Web Content Strategy and Digital Experience Director

Job Description

UW Medicine has an outstanding opportunity for a Content and Digital Experience Director to join their team.

Reporting to the Assistant Vice President, Digital Strategy and Operations, the Director, Digital Experience leads the strategy and execution of content strategy, user experience, content design, and discoverability for UW Medicine's primary digital hub, uwmedicine.org, and connected digital channels.

Reporting to the Assistant Vice President, Digital Strategy and Operations, the Director, Digital Experience leads the strategy and execution of content strategy, user experience, content design, and discoverability for UW Medicine's primary digital hub, uwmedicine.org, and connected digital channels.

This role owns the digital experience for UW Medicine’s primary platform, uwmedicine.org, and shapes how content and experiences are structured, governed, and distributed across a broader external ecosystem, including search, AI-driven discovery, social platforms, partner channels, and emerging technologies. The Director establishes a hub-and-spoke model, positioning the website as the authoritative source of truth while enabling consistent, high-quality engagement across distributed channels.

• Set the vision and roadmap for content strategy and user experience across uwmedicine.org and connected digital channels, aligning user needs with patient acquisition, engagement, and business goals.
• Lead a hub-and-spoke digital model in which the website serves as the authoritative source of truth while enabling consistent, high-value experiences across distributed platforms.
• Partner with service line marketing, content marketing, reputation management, social, and paid media teams to align digital experience strategy across owned and distributed channels.
• Evaluate competitive and emerging approaches to identify best practices and encourage innovation.
• Manage idea generation and project intake processes through to execution and measurement.
• Analyze our strategies' performance, identify strategic opportunities, facilitate change to hit and exceed customer expectations and KPIs.
• Ensure UW Medicine’s content ecosystem supports Generative Engine Optimization (GEO), structured data, and authoritative entity representation across digital platforms

• Partner with marketing, content, brand, product management, web development, IT, and other stakeholders to design seamless digital experiences that meet user needs and organizational priorities.
• Oversee content strategy and design, UX research and design, information architecture, UX writing, and content governance work that makes digital experiences clear, usable, scalable, and easy to maintain and support the organization’s business goals.
• Champion structured content, SEO, schema, and measurement frameworks that strengthen search visibility, support AI discovery, and continuously improve user journeys across channels.
• Establish KPIs and measurement frameworks that track the performance of digital experiences across search, AI discovery, web, and distributed digital channels, using insights to continuously improve user journeys.
• Develop lightweight, repeatable workflows, templates, and intake processes that help the team deliver efficiently in an agile environment.

• Lead, coach, and develop a high-performing team of UX, content design, content strategy, UX writing, and SEO professionals across multiple concurrent initiatives.
• Manage day-to-day workflow for team including assignments and the end-to-end project…