Scheduled Weekly Hours:

40

Work Shift:

Days/Afternoons (United States of America)

Web Strategy Director

Reports to: Executive Director, Digital Strategy

# of Direct Reports: 2 (Web Strategy Manager, Web Content Strategy Manager)

Primary Function/General Purpose of Position

The Web Strategy Director leads the development and execution of the web strategy for Roper St. Francis Healthcare, ensuring seamless integration of web initiatives within Marketing and Communications, emphasizing digital innovation, stakeholder alignment, and measurable results. This role focuses on intra-departmental collaboration, data-driven decision-making, aligning web initiatives with broader marketing and operational objectives, and supporting the health system’s strategic vision and growth goals across all affiliations and partnerships. This is a timely role as RSFH embarks upon complete web transformation, including new CMS.

Essential Job Functions

• ​Own and drive the web strategy within Marketing and Communications, including site updates, landing page optimization, testing to improve acquisition, conversion, and retention.
• Develop and execute a multi-year UX/UI roadmap focused on continuous improvement and aligned with short- and long-term organizational goals.
• Develop a deep understanding of site visitors through data, insights, and cross-functional partnerships (Analytics and Consumer Insights), generate data-driven hypotheses, and uncover opportunities to improve SEO and web performance.
• Define KPIs, track website performance, and prepare regular progress reports with actionable recommendations.
• Lead the web strategy team, manage vendor partnerships, and oversee digital platforms, including the organization’s website, Intranet, and other related systems.
• Develop governance frameworks, technical standards, and resource plans to implement site strategies effectively.
• Guide web integrations for patient engagement initiatives, including Epic/MyChart, online scheduling, chat, CRM systems, and contact center platforms.
• Serve as the primary liaison to IT and Nordic for web technology support and integrations.
• Work closely with marketing leads to guide digital channels for brand and service line campaigns, ensuring campaigns align with web site and related digital strategies; provide recommendations for campaign adjustments as needed.
• Oversee the implementation of web, social media, and marketing technologies for both internal and external audiences, including employees, physicians, patients, and media.
• Support crisis and issues management through effective use of the website and online platforms.
• Manage the web strategy budget and stay updated on digital trends and advancements, recommending relevant technologies to enhance organizational goals.

This document is not an exhaustive list of all responsibilities, skills, duties, requirements, or working conditions associated with the job. Employees may be required to perform other job-related duties as required by their supervisor, subject to reasonable accommodation.

Licensing/Certification

Education

• Bachelor’s Degree required. Degree in marketing, communication, digital media, web development or related field preferred.

Work Experience

• Minimum of 7 years of experience in digital strategy, web management, or a related field including at least 3 years in a manager position with a successful track record of web strategy and execution.
• Experience in the healthcare industry (preferred)
• Strong understanding of web design principles, UX/UI, SEO, and analytics tools (e.g., Google Analytics, Conductor).

Working Conditions

This section addresses the physical environment in which the employee will perform the work. Please identify ALL working conditions that apply to the role.

X Periods of high stress and fluctuating workloads may occur.

X Long-distance or air travel as needed- not to exceed 10% travel.

X General office environment.

X May be exposed to high noise levels and bright lights.

X May have periods of constant interruptions.

X Required to car travel to off-site locations, occasionally in adverse weather conditions.

X Prolonged periods of working alone.

____ Other:

____ Not applicable to this position

* Individuals in this position are required to exercise universal precautions, use personal protective equipment and devices, and learn the policies concerning infection control.

Physical Requirements - Mark selections with an "X":

This section addresses the physical demands and work position of the associate in the role. Please identify the frequencies for ALL physical requirements for each physical demand and work position below. ​

Physical Demands

Frequency 0% 1-33% 34-66% 67-100%

Lifting/ Carrying (0-50 lbs.) x

Lifting/ Carrying (50-100 lbs.) x

Push/ Pull (0-50 lbs.) x

Push/ Pull (50-100 lbs.) x

Stoop, Kneel x

Crawling x

Climbing x

Balance x

Bending x

Work Position

Frequency 0% 1-33% 34-66% 67-100%

Sitting x

Walking x

Standing x

Additional Physical Requirements/Hazards - Mark selections with an "X":

This section addresses the additional physical requirements/hazards on the associate in the role. Please identify ALL additional physical requirements/hazards.

Physical Requirements - Select if a physical requirement for this job.

Manual dexterity (eye/hand coordination)

Reach above shoulder

Repetitive arm/hand movements

Finger Dexterity

Color Vision

Acuity – far

Acuity – near

____ Not applicable to this position

Hazards - Select if a potential hazard for this job.

Depth perception

Use of Latex products

Exposure to toxic/caustic/chemicals/detergents

Exposure to moving mechanical parts

Exposure to dust/fumes

Exposure to potential electrical shock

Exposure to x ray/electromagnetic energy

Exposure to high pitched noises

Gaseous risk exposure

Other:

__X__ Not applicable to this position

Skills

Skills are demonstrable attributes required for competent and proficient performance of work activities within a job (with or without reasonable accommodation). These are “need to have”, not “nice to have”, attributes that a candidate must possess. If you think a skill is something that you will train to, it's NOT a "need to have". Skills should be written with concise, impactful phrasing. Please include both the “hard”/functional/clinical skills and the “soft”/personal/interpersonal skills.

Aim for around 10 soft skills and 10 hard skills. The skills are critical data because Workday is building out future functionality around skills. The skills you enter here will enable the machine-matching of associate and candidate skills to job openings based on the skills you assign here to the job profile. Prioritize the specialized, unique skills that make this job different from others.

Hard/Tech/Clinical Skills:

Budgeting & Financial Acumen

Evaluate employee performance

Analyzing data or information

​

Soft/Interpersonal Skills:

Attention to detail

Acceptance of authority

Critical thinking

Communication with family members

Teamwork

Conflict resolution

Active listening

Relationship building

Roper St. Francis Healthcare is an equal opportunity employer.

Many of our opportunities reward* your hard work with:

• Comprehensive, affordable medical, dental and vision plans
• Prescription drug coverage
• Flexible spending accounts
• Life insurance w/AD&D
• Employer contributions to retirement savings plan when eligible
• Paid time off
• Educational Assistance
• And much more

*Benefits offerings vary according to employment status.

Department:

SS Marketing - Digital Strategy - Roper St Francis Healthcare

It is our policy to abide by all Federal and State laws, as well as, the requirements of 41 CFR 60-1.4(a), 60-300.5(a) and 60-741.5(a). Accordingly, all applicants will receive consideration for employment without regard to race, color, national origin, religion, sex, sexual orientation, gender identity, age, genetic information, or protected veteran status, and will not be discriminated against on the basis of disability. If you are an individual with a disability and would like to request a reasonable accommodation as part of the employment selection process, please contact The Talent Acquisition Team at recruitment@RSFH.com.