Digital Strategist

Children’s Hospital of Philadelphia•Philadelphia, PA

About The Position

The Digital Strategist develops and executes channel-level digital strategies to support key hospital priorities, with a focus on content strategy, SEO, GEO (generative engine optimization), digital advertising (primarily Google and paid social), and email marketing. This role translates broader marketing objectives into effective, measurable digital tactics, using data and audience insights to inform recommendations and optimize performance. The Digital Strategist partners closely with Marketing Account Managers, Public Relations, creative teams, and clinical/business stakeholders to deliver high-quality, compliant, and user-centered digital experiences. This position reports to the Senior Digital Marketing Manager, and is a member of a high-performing, fast-moving team of passionate, mission-driven marketing professionals

Requirements

Bachelor's Degree - Required
At least five (5) years of relevant experience - Required
Proficiency across digital marketing disciplines, including: SEO and emerging GEO practices Paid media (Google Ads, paid social platforms) Content strategy and UX best practices Email marketing and marketing automation
Familiarity with web analytics tools (e.g., Google Analytics, Adobe Analytics) and reporting platforms
Working knowledge of CMS platforms (e.g., Drupal, WordPress) and basic HTML/CSS concepts
Understanding of CRM systems and integration with marketing channels
Ability to interpret data, identify trends, and translate insights into actionable recommendations
Experience with campaign measurement, attribution concepts, and performance reporting
Understanding of healthcare marketing considerations, including HIPAA and privacy regulations, preferred
Ability to balance marketing goals with compliance, accessibility, and patient-centered communication
Strong writing and editing skills, including writing for digital channels and SEO
Excellent presentation and stakeholder communication skills
Ability to explain complex digital concepts to non-technical audiences
Strong organizational skills with the ability to manage multiple projects and stakeholders simultaneously
Detail-oriented with a commitment to quality and deadlines
Collaborative mindset with a proactive, solutions-oriented approach

Nice To Haves

Bachelor's Degree in Marketing, Communications, Digital Media, or related field preferred
Agency experience - Preferred
Experience in healthcare, higher education, or other regulated industries preferred

Responsibilities

Collaborate with Marketing and Public Relations colleagues to develop and execute digital components of strategic marketing plans for assigned programs and service lines.
Provide day-to-day digital marketing counsel to clinical and business partners, ensuring alignment with broader marketing and organizational goals.
Translate audience insights, business objectives, and competitive landscape into actionable digital strategies and channel plans.
Identify opportunities for growth across organic and paid channels, including search, social, email, and emerging platforms.
Partner with Account Managers and content teams to identify and prioritize audience content needs across the patient and referring physician journey.
Collaborate with internal teams and external vendors to create, optimize, and repurpose content (web, video, social, email) aligned with SEO and GEO best practices.
Support execution of campaigns across: Website and microsites (CHOP.edu and related properties) Paid media (search, display, paid social, and other channels) Organic search and content optimization Email marketing, including automated journeys and lifecycle communications
Ensure all digital experiences are user-friendly, accessible (WCAG compliant), and aligned with brand standards.
Define KPIs for all initiatives at the outset, aligned to business objectives (e.g., appointment requests, inquiries, engagement, acquisition).
Monitor, analyze, and report on performance using web analytics, CRM, and marketing platforms (e.g., Piwik, Salesforce Marketing Cloud, advertising platforms, etc.).
Provide actionable insights and optimization recommendations based on data, including A/B testing and performance trends.
Track and report on metrics such as: Conversion performance and user behavior Traffic acquisition and channel mix SEO/GEO visibility and rankings Paid media performance and ROI
Serve as a key point of contact for assigned programs, maintaining strong relationships with clinical and administrative partners.
Educate stakeholders on digital marketing best practices, trends, and opportunities.
Partner with creative, UX, development, and analytics teams to ensure seamless execution of digital initiatives.
Manage external vendors and agency partners as needed, ensuring alignment with goals and performance expectations.
Ensure business requirements are clearly documented and communicated for digital projects.
Participate in website enhancements, CMS updates, and new feature implementations.
Support QA, testing, and launch processes for digital initiatives.
Maintain organized workflows while managing multiple priorities and timelines.