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
oConsistently supports and communicates the Mission, Vision, and Values of Nexus Health Systems
oUpholds the Standards of conduct and corporate compliance
oDemonstrates honest behavior in all matters. To the best of the employee’s knowledge and understanding, complies with all Federal and State laws and regulations.
oMaintains 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.
oAdheres 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)
oCollaborates effectively with colleagues and other departments to ensure seamless service delivery.
oLeads and manages the organization’s full digital presence across paid search, SEO, AEO, website, and social platforms to support patient access and referral growth.
oServes as the primary digital liaison between marketing, clinical leadership, IT, and external vendors to align digital strategy with organizational priorities.
oSupports multi-facility and multi-state growth initiatives through scalable digital campaigns and market expansion strategies.
•Excellence
oOwns and optimizes all digital marketing channels, including paid search, SEO, AEO, and website performance, to maximize visibility and conversions.
oDevelops and executes a national SEO and AEO strategy to position the organization as a recognized authority in behavioral health and pediatric specialty care.
oLeads website strategy, including performance optimization, UX enhancements, and execution of major initiatives such as new site launches.
oEstablishes and monitors digital performance metrics, including cost per acquisition, conversion rate, and return on ad spend (ROAS).
oImplements structured data, schema markup, and EEAT principles to enhance digital authority and AI search performance.
oDevelops repeatable digital expansion playbooks to support entry into new geographic markets.
•Patient Experience and Advocacy
oEnsures digital platforms provide accurate, accessible, and patient-centered information to support individuals with neurodevelopmental and behavioral health needs.
oPromotes equitable access to care by optimizing digital content for diverse populations, including those with communication or cognitive challenges.
oMonitors online reputation and patient feedback across digital platforms and integrates insights into service improvement efforts.
oEnsures digital messaging reflects patient rights, dignity, and trauma-informed care principles.
•Quality Assurance and Compliance
oEnsures all activities adhere to healthcare regulations and organizational policies.
oParticipates in quality improvement initiatives to enhance service delivery.
oPromotes a culture of patient safety which results in the identification and reduction of unsafe practices.
oEnsures all digital marketing activities comply with HIPAA, FTC advertising standards, and healthcare privacy regulations.
oMaintains accuracy, integrity, and compliance of digital content, including website, landing pages, and advertising materials.
oOversees governance of digital assets, ensuring alignment with organizational policies, brand standards, and accreditation expectations.
oImplements processes for monitoring, auditing, and correcting digital content to prevent misinformation or regulatory risk.
oEnsures appropriate use of patient information, testimonials, and online reviews in accordance with privacy laws and ethical guidelines.
oPartners with compliance, legal, and clinical leadership to review high-risk content and ensure regulatory adherence.
•Professional Growth and Continuing Education
oCompletes annual education requirements.
oMaintains competency, as evidenced by completion of competency validation requirements.
oMaintains competency and knowledge of current standards of practice, trends, and developments.
oParticipates in relevant workshops, seminars, and continuing education courses to stay current with industry trends, healthcare regulations, and best practices.
oMaintains current knowledge of digital marketing trends, healthcare marketing regulations, and emerging technologies including AI-driven search and AEO.
oPursues ongoing education in digital analytics, SEO, and healthcare compliance standards.
oParticipates in professional organizations and industry forums related to healthcare marketing and digital strategy.
oPromotes continuous improvement and innovation within the marketing function through adoption of new tools and best practices.
•Finance
oPromotes stewardship of hospital resources while ensuring quality patient care.
oManages digital marketing budgets to optimize performance, cost efficiency, and return on investment.
oMonitors and reports on campaign performance, attribution models, and financial impact of digital initiatives.
oIdentifies opportunities to reduce acquisition costs while increasing lead quality and conversion rates.
oSupports 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:
o3–5 years of progressive digital marketing experience with ownership of SEO and paid search programs
oExperience managing website performance, analytics platforms, and multi-channel campaigns
•Preferred:
oHealthcare marketing experience (behavioral health, pediatric, specialty, or post-acute care)
oMulti-location or multi-state marketing experience
SKILLS:
•Digital & Technical Skills
oProficiency in Google Analytics 4, Google Tag Manager, Search Console, and Looker Studio
oStrong knowledge of SEO, technical SEO, schema markup, and AEO strategies
oExperience with paid search platforms (Google Ads) and attribution modeling
oProficiency in EHR-adjacent digital workflows and integration with patient acquisition channels (where applicable)
oWorking knowledge of HTML/CSS and CMS platforms (e.g., WordPress)
•Data & Analytical Skills
oAdvanced ability to analyze digital performance data and translate insights into actionable strategies
oExperience developing dashboards, KPIs, and executive reporting tools
oStrong problem-solving and data-driven decision-making skills
•Leadership & Collaboration
oAbility to lead cross-functional initiatives and influence stakeholders across marketing, clinical, and executive teams
oStrong communication, presentation, and project management skills
oAbility to manage multiple priorities in a fast-paced, growth-oriented environment
LICENSURE/CERTIFICATION:
•Required:
oGoogle Ads Certification (or ability to obtain within 60 days)
•Preferred:
oGoogle Analytics Certification
oMeta Blueprint Certification
oHubSpot Certification
oHealthcare marketing compliance training (HIPAA-focused)
Must maintain current certification in good standing during employment with this facility.
