Executive Director, Digital Experience

Beth-Israel-Lahey-Health; Boston (MA); On-site; USD 160,000 - 180,000; Full time

Job summary

Beth Israel Lahey Health in Charlestown, MA, seeks an Executive Director, Digital Experience to shape and drive its digital customer engagement platforms. The role focuses on digital marketing technology, content, and platforms that support marketing strategies and patient growth.

As a senior leader, you will guide a team to optimize BILH.org, consumer mobile apps, CRM/CDP usage, and multi-channel campaigns, ensuring patient-centered experiences and strong ROI.

Qualifications

• Education in business/marketing field.
• Experience in digital and social marketing within large consumer-facing environments.
• Proven track record of leading digital transformation and marketing technology initiatives.

Responsibilities

• Develops and leads a comprehensive digital experience strategy and budget.
• Oversees roadmaps for digital platforms, marketing tech, and ROI measurement.
• Collaborates with IT, Compliance, and leadership to align digital initiatives with organizational goals.
• Leads content, SEO/SEM, email, SMS, and social media to drive patient engagement.

Skills

Digital marketing leadership

SEO/SEM

Social media

Email marketing

Web analytics

Customer journey design

Cross-functional collaboration

Healthcare marketing

Education

Bachelor's degree in Business Administration/Marketing or related field

Tools

CRM systems

Epic/MyChart

Digital analytics tools

Content management systems

Job description

Charlestown, MA • Beth Israel Lahey Health • Full-time • DayWhen you join the growing BILH team, you're not just taking a job, you’re making a difference in people’s lives.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.Job Description:Essential Duties & Responsibilities including but not limited to: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, including BILH.org, provider/location directory, consumer mobile apps, and other tools, 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 improvementMinimum Qualifications:Education:Bachelor's degree in Business Administration, Marketing/Communications, or other related field required.Licensure, Certification & Registration: N/AExperience: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 audiencesProven success as a digital leader with a track record implementing change across numerous disciplines, including marketing, customer experience, culture and leadership, and digital technology integrationExperience leading large-scale digital projects such as site redesigns, CRM deployments, and/or digital personalization strategiesHealth care experience requiredSkills, Knowledge & Abilities:Strong understanding of patient-centered marketing in healthcare, including consumer decision journeys.Expertise in SEO/SEM, social media, email marketing, and web analytics.Customer journey architect with deep experience in digital tools: web, mobile, CRM, self-scheduling, and patient portals.Ability to integrate consumer insights, UX/UI principles, and digital marketing into a unified strategyComfortable working across IT, Marketing, and clinical stakeholders to improve engagement and usabilityStrong interpersonal communication and political acumen skills and advanced skills to represent the department and health system with other institutional and/or external constituencies.Strong skills to produce results and achieve predetermined goals within budget and time constraints.Preferred Qualifications & Skills:Familiar with Epic/MyChart, digital intake workflows, and digital enablement of access and retentionPay Range:$160,000.00 USD – $180,000.00 USDThe pay range listed for this position is the annual base salary range the organization reasonably and in good faith expects to pay for this position at this time. Actual compensation is determined based on several factors, that may include seniority, education, training, relevant experience, relevant certifications, geography of work location, job responsibilities, or other applicable factors permissible by law.As a health care organization, we have a responsibility to do everything in our power to care for and protect our patients, our colleagues and our communities. Beth Israel Lahey Health requires that all staff be vaccinated against influenza (flu) as a condition of employment.More than 35,000 people working together. Nurses, doctors, technicians, therapists, researchers, teachers and more, making a difference in patients' lives. Your skill and compassion can make us even stronger.Equal Opportunity Employer/Veterans/DisabledJob detailsEmployment: Full-timeHours/Week: 40Shift: DayCategory: MarketingPay Range: $160,000.00 USD - $180,000.00 USDFLSA: ExemptReq ID: JR101607