Senior Director, Digital Marketing and Engagement Strategy
Job ID: R0031822 | Communications Leadership | Full Time | Charlottesville, VA
UVA Health has retained the executive search firm, The Ward Group, to the lead the search efforts for the Senior Director, Digital Marketing. Interested applicants should submit a cover letter and resume to and reference "UVA Digital" in the subject line.

UVA Health is searching for an innovative and experienced individual for the role of Senior Director, Digital Marketing and Engagement Strategy within the Office of Strategic Marketing and Communication. Connected to the UVA Health strategic plan and the call for digital transformation, the Senior Director role will have responsibility for leading website strategy, digital marketing, marketing technology and analytics/data science. This role will also have a contributing leadership role in working with other UVA Health functional leaders (Strategy, Ambulatory Operations, IT, etc.) to design a transformative digital experience for both patients and referring physicians. The ideal executive will be an experienced, creative and innovative digital native leader able to create, enhance and operate a best-in-class digital marketing and engagement department. This role is essential to UVA Health's current institutional objectives and future strategic plan/growth strategy.

Digital Strategy/Web, Acquisition Marketing, Engagement
  • Develop and communicate clear digital strategic roadmap, as well as tangible priorities, for digital web/mobile development.
  • Oversee web strategy for the UVA Health and UVA School of Medicine websites.
  • Partner closely with Associate Chief/Marketing in the develop of best-in-class patient acquisition marketing strategy.
  • Define best practice strategies for campaign landing page environments, consistently optimized to yield increased ROI.
  • Partner with Associate Chief Marketing and Associate Chief/Enterprise Communication on creating and delivering high-impact, measurable results for emarketing programs, both to patient and referring physician audiences.
  • Develop and lead online physician reputation management strategy across the digital third-party referral ecosystem.

Marketing Technology & Operations
  • Lead installation of new website Provider Directory.
  • Own and evolve the digital engagement and CRM/PRM-automation operations in support of Marketing and Engagement to a variety of key audience segments, including patients, prospective patients and referring physicians.
  • Establish digital engagement/marketing technology roadmap and plan for successful talent and budget resourcing.
  • Evaluate and procure new products for enterprise technology stack as warranted by business need.
  • Forecast and recommend budgets and resources needed for digital strategic initiatives.
  • Advance new strategies while ensuring ongoing digital operations continue effectively, even in the face of resourcing and budget constraints.
  • Lead the website migration of the current Novant Health | UVA Health site to the UVA health site.
  • Oversee defined subset of digital platforms and digital production capabilities. For example: CRM technology (Mercury), Salesforce Marketing Cloud (CRM/eMarketing), Symplr (Provider Directory, Provider Data Management), as well as other technology-enabling platforms for email marketing, social media, call tracking and analytics.
  • Deep familiarity with digital-first patient experience platforms (text messaging, online scheduling, live chat, etc.) in order to play a leadership contribution role in UVA Health's digital transformation goals.

  • Lead Marketing and Digital Engagement Analytics & Reporting function in partnership with Marketing and Enterprise Finance/Analytics Data Team.
  • Provide regular analytics and insights for executive leadership reporting. Ensure department has analytics technology stack and skills needed for function.

Team & Functional Leadership
  • In alignment with the enterprise strategic plan, develop team priorities to system strategic priorities for optimal strategic impact.
  • Partnering with the Associate Chief of Marketing and Associate Chief of Enterprise Communication, establish project intake governance and prioritization to ensure effective resource allocation of talent and product capabilities.
  • Foster a highly collaborative working relationship with peers to create cross-functional teams in support of marketing plan implementation and other key partners to align marketing effort with business objectives.
  • Establish strong IT, regulatory (privacy, legal, compliance, security), vendor, agency and business partnerships to ensure successful, compliant project execution.
  • Lead and partner on complex, enterprise and cross-functional projects that align critical stakeholders and secure effective design and execution of project plans.
  • Effectively manage multiple assignments and make efficient use of department and organizational resources.
  • Bring passion and inspiration to team management, mentorship and growth.

  • Data-driven planner and strategist; thorough understanding of current marketing technology stack and demonstrated ability to create strong end-to-end digital engagement.
  • Experience leading and managing Marketing Operations and processes, including lead management (scoring), database management, segmentation, email marketing and analytics.
  • Proven track record in managing, optimizing and evolving marketing technology and analytics platforms (like Mercury CRM, Salesforce Marketing Cloud, Google Analytics/Tableau and Dialogue Tech call tracking) and integrating those systems with other technologies. Salesforce certification a plus.
  • Experience and familiarity with research and analysis of data and the ability to design, produce and interpret statistical data. Understanding of how to develop data modeling, including predictive analytics.
  • Customer-centric (patient and referring physician); always seeks to optimize customer ease of access/experience.
  • Highly collaborative; proven track record of working effectively as part of an experienced, diverse team and successfully advocating for strong ideas.
  • Strategic, executive presence; yet not afraid to get in the weeds/roll up the sleeves with the team when needed.
  • Fully immersed in SEM and SEO as well as all social media platforms.
  • Digital marketing experience: marketing automation, landing pages, A/B testing, call tracking, CRM-journeys for lead capture, nurturing and conversion.
  • Strong people-management skills, including the ability to manage and evolve a team and work with diverse skill sets, including technical.
  • Strong facilitation, partnership, interpersonal and listening skills.
  • Track record of managing multiple projects at the same time in a fast-paced environment.
  • Experience in managing large-scale projects, including overseeing organizational transformation and training.
  • Experience with digital reputation/referral ecosystem; Google My Business, Healthgrades, Vitals, etc.
  • Bachelor's degree required.

Position Compensation Range: $152,796.80 - $244,483.20 Annually

  • Bachelor's degree required.
  • 10-15+ years of digital marketing/strategy experience.
  • Healthcare experience preferred.
  • Digital marketing agency experience not required but helpful.


COVID Vaccination Requirement and Guidelines

Please visit the UVA COVID-19 Job Requirements and Guidelines webpage prior to applying for current information regarding vaccination requirements and guidelines for employment at UVA.




Charlottesville, VA
Charlottesville, VA 22903

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