The Manager Digital & Web (MDW) is accountable for the day-to-day management of tasks involved with the analysis, design, content strategy, and development of the Baystate Health (BH) digital properties, including internal and external websites, applications, and related marketing and social media sites.
The MDW will thoroughly understand the business drivers, marketing strategies, and technical issues relative to prioritizing website content and features. The MDW is accountable for timely, accurate, and efficient management of the websites including workflow process, content generation, editorial content, tone, and standards, as well as proactively identifying and prioritizing enhancements to website usability, architecture, and design. The MDW is responsible to assure the appropriate approvals are received for all content on the web and social media and are compliant with BH and social media policies.
The MDW works with various teams—marketing, health care professionals, information services, partner organizations, vendors—and must possess exceptional organizational and project management skills as well as independent problem-solving and decision-making abilities. The MDW must have strong interpersonal skills and the ability to work with individuals from all levels of the organization.
This role leads, develops, and manages enterprise-wide strategies that impact the patients experience, grow audience and drive loyalty. This role delivers all digital initiatives including large scale web implementations, microsites, landing pages, and more. This role also scopes new initiatives, including defining and tracking each initiative and its relation to financial performance (ROI). Position will work closely with the Director of Marketing Digital Strategy to ensure proper strategic planning, implementation, analysis, and optimization of website and other digital assets.
CONTENT CREATION AND MANAGEMENT: Receives content and/or content assignments from various sources and aligns with business goals. Develops strategic vision for integrating content across digital entities. Manages the content generation and delivery process using BH standardized content management software and related tools.
PROJECT MANAGEMENT: Develops and manages project plans to ensure the timely updating and development of digital and web enhancements. Works closely with internal technology teams and external digital vendors for website operations to assess, implement, and address all website activities. Develops strategic vision for leveraging new technologies and web marketing tools. Manages digital and web team.
WEBSITE EDUCATOR AND ADVOCATE: Promotes and maintains strong relationships with key corporate and clinical partners having responsibilities for specific content and applications. Instills a sense of confidence, teamwork, and shared values across the organization. Educates and increases the skill level of others on the Marketing & Communications team in creating and managing web content.
Lead the team in capturing and analyzing metrics to produce key insights for future direction along with preparing decks to update core internal partners
Support development of strategies, including channel selection & distribution, for promoting content created by various stakeholders
Perform research, including internal and competitive analysis, to identify content gaps and make recommendations to Director, Marketing Digital Strategy and VP Marketing and Communications
Strategize innovative ways to achieve a variety of business goals with existing and new content
Work with partners around the institution and externally (agencies) to update and maintain all websites and initiatives
Write and edit copy as needed for various digital projects and audiences
Lead digital team members and oversee agencies in developing wireframes, concept design mockups, and clickable prototypes to illustrate the design approach, gain stakeholder buy-in and ultimately support patient engagement.
Manage design resources and external vendor partners to deliver on-time on time and on-budget on budget.
Ownership and optimization of onsite search and customer journey. Build roadmap for new content and web experiences — improve, replicate, and measure.
Overall management of digital related projects and team, ensuring assignments and duties are completed as required.
Identify development opportunities for the Analytics Channel and aid in the delivery of new solutions, capabilities and processes
Prepare and deliver clear and compelling presentations of the team’s work
Work closely the Director of Marketing Digital Strategy to ensure proper strategic planning, implementation, analysis, and optimization of website and other digital assets.
Provide thought leadership website best practices, ensuring the organizational website delivers maximum value.
Provide orchestration among team members, leadership, key stakeholders and internal teams (such as IT) and vendors/partners to ensure the website is continually updated and maintained.
Define and drive organizational website goals, strategy, and tactics to propel engagement with Baystate Health.
Work closely with design staff to drive optimal website design, functionality and search engine optimization.
Provide strategic recommendations to clients based on information from analytics, website audits, competitive assessments, and user testing.
Research, present, and educate the organization on web/digital strategies and optimal user experience.
Design workflows for lifecycle processes that includes: research, development, reviews and testing, and approval, launch, etc.
Preferred Work Experience:
7-10 years of business, marketing and web management experience
Skills and Competencies:
Demonstrated leadership, web development, web content management, and digital production/management experience.
Strong abilities in information organization, including the presenting a logical flow of information and data. Proven user experience design methodology and design, content management systems, web designs and development tools, social media marketing experience.
Ideal candidate has prior web marketing, communications or health operations experience. .Solid communication skills (both written and verbal).
Advanced in Adobe Creative Suite (Photoshop, Illustrator, Dreamweaver)Digital design and production experience required.
Writing and editing, especially for digital, experience a must
Experience with Google AdWords and online advertising.
Intuitively able to quickly understand business goals and obstacles, foresee effective, viable solutions and effectively communicate solutions.
Strong passion for and knowledge of marketing and technology,
Knowledge of digital marketing campaigns, targeting, measurement and reporting.
Experience creating and implementing tactical digital plans.
Exceptional team player with the integrity to earn and sustain client and internal team confidence quickly. Proven ability to maintain relationships with clients, colleagues and vendors.
High level of comfort with a fast-paced environment that requires ability to multitask and quickly synthesize multiple sources of data.
Ability to prioritize and make independent
You Belong At Baystate
At Baystate Health we know that treating one another with dignity and equity is what elevates respect for our patients and staff. It makes us not just an organization, but also a community where you belong. It is how we advance the care and enhance the lives of all people.
DIVERSE TEAMS. DIVERSE PATIENTS. DIVERSE LOCATIONS.
Baystate Health is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, marital status, national origin, ancestry, age, genetic information, disability, or protected veteran status.
Baystate Health is a nationally ranked, award-winning, multi-institutional healthcare system located in the beautiful Connecticut River Valley of Western Massachusetts. Baystate Health was recently recognized as a Thompson Reuters Top 15 Health System for outstanding clinical performance and quality outcomes and Baystate Medical Center was recently recognized as the #5 overall “Major Teaching Hospital” in Thompson Reuters 100 Top Hospitals for their overall organizational performance in patient care, operational efficiency and financial stability. Baystate Medical Center is a Leapfrog, Top Hospital and a Magnet Hospital for Nursing Excellence. Our hospitals and practices are just steps from the ivy-covered buildings of prestigious colleges and universities, and we enjoy easy access to Boston, New York City, the snow covered slopes of Vermont, and the beaches of the Cape and Islands. Finding your niche is easy — it starts with Baystate Health.