The Director of Digital Experience role aligns human experience, technology, operations, and data for stronger engagement outcomes, and its evolution positions the organization for digital modernization and long-term growth.
The role oversees and integrates the systems, platforms, and data that shape how patients, students, and faculty engage with ETSU Health and the Academic Health Sciences.
The role ensures these systems function as a unified experience ecosystem rather than disconnected silos.
Full journey from search and provider discovery through scheduling, care, and follow-up.
Intuitive, connected digital support across the Academic Health Sciences.
Integrated tools and systems that improve efficiency and usability.
Consistency across all digital and operational touchpoints.
Connected intelligence across clinical, academic, marketing, and operational systems.
Epic touchpoints, web platforms, CRM, analytics, and enterprise integrations.
Where the role sits, what it owns, and how it bridges marketing, IT, and data across ETSU Health and the Academic Health Sciences.
Owns the digital patient experience infrastructure across the full care journey.
Patient journey maps, friction analysis, access optimization, conversion analytics, and Epic-to-marketing integration strategy.
Owns the academic digital experience ecosystem.
Academic experience maps, workflow optimization initiatives, platform integration strategy, and digital engagement models.
Partners with Marketing leadership on:
Provides strategic ownership of the digital experience layer across technology systems:
Unifies data from clinical operations, access and scheduling workflows, marketing and acquisition systems, web analytics, and academic platforms into a digital experience intelligence framework supporting:
MBA alignment, capstone focus, and a three-phase organizational growth path.
An MBA with a business analytics concentration through ETSU Online directly strengthens this role's organizational impact by formalizing the ability to translate complex, cross-domain data into strategic decisions. It codifies leadership work already embedded in the current scope, including systems thinking, cross-functional problem solving, data interpretation, and connecting technical infrastructure to business outcomes.
The proposed project focuses on digital experience performance measurement across ETSU Health, using the institutional website rebuild and integrated analytics strategy as a foundation. The capstone will produce a framework for evaluating digital engagement outcomes and informing data-driven decisions about the patient digital journey.
The current scope spanning cross-organizational leadership, system architecture, patient and student experience, brand alignment, data intelligence, and operational optimization establishes the foundation for a three-phase leadership trajectory over time.
Owns the digital experience ecosystem across ETSU Health and the Academic Health Sciences. Leads strategy across brand, UX, web platforms, digital engagement, and experience analytics.
Expands from experience leadership into enterprise digital strategy and systems modernization. Formalizes BI, analytics, performance measurement, and governance frameworks.
Oversees the enterprise digital ecosystem across ETSU Health and broader university systems. Aligns academic, clinical, administrative, and brand digital strategy under a unified institutional vision.
The Director of Digital Experience establishes a scalable framework for unifying ETSU Health and the Academic Health Sciences into a connected, data-driven ecosystem where patient, student, faculty, and institutional journeys are supported through integrated systems, aligned brand strategy, and actionable intelligence.
The role creates the organizational structure needed to bridge experience, technology, operations, and data, and directly positions the organization for continued modernization and long-term growth.