When you join the growing BILH team, you're not just taking a job, you’re making a difference in people’s lives.
The Director of Digital Experience is responsible for defining how Beth Israel Lahey Health shows up, is experienced, and is chosen across its digital ecosystem. This leader sets the strategy for digital experience, content, organic discovery, and reputation, ensuring BILH is visible, relevant, and trusted in moments of consumer exploration and decision-making.
This role is focused on translating external signals (search behavior, consumer expectations, and competitive dynamics) into clear experience, content, and platform strategies. The Director ensures that BILH’s digital presence reflects how consumers seek, evaluate, and select care, and that digital investments are aligned to support measurable business outcomes.
This role requires the ability to influence across functions, align diverse stakeholders, and drive meaningful change without direct authority. The Director will partner closely across marketing, operations, IT, and clinical and administrative leadership to shape priorities, guide decision-making, and advance digital transformation.
Job Description:
Essential Duties & Responsibilities including but not limited to:
- Define and lead BILH’s enterprise digital experience strategy across consumer-facing touchpoints, including web, search, social, reputation platforms, and third-party listings
- Ensure a cohesive and connected experience across the digital ecosystem, aligning how consumers discover, evaluate, and access care across channels
- Establish guiding principles for how BILH is presented across platforms—ensuring consistency, clarity, and trust at key moments of decision-making
- Define and lead BILH’s digital reputation strategy, integrating ratings, reviews, third-party platforms, and owned content
- Monitor and analyze reputation signals to identify trends, risks, and opportunities that impact consumer perception
- Ensure alignment between content, search visibility, listings, and reputation signals to reinforce credibility and trust
- Define the experience strategy for provider and location discovery, including provider directories and third-party listings
- Ensure provider profiles, service pages, and listings support consumer decision-making with clarity, consistency, and relevance
- Align discovery experiences with access and growth priorities, ensuring seamless pathways from evaluation to action
- Lead BILH’s organic discovery strategy, ensuring strong visibility across search and emerging AI-driven discovery environments
- Use search behavior and demand signals to inform experience design, content priorities, and platform strategy
- Align organic and paid search strategies within a unified approach to demand capture
- Own enterprise demand insights, leveraging search data, analytics, and market intelligence to understand consumer intent and identify growth opportunities
- Translate insights into actionable strategies that shape content, experience, and digital investment priorities
- Inform enterprise marketing and service line strategies through a deep understanding of consumer behavior
- Lead content strategy, ensuring alignment with consumer needs, search behavior, and business priorities
- Define how BILH presents its clinical capabilities and expertise to support consumer understanding and decision-making
- Establish governance models, standards, and workflows to ensure consistency, scalability, and quality
- Oversee organic social and community strategy, ensuring alignment with content, reputation, and engagement goals
- Leverage social platforms to strengthen awareness, engagement, and trust, while reinforcing broader digital experience strategies
- Establish principles for user experience, navigation, and information architecture that reflect how patients seek and access care
- Guide the evolution of digital platforms—including site structure, user flows, and experience frameworks—to improve usability, engagement, and effectiveness
- Lead ongoing optimization of the digital ecosystem, using analytics, user feedback, and reputation insights to continuously refine performance
- Ensure digital experiences evolve in alignment with consumer expectations, market dynamics, and organizational priorities
Minimum Qualifications:
Education:
Bachelor's degree in Business Administration, Marketing/Communications, or other related field required.
Licensure, Certification & Registration: N/A
Experience:
- 8+ years of experience leading digital experience and digital content strategy, preferably within healthcare or a similarly complex, consumer-facing industry.
- Significant Sitecore experience required
Skills, Knowledge & Abilities:
- Proven ability to translate consumer insights into actionable digital strategies.
- Strong expertise in UX, information architecture, and content strategy
- Deep understanding of SEO and search-driven content development
- Experience managing digital reputation and consumer feedback ecosystems preferred
- Significant experience leading reputation management and social media strategies with demonstrated impact on business results
- Experience leading complex, cross-functional initiatives in large organizations
- Healthcare or similarly complex service environment experience preferred.
- Strategic, consumer-focused thinker with a strong understanding of how people seek and evaluate care
- Systems-oriented leader able to connect experience, content, search, and reputation into a cohesive strategy
- Data-informed decision maker who uses insights to guide priorities and investments
- Collaborative and influential leader, comfortable operating across a complex, matrixed organization
Preferred Qualifications & Skills:
- Solid understanding of Epic/MyChart products and Kyruus provider and location directory products.
Pay Range:
$130,000.00 USD – $160,000.00 USD
The pay range listed for this position is the annual base salary range the organization reasonably and in good faith expects to pay for this position at this time. Actual compensation is determined based on several factors, that may include seniority, education, training, relevant experience, relevant certifications, geography of work location, job responsibilities, or other applicable factors permissible by law.
