Head of Digital Experience

Duties/Responsibilities

• Responsible for execution, in collaboration with varying teams, of the end-to-end digital patient journey from first touch on the public website through conversion, onboarding, and engagement within the patient portal.
• Set UX and design direction across all digital surfaces — public websites and the patient portal — ensuring visual and experiential consistency.
• Define and maintain a shared design system and component library used across both the public site and portal, in coordination with Engineering and web vendor teams.
• Lead conversion strategy at every stage of the patient lifecycle: visitor to patient, patient to additional services, and patient to long-term engagement.
• Direct oversight of content and creative execution resources supporting the Digital Experience function.
• Direct and manage the assigned web vendor relationship (day-to-day communication, project prioritization, quality review, and deliverable acceptance).
• Partner with the Business Growth team on campaign landing pages, messaging alignment, and funnel performance — owning the on-site experience while Business Growth owns demand generation.
• Collaborate with Product and Engineering on portal UX, in-portal messaging and feature experiences, ensuring parity with the public site design language.
• Conduct and synthesize UX research, usability testing, and analytics to continuously improve the patient experience across all digital touchpoints.
• Establish and enforce governance processes for web changes, including compliance review facilitation and executive approval workflows for material content changes.
• Contribute to SEO and AEO strategy ensuring content and structural decisions support both search and AI answer engine visibility.

Requirements

• Required Education And Experience:
• Bachelor’s degree in UX Design, Digital Marketing, Human-Computer Interaction, Communication, or a related field; or equivalent demonstrated experience.
• A minimum of five (5) years of experience owning digital experience, UX strategy, or web product design in a B2C or healthcare services environment.
• Demonstrated experience managing both a public-facing marketing website and a web application or patient portal.
• Experience managing external agency or vendor relationships, including scope definition, quality review, and performance accountability.
• Portfolio or work samples demonstrating end-to-end ownership of a digital journey, including before/after UX work and measurable conversion outcomes.
• Required Skills/Abilities:
• Proven ability to own UX and design direction across both marketing/public web and product/portal surfaces.
• Strong conversion strategy and funnel optimization skills, with demonstrated experience improving measurable outcomes at multiple stages of a user journey.
• Experience working in or alongside agile/scrum product teams; comfortable operating on sprint cadences alongside engineering without losing marketing-site velocity.
• Proficiency with CMS platforms (WordPress/Elementor preferred) and working knowledge of HTML/CSS sufficient to direct technical vendors and review implementation quality.
• Strong visual design sensibility and ability to maintain brand consistency across diverse surfaces, with experience building or governing a shared design system.
• Excellent communication and stakeholder management skills; able to translate UX decisions to non-technical audiences and hold vendors accountable to quality standards.
• Proven experience in a regulated industry environment; understands the importance of compliance review processes for clinical and health-related content.
• Self-directed and capable of managing multiple concurrent workstreams with minimal oversight, while proactively surfacing risks and decisions to leadership.

Qualifications

• Preferred Experience:
• Experience in digital healthcare services, telehealth, or a HIPAA-regulated environment; understanding of clinical content compliance requirements is a meaningful differentiator.
• Familiarity with patient or consumer onboarding flows, including account creation, identity verification, or intake workflows.
• Experience with A/B testing and conversion rate optimization tools.
• Exposure to SEO strategy and basic schema/structured data concepts in a content-driven web environment.
• Experience working with or building a design system used across multiple digital surfaces.