Lead Digital Marketing Manager

Company Description

At Amwell, we’re transforming healthcare for all—powered by technology and inspired by people. Here, your ideas don’t just matter—they drive real change, improving lives on a global scale.

We marry technology and innovation with clinical excellence to provide trusted solutions that solve the healthcare industry’s biggest pain points and are on a mission to enable greater access to more convenient, affordable, and effective care.

We do this through our technology-enabled care platform that is designed to help our clients achieve their digital care ambitions – today and in the future. We offer programs spanning the full care continuum, including urgent, acute and specialty care, behavioral health, and services for the treatment of chronic conditions such as heart and cardiometabolic diseases. Programs are powered by Amwell as well as our growing partner network.

For almost two decades, Amwell has proudly served some of the largest and most sophisticated healthcare organizations in the U.S. and worldwide. Our team is passionate about technology’s role in transforming care delivery and making it more equitable, accessible, efficient, cost-effective and navigable for all.

Brief Overview

This role owns Amwell's marketing web estate and how discoverable it is, across four properties: SilverCloud, business.amwell.com, patients.amwell.com, and LiveHealthOnline. Accountability covers performance and conversion on those properties, the compliance posture of what runs on them, and discoverability as search behavior shifts toward AI-generated answers.

The role directs work rather than performing all of it. Engineering owns development capacity and Design owns visual execution; this role defines, sequences, and holds the quality of the work both produce for the web estate. Page content and messaging remain with the pillar that owns each page, so this role owns the platform and its performance rather than what the pages say.

Core Responsibilities

What the role owns:

• The four web properties — performance, conversion, and delivery

• Web compliance and governance, including cookie consent and tracking governance

• GEO and AI-answer discoverability across the properties, alongside conventional search performance

• Definition and sequencing of website build and development work delivered by Engineering

• Coordination with the separate Design team on visual work for the estate

• The web roadmap and the case for what it returns

How success is measured:

• Conversion performance across the four properties, and measured improvement in GEO and AI-answer discoverability (primary measurable output)

• Web property performance, including speed and core experience measures

• Tracking-compliance coverage across the estate

• Delivery of the web roadmap against plan

• Contribution of web to demand and engagement funnels

What the role does not own:

Scope boundaries are explicit, so accountability is single-owned and hand-offs are clean.

• Page content and messaging — each pillar owns what its own pages say

• Product application surfaces — Product

• Engineering development capacity itself — Engineering owns the resource; this role directs the work

• Visual design execution — the separate Design team

• Off-site authority and earned citations — Brand and Corporate Marketing with the external agency

• Paid media and demand strategy — Demand Generation Manager

Qualifications

• 7+ years in web, digital marketing, or growth, with direct ownership of a web estate

• A track record of moving a conversion measure on owned properties, not only of shipping site work

• Technical SEO depth, and demonstrated engagement with GEO and AI-answer discoverability

• Experience directing engineering delivery without owning the engineering resource

• Web compliance and tracking governance experience, including consent management

• Analytics fluency sufficient to defend what the web numbers cl...