Senior Digital Marketing Manager

Upperline Health•Nashville, TN

23h

About The Position

Upperline Health is seeking a Senior Digital Marketing Manager to join their team. This role is ideal for someone who thrives in a fast-paced environment and has hands-on experience in digital advertising, social media, web management, and marketing analytics. The candidate should understand the dynamics of a multi-site organization. The Senior Digital Marketing Manager will be responsible for leading digital agency partners, overseeing various digital marketing channels including SEO, paid media, organic social, website management, and reputation management. This role also involves developing and maintaining marketing performance dashboards, reporting on key metrics, and aligning digital plans with enterprise marketing priorities.

Requirements

Bachelor’s degree in Marketing, Business, or related field.
7+ years of progressive digital marketing experience.
At least 2 years owning a channel budget and managing external digital agencies with accountability for scope, results, and budget.
Experience with multi-location organizations.
Hands-on experience with paid search, social (e.g., Google Ads, Meta, TikTok, LinkedIn), emerging channels, and organic social.
Local SEO, AEO, GEO experience with a multi-location organization, including SEO and keyword tracking tools (e.g., SEMrush, BrightEdge).
Listings and reputation management experience using tools such as Yext, Soci, or Rater8.
Proven experience in digital analytics and reporting (GA4, Google Looker Studio, Excel, or Tableau), including lead attribution and CAC/ROI analysis.
Strong strategic, analytical, project management, and communication skills.
Ability to manage multiple timelines and collaborate with creative teams, agency partners, and clinical and operations stakeholders.

Nice To Haves

Agency-side experience.
Basic CMS experience (e.g., WordPress, Webflow, or custom CMS) and the ability to collaborate effectively with developers.
Healthcare experience, including familiarity with HIPAA-compliant marketing and advertising practices (e.g., patient testimonials and ad tracking).

Responsibilities

Manage digital agency partners for SEO, paid media, and social, defining scopes, briefs, KPIs, tracking budget, and holding partners accountable for results.
Oversee agency partners’ execution, including SEO and website updates, paid and organic social campaigns, and setting benchmarks, reviewing work, and escalating sensitive issues.
Proactively identify opportunities to improve internal workflows and lead implementation of scalable solutions that enhance operational efficiency, including AI-enabled automation.
Partner with Compliance and Legal to ensure digital marketing, ad tracking, patient testimonials, and review responses meet HIPAA and advertising requirements.
Own SEO, AEO, and GEO strategy end to end, maintaining a sustainable program including blog, location pages, and Google Business Profile content to improve search rankings and drive traffic and leads.
Spearhead the evolution of website experiences in partnership with the digital agency, improving user experience and conversion through high-converting landing pages, directing CMS updates, and ensuring clinic and provider information is accurate.
Own the paid media program, developing annual budgets and reviewing performance on a monthly and quarterly basis.
Direct paid campaign strategy across search, paid social (e.g., Google Ads, Meta, TikTok, LinkedIn), and emerging channels with agency partners, leading monthly reviews to maximize ROI within a target CAC.
Support social media strategy in partnership with agency partner and the Brand Team, collaborating on content calendar and community management.
Serve as the connector between brand marketing, creative, and media partners, managing campaign timelines and creative trafficking.
Own vendor relationships for listings and survey platforms, ensuring clinic information is accurate and positioned for maximum visibility.
Oversee earned digital channels such as reviews and local citations.
Lead the Google review program with the reputation partner, supporting response standards and escalation routing.
Set Google Business Profile quality standards for every clinic and provider and ensure all profiles meet standards.
Audit digital channels, listings, reviews, attribution, and reporting, and lead monthly performance reviews.
Develop and maintain a marketing performance dashboard in partnership with agency partners, consolidating data from various channels and attribution platforms.
Lead the build of clinic- and market-level scorecards to compare performance to targets and drive gains in patient experience, traffic, patient leads, and CAC efficiency.
Deliver performance reports to leadership and align digital plans to enterprise marketing priorities.