Sr. Digital Marketing Specialist – Paid Media, Performance & AI Search

Ann & Robert H. Lurie Children's Hospital of Chicago•Chicago, IL

10d•Onsite

About The Position

The Sr. Digital Marketing Specialist – Paid Media, Performance & AI Search is responsible for supporting and optimizing the Medical Center’s digital advertising efforts across paid search, paid social, and other digital channels, while also monitoring and adapting to the rapidly evolving AI search landscape. This role requires a digital marketing professional who stays current with evolving AI and search trends—including generative engine optimization (GEO), AI-driven search behavior, and how tools like ChatGPT, Perplexity, and Google’s AI Overviews are reshaping how patients and families discover pediatric healthcare—and who applies AI-assisted tools responsibly to improve marketing performance and brand visibility. The primary goal of this role is to drive measurable growth and patient acquisition by ensuring paid media efforts are strategically aligned, performance-driven, and integrated with broader digital initiatives that increase awareness, engagement, and demand among consumer and referring audiences.

Requirements

Bachelor’s degree in marketing, communications, business, or a related field with a minimum of five years of experience in digital marketing, including significant experience supporting paid digital media initiatives.
Strong understanding of digital paid media strategy, including paid search, paid social, and display advertising, with experience collaborating with external agency partners.
Ability to analyze digital performance data and use AI-assisted analytics, automation, and predictive insights to guide recommendations, while understanding tool limitations and ensuring data accuracy and compliance.
Working knowledge of search engine optimization (SEO) and generative engine optimization (GEO) principles, website UX best practices, and conversion optimization.
Demonstrated understanding of how AI-driven search experiences are reshaping how patients, families, and referring providers find pediatric healthcare information, and how paid and organic strategies must evolve to maintain brand visibility and patient acquisition in this environment.
Uses AI-assisted marketing or analytics tools responsibly, with attention to brand standards, healthcare compliance, and human oversight.
Familiarity with generative engine optimization (GEO) concepts, including how to structure content, schema markup, and digital authority signals to improve institutional visibility in AI-generated answers and citations—with a particular understanding of how these dynamics apply to pediatric healthcare queries and patient decision journeys.
Experience using web analytics, advertising platforms, and reporting tools; Google Analytics (GA4), common paid media platforms, and AI-assisted marketing or analytics tools preferred.
Strong attention to detail with the ability to manage multiple projects, priorities, and timelines in a fast-paced environment.
Effective written and verbal communication skills, with the ability to translate complex digital, performance insights into clear, actionable guidance for non-technical audiences.
Proven ability to collaborate across cross-functional teams and work effectively with external agency partners.
Proficiency in Microsoft Office applications (Word, Excel, PowerPoint, Teams) and comfort creating performance summaries and presentations for a variety of audiences.
Demonstrated ability to interact professionally with a wide range of stakeholders, including corporate leadership, clinical partners, and external vendors.

Nice To Haves

Experience in a healthcare or regulated environment is preferred.

Responsibilities

Supports positioning Lurie Children’s as a leader in pediatric healthcare by managing and optimizing paid digital media efforts that highlight clinical expertise, services, and strategic priorities across consumer and referring audiences.
Oversees the planning, coordination, and performance monitoring of paid digital campaigns across channels such as paid search, paid social, and display, ensuring alignment with broader digital marketing goals and market trends.
Partners with external agency teams to align on paid media strategy, execution, optimization, budgets, and reporting, while contributing internal perspective on institutional priorities and performance needs.
Uses digital analytics, performance reporting, and AI-assisted insights to evaluate campaign effectiveness and identify optimization opportunities across paid media, SEO alignment, website UX, and conversion points.
Collaborates with internal web, content, SEO, and email teams to ensure paid traffic is supported by strong landing pages, clear messaging, and optimized user experiences.
Supports testing and optimization efforts—leveraging platform tools, automation, and AI-enabled capabilities—related to creative, messaging, targeting, website UX, and conversion pathways to improve engagement and patient volumes.
Serves as an internal digital performance resource, translating data and insights into clear, actionable recommendations that inform both campaign-level decisions and broader digital strategy.
Contributes digital marketing expertise to web strategy, campaign planning, service line initiatives, and cross-channel programs beyond paid media as needed.
Helps evaluate and responsibly adopt new AI-enabled marketing and analytics capabilities, partnering with internal teams and external agencies to assess value, limitations, and performance impact.
Tracks how AI tools are changing the way people search for healthcare information, and brings clear recommendations for how our paid, content, and SEO strategies should respond to stay visible and relevant.
Provides timely project communication, including status updates, performance summaries, and identification of risks or improvement opportunities.
Performs job functions in accordance with Lurie Children’s service principles, emphasizing innovation, service excellence, and teamwork.
Performs other job duties as assigned.

Benefits

Medical, dental and vision insurance
Employer paid group term life and disability
Employer contribution toward Health Savings Account
Flexible Spending Accounts
Paid Time Off (PTO), Paid Holidays and Paid Parental Leave
403(b) with a 5% employer match
Various voluntary benefits: Supplemental Life, AD&D and Disability
Critical Illness, Accident and Hospital Indemnity coverage
Tuition assistance
Student loan servicing and support
Adoption benefits
Backup Childcare and Eldercare
Employee Assistance Program, and other specialized behavioral health services and resources for employees and family members
Discount on services at Lurie Children’s facilities
Discount purchasing program