Director - Content & Consumer Engagement

  • Beth Israel Deaconess Medical Center
  • Boston, MA, USA
  • Sep 07, 2020
Full time Marketing

Job Description

The Director, Content and Consumer Engagement will develop and execute the system's content consumer engagement strategy, utilizing a variety of channels and tactics to converse and interact with patients and the public at-large for the purposes of providing health education and building awareness, preference, utilization and affinity for our health care services.

The Director will be a skilled communicator and storyteller, who can identify, source and shape content for a variety of audiences and platforms. He or she will have broad experience overseeing communications channels including editorial/blog platforms, social media channels and corporate and product/service websites and creating, delivering and distributing multimedia content to reach target audiences. The director will elevate and grow our audiences and overall engagement while expanding our reach into the communities we serve through creative partnerships with influencers, sponsored organizations, community partners and others.

The Director will develop a differentiated editorial, engagement, and social media strategy that targets key populations with engaging content that is rooted in our brand promise and aligned with our organizational priorities.

Essential Responsibilities

  • Develop content and engagement strategies to effectively communicate the brand value proposition and build brand preference.
  • Steward the BILH brand voice, ensuring a consistent and authentic brand experience across a multitude of channels.
  • Grow engagement with our target audiences through a variety of channels. Continually evaluate and evolve our presence in digital and other consumer engagement channels to ensure maximum effectiveness.
  • Lead a team and influence across disciplines to shape consistent and coordinated messaging anchored by a strategic content/engagement calendar that aligns with organizational initiatives and audience interests.
  • Explore new ways of connecting with consumers, including leveraging influences, community partners, and other innovative approaches.
  • Continually elevate and develop editorial and video content that shows BILH's unique value to our community.
  • Lead major initiatives serving as a lead expert on digital content.
  • Establish a social media strategy to align with strategic priorities, determining KPIs and continually measuring against them to enhance performance.
  • Develop mechanisms to bring other voices into our channels and platforms, and facilitate two-way conversations with constituents.
  • Manage all channels with technical acumen.
  • Has the authority to direct and support managers with functional area responsibilities. Has the direct responsibility to undertake the following employment actions: hiring, termination, corrective action and performance reviews. Direct Reports: 4-6 Indirect Reports: None

Required Qualifications:

  • Bachelor's degree required.
  • More than 10 years related work experience required in Marketing & communications, including a minimum of 5 years overseeing digital channels and content strategy/production. and 5-8 years supervisory/management experience required
  • Advanced skills with Microsoft applications which may include Outlook, Word, Excel, PowerPoint or Access and other web-based applications. May produce complex documents, perform analysis and maintain databases.

Preferred Qualifications:

  • Familiarity with Adobe Creative Suite. Multimedia production skills. Health care experience strongly preferred.


  • Decision Making: Ability to make decisions that are guided by precedents, policies and objectives. Regularly makes decisions and recommendations on issues affecting a department or functional area.
  • Problem Solving: Ability to address problems that are broad, complex and abstract, often involving Medical Center-wide issues and requiring substantial creativity, resourcefulness, staff engagement, Lean diagnostic techniques, negotiation and diplomacy to develop solutions.
  • Independence of Action: Ability to set goals and priorities for functional area. May make recommendations for department policies, practices and programs. Manager or Director provides broad guidance and overall direction.
  • Written Communications: Ability to communicate complex information in English effectively in writing to all levels of staff, management and external customers across functional areas.
  • Oral Communications: Ability to verbally communicate complex concepts in English and address sensitive situations, resolve conflicts, negotiate, motivate and persuade others.
  • Knowledge: Ability to demonstrate in-depth knowledge of concepts, practices and policies with the ability to use them in complex varied situations.
  • Team Work: Ability to lead collaborative teams for larger projects or groups both internal and external to the Medical Center and across functional areas. Results have implications for the management and operations of multiple areas of the organization.
  • Customer Service: Ability to lead operational initiatives to meet or exceed customer service standards and expectations in assigned unit(s) and/or across multiple areas in a timely and respectful manner.

Physical Nature Of The Job

Sedentary work: Exerting up to 10 pounds of force occasionally in carrying, lifting, pushing, pulling objects. Sitting most of the time, with walking and standing required only occasionally

Department Description

This role is providing support on the BILH Marketing and Communication team.
EOE Statement