Tracey Holleman
Tallahassee
Summary
Innovative healthcare digital leader with 20 years of experience driving digital initiatives that enhance patient and employee engagement. Specializes in enterprise website management, marketing technology, and data-driven optimization, with a focus on digital front door initiatives. Skilled in leading cross-functional teams and implementing strategies that improve usability and boost engagement.
Overview
24
24
years of professional experience
Work History
Director of Digital Strategy
Tallahassee Memorial HealthCare
Tallahassee
12.2021 - Current
- Lead the digital strategy, operations, and team responsible for patient and employee-facing digital experiences, ensuring alignment with organizational goals and growth priorities.
- Own and evolve the organization’s digital front door strategy in partnership with cross-functional teams, with a focus on Epic MyChart activation, online scheduling, and digital check-in.
- Oversee enterprise digital platforms including public websites, intranet, SEO, paid media, reputation management, email marketing, and social media advertising.
- Achieved 35% activation rate for MyChart in first 60 days of launch.
- Serve as a strategic advisor to the Chief Communications Officer/VP, providing guidance on digital experience, channel performance, and emerging opportunities.
- Establish and enforce website governance standards to ensure usability, accessibility, compliance, and brand consistency across digital properties.
- Manage department budget, staffing, vendor relationships, and operational priorities to support scalable and sustainable digital growth.
- Increased paid search conversion by 400% year over year through strategic targeting.
- Implemented strategies to increase Google listing star ratings to an average of 4 stars across all listings (from 2.2)
Digital Design Architect
Tallahassee Memorial HealthCare
Tallahassee
02.2018 - 12.2021
- Led the strategic development and execution of enterprise web initiatives, including TMH.org and enterprise intranet, to improve user experience, discoverability, and consumer and employee engagement.
- Led a full website redesign and CMS upgrade, significantly improving usability and content management.
- Oversaw digital marketing efforts focused on content optimization and online reputation management, resulting in enhanced user experience.
- Directed SEO and content optimization strategies to improve search visibility and engagement across key service lines.
- Partnered with marketing, IT, and internal stakeholders to deliver digital solutions that enhanced internal communications and improved consumer engagement.
- Developed and implemented custom COVID-19 response applications that facilitated effective patient communication.
Webmaster
Tallahassee Memorial HealthCare
Tallahassee
05.2005 - 02.2018
- Managed and optimized organization’s public website and intranet, enhancing usability and SEO while ensuring effective content governance.
- Supported provider listings and location data initiatives, enhancing digital access and engagement for users.
- Executed email marketing campaigns aligned with organizational priorities, driving engagement and communication effectiveness.
Systems Project Analyst
Florida Department of State, Division of Elections
Tallahassee
05.2002 - 05.2005
- Managed Florida Division of Elections website, delivering accurate and timely content updates to enhance user experience.
- Led digital archiving project for legal opinions, increasing accessibility and streamlining research processes.
- Coordinated project timelines and resources for various election initiatives.
Education
Bachelor of Science - Information Studies, Internet and Web Design
Florida State University
TallahasseeAssociate of Arts -
Tallahassee Community College
TallahasseeSkills
- SEO, GEO & Content Optimization
- Data Analytics & Reporting: Google Analytics, Google Tag Manager, Looker Studio
- Marketing Automation
- Email marketing
- Data analytics
Timeline
Director of Digital Strategy
Tallahassee Memorial HealthCare
12.2021 - Current
Digital Design Architect
Tallahassee Memorial HealthCare
02.2018 - 12.2021
Webmaster
Tallahassee Memorial HealthCare
05.2005 - 02.2018
Systems Project Analyst
Florida Department of State, Division of Elections
05.2002 - 05.2005
Bachelor of Science - Information Studies, Internet and Web Design
Florida State University
Associate of Arts -
Tallahassee Community College