Lead Digital Marketing Manager

Amwell; United States; Remote; USD 122,000 - 149,000; Full time

Benefits offered by this job

401K match

Health insurance

Paid parental leave

Employee stock purchase program

Flexible PTO

Mental health days

Job summary

Amwell is seeking a Senior Web Marketing Lead to own our marketing web estate across four properties, driving performance, conversion, and governance. You will coordinate with Engineering and Design to schedule work while shaping the roadmap and ensuring privacy and tracking compliance.

You will advance technical SEO, GEO/AI-answer discoverability, and analytics to defend the impact of web initiatives, balancing stakeholder demands across pillars.

Qualifications

• 7+ years in web, digital marketing, or growth with direct ownership of a web estate.
• Track record of moving a conversion measure on owned properties.
• Technical SEO depth and GEO/AI-answer discoverability experience.
• Experience directing engineering delivery without owning the resource.
• Web governance and tracking governance experience.
• Analytics fluency to defend web metrics.
• Ability to hold a roadmap across competing stakeholder demands.

Responsibilities

• Own the four web properties' performance, conversion, and delivery.
• Oversee web compliance, cookie consent, and tracking governance.
• Improve GEO and AI-answer discoverability across properties.
• Coordinate website build delivery with Engineering and Design teams.
• Define the web roadmap and justify its value to stakeholders.

Skills

Web marketing leadership

SEO depth

Analytics fluency

Engineering delivery coordination

Web governance & tracking

Roadmap management

Cross-functional collaboration

Tools

CMS migration

Job description

Company Description

At Amwell, we’re transforming healthcare for all—powered by technology and inspired by people. Here, your ideas don’t just matter—they drive real change, improving lives on a global scale.

We marry technology and innovation with clinical excellence to provide trusted solutions that solve the healthcare industry’s biggest pain points and are on a mission to enable greater access to more convenient, affordable, and effective care.

We do this through our technology-enabled care platform that is designed to help our clients achieve their digital care ambitions – today and in the future. We offer programs spanning the full care continuum, including urgent, acute and specialty care, behavioral health, and services for the treatment of chronic conditions such as heart and cardiometabolic diseases. Programs are powered by Amwell as well as our growing partner network.

For almost two decades, Amwell has proudly served some of the largest and most sophisticated healthcare organizations in the U.S. and worldwide. Our team is passionate about technology’s role in transforming care delivery and making it more equitable, accessible, efficient, cost-effective and navigable for all.

Brief Overview

This role owns Amwell's marketing web estate and how discoverable it is, across four properties: SilverCloud, business.amwell.com, patients.amwell.com, and LiveHealthOnline. Accountability covers performance and conversion on those properties, the compliance posture of what runs on them, and discoverability as search behavior shifts toward AI-generated answers.

The role directs work rather than performing all of it. Engineering owns development capacity and Design owns visual execution; this role defines, sequences, and holds the quality of the work both produce for the web estate. Page content and messaging remain with the pillar that owns each page, so this role owns the platform and its performance rather than what the pages say.

Core Responsibilities

What the role owns:

• The four web properties — performance, conversion, and delivery
• Web compliance and governance, including cookie consent and tracking governance
• GEO and AI-answer discoverability across the properties, alongside conventional search performance
• Definition and sequencing of website build and development work delivered by EngineeringCoordination with the separate Design team on visual work for the estate
• The web roadmap and the case for what it returns

How success is measured:

• Conversion performance across the four properties, and measured improvement in GEO and AI-answer discoverability (primary measurable output)
• Web property performance, including speed and core experience measures
• Tracking-compliance coverage across the estate
• Delivery of the web roadmap against plan
• Contribution of web to demand and engagement funnels

What the role does not own:

Scope boundaries are explicit, so accountability is single-owned and hand-offs are clean.

• Page content and messaging — each pillar owns what its own pages say
• Product application surfaces — Product
• Engineering development capacity itself — Engineering owns the resource; this role directs the work
• Visual design execution — the separate Design team
• Off-site authority and earned citations — Brand and Corporate Marketing with the external agency
• Paid media and demand strategy — Demand Generation Manager

Qualifications

• 7+ years in web, digital marketing, or growth, with direct ownership of a web estate
• A track record of moving a conversion measure on owned properties, not only of shipping site work
• Technical SEO depth, and demonstrated engagement with GEO and AI-answer discoverability
• Experience directing engineering delivery without owning the engineering resource
• Web compliance and tracking governance experience, including consent management
• Analytics fluency sufficient to defend what the web numbers claim
• The ability to hold a roadmap across competing stakeholder demands from multiple pillars

Preferred

• Healthcare or other regulated-industry web experience, including accessibility obligations
• Multi-property or multi-brand estate management
• CMS migration or replatforming experience
• Experience establishing GEO measurement where no baseline existed

Do Well. Live Well. At Amwell.

Driven by our mission and values, we foster a workplace where Delivering Awesome, being Customer First and operating as One Team aren’t just aspirations – they are how we work, every day.

Our people are our greatest asset. We strive to empower their growth and development not only as Amwellians but as individuals, through generous total rewards packages, a virtual-first work environment, work-life flexibility, including Summer Fridays and designated Mental Health Days, as well as opportunities to stretch and learn – to name a few. It’s our people who truly differentiate us. Ask anyone and they’ll tell you – you’ll never work with more passionate, more driven and more caring team members.

We champion a culture of respect and inclusion, accountability and integrity, innovation and collaboration. At Amwell, you’ll do the most meaningful work of your career—improving healthcare for millions, growing alongside incredible teammates, and being valued for who you are.

Benefits

• Flexible Personal Time Off (Vacation time)
• 401K match
• Competitive healthcare, dental and vision insurance plans
• Paid Parental Leave (Maternity and Paternity leave)
• Employee Stock Purchase Program
• Free access to Amwell’s Telehealth Services, SilverCloud and The Clinic by Cleveland Clinic’s second opinion program
• Free Subscription to the Calm App
• Tuition Assistance Program
• Pet Insurance

Salaried, Exempt Roles

The typical base salary range for this position is $121,950 - $149,050. The actual salary offer will ultimately depend on multiple factors including, but not limited to, knowledge, skills, relevant education, experience, complexity or specialization of talent, and other objective factors. In addition to base salary, this role may be eligible for an annual bonus based on a combination of company performance and employee performance. Long-term incentive and short-term variable compensation may be offered as part of the compensation package dependent on the role. Some roles may be commission based, in which case the total compensation will be based on a commission, and the above range may not be an accurate representation of total compensation.

Further, the above range is subject to change based on market demands and operational needs and does not constitute a promise of a particular wage or a guarantee of employment. Your recruiter can share more during the hiring process about the specific salary range based on the above factors listed.