GENERAL SUMMARY: The Manager, Digital Content Strategy - Web will manage the merchandising and site content for Henryford.com while building and optimizing processes that improve Henryford.com's external website content in support of business objectives. This position will work closely with other cross-functional partners within and outside of Marketing to support our overall content strategy for websites and in the ongoing planning, prioritization, and project management of both small- and large-scale projects. Additionally, and with a strong understanding on-page search optimization and website best practices, this position will establish and communicate guidelines for website content contributors throughout the system, as well as consult with content owners and support website content development as appropriate. PRINCIPLE DUTIES AND RESPONSIBILITIES: + Work collaboratively within an omnichannel editorial calendar to map rotating site content based on business needs. + Partner with content stakeholders throughout organization on any special projects for site & collaborate with Web (DX) team to support implementation process, deadlines, and assets needed. + Continuously research and seek out new opportunities to innovate site content and performance. + Manage small team of both in-house contributors and contracted partners. + Lead search engine optimization efforts and best practices with the support of the Digital Marketing Analyst. + Consult and collaborate with Marketing and other teams to optimize priority pages and clearly convey the information and next best action a healthcare consumer should take. + Provide input to and enforce editorial style guides, policies and procedures for webspecific content to ensure consistency in style, tone and quality of websites, in adherence with best practices in healthcare and digital marketing. + Assess, catalog, and organize website content based on navigational flow models and high-level navigation standards. + Support the writing and/or editing of web content optimizing for user experience (UX), readability, search engine optimization and appropriateness for target audience. + Provide feedback and collaborate with writers and content contributors. + Work within established production schedules and deadlines. + Work with content owners to maintain adherence to regular content reviews and content aging plans to ensure relevance and timeliness for the audience. + Create search engine optimization (SEO) plan for content, including keyword research, assessing current landscape, developing a plan, and measuring results based on ongoing changes to the content. + Work closely with various stakeholders to determine content needs, provide writing assistance and engagement recommendations when necessary and working closely with other HFH staff on stakeholder priorities. + Ensure website content follows ADA guidelines and regularly conduct ADA audits. + Work independently utilizing strong project management skills and attention to detail to provide oversight and coordination of multiple cross-functional teams and vendors aimed at improving website strategies and implementations that increases visibility and traffic across the HFH brand and service lines. + Manage and support website content and design projects collaboratively with external agencies and internal digital teams. + Deliver data-driven paths to increase quantity and quality of web traffic and engagement that lead to conversions. + Exercise independent judgment and make difficult decisions. + Influence the direction of the website engagement strategy based on industry standards, team capabilities and available tools. + Supervise and manage direct report(s) effectively. + Support website content development and copywriting as needed. + Other duties as assigned. EDUCATION/EXPERIENCE REQUIRED: + Requires a Bachelor's degree in Marketing, Digital, English, Communications, or related field. + Requires seven (7) years of producing and/or managing digitally focused content, web project management or related. + Requires a working knowledge of search engine optimization and best practices in writing for the web. + Requires a high level of analytical ability to interpret data and use it in meaningful ways that improve site engagement and objectives. + Must possess strong organizational and planning skills to effectively manage multiple complex projects at any given time. + Experience and familiarity with content management systems and content planning tools, including but not limited to spreadsheets, digital calendaring tools, project management systems. + Familiarity with web and ADA accessibility recommendations. + Ability to communicate effectively with internal and external partners and customers is required. + Excellent problem-solving and decision-making skills are required. + Strong verbal and written communication skills are required. + Experience working with content on a large and complex website is required. + Previous supervisory and/or consulting experience is preferred. + Previous experience in healthcare or similar industry preferred. Additional Information + Organization: Corporate Services + Department: Marketing - Admin + Shift: Day Job + Union Code: Not Applicable Additional Details This posting represents the major duties, responsibilities, and authorities of this job, and is not intended to be a complete list of all tasks and functions. It should be understood, therefore, that incumbents may be asked to perform job-related duties beyond those explicitly described above. Overview Henry Ford Health partners with millions of people on their health journey, across Michigan and around the world. We offer a full continuum of services – from primary and preventative care to complex and specialty care, health insurance, a full suite of home health offerings, virtual care, pharmacy, eye care and other health care retail. With former Ascension southeast Michigan and Flint region locations now part of our team, Henry Ford’s care is available in 13 hospitals and hundreds of ambulatory care locations. Based in Detroit, Henry Ford is one of the nation’s most respected academic medical centers and is leading the Future of Health: Detroit, a $3 billion investment anchored by a reimagined Henry Ford academic healthcare campus. Learn more at henryford.com/careers . Benefits The health and overall well-being of our team members is our priority. That’s why we offer support in the various components of our team’s well-being: physical, emotional, social, financial and spiritual. Our Total Rewards program includes competitive health plan options, with three consumer-driven health plans (CDHPs), a PPO plan and an HMO plan. Our team members enjoy a number of additional benefits, ranging from dental and eye care coverage to tuition assistance, family forming benefits, discounts to dozens of businesses and more. Employees classified as contingent status are not eligible for benefits. Equal Employment Opportunity/Affirmative Action Employer Equal Employment Opportunity / Affirmative Action Employer Henry Ford Health is committed to the hiring, advancement and fair treatment of all individuals without regard to race, color, creed, religion, age, sex, national origin, disability, veteran status, size, height, weight, marital status, family status, gender identity, sexual orientation, and genetic information, or any other protected status in accordance with applicable federal and state laws.