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Senior Digital Campaign Manager
2 months ago
The Opportunity The Senior Manager, Digital Campaign (Search Marketing) is responsible for the development and orchestration of integrated digital marketing strategies with a strong emphasis on search marketing (PPC, SEO, SEM). This role will support the goals of the integrated health system supporting primarily the goals of institutes, service lines, community and specialty hospitals, in a highly matrixed complex environment, where no two campaigns are the same. This role will drive awareness, customer acquisition, and engagement through effective digital channels. Principal Duties and Responsibilities
Strategic Planning: Work collaboratively to develop and implement comprehensive digital marketing strategies to support the growth and engagement goals of the health system.
Digital Campaign Management: Partner with agencies and plan owners to plan, execute, and optimize digital marketing campaigns across various channels including Google Ads, Bing Ads, display advertising, video streaming and social media.
Digital Orchestration: Strategize and implement seamless customer journeys across digital channels by leveraging data-driven insights to personalize content and messaging.
Budget Management: Work collaboratively with business owners and internal stakeholders to manage and allocate digital budgets effectively to maximize ROI. Ensure resources are directed towards the most impactful initiatives.
Performance Analysis: Working closely with agency partners and the performance team, monitor, analyze, and report on campaign performance metrics. Conduct keyword research, A/B testing, and conversion rate optimization to continually improve campaign effectiveness.
Integrated Search Management: Manage search (PPC, SEO, and SEM) campaigns to increase awareness, acquisition, and retention. Oversee the integrated search marketing program strategies and collaborate with content teams to enhance on-page performance, improve search rankings, and increase organic and paid performance indicators.
Stakeholder Communication: Present digital marketing strategies and results to MarCom staff, leadership, and executive audiences. Provide meaningful reports and insights to senior management and other stakeholders.
Cross-functional Collaboration: Work closely with internal teams including service line, brand, analytics, digital patient experience, regulatory and external agency partners to ensure campaigns meet established goals and benchmarks.
Agency Management: Manage day-day relationships with external agencies, ensuring that paid search campaigns are delivering on established goals and that we are bringing together paid and organic search. Provide guidance and oversight to agency partners, advising on optimizations and best practices.
Problem Solving: Effectively manage conflict and problem-solve within a highly collaborative environment. Utilize strong interpersonal skills to navigate challenges and maintain productive working relationships.
Other duties as assigned
Qualifications
Education: Bachelor's degree in marketing, Business, or a related field.
Experience: 7 years of experience in digital marketing with a strong focus on search marketing (PPC, SEO, SEM). Proven success in managing large budgets and achieving significant growth.
Technical Skills: Proficiency in PPC platforms (e.g., Google Ads, Bing Ads), SEO tools (e.g., SEMRush), and analytics platforms (e.g., GA4, Piwik Pro). Experience with digital marketing technologies (e.g., Adobe, Doubleclick Campaign Manager, MarinOne).
Analytical Skills: Demonstrated ability to leverage data to drive decisions, optimize campaigns, and achieve KPIs. Strong understanding of marketing attribution and measurement methodologies.
Project Management: Strong organizational skills with the ability to manage complex projects and collaborate across various teams. Proven track record of hitting milestones and achieving KPIs.
Communication Skills: Excellent verbal and written communication skills, with experience presenting strategies and results to senior leadership.
Agency Management: Experience managing external agency relationships
Executive/Stakeholder Communication: Experience in presenting to internal stakeholders and executive leadership.
Skills/Abilities/Competencies
In-depth understanding of digital, search, and social media platforms and analytics.
Passion for staying current with digital marketing trends and innovations.
Ability to think strategically and creatively to develop and execute effective marketing campaigns.
Strong attention to detail and commitment to delivering high-quality work.
Collaborative mindset with the ability to work effectively in a team-oriented environment.
Strong conflict resolution skills to manage and navigate challenges within cross-functional teams.
Supervisor Responsibilities
Will provide supervisory oversight over the campaign/search marketing team
Fiscal Responsibility
Responsible for management and allocation of online advertising budgets to effectively maximize ROI.
Demonstrates fiscal responsibility by effectively using Mass General Brigham resources
Working Conditions
Possible local travel to Mass General Brigham sites
While performing the duties of this job, the employee is frequently required to sit; talk; or hear; use hands to finger; handle; or feel; reach with hands and arms. The employee is occasionally required to stand; walk; and stoop; kneel; or crouch. The employee must frequently lift and/or move up to 5 pounds and occasionally lift and/or move up to 20 pounds. Specific vision abilities required by this job include close vision, distance vision and depth perception.
The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Normal office working conditions. The noise level in the work environment is quiet to moderate.
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