What are the responsibilities and job description for the Digital Specialist position at IVI RMA North America?
Job Description: Digital Specialist
Reports to: Digital Marketing Director
Role Overview
The Digital Specialist is a hands-on, results-driven operator who owns the execution and optimization of performance marketing, digital experience, and lifecycle automation. This role blends paid media expertise, SEO/AEO strategy, conversion optimization, and UX/UI enhancement to drive high-quality lead generation and appointment conversion.
This individual acts as both a practitioner and operational leader, translating marketing strategy into scalable systems, measurable outcomes, and continuous improvement across the digital ecosystem.
Key Responsibilities
- Manage and optimize paid media campaigns across Google Ads (Search, Performance Max, Demand Gen), Meta, LinkedIn, and Display/Programmatic platforms.
- Own full-funnel performance with a strong focus on ROI, CPL optimization, and lead quality.
- Execute testing strategies across audiences, creative, landing pages, and bidding models to scale performance efficiently.
- Partner with the Digital Performance Specialist and analytic teams to ensure clean attribution and actionable reporting.
- Own keyword research, technical SEO, and on-page optimization initiatives.
- Develop and maintain AI Overviews (AEO) strategies, schema markup, and structured data.
- Create and optimize location-based and service-line content to support organic growth and local performance.
- Monitor search trends, algorithm changes, and competitive landscapes to inform strategy.
- Design and execute A/B tests across landing pages, forms, CTAs, and funnels.
- Improve lead-to-appointment conversion rates through data-driven UX and messaging enhancements.
- Analyze behavioral data to identify friction points and optimization opportunities.
Required Skills & Attributes
- Operational Leader – Expert at translating marketing strategy into efficient systems, workflows, and execution.
- Marketing Technology Expertise – Deep experience with CRM platforms, marketing automation tools, analytics, and attribution.
- Results-Driven & Accountable – Focused on measurable outcomes including conversion rates, CPL, ROI, and lead quality.
- Urgency & Decisiveness – Demonstrates responsiveness, proactive anticipation, and a bias toward action.
- Focus & Alignment – Maintains clarity around patient needs, brand standards, and institutional priorities.
- Data-Informed Decision Maker – Uses analytics and performance insights to guide optimization and investment decisions.
- Detail-Oriented & Precise – Ensures accuracy across tracking, reporting, compliance, and campaign execution.
- Collaborative Cross-Functional Partner – Works effectively with marketing, media, creative, clinical, and sales teams.
- Continuous Improvement Mindset – Iterative, feedback-driven, and committed to process innovation and performance gains.
- Trusted Steward – Ensures data integrity, privacy, and regulatory compliance across all marketing operations.
Qualifications
- 5–8 years of experience in digital marketing, performance marketing, or growth-focused roles
- Hands-on experience managing paid media budgets and optimization at scale
- Proven success improving conversion rates, reducing CPL, and driving measurable ROI
- Strong experience with Salesforce CRM, marketing automation, analytics platforms, and CRO tools
- Experience in healthcare, regulated industries, or complex B2C/B2B environments preferred
About IVI RMA Global
IVI RMA Global is a world leader in reproductive medicine with a mission to help individuals and couples achieve their family-building goals through compassionate care and cutting-edge science. With more than 80 clinics across the globe, IVI RMA is committed to advancing fertility through innovation, research, and personalized treatment excellence.
IVI-RMA offers a comprehensive benefits package to all employees who work a minimum of 30 hours per week.
- Medical, Dental, Vision Insurance Options
- Retirement 401K Plan
- Paid Time Off & Paid Holidays
- Company Paid: Life Insurance & Long-Term Disability & AD&D
- Flexible Spending Accounts
- Employee Assistance Program
- Tuition Reimbursement
About IVIRMA North America
IVIRMA is the largest group in the world devoted exclusively to human Assisted Reproduction Technology. Along with the great privilege of providing fertility care to our patients, IVIRMA embraces the great responsibility of advancing the field of human reproduction. IVIRMA Innovation, as one of the pillars of IVIRMA North America, is a renowned leader in fertility research and science. Check out our websites at: https://rmanetwork.com/
https://www.ivirma.com/
EEO
“IVIRMA is an Equal Opportunity Employer and Prohibits Discrimination and Harassment of Any Kind: IVIRMA is committed to the principle of equal employment opportunity for all employees and to providing employees with a work environment free of discrimination and harassment. All employment decisions at IVIRMA are based on business needs, job requirements and individual qualifications, without regard to race, color, religion and/or belief, family or parental status, or any other status protected by the laws or regulations in the locations where we operate. IVIRMA will not tolerate discrimination or harassment based on any of these characteristics. IVIRMA encourages applicants of all ages.”