• Establishes consistent standards for consumer experience across web, digital and access channels, in coordination with brand and communications standards.
• Monitors access performance measures, such as time to next available appointment and digital conversion rates and drives continuous improvement.

Service Line Marketing Strategy & Execution (25%)

• Directly leads service line marketing partners responsible for core growth service lines and Lifelong Health across the system, ensuring plans align to growth goals and market share targets.
• Guides marketing strategy for upstream and downstream service lines, scaling investment to priority, volume potential and system goals.
• Sets new patient growth and market share goals by service line and monitors performance agains