Entity: Corporate Services Department: Customer Engagement, Marketing Analytics Location: 3535 Market Street, hybrid Hours: M-F, 8 hr days Summary: • The Digital Products & Marketing Technology team at Penn Medicine leads the strategy, development, and delivery of digital platforms and experiences that drive marketing performance and patient and provider engagement. This includes oversight of web and mobile experiences, marketing technology, CRM, and contact center solutions - enabling personalized, connected, and timely interactions across the care journey. The Associate Director, Content Strategy provides strategic leadership for enterprise content strategy, defining how content is structured, governed, and delivered across Penn Medicine's digital ecosystem. This role is responsible for setting the vision, standards, and frameworks that ensure content is clear, accessible, patient-centered, and aligned with digital experience and marketing goals. This individual leads the development of scalable content models, governance frameworks, and content workflows that support consistency and quality across platforms. By combining strategic thinking with strong executional oversight, the Associate Director ensures content initiatives deliver meaningful engagement, improved usability, and measurable business impact. In this role, the Associate Director manages a team of content strategists and writers, providing leadership, mentorship, and direction to ensure high-quality output across all digital channels. Success in this role requires close collaboration with Digital Strategy, SEO, UX, Design, Analytics, and Clinical stakeholders to ensure content strategy is fully integrated into broader digital initiatives and delivers a seamless, high-quality patient experience. Responsibilities: • Content Strategy & Standards: Define and lead enterprise content strategy, establishing clear frameworks that guide how digital content is structured, written, and maintained. Define what "excellent" looks like for patient-facing clinical and service line content, ensuring clarity, accuracy, and accessibility. Establish and steward system-wide content standards for voice, tone, readability, accessibility, and clinical clarity. Develop scalable content models, templates, and messaging hierarchies that support consistency across platforms and teams. Ensure alignment of content strategy with broader digital, brand, and patient experience priorities. • Content Planning & Execution: Lead content planning and strategy for major digital initiatives, including campaigns, platform migrations, new clinical programs, and service line growth efforts. Ensure content initiatives are delivered with high quality, consistency, and alignment to user needs and business goals. Guide development of structured, reusable content that supports scalability and operational efficiency. Oversee execution of high-impact content initiatives, ensuring alignment with taxonomy, design systems, and platform requirements. Translate digital strategy priorities into actionable content plans that support engagement and conversion. • Digital Experience & Cross-Functional Collaboration: Partner with Digital Strategy, SEO, UX, Design, Analytics, and Clinical stakeholders to align content strategy with broader digital initiatives. Collaborate on content structure, page layouts, and user journeys to improve usability and engagement. Ensure content is optimized for discoverability across search, digital channels, and emerging AI-driven experiences. Leverage performance data and user insights to refine content strategy and inform continuous improvement. Act as a key strategic partner in enterprise digital planning, ensuring content is fully integrated into digital experiences. • Content Operations & Governance: Design and govern content workflows, roles, and approval processes to ensure efficient and scalable content operations. Establish content governance frameworks that enable consistency while supporting decentralized content creation. Drive continuous improvement in content tools, processes, and ways of working to increase efficiency and quality. Ensure content aligns with taxonomy standards, CMS requirements, and the design system. Elevate organizational content maturity through training, documentation, and best practice development. • Leadership & Staff Management: Lead, develop, and grow the Content Strategy team, including managers, strategists, and writers. Define roles, expectations, and career paths for content professionals across the organization. Align team capacity and priorities with enterprise digital and marketing strategy objectives. Provide coaching and mentorship to develop strategic thinking, content expertise, and stakeholder management skills. Foster a collaborative, high-performing culture across Content Strategy, Editorial, UX, and Digital teams. • Stakeholder & Executive Engagement: Represent content strategy in executive and enterprise planning forums. Serve as a strategic advisor to leadership on content-related decisions, investments, and priorities. Influence cross-functional stakeholders to adopt content standards, frameworks, and best practices. • Professional Development: The Associate Director of Content Strategy is expected to continue advancing as a leader in digital healthcare content-shaping system-wide standards, mentoring future leaders, and elevating the clarity, quality, and effectiveness of digital content across Penn Medicine. • Performs duties in accordance with Penn Medicine and entity values, policies, and procedures. • Other duties as assigned to support the unit, department, entity, and health system organization. Education or Equivalent Experience: • Bachelor's degree is required. • 10+ years of working in related field is required. • 8+ years of experience in content strategy, editorial, or digital content is required. • 5+ years of management (teams and/or large projects and programs) is required. • Master's degree is preferred. • Previous experience in a healthcare organization or the tech industry is preferred.