Daniel Ruyter

Senior Digital Leader

Daniel Ruyter - Senior Digital Leader

Professional Overview

I am a digital strategy leader with a proven ability to get things done and the long-term vision to inspire and grow productive teams. Builder of bridges, agile communicator, passionate technophile and aspiring marketing & technology thought leader, I span the gap between technology and marketing – a place where so many organizations struggle to realize success. I personally thrive on challenges that focus on areas of digital product design, technology and customer experience architecture.

In me, you’ll find a unique mix of technical skill and business background, coming from diverse leadership roles spanning information technology, customer experience and marketing. I “speak” developer, but I also understand the environments and circumstances in which c-level executives operate. If you’re looking for a leader to bridge the gap between the customer, IT and the business, then let’s chat!

Contact Details

m: 407.376.4847
e: danielbruyter@gmail.com

9386 Juniper Moss Circle
Orlando, FL 32832


LinkedIn: @danielruyter
X / Twitter: @danielruyter
Instagram: @danielruyter

Recent Career Highlights

Senior Director, Digital Strategy

Orlando Health, Orlando, FL – October 2020 to current

Senior leadership role in a $9.2B healthcare system. As Senior Director, I am the subject matter expert & leader for the teams that own or consult on all aspects of Orlando Health’s customer and patient-facing digital portfolio including, but not limited to the following:

  • Marketing Automation, Personalization, A/B & Multivariate Testing, Segmentation & Journeys
  • CRM (Salesforce, Marketing Cloud, DMP, All Integrations
  • Website CMS (Sitecore), Hosting Infrastructure, Security & Disaster Recovery (DR)
  • Mobile Applications Product Management
  • Social Media Platforms (Organic & Paid)
  • SEO & Local Data Management
  • Search Engine Marketing (SEM)
  • Marketing Analytics, Business Intelligence (BI), Dashboarding & Decision Support (Google Data Cloud, Google BigQuery, Google Looker Studio)
  • Digital Regulatory Compliance (WCAG 2.x)
  • Content Marketing / Inbound Marketing
  • Conversion Rate Optimization (CRO)
  • Email Marketing (SFMC)

Director / Senior Director, Digital Strategy Key Accomplishments

  • Achieved 10x+ Marketing ROI four consecutive years.
  • 25% Lower Cost Per Acquisition (CPA) than National Healthcare Industry Average
  • 75% YoY Customer Lead Growth
  • Established First BI Dashboards for Senior Leadership
  • Implemented Health System’s First Digital Marketing Personalization & Segmentation
  • Guided Organization’s Digital Strategy Through Major M&A
  • Implemented 3x Website Re-design Phases
  • Implemented Award-Winning AI Chat
  • Website Hosting, Hardening & DR Planning
  • Achieved Website ADA Compliance (WCAG 2.2)
  • Record-Setting Organization Contribution (Profit) Margin
  • Record-Setting Market Share Gains
  • Record-Setting Patient Satisfaction Scores
  • Record-Setting Team Member Engagement Scores

Director, Digital Strategy

Orlando Health, Orlando, FL – November 2017 to October 2020

Newly-created leadership role with responsibilities including paid digital media, social media, marketing technology (MarTech), web, CRM, digital analytics & BI reporting.

Manager, Digital Media

Orlando Health, Orlando, FL – February 2014 to November 2017

Mid-level leadership role managing a team responsible for strategic and tactical ownership of Website CMS (Sitecore) and Salesforce.

Manager, Digital Media Key Accomplishments

  • 12-Month Website Re-platform & Redesign
  • 30% SEO Organic Traffic Growth YoY
  • Implemented Health System’s First Online Scheduling
  • Implemented Health System’s First Physician Star Ratings
  • Implemented Health System’s First Inbound Marketing Programs & Blog
  • Oversaw the launch of four dozen digital marketing campaigns that drove millions of dollars in direct revenue.
  • Led a sprint development team that deployed 17 agile features releases in 18 months using Agile / Scrum methodologies.
  • Achieved Website ADA Compliance (WCAG 2.0)

Business Analyst / Agile Product Owner

Lightmaker, Orlando, FL – April 2012 to February 2014

Served as the primary, client-facing digital expert on all assigned digital agency accounts with clients including Lexus, Association of Tennis Professionals (ATP), Farmer’s Insurance, Cars.com and other top-tier organizations.

Lightmaker Product Owner Key Accomplishments


Alphatree Marketing, Orlando, FL – October 2010 to June 2012

Co-founded Digital Marketing Agency growing annual revenues to 6-figures while working corporate full-time role in Information Technology at SunGard (Ellucian).

Application Administrator & Software Analyst / DBA

SunGard Higher Education, Maitland, FL – March 2011 to April 2012

Corporate IT role providing technical platform & business process ownership of CA Clarity project management platform, MS Project 2007 & IBM FocalPoint enterprise systems. Role was reassigned due to IT organizational restructure.

Roles That Got Me Where I am Today

Digital Product Analyst & Software Quality Lead

SunGard Higher Education, Maitland, FL – August 2006 to February 2011

Software development supervisory role responsible for feature definition, planning, scripting, testing & defect tracking for a team of seven (7) developers of a custom C# . NET application using agile methodologies. Role was a reassignment due to IT restructure.

Manager, Desktop & Technical Services

SunGard Higher Education, Maitland, FL – March 2004 to August 2006

Managed internal help desk support team of three (3) IT professionals providing break-fix desktop troubleshooting. Managed $2M annual department-budgeted technology procurement as well as hardware, software & peripherials support.

Software Quality Assurance Engineer

Hyperion / Oracle Orlando, FL – May 2000 to December 2003

J2EE software quality role for client-facing requirements gathering & integration of the Hyperion Analyzer product into a suite of BI and data intelligence applications.

Manager & Trainer, Software Technical Support Call Center

SIMSOL Software Orlando, FL – April 1997 to May 2000

Built and supervised technical support department consisting of eight (8) technical support reps in a call center environment. Created and maintained technical support documentation for all products produced by the company, lowering support call volume by 10% YoY.

Other Noteworthy Projects, Roles & Experience

Just a few more things I’m proud to have done:

  • Volunteer (pro-bono photography), Orlando Health Foundation
  • Creator & Editor of various personal, parenting, photography & travel blogs
  • Published author, Memoirs of a Dating Dad
  • Microsoft SharePoint Certified Administrator (2007)
  • Former Contributor, Skyword.com Blog in Digital Transformation
  • Avid Travel Blogger, Digital Photographer & Videographer

Education & Certifications

University of Central Florida

B.A. in Political Science, Minor in Business Administration

Google Analytics (GAIQ)

Google, Inc.

Hubspot Inbound Certification

Hubspot, Inc.