Digital Marketing Specialist

Ballad Health•Johnson City, TN

5d•Onsite

About The Position

Consumer and patient expectations are shifting dramatically as it relates to digital engagement and interaction with their healthcare providers. In order to be prepared, remain competitive and challenge the industry in a fast-paced environment, it is critical that Ballad Health develops and maintains a well-defined, far-reaching, and forward-looking digital transformation strategy. The Digital Marketing Specialist has a proven track-record in leading, developing and executing digital marketing strategies to grow market share, and strengthen the Ballad Health brand. This role will play a pivotal role in lead-generation efforts, market share growth, and brand strength across digital communication channels.

Requirements

Expertise with SEO and SEM/paid search campaigns.
Experience using a CRM for effective lead development is required.
Experience in online listings management and related services.
Solid understanding of design principles and accessibility, usability, user experience (UX) best practices.
Master's degree in marketing or a related field required.
5+ years of progressive, proven experience in digital marketing roles.
Demonstrable experience managing digital marketing campaigns.
Solid knowledge of Google Analytics, Google Search Console, Google My Business and other tools for website and search-engine analysis and optimization.
Demonstrable experience in building and optimizing Google Ads, other PPC and paid social campaigns.
Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform, motivate and convert.
Solid understanding of accessibility, usability and user interface/user experience best practices.
Experience with a variety of content management systems (e.g. Drupal, WordPress)
Experience in optimizing landing pages.
Experience with A/B and multivariate experiments.
Working knowledge of HTML, CSS and JavaScript development and constraints.
Strong analytical skills and data-driven thinking.
Strong written communication and content development skills, including editing and content styling for optimal user experience.
Up to date with current trends and best practices in digital marketing.
Commitment to ongoing professional growth.

Nice To Haves

Google Ads certification is a plus.
Previous experience in healthcare industry preferred.
Experience working cross-functionally across a company and the ability to work in a small team environment
Experience with marketing automation tools and building marketing funnels a plus.
Beneficial application skills: Adobe Creative Suite, Microsoft Excel, marketing automation services

Responsibilities

Execute go-to-market digital programs including search, paid social media, display and email marketing that support the identified growth areas for the company.
Work with the Director, Digital Strategy and Development and AVP Marketing and Communications to execute and optimize lead-generation and lead-nurturing campaigns.
Utilize Google Ads campaigns and other SEM channels, search engine optimization (SEO), and other aspects of digital marketing to increase traffic, improve conversion rates, and generate qualified leads.
Manage paid social media opportunities, including LinkedIn, Twitter, and Facebook.
Manage online listings.
Closely monitor ad spends to ensure campaigns are pacing properly and on-budget.
Track, measure and improve performance on digital KPIs.
Identify and execute on opportunities for user testing and conversion optimization (CRO).
Perform competitive analysis, research new opportunities, and apply relevant best practices across accounts.
Monitor industry and digital trends, strategies and techniques.
Work the marketing team to develop graphics and content for all digital channels, including marketing campaigns, landing pages, emails, digital ads, social media graphics, website and blogs.