Facility: WCO - Wellstar Corporate Office

Job Summary:

At Wellstar, we are a dynamic healthcare organization dedicated to delivering exceptional care to our patients and communities. As we grow, our Brand and Marketing Team is seeking a strategic, data-driven, and innovative Director of Digital Experience (Website & App) to lead and optimize the performance, design, and user experience of our website and mobile app channels.
In this role, you will enhance customer journeys, improve digital engagement, and drive business outcomes through scalable, seamless digital solutions. Acting as a steward of the healthcare consumer digital journey, you will ensure our website and app optimization fosters deeper engagement and meaningful connections with our customers. This role demands a deep understanding of the connected digital ecosystem, including websites, apps, owned social channels, paid digital, and email marketing.
As the Director of Digital Experience (Website & App), you will oversee strategy, development, and continuous optimization. You'll collaborate cross-functionally with design, engineering/IT, marketing, product, and analytics teams to deliver exceptional digital experiences that align with business objectives and customer needs.
If you're passionate about creating user-first digital experiences and driving measurable results, we'd love to hear from you. The position is in Marietta, GA, in a hybrid role (2-3 days/week in office). This position will oversee up to (3) direct reports.

Core Responsibilities and Essential Functions:

Strategy and Leadership
Develop and execute a comprehensive website and app strategy, aligned with overall marketing objectives and customer needs.
Act as the consumer journey steward to ensure website and app optimizations will drive deeper and more engaged connections between the organization and its consumers.
Serve as the primary owner of the website and app user experience, ensuring alignment with overall brand and marketing strategies.
Lead a team of digital marketing professionals, providing mentorship, guidance, and support to drive high performance and achieve website and app key performance indicators (KPIs).
Stay updated on industry trends, emerging technologies, and best practices in website development, app development, and digital marketing, proposing innovative strategies to enhance our digital presence.
Channel Integration & Management
Oversee the development and optimization of the website and app, ensuring a seamless user experience, effective information architecture, and strong conversion funnels.
Possess an understanding of the MarTech stack needed to efficiently and effectively manage website and app front-end development, optimization, and management.
Understand website back-end technology and ensure it supports front-end functionality and user experience goals, in partnership with IT/Product teams.
Collaborate with cross-functional teams to align website and app content and storytelling with overall brand messaging, product launches, and promotional campaigns.
Collaborate with external partners, agencies, and vendors to support the implementation of website and app initiatives when necessary.
Ensure compliance with relevant regulations, including data privacy laws, and maintain a strong focus on ethical marketing practices.
Optimization and Analytics
Gain a deep understanding of the healthcare consumers digital journey across websites, apps, and connected digital platforms (e.g., owned social, paid digital, email marketing).
Monitor and analyze key performance metrics across the website and app, providing actionable insights and recommendations to optimize messaging, campaigns, improve conversion rates, and increase ROI.
Utilize data and analytics tools to track performance metrics (e.g., traffic, conversion rates, user behavior) and identify opportunities for improvement.
Lead A/B testing, usability testing, and other performance-enhancing initiatives to continuously improve user experience (UX) and conversion rates.
Collaboration and Stakeholder Management
Partner with IT and development teams to manage platform updates, troubleshoot technical issues, and ensure website/app stability.
Collaborate closely with marketing teams to integrate personalized content, offers, and campaigns into digital platforms.
Act as a digital thought leader and advocate within the organization, educating stakeholders on best practices and platform capabilities.
Performs other duties as assigned
Complies with all Wellstar Health System policies, standards of work, and code of conduct.

Required Minimum Education:

• Bachelors Business Administration/Management or Bachelors Marketing or Bachelors Other

Required Minimum License(s) and Certification(s):

All certifications are required upon hire unless otherwise stated.

Additional License(s) and Certification(s):

Required Minimum Experience:

Minimum 8 years Proven experience in digital marketing or product management in an Advertising Agency or Corporate, with a focus on owned channels, in a leadership role. Preferred and
Experience in highly-regulated, privacy-focused industry Preferred

Required Minimum Skills:

Strong understanding of digital marketing principles, best practices, and emerging trends across multiple channels, including websites, email marketing, mobile apps, and social media. High
Expertise in managing website platforms (e.g., SiteCore,WordPress, Drupal, Adobe Experience Manager) and app development processes. High
Strong understanding of UX/UI design principles and accessibility best practices (e.g., WCAG compliance). High
Demonstrated success in developing and implementing effective owned channel strategies that drive brand visibility, engagement, and revenue growth. High
Proficiency in using web analytics tools, email marketing platforms, content management systems (CMS), and social media management tools. Google MarTech stack, including GA4 knowledge, is required. High
A deep understanding of SEO principles, including keyword research, on-page optimization, technical SEO, and backlink strategies, is essential to improve organic search rankings. High
Excellent analytical skills, with the ability to analyze data, derive insights and make data-driven decisions to optimize campaigns and drive ROI. High
Strong leadership abilities, with experience managing and developing high-performing teams. High
Excellent communication and collaboration skills, with the ability to work effectively with cross-functional teams and external partners, across different levels of seniority and business functions. High
Proactive mindset, with a strong ability to prioritize tasks, manage multiple projects simultaneously, and meet deadlines. High
Up-to-date knowledge of relevant regulations and compliance requirements in digital marketing. High
Operates independently and efficiently to manage multiple projects and deadlines simultaneously and successfully, without sacricing quality High
Comfort and ability to manage ambiguity High