Digital Specialist

IVI America•Philadelphia, PA

About The Position

The Digital Specialist is a hands-on, results-driven operator who owns the execution and optimization of performance marketing, digital experience, and lifecycle automation. This role blends paid media expertise, SEO/AEO strategy, conversion optimization, and UX/UI enhancement to drive high-quality lead generation and appointment conversion. This individual acts as both a practitioner and operational leader, translating marketing strategy into scalable systems, measurable outcomes, and continuous improvement across the digital ecosystem.

Requirements

Operational Leader – Expert at translating marketing strategy into efficient systems, workflows, and execution.
Marketing Technology Expertise – Deep experience with CRM platforms, marketing automation tools, analytics, and attribution.
Results-Driven & Accountable – Focused on measurable outcomes including conversion rates, CPL, ROI, and lead quality.
Urgency & Decisiveness – Demonstrates responsiveness, proactive anticipation, and a bias toward action.
Focus & Alignment – Maintains clarity around patient needs, brand standards, and institutional priorities.
Data-Informed Decision Maker – Uses analytics and performance insights to guide optimization and investment decisions.
Detail-Oriented & Precise – Ensures accuracy across tracking, reporting, compliance, and campaign execution.
Collaborative Cross-Functional Partner – Works effectively with marketing, media, creative, clinical, and sales teams.
Continuous Improvement Mindset – Iterative, feedback-driven, and committed to process innovation and performance gains.
Trusted Steward – Ensures data integrity, privacy, and regulatory compliance across all marketing operations.
5–8+ years of experience in digital marketing, performance marketing, or growth-focused roles
Hands-on experience managing paid media budgets and optimization at scale
Proven success improving conversion rates, reducing CPL, and driving measurable ROI
Strong experience with Salesforce CRM, marketing automation, analytics platforms, and CRO tools

Nice To Haves

Experience in healthcare, regulated industries, or complex B2C/B2B environments preferred

Responsibilities

Manage and optimize paid media campaigns across Google Ads (Search, Performance Max, Demand Gen), Meta, LinkedIn, and Display/Programmatic platforms.
Own full-funnel performance with a strong focus on ROI, CPL optimization, and lead quality.
Execute testing strategies across audiences, creative, landing pages, and bidding models to scale performance efficiently.
Partner with the Digital Performance Specialist and analytic teams to ensure clean attribution and actionable reporting.
Own keyword research, technical SEO, and on-page optimization initiatives.
Develop and maintain AI Overviews (AEO) strategies, schema markup, and structured data.
Create and optimize location-based and service-line content to support organic growth and local performance.
Monitor search trends, algorithm changes, and competitive landscapes to inform strategy.
Design and execute A/B tests across landing pages, forms, CTAs, and funnels.
Improve lead-to-appointment conversion rates through data-driven UX and messaging enhancements.
Analyze behavioral data to identify friction points and optimization opportunities.