Daniel Ruyter

Senior Digital Leader

Professional Overview

I’m a marketing technology leader with a passion for building high-performing teams and scalable solutions in complex healthcare environments. At Orlando Health, I lead the transformation of MarTech infrastructure—connecting data, content, and customer experience to power smarter decisions and measurable outcomes.

Beyond the office, I’m growing a real estate portfolio, pursuing my passions and crafting a personal brand rooted in authenticity, leadership, and continuous improvement. Whether I’m mentoring team members, optimizing digital funnels, or planning a family rail trip across Europe, I bring intention and strategy to everything I do.

Let’s connect if you’re into:

Digital transformation in healthcare
Building future-ready marketing teams
Real estate investing with a long view
Buying, selling or collecting sports cards

Contact Details

m: 407.376.4847
e: danielbruyter@gmail.com

9386 Juniper Moss Circle
Orlando, FL 32832

DanielRuyter.com

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

Recent Career Highlights

AVP, Marketing Technology

Orlando Health, Orlando, FL – January 2025 to current

Senior leadership role in a $12B healthcare system. As AVP, Marketing Technology, 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

Orlando Health, Orlando, FL – November 2017 to December 2024

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

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

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.

Co-Founder

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