Director of Digital Strategies

Director of Digital Strategies

UofL Health



The Director, Digital Strategies is a senior strategic leadership role within the Marketing and Communications team, responsible for leading the management, oversight, and development of all digital initiatives and strategies for UofL Health.



  • Directs all strategies surrounding the successful expansion of web traffic through impactful design and implementation of all UofL Health web sites, pages and content to lead potential patients through the online user journey, including:
  • Directs and oversees the design, development and maintenance of all websites that fall under UofL Health
  • Ensures that best practices are upheld for web, providing the best possible user experience and maintaining ADA compliance
  • Develops, implements and maintains any specialized landing pages for service lines and special projects
  • Directs all digital content initiatives to ensure customer engagement, brand consistency and a positive customer experience improve search engine optimization (SEO) rankings and increase generation of inbound traffic.
  • Directs the compilation of reports for management showing results (ROI) and monitor analytics to understand consumer behaviors
  • Directs all relationships with chosen web agencies to plan and develop websites
  • Manages and monitors search engine marketing (e.g., Google Ads)
  • Manages and oversees website budget
  • Ensures web projects are completed on time, and on budget

Digital/Paid Media:
  • Develops and manages budget, strategies and creative for digital/paid marketing campaigns, including:
  • Develop criteria to select the most effective agency partners for all Digital/Paid Media Campaigns
  • Plan digital media strategy by working with agency partners to translate company goals into effective, measurable digital campaigns.
  • Collaborates closely with strategic marketing managers to develop, design and implement service line digital marketing campaigns
  • Measures and reports performance of all digital marketing campaigns and goals (ROI and KPIs) utilizing strong analytical ability to evaluate customer experience across multiple channels
  • Make informed and cost-effective decisions about vendor selections and digital communications solutions
  • Directs, manages and oversee any budgets related to design, management and placement of ads.
  • Selects designers and creative partners to develop the ads utilized in all digital campaigns.

Social Media:
  • Directs the development and execution of multi-platform (Facebook, Twitter, YouTube, Instagram, LinkedIn) social media strategies, through editorial calendars, tactical plans, including:
  • Develops relevant content topics to reach the company’s target customers to expand community and/or influencer outreach efforts
  • Manages and develops the creative and design strategies on all social media channels
  • Manages all published social media content (images, video and written) adhering to brand standards
  • Selects design partners for the development of social media campaign (per budget)
  • Conducts online advocacy and open a stream for cross-promotions
  • Manages efforts in building online reviews and reputation; monitor online reviews and ensure timely response to each review
  • Establishes policies and procedures pertaining to social media management, security, maintenance and utilization
  • Develops and guides execution of strategies to meet digital KPI goals.
  • Reports monthly on social post key measures.
  • Reviews learnings and recommendations for optimization, changes strategy as needed
  • Prepares the organization for successful management of crisis situations utilizing digital platforms

Reputation Management:
  • Directs all strategies surrounding the successful management of intranet listings and reputation management
  • Engages leading experts who will manage the listing of all UofL Health locations and Physician profiles appearing on the intranet
  • Develops processes in conjunction with Patient Experience Team to address reviews and reputation of the organization on online sites.

Digital Solutions:
  • Manges digital website solutions for patient experience, online appointment, pay bill, and other critical initiatives by leading the website support and strategic approaches.

Key Performance Indicators:
  • Determine the KPI’s (key performance indicators) for each entity within UofL Health including:
  • Audience Growth o Engagement by Content Type
  • Audience Profile o Leads
  • Audience Engagement o Response Rate and Quality
  • Content Reach o Negative Feedback.

Planning Process:
  • Participates in the ongoing management of a strategic planning process for all assigned entities, practices and providers, including processes and definitions for: overall goals and measurements for ROI; market segmentation; market definition; goals; initiatives; responsibilities; and, pricing.

  • Supports the organization-wide marketing and communication strategies
  • Supports community relations strategies (e.g., health fairs, lunch-and-learns, speaking engagements, etc.)
  • Ensures that the UofL Health name, branding, mission and vision are properly communicated in all materials, maintaining corporate integrity.
  • Upholds the standards outlined in the UofL Health Graphic Standards Manual for all materials
  • Builds positive relationships with the internal departments, service lines and provider marketing partners, promoting respect, collaboration and confidence in the Marketing and Communication Department
  • Maintains compliance with all company policies, procedures and standards of conduct
  • Complies with HIPAA privacy and security requirements to maintain confidentiality at all times
  • Performs other duties as assigned.

  • Demonstrates self-direction to manage single-person projects from inception through completion including developing, executing, and monitoring a work plan
  • Assists co-workers, as requested in a variety of functions
  • Demonstrates initiative through active and appropriate participation
  • Demonstrates the ability and willingness to assume more responsibilities and to be flexible in the projects and responsibilities that may be assigned
  • Demonstrates an in-depth understanding of technical aspects related to day-to-day responsibilities
  • Maintains a positive and professional image at all times
    Scheduling Requirements:
  • Must offer flexibility of schedule including occasional nights and weekends.

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