POSITION SUMMARY:
The Digital Marketing Manager leads and executes the organization’s enterprise digital strategy, overseeing all digital channels, analytics, and web platforms for a specialty hospital system that caters to neurodevelopmental disorders with complex behavioral and medical conditions. This role drives patient acquisition, referral growth, and market expansion through data-driven digital marketing, SEO, and emerging Answer Engine Optimization (AEO) strategies while ensuring compliance with healthcare regulations and privacy standards.
JOB-SPECIFIC RESPONSIBILITIES:
• Service
o Consistently supports and communicates the Mission, Vision, and Values of Nexus Health Systems
o Upholds the Standards of conduct and corporate compliance
o Demonstrates honest behavior in all matters. To the best of the employee’s knowledge and understanding, complies with all Federal and State laws and regulations.
o Maintains the privacy and security of all confidential and protected health information. Uses and discloses only that information which is necessary to perform the function of the job.
o Adheres to all Nexus Health Systems policies on Health Insurance Portability and Accountability Act (HIPAA), designed to prevent or detect unauthorized disclosure of Protected Health Information (PHI)
o Collaborates effectively with colleagues and other departments to ensure seamless service delivery.
o Leads and manages the organization’s full digital presence across paid search, SEO, AEO, website, and social platforms to support patient access and referral growth.
o Serves as the primary digital liaison between marketing, clinical leadership, IT, and external vendors to align digital strategy with organizational priorities.
o Supports multi-facility and multi-state growth initiatives through scalable digital campaigns and market expansion strategies.
• Excellence
o Owns and optimizes all digital marketing channels, including paid search, SEO, AEO, and website performance, to maximize visibility and conversions.
o Develops and executes a national SEO and AEO strategy to position the organization as a recognized authority in behavioral health and pediatric specialty care.
o Leads website strategy, including performance optimization, UX enhancements, and execution of major initiatives such as new site launches.
o Establishes and monitors digital performance metrics, including cost per acquisition, conversion rate, and return on ad spend (ROAS).
o Implements structured data, schema markup, and EEAT principles to enhance digital authority and AI search performance.
o Develops repeatable digital expansion playbooks to support entry into new geographic markets.
• Patient Experience and Advocacy
o Ensures digital platforms provide accurate, accessible, and patient-centered information to support individuals with neurodevelopmental and behavioral health needs.
o Promotes equitable access to care by optimizing digital content for diverse populations, including those with communication or cognitive challenges.
o Monitors online reputation and patient feedback across digital platforms and integrates insights into service improvement efforts.
o Ensures digital messaging reflects patient rights, dignity, and trauma-informed care principles.
• Quality Assurance and Compliance
o Ensures all activities adhere to healthcare regulations and organizational policies.
o Participates in quality improvement initiatives to enhance service delivery.
o Promotes a culture of patient safety which results in the identification and reduction of unsafe practices.
o Ensures all digital marketing activities comply with HIPAA, FTC advertising standards, and healthcare privacy regulations.
o Maintains accuracy, integrity, and compliance of digital content, including website, landing pages, and advertising materials.
o Oversees governance of digital assets, ensuring alignment with organizational policies, brand standards, and accreditation expectations.
o Implements processes for monitoring, auditing, and correcting digital content to prevent misinformation or regulatory risk.
o Ensures appropriate use of patient information, testimonials, and online reviews in accordance with privacy laws and ethical guidelines.
o Partners with compliance, legal, and clinical leadership to review high-risk content and ensure regulatory adherence.
• Professional Growth and Continuing Education
o Completes annual education requirements.
o Maintains competency, as evidenced by completion of competency validation requirements.
o Maintains competency and knowledge of current standards of practice, trends, and developments.
o Participates in relevant workshops, seminars, and continuing education courses to stay current with industry trends, healthcare regulations, and best practices.
o Maintains current knowledge of digital marketing trends, healthcare marketing regulations, and emerging technologies including AI-driven search and AEO.
o Pursues ongoing education in digital analytics, SEO, and healthcare compliance standards.
o Participates in professional organizations and industry forums related to healthcare marketing and digital strategy.
o Promotes continuous improvement and innovation within the marketing function through adoption of new tools and best practices.
• Finance
o Promotes stewardship of hospital resources while ensuring quality patient care.
o Manages digital marketing budgets to optimize performance, cost efficiency, and return on investment.
o Monitors and reports on campaign performance, attribution models, and financial impact of digital initiatives.
o Identifies opportunities to reduce acquisition costs while increasing lead quality and conversion rates.
o Supports strategic planning by aligning digital investments with organizational growth and expansion goals.
• Performs other duties as assigned.
POSITION QUALIFICATIONS:
EDUCATION:
• Required: Bachelor’s degree in Marketing, Digital Media, Communications, or related field
• Preferred: Master’s degree (MBA, MHA, or related field)
EXPERIENCE:
• Required:
o 3–5 years of progressive digital marketing experience with ownership of SEO and paid search programs
o Experience managing website performance, analytics platforms, and multi-channel campaigns
• Preferred:
o Healthcare marketing experience (behavioral health, pediatric, specialty, or post-acute care)
o Multi-location or multi-state marketing experience
SKILLS:
• Digital & Technical Skills
o Proficiency in Google Analytics 4, Google Tag Manager, Search Console, and Looker Studio
o Strong knowledge of SEO, technical SEO, schema markup, and AEO strategies
o Experience with paid search platforms (Google Ads) and attribution modeling
o Proficiency in EHR-adjacent digital workflows and integration with patient acquisition channels (where applicable)
o Working knowledge of HTML/CSS and CMS platforms (e.g., WordPress)
• Data & Analytical Skills
o Advanced ability to analyze digital performance data and translate insights into actionable strategies
o Experience developing dashboards, KPIs, and executive reporting tools
o Strong problem-solving and data-driven decision-making skills
• Leadership & Collaboration
o Ability to lead cross-functional initiatives and influence stakeholders across marketing, clinical, and executive teams
o Strong communication, presentation, and project management skills
o Ability to manage multiple priorities in a fast-paced, growth-oriented environment
LICENSURE/CERTIFICATION:
• Required:
o Google Ads Certification (or ability to obtain within 60 days)
• Preferred:
o Google Analytics Certification
o Meta Blueprint Certification
o HubSpot Certification
o Healthcare marketing compliance training (HIPAA-focused)
Must maintain current certification in good standing during employment with this facility.