Access & Growth System Director

Responsibilities

• Develops enterprise consumer access, digital experience and service line marketing strategy in alignment with Riverside’s growth, access and system performance goals.
• Establishes an integrated model for service line marketing that prioritizes core growth service lines and Lifelong Health system-wide while right-sizing support for upstream, downstream and supporting service lines.
• Provides strategic counsel to the SVP, Chief Marketing, Growth & Consumer Officer and executive leaders on consumer access, digital experience and service line growth strategy.
• Partners closely with the System Director, Brand & Integrated Communications to align access and service line marketing work with enterprise brand standards, messaging and creative.
• Convenes and leads cross-functional workgroups, including operations, clinical leadership, analytics, investments and service line partners, to advance consumer access strategy.
• Partners with iCare, Riverside Medical Group, service line, digital, access and operational leaders to identify experience barriers and align improvement priorities across the patient journey.
• Manages planning, prioritization and ongoing administration of the consumer access, digital experience and service line marketing budget, including internal resources and external agency investments, ensuring alignment to system priorities and measurable outcomes.
• Oversees website strategy, content governance and SEO performance to ensure Riverside’s digital properties are easy to find, easy to use and effective at converting visitors into patients.
• Leads Riverside’s strategy for AI-driven discovery, including Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO), so Riverside content is accurately cited and recommended by AI search tools such as Google AI Overviews, ChatGPT, Perplexity and Copilot.
• Ensures website and content structure, including schema markup and provider credentialing data, meet the accuracy and trust standards AI and search engines require for health information.

Requirements

• Bachelors Degree, Business, Marketing, Communications, Health Care Administration or related field (Required)
• Masters Degree, (Preferred)
• 5-6 years Progressive leadership experience (Required)
• 8-10 years Progressive experience across consumer access, direct-to-consumer strategy, health care operations, digital experience, service-line marketing, growth or related disciplines (Required)
• Demonstrated experience developing and leading enterprise-level consumer access, digital experience, service-line marketing or growth strategies required (Required)
• Experience in a complex, matrixed or multi-site organization required; health care, academic health, not-for-profit or service-based organization experience preferred. (Required)
• Strong operational judgment, including experience managing priorities, resources, budgets, timelines and competing demands
• Knowledge of digital content, social media, SEO, reputation management and integrated channel strategy
• Ability to use data, audience insights and performance measures to evaluate communications effectiveness and support continuous improvement

Preferred

• Masters Degree, (Preferred)