Access & Growth System Director

Newport News, Virginia

Hiring Range
$123,700.00 - $179,350.00/Annual
Actual pay is determined based on job-related factors such as relevant experience, education, credentials, skills, internal equity, and business needs.
Overview
Works under the general direction of the SVP, Chief Marketing, Growth & Consumer Officer. This position is responsible for shaping and leading Riverside's consumer access, digital experience and service line marketing strategy to simplify how people find, choose and use Riverside services and to grow patient volume across the system.
This includes assessing, planning, developing, directing, implementing and evaluating website, SEO, AEO, GEO, digital consumer tools, access strategy and service line marketing programs in support of Riverside's growth and access priorities.
The role partners closely with iCare, Riverside's consumer access and experience function, as well as RMG, service line, patient engagement, operational and executive leaders to connect access, digital tools and service line strategy in ways that improve the patient journey, strengthen brand and service line preference and support measurable growth.

What you will do

- Strategic Leadership & Enterprise Integration -
• 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.
- Consumer Access & Digital Experience Oversight (20%)
• 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.
• Monitors how Riverside is represented across traditional search, answer engines and generative AI platforms, and directs corrections when information about providers, services or locations is inaccurate or outdated.
• Leads consumer access strategy across the website, digital front door tools, Epic, PCC, CRM, MyChart, online scheduling and call center integration to help patients find the right provider, schedule care and navigate the next step in their care journey.
• Partners with IT, Epic, PCC, analytics, RMG, service line and operations leaders to prioritize digital tools that reduce friction, close access gaps and improve the consumer experience.
• Connects digital access work with iCare, RMG and service line operations so improvements in web content, provider search, scheduling, navigation and follow-up support stronger preference, retention and patient experience.
• Establishes consistent standards for consumer experience across web, digital and access channels, in coordination with brand and communications standards.
• Monitors access performance measures, such as time to next available appointment and digital conversion rates and drives continuous improvement.
- Service Line Marketing Strategy & Execution (25%)
• Directly leads service line marketing partners responsible for core growth service lines and Lifelong Health across the system, ensuring plans align to growth goals and market share targets.
• Guides marketing strategy for upstream and downstream service lines, scaling investment to priority, volume potential and system goals.
• Sets new patient growth and market share goals by service line and monitors performance against benchmarks.
• Ensures paid, owned and earned media plans for each service line are integrated with enterprise brand standards and consumer access strategy.
• Facilitates collaboration between service line marketing partners and clinical and operational leaders across acute care, RMG, Lifelong Health and the College of Health Sciences.
• Partners with RMG, clinical operations and service line leaders to identify experience barriers, access gaps and patient journey improvements that can strengthen service line preference, brand preference, retention and growth.
• Ensures service line marketing strategies are informed by provider capacity, access readiness, patient experience feedback, quality indicators and operational priorities.
- Cross-Functional Partnership & Stakeholder Alignment (15%)
• Serves as a key strategic partner to Acute Care, the College of Health Sciences, Lifelong Health, RMG, PCC, service line and access leaders on experience, access and growth strategy.
• Partners with Compliance, Legal, HR and BI/Data Science on governance, reporting and shared accountability for access and service line data.
• Represents the consumer access and service line marketing perspective in enterprise strategy discussions and planning sessions.
- Performance, Insights & Optimization (5%)
• Defines and monitors key performance indicators for consumer access, digital experience, SEO, AEO, GEO and service line growth.
• Uses analytics and audience insights to refine website content, digital access tools and service line marketing investments.
• Uses access, campaign, patient behavior and experience data to evaluate whether marketing and digital experience efforts are supporting growth, preference, retention and a better patient journey.
• Evaluates return on investment for service line campaigns and digital experience initiatives, adjusting resource allocation as needed.
• Promotes data-informed decision-making and continuous improvement across the function.
- Team Leadership & Development (10%)
• Provides leadership, coaching and development for direct reports and for service line marketing partners led through a matrixed structure.
• Builds a collaborative and accountable culture focused on measurable growth, access and consumer experience outcomes.
• Sets clear goals, decision rights and performance measures for the team and for matrixed service line marketing partners.
• Supports ongoing skill development and succession planning across the function.

Qualifications

Education

- Bachelors Degree, Business, Marketing, Communications, Health Care Administration or related field (Required)
- Masters Degree, (Preferred)

Experience

- 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)

Skills and Abilities

- 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

To learn more about being a team member with Riverside Health System visit us at https://www.riversideonline.com/careers .