Digital Marketing Strategist

About the position

The Digital Marketing Strategist plays a crucial role within the performance marketing team at UVA Medical Center, focusing on the development, execution, and optimization of digital acquisition campaigns. This position is designed to effectively engage leads and drive measurable results that align with the institution's business objectives. The strategist will be responsible for a variety of digital marketing initiatives, including paid search, social media, and email nurture journeys, ensuring that all campaigns are strategically aligned with the overall marketing goals of the organization. In this role, the Digital Marketing Strategist will collaborate closely with various teams within the marketing and communications department, including marketing, social media, analytics/data science, and web teams. This collaboration is essential for the successful creation and execution of marketing campaigns. The strategist will also support the organization's email marketing strategy, leveraging their expertise in measuring digital marketing success and reporting insights, media metrics, and key performance indicators (KPIs). The position requires the strategist to support digital advertising and promotional activities across multiple platforms, including paid search, social media, display, and video. They will work with team members to create campaign assets, which include design, copy, landing pages, and interactive components. Additionally, the strategist will coordinate with marketing, content, creative, and digital teams to build comprehensive campaigns, develop microsites and campaign pages in the CRM system, and manage external email lists and the email process workflow. A strong understanding of user experience (UX), information architecture (IA), and email best practices is necessary to create effective templates. The strategist will also manage digital marketing vendors and agencies, understand and manage the Invoca call tracking and reporting systems, and measure, track, and report the effectiveness of campaigns using CRM, Google Analytics, and vendor tools. This role requires the ability to integrate campaigns with internal systems, data sources, and tracking mechanisms, while also operating as part of a larger digital team to assist with web maintenance, troubleshooting, analytics, and reporting. Staying current on new technologies and recommending content enhancements to the system is also a key responsibility. Clear communication and the ability to manage multiple campaigns and projects effectively are essential for success in this role.

Responsibilities

• Build, execute, and optimize digital acquisition campaigns including paid search, social media, and email nurture journeys.
• Support digital advertising and promotional activities across various platforms such as paid search, social, display, and video.
• Collaborate with team members to create campaign assets including design, copy, landing pages, and interactive components.
• Coordinate with marketing, content, creative, and digital teams to build comprehensive campaigns.
• Develop microsites and campaign pages in the CRM system(s).
• Manage external email lists and the email process workflow.
• Utilize UX, IA, and email best practices to create effective templates.
• Manage digital marketing vendors and agencies.
• Understand and manage the Invoca call tracking and reporting systems.
• Measure, track, and report the effectiveness of campaigns using CRM, Google Analytics, and vendor tools.
• Integrate campaigns with internal systems, data sources, and tracking.
• Assist with web maintenance, troubleshooting, analytics, and reporting as part of a larger digital team.
• Stay current on new technologies and recommend content enhancements to the system.
• Communicate clearly to express thoughts and ideas.
• Manage multiple campaigns/projects effectively.

Requirements

• Bachelor's degree required.
• A minimum of 3 years of experience in the digital marketing space required.
• Experience in SEM, SEO, social campaigns, digital display, and content marketing required.
• Proficiency in digital marketing analytics required.
• Some experience with email platform management or email marketing campaigns preferred.
• Strong oral and written communication skills are necessary.
• Ability to work effectively with a variety of individuals at different experience levels.

Nice-to-haves

• Experience with email platform management or email marketing campaigns preferred.