Digital Marketing Director

Mass General Brigham - Boston, MA

Full-time - Senior

Remote - Boston, MA

Ambulatory Health Care Services

About the position

The Digital Marketing Director position at Mass General Brigham is a pivotal role that requires an experienced, innovative, and visionary leader to spearhead digital marketing initiatives for one of the leading integrated health systems. This position is responsible for developing and executing a comprehensive digital marketing strategy that aligns with the organizational goals of the central Marketing and Communications Department. The successful candidate will have the unique opportunity to shape the digital marketing landscape of Mass General Brigham, driving impactful strategies that engage audiences, elevate brand visibility, and enhance patient experiences. In this role, the Digital Marketing Director will lead a diverse team and leverage cutting-edge techniques across various digital channels, including SEO/SEM, social media, programmatic display, and email marketing. The director will collaborate with cross-functional teams and key external partners to create seamless, personalized digital journeys that make a tangible difference in patient and provider experiences. As the organization progresses towards a more centralized digital experience, this leader will play an essential role in driving digital marketing initiatives toward this unified state. The position involves overseeing the development and execution of digital strategies that enhance brand awareness, attract new patients, foster loyalty, and increase provider referrals. The director will also manage digital marketing budgets, ensuring effective resource allocation to maximize ROI and achieve strategic objectives. The role requires a strong focus on data-driven decision-making, utilizing analytics to track campaign effectiveness and optimize strategies accordingly. Overall, this position is crucial for advancing the digital marketing efforts of Mass General Brigham and ensuring that the organization remains at the forefront of healthcare marketing.

Responsibilities

• Develop and execute comprehensive digital marketing strategies aligned with organizational goals and objectives.
• Lead and manage a diverse team of digital marketers, overseeing expertise in social media, SEO/SEM, online advertising, email marketing, and marketing automation.
• Orchestrate end-to-end digital journeys for key audiences, ensuring a seamless and personalized experience across all touchpoints.
• Oversee search engine marketing (SEM) and search engine optimization (SEO) efforts to improve visibility and drive organic traffic.
• Work closely with the Performance Marketing team to oversee the strategic implementation of marketing automation systems and CRM software.
• Develop and execute email marketing campaigns to nurture leads and drive conversions.
• Manage all paid digital advertising campaigns across various platforms, optimizing for maximum ROI.
• Implement organic outreach strategies to enhance brand visibility and engagement.
• Oversee social media marketing efforts, including content creation and community management.
• Partner with website strategy and UX colleagues to optimize conversion rates across digital channels.
• Utilize data analytics to track the effectiveness of digital marketing campaigns and make data-driven decisions.
• Manage digital marketing budgets effectively, allocating resources to maximize ROI.

Requirements

• Bachelor's degree in marketing, communications, business administration, or related field; Master's degree preferred.
• 10+ years of experience in digital marketing roles, preferably in healthcare or related industries.
• 7+ years of experience in leading teams and executing multi-channel digital campaigns.
• 2+ years of hands-on experience with Google AdWords is a must; Google AdWords certification preferred.
• 3+ years of experience in budgetary management and tracking expenditures.
• Strong analytical skills with the ability to interpret data and derive actionable insights.
• Exceptional communication and interpersonal skills for effective collaboration with cross-functional teams.
• Proficiency in digital marketing tools and platforms, including analytics tools, Tableau, Google Ads, and CRM systems.

Nice-to-haves

• 3+ years of experience employing personalization strategies.
• 2+ years of experience in conversion rate optimization (CRO) strategies.
• 2+ years of hands-on experience in social media management platforms.
• 2+ years of hands-on experience in email/marketing automation platforms.
• Salesforce.com Marketing Cloud certification is a plus.

Benefits

• Comprehensive health insurance coverage.
• 401k retirement savings plan.
• Paid time off and holidays.
• Professional development opportunities.
• Flexible scheduling options.
• Employee discounts on services.