Director of Digital Engagement

* Develop and execute a comprehensive digital engagement strategy aligned with institutional priorities, brand standards and business goals.
* Lead integration of digital marketing, social media, web experience (AEM), and CRM/CDP-driven personalization to ensure cohesive, user-centered experiences.
* Set performance benchmarks and oversee reporting to measure impact, optimize strategies and demonstrate ROI.
* Stay at the forefront of emerging digital trends, tools and platforms — including automation and generative AI — and identify opportunities for innovation.
* Oversee enterprise use of Adobe Experience Manager, ensuring content governance, optimization and best practices in site performance and SEO.
* Guide the use of Customer Data Platform capabilities for segmentation, targeting and personalized engagement.
* Direct email marketing operations, including campaign design, automation, testing and performance analysis.
* Ensure effective digital campaign execution across paid and owned channels, coordinating with creative/content teams and external partners.
* Deep expertise in digital marketing, social media and content management systems, with strong knowledge of AEM, CDPs, CRMs, and email marketing platforms.
* Strong understanding of SEO and GEO best practices, with the ability to integrate them into web, social and digital advertising strategies to maximize visibility and reach.
* Proven ability to design and implement social media strategies that elevate brand visibility, foster community engagement, and manage institutional reputation across enterprise accounts.
* Demonstrated success in planning, executing and optimizing cross-platform digital advertising campaigns (e.g., Google Ads, Meta, Linked In) with a focus on measurable performance outcomes.
* Advanced proficiency with analytics platforms such as Google Analytics 4 (GA4), Adobe Analytics, and Meta Business Suite, with the ability to generate insights that guide strategy, optimize performance and demonstrate ROI.
* Experience administering and optimizing CRM platforms to support segmentation, targeting, personalization and campaign performance.
* Strong understanding of data-driven marketing, including segmentation, targeting, retargeting and automation.
* Leadership skills with demonstrated experience supervising teams and managing vendor/agency partnerships.
* Excellent collaboration and communication skills for engaging stakeholders at all levels, including senior leadership.
* Curiosity and adaptability in applying emerging technologies (AI, automation, martech) to digital engagement challenges.
* Bachelor’s degree in marketing, communications, digital media or a related field.
* At least seven years of progressively responsible experience in digital marketing, web/content management or related fields.
* Demonstrated leadership experience managing digital strategy, teams and platforms at scale.
* Proficiency with Adobe Experience Manager, Customer Data Platform and digital campaign management tools.
* Experience administering and optimizing customer relationship management (CRM) systems to support audience engagement and campaign performance.
* Strong project management and organizational skills with the ability to balance multiple priorities.
* * Relevant education and experience may be substituted as appropriate.
** Master’s degree in marketing, communications, business or a related field.
* Experience in an academic medical center, higher education, or health care environment, including digital engagement in contexts integrated with Epic electronic health records or patient portals.
* Advanced expertise in social media strategy, including editorial planning, community engagement, and governance for enterprise-level accounts.
* Demonstrated success in managing cross-platform digital advertising campaigns (e.g., Google Ads, Meta, Linked In), with a focus on performance optimization and ROI.
* Advanced expertise in using analytics tools to generate insights that guide strategy, optimize performance and demonstrate ROI.
* Proven ability to oversee digital advertising and engagement budgets with a focus on impact and performance.
* Demonstrated…