Access & Growth System Director
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Job Description
Access and Growth System Director leading Riverside Health System’s digital patient access, SEO, AI discovery and service-line marketing. Driving patient growth, market share and improved care navigation.
Responsibilities:
- Develop enterprise consumer access, digital experience and service line marketing strategy aligned with Riverside’s growth, access and system performance goals
- Establish an integrated service line marketing model prioritizing core growth service lines and Lifelong Health
- Advise executive leaders on consumer access, digital experience and service line growth strategy
- Lead cross-functional workgroups and partner with iCare, Riverside Medical Group, service line, digital, access and operational leaders
- Manage consumer access, digital experience and service line marketing budgets, internal resources and external agency investments
- Oversee website strategy, content governance, SEO, AEO and GEO performance
- Lead AI-driven discovery strategy and ensure accurate, trustworthy website content and provider data
- Direct consumer access strategy across Epic, PCC, CRM, MyChart, online scheduling and call center integration
- Monitor access performance measures and drive continuous improvement
- Lead service line marketing partners and guide strategies for growth service lines and Lifelong Health
- Set new patient growth and market share goals and monitor performance against benchmarks
- Integrate paid, owned and earned media plans with brand standards and consumer access strategy
- Partner with clinical, operational, compliance, legal, HR and data stakeholders on access, growth, governance and reporting
- Define and monitor KPIs for consumer access, digital experience, SEO, AEO, GEO and service line growth
- Evaluate campaign and digital initiative ROI and adjust resource allocation
- Provide leadership, coaching and development for direct reports and matrixed service line marketing partners
Requirements:
- Bachelor's degree in Business, Marketing, Communications, Health Care Administration or related field (Required)
- Master's degree preferred
- 5–6 years of progressive leadership experience (Required)
- 8–10 years of 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
- Experience in a complex, matrixed or multi-site organization
- 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
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