Director of Digital Strategy
LCMC Health is a Louisiana-based, not-for-profit healthcare system serving the needs of the people of Louisiana, the Gulf South and beyond. LCMC Health currently manages award-winning hospitals including Children's Hospital New Orleans, Touro, New Orleans East Hospital, West Jefferson Holding, LLC, and University Medical Center New Orleans. LCMC Health supports its outstanding local hospitals as they deliver exceptional, compassionate healthcare to the communities they serve. Please explore our website to learn more about the work we do and our commitment to community-focused healthcare.
The Director of Digital Strategy will work closely with the LCMC Health system and member hospital-based teams to support their existing and growing digital marketing footprint. This self-directed, critical leader will report to LCMC Health's Director of Marketing & Communications and manage the activities, resources, and personnel of the LCMC Health digital department and vendor partners. This role requires astute analytical skills, budget management, business acumen and reporting abilities along with practical web development skills and an eye for design.
A successful director must think strategically, plan analytically, and execute initiatives using exceptional organizational skills with an eye for innovation and process improvement in the following activities:
•Creating and managing a digital strategic plan and content management strategy to address the goals and operational needs of the system and hospitals.
•Planning, organizing and developing digital marketing initiatives for the system and hospitals from concept to completion.
•Establishing, monitoring and optimizing key performance indicators that communicate intrinsic value and ROI of digital team and projects to the organization's priorities.
•Providing leadership and technical expertise to a web production specialist and social media specialist.
•Staying current on the latest trends and emerging best practices in healthcare web, digital and marketing strategies.
JOB DESCRIPTION DISCLAIMER:
The above job summary is intended to describe the general nature and level of the work being performed by people assigned to this work. This is not an exhaustive list of all duties and responsibilities. LCMC Health reserves the right to amend and change responsibilities to meet organizational needs as necessary.
Minimum Required: Bachelor's degree in marketing, communications or related field
Preferred: Master's degree in related field
Minimum Required: A minimum of five years of experience in a digital strategy position A minimum of five years of experience in staff and vendor relationship management.
Preferred: Professional experience in the healthcare industry, experience with CRM systems and EHRs Advanced knowledge of Google Analytics
License/Certification: Minimum Required: n/a
Preferred: Related certifications or accreditations
-Proven track record of successful project management, budget management and ability to balance multiple priorities and tasks within tight timeframes with minimal supervision.
- Demonstrated leadership skills and the ability to identify, evaluate and select new software and technology.
- Proficiency in SEO and SEM techniques, execution and performance reporting.
- Proficiency in web analytics software, online search and digital advertising tools and execution.
- Working knowledge of Adobe Photoshop, Adobe Illustrator, Adobe Acrobat, Adobe Dreamweaver, HTML and Microsoft Office Suite.
- Documented success in leading cross-functional team and in advancing marketing and corporate objectives via online channels.
- Strong knowledge of the web and app development processes, technologies and standards, as well as creative and marketing strategies and processes.
- Development, management and execution of complex and high performing organizational web presence that provides a seamless and consistent patient experience.
- Ability to effectively communicate and build consensus in a complex, heavily matrixed environment.
- Excellent organizational and time management skills.
- Excellent verbal and written communication and presentation skills, with ability to create and deliver presentations to diverse stakeholder teams.
- Team-oriented outlook and the ability to collaborate effectively with marketing communications team.
Reporting Relationships: Does this position formally supervise employees? Yes
Essential Job Functions Weight
Essential Job Function #1:
Enhance the digital presence, discoverability and effectiveness of system, hospital and provider-related content, to increase brand awareness and drive growth. Responsible for translating system and hospital goals to digital strategies, with ongoing improvement of search engine performance, management of digital content and optimization of patient experience across all digital platforms. 30%
Essential Job Function #2: Collect, analyze and report performance data with recommendations for strategy adjustments and accomplishments. Responsible for defining, implementing and managing ongoing utilization of digital analytics and reporting tools and dashboards to monitor campaign performance and overall metrics of digital initiatives. Responsible for creating and delivering executive presentations to diverse stakeholder groups to communicate ROI and impact of digital team. in concise manner. 30%
Essential Job Function #3: Maintain a cohesive brand identity and voice for LCMC Health's digital footprint that aligns with and supports its member hospitals. Manage creation and publication of digital media assets and content available on sites and apps. Oversee ongoing quality management efforts to ensure accuracy, usability and consistency. Incorporate user research and testing to ensure positive patient experience. 20%
Essential Job Function #4: Vendor relationship management. Effectively manage all digital vendors, ensuring alignment on forward strategy and focusing on bringing continuous improvement initiatives to LCMC Health system and member hospital teams, within a planned budget. 10%
Essential Job Function #5: Department management. Effectively lead a cross-functional team in prioritizing and successfully managing competing project deadlines within a defined budget and timeline. Serve as default department lead for all initiatives, while providing development opportunities and regular feedback to staff members to creat a dynamic and rewarding professional environment. 10%
LCMC is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, disability status, protected veteran status, or any other characteristic protected by law.