Director of Digital Marketing

Primary City/State: Phoenix, Arizona Department Name: Digital Customer Engagement Work Shift: Day Job Category: Marketing and Communications Banner Health believes leadership matters. We look for people who share our vision making health care easier, so life can be better. Our leaders are at the front of the health care transformation, planning the future of Banner Health. Banner Health has earned Great Place To Work® Certification™ for the third consecutive year. We’re committed to a workplace culture where team members trust the people they work for, take genuine pride in their work, and enjoy collaborating with colleagues. As the Director of Digital Marketing, you will establish and execute comprehensive digital channel strategies that make a real, measurable impact across owned and organic platforms. You will have the opportunity to thrive in a cross-functional environment where your leadership influences teams, partners and outcomes across the organization. Your pay and benefits are important components of your journey at Banner Health. This opportunity includes the option to participate in a variety of health, financial, and security benefits. In addition, this position may be eligible for our Management Incentive Program as part of your Total Rewards package. Within Banner Health Corporate, you will have the opportunity to apply your unique experience and expertise in support of a nationally-recognized healthcare leader. We offer stimulating and rewarding careers in a wide array of disciplines. Whether your background is in Human Resources, Finance, Information Technology, Legal, Managed Care Programs or Public Relations, you'll find many options for contributing to our award-winning patient care. POSITION SUMMARY This position is responsible for leading strategy, execution, and optimization across Banner Health's owned and organic digital marketing channels including email, social media, SEO/AEO, and emerging channels. Serves as the cross-channel orchestrator who ensures integrated, data-driven digital marketing activation that reaches audiences with coordinated messaging and optimized customer experiences. This role establishes digital channel strategies, leads campaign execution, drives performance and conversion optimization, and builds the organizational capability to execute sophisticated digital marketing at scale. Drives measurable results through owned and organic digital channels, and by building organizational capability in a matrixed, collaborative environment. CORE FUNCTIONS 1. Leads digital marketing planning and cross-channel orchestration for integrated campaigns. Partners with service line marketing teams to understand integrated marketing plans and business objectives. Works across Consumer Digital Engagement channel leaders including content, web, and marketing technology. Coordinates with paid media teams to create and document comprehensive digital marketing activation plans. Translates service line objectives into executable digital strategies that coordinate owned and organic channels with paid media efforts. Ensures digital marketing efforts are strategically aligned, properly sequenced, and optimized for maximum impact. Establishes campaign timelines, channel responsibilities, and success metrics. Orchestrates cross-channel execution to deliver cohesive customer experiences across email, social, web, and paid channels in partnership with the advertising team. 2. Owns enterprise email marketing strategy, execution, and optimization. Develops email marketing strategies that drive awareness, engagement, conversion, and loyalty across consumer and patient audiences. Partners with the Email Marketing to execute campaigns including promotional emails, nurture journeys, triggered messaging, and lifecycle communications. Collaborates with Content Strategy & Operations for messaging, and MarTech & Digital Experience for template design, audience segmentation, journey automation, and technical execution. Establishes email best practices, deliverability standards, and compliance protocols. Drives continuous optimization through A/B testing, performance analysis, and audience refinement. Grows email subscriber base and engagement metrics. 3. Owns enterprise social media strategy, execution, and community management. Develops organic social media strategies across platforms such as Facebook, Instagram, LinkedIn, X (Twitter), YouTube, and emerging platforms. Partners with Social Media to create content calendars, execute posts, engage with audiences, and manage community interactions. Collaborates with Content Strategy & Operations for messaging and creative assets. Establishes social media governance, brand voice guidelines, and crisis response protocols. Monitors social listening, sentiment, and trends. Drives audience growth, engagement, and conversion through organic social tactics. Manages social media tools, platforms, and vendor relationships. 4. Owns SEO/AEO strategy and organic search optimization. Develops search engine optimization (SEO) and answer engine optimization (AEO) strategies to improve Banner Health's visibility in organic search results and AI-powered answer engines. Executes or directs execution of technical SEO, on-page optimization, content optimization, and local search strategies. Collaborates with Content Strategy & Operations on SEO-optimized content and with Web Production & UX on technical implementation. Conducts keyword research, competitive analysis, and search performance monitoring. Drives organic search traffic growth, search rankings improvement, and featured snippet/AI answer optimization. Manages SEO tools, platforms, and vendor relationships. 5. Explores and pilots emerging digital channels and innovative marketing tactics. Stays current on emerging digital platforms, channels, and marketing technologies. Evaluates new channels (e.g., TikTok, Threads, emerging social platforms) for strategic fit and audience opportunity. Pilots innovative tactics including influencer partnerships, user-generated content, interactive experiences, and new content formats. Tests emerging AI-powered marketing capabilities and automation opportunities. Recommends channel expansion or investment based on performance data and strategic alignment. Brings innovation mindset to digital marketing execution and continuous improvement. 