The Web and Digital Communications Manager ensures that Virginia Hospital Center website's content and functions support the Hospital's brand and volume growth initiatives and other strategic communication efforts. This hands-on communications role manages both the Hospital's current website and website vendor's concurrent design/development of new Hospital website. Responsible for creating for sites' content, maintaining their functionality and ensuring accessibility. Serves as contact for all Hospital departments for website-related requests, training and assistance. Responsible for execution and/or oversight of all web-based activity. Reports any technical or performance issues and ensures they are resolved. Liaises between vendor and internal/external 3rd parties as needed. Uses analytics to make site improvements, support growth initiatives and measure effectiveness of web-based activities. Participates in website strategic planning and recommends improvements and tactics to support the Hospital's volume growth. Also leverages social media accounts as key engagement and promotional vehicles.
The Web and Digital Communications Manager oversees digital governance and establishes guidelines for updates, changes and/or additions to the site, ensuring the usefulness and necessity of website subject matter. Writes and edits content as needed, both with and without the collaboration of Hospital departments. Uses content management system [CMS] to add/edit/optimize/cross-promote content, build forms, update classes/events calendar and facilitate registration, and incorporate third-party applications (i.e. patient portal, Medical Staff Office physician database, etc.). Ensures WCAG 2.0 and AA requirements for website accessibility are met. Provides access rights, training, and regular assistance to those Hospital departments with CMS and PayPal privileges. Performs regular quality assurance reviews and makes corrections and /improvements to content, optimization and accessibility. Makes technical support requests to website vendor as needed.
The Web and Digital Communications Manager is also responsible for search engine optimization, social media engagement (Facebook, Twitter, Google+, YouTube, etc.) and assisting with search engine marketing and email marketing campaigns. (S)he also contributes to strategic planning and developing the Hospital's online communications strategy.
Education: Bachelor's Degree in communications, journalism or marketing is preferred. Relevant experience in lieu of degree is acceptable.
Experience: Minimum of four years' experience in website management using content management systems, including site functionality and content development. Effective verbal and written communication skills. Strong understanding of website best practices and web analytics. Excellent organization, project- and time-management skills. Ability to use software including MS Office (particularly Excel and Powerpoint), and SEO skills.