• Digital Strategy Development: Develop and execute comprehensive digital marketing strategies aligned with organizational goals and objectives. Collaborate with key stakeholders to drive initiatives that enhance brand awareness, reputation, attract new patients, foster patient loyalty, and increase provider referrals through innovative digital channels.
  
• Team Leadership and Management: Lead and manage a diverse team of digital marketers, overseeing expertise in social media, online reputation management, SEO/SEM, local listings, display and other online advertising, email marketing, and marketing automation. Develop and execute a comprehensive digital strategy aligning with MGB Marcom objectives, integrating both paid and organic activation methods. Foster collaboration among team members to achieve cohesive and impactful outcomes.
  
• Cross-Channel Marketing Leadership: Lead multi-channel digital marketing efforts across various platforms, including search engines, social media, email, display advertising, and mobile apps. Develop cohesive strategies that leverage each channel's strengths to maximize reach and engagement.

• End-to-End Digital Journey Orchestration: Orchestrate end-to-end digital journeys for key audiences, ensuring a seamless and personalized experience across all touchpoints. Collaborate with Market Research, Performance Marketing, Digital Experience, and other cross-functional teams to map out digital pathways, identify touchpoints, and optimize user journeys for maximum engagement and conversion.
  
• Search Marketing (SEM/SEO Optimization): Oversee search engine marketing (SEM) and search engine optimization (SEO) efforts to improve search engine visibility, drive organic traffic, and optimize paid search campaigns. Lead teams in keyword research, content optimization, and performance tracking to achieve optimal results. Implement best practices to increase online visibility and attract qualified leads. Lead local search program, inclusive of visibility of find a doctor and third-party listings.
  
  
• CRM/PRM and Marketing Automation: Work closely with the Performance Marketing team and Digital Patient Experience to oversee the strategic implementation, usage, and evolution of marketing automation systems and customer/physician relationship management (CRM) software. Ensure seamless integration and utilization of technology and automated workflows to enhance marketing capabilities across our various audiences' lifecycle.
  
  
• Email Marketing: Develop and execute email marketing campaigns to nurture leads, promote services, and drive conversions. Implement segmentation strategies, A/B testing, and performance tracking to optimize email campaign performance.
  
• Paid Digital Advertising: Develop, execute, and manage agency partners for all paid digital advertising campaigns across various platforms, including Google Ads, Bing Ads, social media advertising, display networks, and programmatic advertising. Optimize campaigns for maximum ROI and lead generation.
  
  
• Organic Outreach Strategies: Implement organic outreach strategies to enhance brand visibility, engagement, and reputation across digital channels. Develop content marketing initiatives, influencer partnerships, and community engagement programs to foster organic growth.
  
  
• Social Media Management: Oversee social media marketing efforts, including content creation, community management, and advertising campaigns. Leverage social media platforms to drive brand awareness, engagement, and customer acquisition. Lead the reputation program, inclusive of social customer care and third-party reviews.
  
  
• Conversion Rate Optimization (CRO): Partner closely with website strategy and UX colleagues to develop and implement strategies to optimize conversion rates across digital channels. Conduct A/B testing and website optimization initiatives to improve conversion funnels and drive lead generation.
  
  
• Stakeholder Management: Foster strong partnerships with internal departments, including marketing, communications, digital experience, and executive leadership. Align digital marketing initiatives with organizational goals and priorities. Foster strong partnerships and collaboration to drive success.
  
  
• Data-Driven Decision Making: Working closely with the Performance Marketing team, utilize data analytics and performance metrics to track the effectiveness of digital marketing campaigns. Monitor key performance indicators (KPIs), analyze trends, and make data-driven decisions to optimize strategies and achieve marketing objectives.
  
  
• Budget Management: Manage digital marketing budgets effectively, allocating resources to maximize ROI and achieve strategic objectives. Monitor spending, track expenses, and optimize resource allocation based on performance insights.

Other duties as assigned.

• Knowledge of patient journey mapping, personalization strategies, and tools to enhance the overall patient experience through digital touchpoints. Preferred 3+ years of experience employing personalization strategies.
• Preferred: 2+ years' experience in conversion rate optimization (CRO) strategies and employing these to improve performance on digital campaigns.
• 2+ years hands on experience in social media management platforms preferred.
• 2+ years of hands-on experience in email/marketing automation platforms preferred. Salesforce.com Marketing Cloud certification on accumulation of trailhead badges is a plus.
• Strong analytical skills, with the ability to interpret data, analyze trends, and derive actionable insights to drive decision-making.
• Ability to work in ambiguous, complex organizations, demonstrate a solution-oriented approach, and drive progress.
• Exceptional communication and interpersonal skills, with the ability to collaborate effectively with cross-functional teams and stakeholders at all levels of the organization.
• Proficiency in digital marketing tools and platforms, including Analytics tools, Tableau, Google Ads, social media management tools, marketing automation platforms, and CRM systems. While 5+ years of experience is preferred, candidates with strong familiarity and a proven ability to quickly adapt and master new tools will also be considered.
• Creative mindset with a passion for innovation and staying abreast of digital marketing trends and best practices.
• Ability to thrive in a fast-paced, high-pressure environment and adapt to changing priorities and requirements.
• In-depth knowledge of the healthcare industry, including regulatory compliance, patient privacy laws (such as HIPAA), and emerging trends in healthcare delivery is preferred.

About Us:
As a not-for-profit organization, Mass General Brigham is committed to supporting patient care, research, teaching, and service to the community by leading innovation across our system. Founded by Brigham and Women’s Hospital and Massachusetts General Hospital, Mass General Brigham supports a complete continuum of care including community and specialty hospitals, a managed care organization, a physician network, community health centers, home care and other health-related entities. Several of our hospitals are teaching affiliates of Harvard Medical School, and our system is a national leader in biomedical research.

We’re focused on a people-first culture for our system’s patients and our professional family. That’s why we provide our employees with more ways to achieve their potential. Mass General Brigham is committed to aligning our employees’ personal aspirations with projects that match their capabilities and creating a culture that empowers our managers to become trusted mentors. We support each member of our team to own their personal development—and we recognize success at every step.

Our employees use the Mass General Brigham values to govern decisions, actions and behaviors. These values guide how we get our work done: Patients, Affordability, Accountability & Service Commitment, Decisiveness, Innovation & Thoughtful Risk; and how we treat each other: Diversity & Inclusion, Integrity & Respect, Learning, Continuous Improvement & Personal Growth, Teamwork & Collaboration.