Digital Strategist - Public Relations & Marketing

Position Details

Lakeland Regional Health is a leading medical center located in Central Florida. With a legacy spanning over a century, we have been dedicated to serving our community with excellence in healthcare. As the only Level 2 Trauma center for Polk, Highlands, and Hardee counties, and the second busiest Emergency Department in the US, we are committed to providing high-quality care to our diverse patient population. Our facility is licensed for 910 beds and handles over 200,000 emergency room visits annually, along with 49,000 inpatient admissions, 21,000 surgical cases, 4,000 births, and 101,000 outpatient visits.

Lakeland Regional Health is currently seeking motivated individuals to join our team in various entry-level positions. Whether you're starting your career in healthcare or seeking new opportunities to make a difference, we have roles available across our primary and specialty clinics, urgent care centers, and upcoming standalone Emergency Department. With over 7,000 employees, Lakeland Regional Health offers a supportive work environment where you can thrive and grow professionally.

Active - Benefit Eligible and Accrues Time Off

Work Hours per Biweekly Pay Period: 80.00

Shift: Monday through Friday

Location: 210 South Florida Avenue Lakeland, FL

Pay Rate: Min $98,966.40 Mid $123,697.60

Position Summary

The Digital Strategist works in collaboration with the AVP of Marketing & Communications to lead the planning and execution of organic and paid marketing initiatives, including digital, social media, and SEO. The Digital Strategist is charged with overseeing the planning of all digital touch points. The Digital Strategist will work on integrating digital assets, raising brand awareness, collaborating on marketing campaigns, leading digital projects, and measuring the efficiency and effectiveness of digital channels. This position will identify unmet opportunities in relation to the goals of the organization, tracking trends and technologies that play roles in lives of our audience. Regular reporting of analytics will be determined in partnership with the AVP of Marketing & Communications.

Position Responsibilities

People At The Heart Of All That We Do

• Fosters an inclusive and engaged environment through teamwork and collaboration.
• Ensures patients and families have the best possible experiences across the continuum of care.
• Communicates appropriately with patients, families, team members, and our community in a manner that treasures all people as uniquely created.
  
  

Safety And Performance Improvement

• Behaves in a mindful manner focused on self, patient, visitor, and team safety.
• Demonstrates accountability and commitment to quality work.
• Participates actively in process improvement and adoption of standard work.
  
  

Stewardship

• Demonstrates responsible use of LRH's resources including people, finances, equipment and facilities.
• Knows and adheres to organizational and department policies and procedures.
  
  

People At The Heart Of All We Do

• Fosters an inclusive and engaged environment through teamwork and collaboration.
• Ensures patients and families have the best possible experiences across the continuum of care.
• Communicates appropriately with patients, families, team members, and our community in a manner that treasures all people as uniquely created.
• Safety And Performance Improvement
• Behaves in a mindful manner focused on self, patient, visitor, and team safety.
• Demonstrates accountability and commitment to quality work.
• Participates actively in process improvement and adoption of standard work.
• Stewardship
• Demonstrates responsible use of LRH's resources including people, finances, equipment and facilities.
• Knows and adheres to organizational and department policies and procedures.
• Standard Work: Digital Strategist
• Paid Media. Develop and manage paid search, display/banner campaigns, and social media ads.
• Paid Media. Monitor KPIs and implement daily optimizations and budget reallocations.
• Press Ganey Liaison and Reputation Management. Serve as LRH’s point person for Press Ganey; ensure accurate directory listings.
• Press Ganey Liaison and Reputation Management. Manage online reputation across review sites and implement strategies to boost ratings and visibility. Will work with team on ensuring we are responding as needed.
• Website Optimization and Agency Coordination. Coordinate with website agency to troubleshoot site issues, push page updates, and A/B test improvements.
• Website Optimization and Agency Coordination. Monitor performance, identify issues, and implement fixes.
• CRM and Email Marketing. Help build customer journeys and lead nurture campaigns in CRM.
• CRM and Email Marketing. Collaborate with the Digital Content Strategist to design strategies, workflows, and campaigns, including automated email sequences.
• SEO. Conduct keyword research and on-page SEO optimization (titles, meta, alt text, internal linking).
• SEO. Partner with content team and use SEO tools to improve rankings and organic traffic
• AI Tools & Research. Explore and implement AI solutions for campaign insights and optimization ideas.
• AI Tools & Research. Evaluate emerging digital trends/tools and recommend best fits for LRH.
  

Competencies & Skills

Essential:

• Experience with keyword and competitor research.
• Ability to recommend changes to the website architecture and design, content, linking, and other factors to improve SEO positions, overall visibility and conversion.
• Ability to manage ADA compliance efforts.
• Analytical mindset with ability to translate data into actionable insights.
  
  

Essential:

Qualifications & Experience

• Bachelor Degree
  
  

Essential:

• Bachelor's degree in marketing, advertising, or business
  
  

Other Information:

Experience Essential:

• A minimum of three years’ experience in marketing, advertising, journalism or business is preferred.
  
  

Experience Preferred:

• Strong proficiency in Google Ads, Facebook Ads, LinkedIn Ads, SEMrush tools, and marketing automation platforms.
• Experience with Press Ganey or similar healthcare reputation/directory platforms is a plus.
• Excellent communication and project management skills; agency/vendor coordination experience.