[Hiring] Lead Digital Marketing Manager @Amwell

Role Description

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

• 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:

• 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 claim
• The ability to hold a roadmap across competing stakeholder demands from multiple pillars

Preferred

• Healthcare or other regulated-industry web experience, including accessibility obligations
• Multi-property or multi-brand estate management
• CMS migration or replatforming experience
• Experience establishing GEO measurement where no baseline existed

Benefits

• Flexible Personal Time Off (Vacation time)
• 401K match
• Competitive healthcare, dental and vision insurance plans
• Paid Parental Leave (Maternity and Paternity leave)
• Employee Stock Purchase Program
• Free access to Amwell’s Telehealth Services, SilverCloud and The Clinic by Cleveland Clinic’s second opinion program
• Free Subscription to the Calm App
• Tuition Assistance Program
• Pet Insurance