Dayton Children's - Main Campus Strategy, Marketing and Innovation Full time 40 The digital engagement director is responsible for identifying and implementing high-impact digital engagement strategies in support of the organization’s goals. Responsible for the digital marketing and technology efforts, the director oversees the technology stack and the division’s digital function. The scope of oversight includes web strategy and development, presence on third-party websites, digital engagement, mobile platform development, lead generation and conversion via search engine marketing, design and management of consumer-facing tools like provider and care search, online appointment scheduling, apps, etc.

This role works closely with Dayton Children’s marketing and PR peers, information services, service line operations, agency partners and third-party technology vendors to provide digital expertise and ensure that digital engagement initiatives meet expected goals. The consumer digital engagement director will serve as a key consumer digital engagement advisor to service line leadership in operationalizing digital tools that improve the consumer’s experience and reduce friction. Further, the digital engagement director will develop and implement the CRM platform to engage consumers based on segmentation, health needs and preferences.

To achieve these objectives the digital engagement director will be highly knowledgeable of the system’s business objectives, stay abreast of the latest digital trends and best practices to adopt as appropriate, routinely interface with senior leadership and select and lead strategic relationships with digital marketing agencies and technology vendors. The director should have strong understanding of and experience with CRM tools, Google analytics, HTML coding, website UX and UI and search engine optimization.

Education Required: Master’s degree in marketing, business administration, communications

Experience Required: · 7-10 years of progressively responsible experience in marketing · 3-5 years previous management/leadership experience, ideally in a matrixed environment · Proven experience in website development, CRM oversight, marketing analytics, and SEO

Other skills/competencies required: Consumer research, person development and journey mapping skills · Leadership skills with the ability to establish credibility and working relationships with service line leaders, physician leaders, vendors, executives, IT · Ability to present ideas, strategies and plans · Analytical skills

• Establishes vision and direction for digital consumer engagement
• Defines, develops and implements the marketing tech stack to motivate, automate

• Prioritizes opportunities based on consumer need, market position, and

• Annually evaluates roadmap as part of the overall planning cycle
• Stays close to consumer digital engagement developments and evaluates

• Determines market research requirements yielding actionable consumer insights to

• Identifies best of breed digital products for strengthening the consumer’s experience
• Establishes implementation schedule and structure for identified projects
• Oversees the implementation of the roadmap

• Oversees marketing automation efforts and processes, proactively researching and

• Develops and implements email marketing campaigns/program, including creative

• Establishes processes and protocols for campaign ROI measurement and

• Utilizes A/B testing and data analytics to continuously optimize results
• Maintains marketing automation with CRM and assists in the integration of additional

• Oversees search engine marketing campaigns working directly with service line

• Evaluates and reports on campaign performance using Google analytics and CRM

• Oversees the hospital’s website strategy and functionality
• Works with consumer brand director and service line marketing director to identify

• Manages website development, hosting and content management vendors
• Optimizes website for improved performance on multiple dimensions—search,

• Establishes system for regular content and navigation audits

• Manages or monitors the implementation of identified applications/capability (non-

• Identifies and selects (through input) third-party application digital technology

• Negotiates and manages third-party application/services agreements for consumer

• Oversees cross-functional teams (IT, operations, marketing) to schedule, budget,

Masters: Business Administration/Management (Required), Masters: Health Administration