Responsible for the development of SEO and Website Marketing Analytics tools, procedures, processes, and outcomes. Supports Trinity Health enterprise and RHM brand initiatives that include digital marketing campaigns and content development. Partners with RHM marketing and communications leaders to ensure SEO and Website Marketing Analytics support local brand campaigns and enterprise initiatives.
ESSENTIAL FUNCTIONS
1. Knows, understands, incorporates, and demonstrates the mission, vision, and values of Trinity Health in leadership behaviors, practices, and decisions.
2. Sets the Search Engine Optimization (SEO) strategic and technical direction for the Trinity Health enterprise and RHMs. Leads enterprise-wide meetings discussing SEO and Website Marketing Analytics performance.
3. Conducts RFPs, on-boards new vendor partners, sets up new tools, and provides training support to RHM web marketing teams.
4. Performs information gathering and competitive analysis including technical website analysis, competitive/keyword research, and link analysis. Develops in-bound link strategies, identifying relevant sites and directories for link-building and SEO growth. Maintains and controls naming and linking conventions and linking for website pages, images, and files.
5. Guides and collaborates with website technical teams and content creators and developers to ensure SEO best practices are optimized and implemented.
6. Advises content creators on SEO best practices to ensure optimized and search-friendly content.
7. Assists with quality assurance testing (UAT) on new websites.
8. Reviews, reports and responds to web analytics requests to generate reports utilizing Google Analytics 4 and draw conclusions and insights. Provides report templates to RHM leaders.
9. Generates and maintains Website Analytics reports using Google Analytics 4. Provides templates to RHM leaders.
10. Maintains and controls website tracking code strategy and implementation. Troubleshoots tracking code and reporting issues.
11. Conducts in-depth analyses of user behavior, conversion rates, and engagement metrics. Conducts A/B testing and multivariate testing to assess the effectiveness of changes and optimize conversion rates.
12. Collaborates with RHM marketing teams to implement strategies for improving site performance and user experience.
13. Stays abreast of trends and best practices to maximize website efficiency and effectiveness.
14. Documents key requirements, decisions, best practices and creates playbooks to onboard and train colleagues across the enterprise. Supports and provides guidance to other digital marketing colleagues on an as-needed basis.
15. Manages vendor relationships, including vendor selection, day-to-day activities, and evaluations of performance.
16. Assists with budgets and resource allocation (e.g., financial, people, technology) to ensure SEO and analytics efforts are properly supported.
17. Maintains a working knowledge of applicable Federal, State and local laws/regulations; the Trinity Health Integrity and Compliance Program and Code of Conduct; as well as other policies and procedures in order to ensure adherence in a manner that reflects honest, ethical and professional behavior.
MINIMUM QUALIFICATIONS
1. Bachelor’s degree in Marketing, Business Administration, Advertising, Communications, Computer Science or related field, with at least five (5) years work experience in digital marketing, brand, or communications development, or an equivalent combination of education and work experience.
2. At least three (3) years of experience with SEO and Website Analytics with knowledge of SEO tools (e.g., Google Search Console, SEMrush, Moz, Ahrefs, BrightEdge, Conductor)
3. Demonstrated experience and knowledge with website content management systems, fluency in HTML, CSS, JavaScript. Fluent with Google Analytics 4, Google Tag Manager, and other web tracking code technologies. Desired but not mandatory: SQL
4. Strong aptitude in marketing analytics and techniques including A/B testing, conversion metrics, and other digital marketing optimization techniques.
5. Organized, reliable, and independent with strong creative thinking and problem-solving skills.
6. Ability to thrive in a fast-paced, high-energy environment.
7. Strong writing, presentation, editing and project management skills.
8. Strong interpersonal skills; ability to provide leadership and counsel to other Marketing leaders throughout the Ministry.
9. Ability to influence and manage change in a positive and collaborative manner.
10. An attitude focused on being resourceful, being proactive and getting results.
11. Must be comfortable operating in a collaborative, shared leadership environment.
12. Must possess a personal presence that is characterized by a sense of honesty, integrity and caring with the ability to inspire and motivate others to promote the philosophy, mission, vision, goals and values of Trinity Health.
PHYSICAL AND MENTAL REQUIREMENTS AND WORKING CONDITIONS
1. Operates in an office, hybrid, or remote area. The Trinity Health work area is well-lit, temperature controlled and free from hazards.
2. Incumbent communicates frequently, in person, over the telephone, and on video calls, with people in different locations. Manual dexterity is needed to operate a keyboard. Hearing is needed for telephone and in person communications.
3. Work environment requires the ability to concentrate, meet deadlines, work on several projects at the same time and adapt to interruptions.
4. Must be able to adapt to frequently changing work priorities and be able to prioritize and balance the requirements of working with the RHMs.
5. Must be able to work under stress caused by multiple projects, sometimes with conflicting deadlines.
6. Travel as required (likely less than 10%).
The above statements are intended to describe the general nature and level of work being performed by persons assigned to this classification. They are not to be construed as an exhaustive list of duties so assigned.
Our Commitment to Diversity and Inclusion
Trinity Health is one of the largest not-for-profit, Catholic healthcare systems in the nation. Built on the foundation of our Mission and Core Values, we integrate diversity, equity, and inclusion in all that we do. Our colleagues have different lived experiences, customs, abilities, and talents. Together, we become our best selves. A diverse and inclusive workforce provides the most accessible and equitable care for those we serve. Trinity Health is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, status as a protected veteran, or any other status protected by law.