As an essential leader of the Consumer Experience and Digital Center of Excellence leadership team, this digital growth expert creates innovative demand generation strategies and makes decisions that impact customer acquisition, user engagement, and revenue growth. This leader must conceptualize and implement growth hacks from start to finish, including online consumer journeys that drive qualified leads and customer acquisition across organic and paid digital channels. This leader must dive deep into digital and attribution data to find meaningful trends and insights that drive optimization decisions. This leader will align with partners to define digital touchpoints encouraging consumers to engage with Advocate Health’s consumer-first products and service lines that result in measurable ROI. Lastly, this role will drive cross-functional alignment across key stakeholders including Finance, operations, medical group leaders, marketing, CRM, digital analytics, digital front door experience, user experience teams to align on business objectives, resource allocation, efficiency goals and revenue and engagement targets by developing, executing, and scaling annual and quarterly plans.

This is a remote first role but requires 20% of travel throughout the year with 4-6 trips per year for teammate meetings, events, partnership responsibilities, etc. 

Due to complex requirements, remote work is NOT permitted for short or long periods in: CA, DC, CO, CT, HI, MA, MD, MN, NJ, NY, OR, RI, VT, WA and working Internationally (this includes working while on vacation).

Major Responsibilities:

Leads the development, implementation and execution of comprehensive digital marketing strategies implement comprehensive aligned with overall business goals. 

Lead strategy for expert-level search engine marketing campaigns and management across various platforms such as Google Ads (using the newest platform features such as Performance Max, Responsive Ad manager and running Local Ads), Google Display Network, Facebook Ads, LinkedIn Ads, and YouTube. 

Develops Search Engine Optimization (SEO) strategies across multiple service lines to elevate our brand Nationally using SEO best practices to improve organic search visibility and drive targeted traffic to the website.  

Utilizes Analytics and Data including website analytics, social media insights, and marketing platforms, and derive actionable insights.  Provides regular reports and insights to senior management on program performance and growth opportunities. Dives deep into data to find meaningful trends and insights, which fuel new opportunities and drive optimization decisions. Deep understanding of Conversion Rate Optimization (CRO) to optimize the conversion funnel, improve user experience 

Uses customer segmentation to understand and define target customer segments to tailor marketing strategies and campaigns effectively. 

Develops strategy around the planning and process to lead A/B testing to optimize various elements of digital campaigns, including ad creatives, landing pages, Google and social (Meta) ad copy.  

Oversight of digital competitor analysis by tracking of industry trends and conducting competitive search and SEO analysis to identify opportunities and stay ahead in the market. Monitors and stays informed on AI, SEM and SO industry trends and analyzes platform developments to ensure alignment with organizational goals. Keeps the organization informed of channel updates and new features. 

Builds and fosters a collaborative and high performing Digital Marketing team who aspires to push the boundaries to capture future growth opportunities, experiments new approaches and tools for optimization, and embraces the challenge of taking calculated risks. 

Leads oversight and collaboration for paid social media content strategies with matrix reporting relationship from the paid social team into this role. Partners with cross-functional teams to develop impactful strategies aimed at driving engagement and conversions across Advocate Health's priority growth areas, consumer-centric initiatives, and service lines. Directs the creation of plans and budgets, coordinates with departments to implement creative and video recommendations, and executes campaigns. Collaborates with agency and internal partners to strategize and execute campaigns targeting Spanish-speaking communities, including specific carve-outs for Hispanic audiences, as needed. 

Licensure, Registration, and/or Certification Required:

Must be Google certified in one or multiple focus areas such as Google Digital Marketing & E-commerce professional certification, Google Ads Apps Certification, Google Ads Measurement, Google Ads Creative, Google Ads Display, Google Ads Search (REQUIRED), Google Search Ads 360, Google Optimization, Google Analytics Certification 

Social Media Certifications – Meta Certified Marketing Science Certification, Meta Certified Creative Strategy Professional, Meta Certified Digital Marketing Associate (REQUIRED) 

Education Required:

Bachelor’s degree in marketing or computer science or communications, Etc. Master’s preferred. 

Experience Required:

​​Requires 10+ years of experience in Digital Marketing (preferred) and marketing strategy. Includes 8 - 10 years of management experience in leading teams and budgets. ​  

Knowledge, Skills & Abilities Required:

Leadership and Cross-functional Alignment: Serve as a key leader within the Consumer Experience and Digital Center of Excellence team, bridging cross-functional teams to ensure seamless alignment with communications, market leaders, brand, marketing, service lines, media, internal stakeholders, crisis communications and provider strategies across digital marketing platforms. 

Vendor and Agency Management: Manage relationships with key Digital Marketing vendors, including managing Advocate Health’s Google Joint Business Partnership, and other SEO vendors, as needed.  

Human Resources Management: Oversee a team dispersed across multiple states within the Advocate Health enterprise. Responsibilities include recruitment, selection, promotions, staff development, performance evaluations, compensation management, addressing employee concerns, implementing corrective actions, and fostering overall team morale and engagement. Manages the Digital Marketing team, overseeing their daily operations, including campaign execution, managing Google reputation, and providing strategic direction and guidance. Ensures alignment of team strategies with organizational goals.  

Financial Oversight: Develop and propose operating budgets, ensuring expenditures align with approved budget objectives for daily and annual digital marketing for platforms, vendors, and advertising. 

Expert-level knowledge: Of Digital Marketing platforms such as Google Ads Manager, Google Display Network, YouTube Ads Platform, Meta Ads Platform, Microsoft Ads, App Marketing, SEMRush, Screaming Frog, Adobe Analytics.  

Compliance and Ethics: Uphold the organization's Code of Conduct and ensure adherence to policies, regulations, and laws applicable to Advocate Health's business. 

Experience: Proven track record of strategic leadership in digital marketing strategy development within a complex organization, preferably in the health care sector. 

Innovative Thinking: Ability to innovate and adapt to evolving AI, digital acquisition, search and SEO and technologies to drive engagement and new patient revenue.  

Communication Skills: Excellent written, verbal communication skills and presentation skills.  

A/B Testing Software: Strong ability develop process around A/B testing ads, copy and budget optimizations.  

Establishes KPIs (Key Performance Indicators): For Digital Marketing campaigns and day-to-day work and regularly assesses performance against these metrics. This involves analyzing data and partnering with the analytics and insights teams to optimize strategies and demonstrate ROI (Return on Investment) to stakeholders. 

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