6. Drives performance optimization and conversion rate improvement across digital channels. Establishes measurement frameworks, KPIs, and success metrics for all digital marketing channels. Analyzes channel performance, audience behavior, and campaign effectiveness. Identifies optimization opportunities and implements testing strategies to improve engagement, conversion, and ROI. Partners with MarTech & Digital Experience on conversion rate optimization (CRO) for , providing strategic direction for testing roadmaps. Collaborates with Consumer Insights & Marketing Operations on analytics, reporting, and data-driven decision making. Fosters culture of testing, learning, and continuous improvement across the digital marketing team. 7. Builds and leads a high-performing digital marketing team. Recruits, hires, and onboards digital marketing team members including channel specialists and program managers. Provides leadership, coaching, and professional development to build team capabilities. Sets clear goals, expectations, and performance standards. Conducts performance reviews and career development planning. Fosters collaborative, innovative team culture focused on results and continuous learning. Develops team expertise in digital marketing best practices, emerging trends, and platform capabilities. Ensures team has resources, tools, and support needed to execute effectively. 8. Manages digital marketing channel budgets, vendors, and agency relationships. Develops and manages budgets for digital marketing tools, platforms, and vendor services. Evaluates and selects marketing technology platforms including social media management tools, SEO platforms, email service providers, and analytics tools. Manages vendor and agency relationships for specialized services including social listening, influencer marketing, SEO consulting, and content production. Negotiates contracts, manages performance, and ensures vendor accountability. Optimizes budget allocation across channels based on performance and strategic priorities. 9. Partners across Consumer Digital Engagement, Marketing, and cross-functional teams to ensure integrated execution. Collaborates closely with Content Strategy & Operations to align messaging and content across channels. Partners with MarTech & Digital Experience to ensure platform enablement, data integration, and technical execution support. Coordinates with media teams to align owned, organic, and channel strategies for integrated campaigns. Works with Consumer Insights & Marketing Operations on measurement, analytics, and reporting. Engages with Brand, Compliance, and Communications to ensure brand consistency and regulatory compliance. Serves as digital marketing subject matter expert and strategic advisor to service line marketing teams and organizational leadership. MINIMUM QUALIFICATIONS Bachelor's degree in Marketing, Communications, Business, or related field. 7+ years of progressive digital marketing experience with demonstrated expertise across multiple channels including email, social media, and SEO. 5+ years of leadership experience building and managing high-performing marketing teams. Proven track record developing and executing integrated digital marketing strategies that drive measurable business results. Deep expertise in email marketing strategy, execution, and optimization including segmentation, automation, and lifecycle marketing. Strong background in organic social media marketing across multiple platforms including content strategy, community management, and audience growth. Solid understanding of SEO/AEO principles, technical SEO, content optimization, and organic search strategies. Experience with digital marketing planning, campaign orchestration, and cross-channel integration. Experience with marketing automation platforms, social media management tools, SEO platforms, and analytics tools. Demonstrated ability to translate business objectives into executable digital marketing strategies and activation plans. Strong analytical skills with experience establishing KPIs, analyzing performance data, and driving optimization decisions. Experience managing digital marketing budgets, vendor relationships, and agency partnerships. Proven ability to work collaboratively in matrixed organizations and partner across multiple teams and functions. Excellent communication and presentation skills with ability to influence stakeholders at all levels. Player-coach mentality with ability to balance strategic thinking and hands-on execution. PREFERRED QUALIFICATIONS Master's degree in Marketing, Business Administration, or related field. Certifications in digital marketing, email marketing, social media, or SEO. 12+ years of digital marketing experience in healthcare, consumer services, or regulated industries. Healthcare or consumer marketing experience strongly preferred. Experience in large, complex healthcare organizations or integrated delivery networks. Knowledge of HIPAA compliance and healthcare marketing regulations. Deep expertise in conversion rate optimization (CRO) and testing methodologies. Experience with customer data platforms (CDPs), marketing automation, and martech stack optimization. Background in emerging channels and innovative digital marketing tactics including influencer marketing, user-generated content, and interactive experiences. Experience with AI-powered marketing tools and automation capabilities. Proven success growing digital audiences and engagement metrics at scale. Strong project management skills with experience managing complex, multi-channel campaigns. Experience establishing marketing operations, workflows, and governance frameworks. Background in content strategy and messaging development. Familiarity with paid media strategies and integrated campaign planning. Experience with web analytics platforms (e.g., Google Analytics, Adobe Analytics). Track record of innovation and staying ahead of digital marketing trends. Additional related education and/or experience preferred. 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