Digital and Web Strategy Director

Job Summary:

The Digital & Web Strategy Director is responsible for leading the system-wide digital transformation of Erlanger Health System’s 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

Coordination

• 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 '(Master's Degree Preferred)
  
  

Required

Experience :

• 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.

Erlanger Baroness Hospital Chattanooga, TN

Digital and Web Strategy Director

Standard Hours

Regular