Digital Marketing Sr. Specialist

Position Summary

The Digital Marketing Sr. Specialist is responsible for developing, implementing, and optimizing digital marketing strategies that advance the mission, brand, growth objectives, and patient access goals of St. Joseph's Health. This role directly influences service line growth, physician practice development, consumer engagement, and organizational visibility across Central New York.

Working collaboratively with physicians, operational leaders, marketing colleagues, and agency partners, the Digital Marketing Specialist will execute integrated digital campaigns, enhance the organization's online presence, and leverage data-driven insights to improve performance across digital channels. The successful candidate will combine creativity, analytical thinking, and emerging technologies to strengthen audience engagement and connect consumers with the healthcare services they need.

Key Responsibilities

Digital Marketing Strategy & Campaign Management

• Develop, implement, and optimize integrated digital marketing campaigns that support strategic service line priorities, patient acquisition goals, physician practice growth, and organizational objectives.
• Manage and execute paid digital advertising campaigns across platforms including Google Ads, Meta, YouTube, display advertising, and other emerging channels.
• Collaborate with internal stakeholders to translate marketing objectives into measurable digital strategies.
• Develop audience targeting strategies and consumer engagement initiatives using data, market trends, and organizational priorities.
• Monitor campaign performance and make ongoing recommendations to improve effectiveness, efficiency, and return on investment.

Website Management & Digital Experience

• Maintain and optimize website content to ensure accuracy, usability, accessibility, and alignment with brand standards.
• Partner with content creators and service line leaders to enhance online experiences and improve patient access to information and services.
• Monitor and improve website performance through search engine optimization (SEO), user experience enhancements, and technical best practices.
• Manage landing page development and optimization to support campaign goals and patient conversion objectives.
• Conduct A/B testing and conversion rate optimization initiatives to improve appointment requests, form submissions, and other key performance indicators.

Analytics & Performance Measurement

• Monitor, analyze, and report on digital marketing performance across websites, advertising platforms, email marketing initiatives, and social media channels.
• Utilize tools such as Google Analytics 4 (GA4), Google Tag Manager, Google Search Console, advertising platform dashboards, and other analytics technologies to assess performance and identify opportunities.
• Develop dashboards and reports that provide actionable insights for marketing leadership and organizational stakeholders.
• Leverage data to inform future marketing strategies, audience targeting, and campaign optimization efforts.

Content Development & Storytelling

• Serve as a digital storyteller by creating and supporting compelling content that highlights clinical excellence, innovative care, physician expertise, community impact, and patient access initiatives.
• Collaborate with marketing, communications, and creative teams to develop engaging content for websites, blogs, email campaigns, social media platforms, and digital advertising.
• Support the creation and promotion of digital-first content, including photography, short-form video, physician spotlights, patient stories, and social media assets.
• Ensure all digital content aligns with St. Joseph's Health brand standards, messaging priorities, and strategic goals.

Email Marketing & Marketing Automation

• Develop, execute, and optimize CRM email marketing campaigns to support organizational initiatives, service line promotion, physician engagement, and community outreach efforts.
• Support audience segmentation, personalization strategies, and customer journey development to improve engagement and campaign effectiveness.
• Assist with marketing automation initiatives and nurture campaigns designed to strengthen consumer relationships and drive action.

Market Research & Consumer Insights

• Monitor digital marketing trends, healthcare marketing best practices, consumer behavior, and competitive activity.
• Conduct market research, audience analysis, and competitive intelligence reviews to identify emerging opportunities.
• Utilize consumer insights to improve campaign effectiveness, audience engagement, and strategic decision-making.

Emerging Technologies & Innovation

• Evaluate and leverage emerging digital marketing technologies and AI-enabled tools to enhance content development, campaign optimization, workflow efficiency, audience targeting, and performance reporting.
• Stay current with evolving digital marketing trends and recommend innovative approaches that support organizational growth and engagement objectives.
• Serve as a resource to colleagues on digital marketing best practices and industry developments.

Collaboration & Project Support

• Partner closely with physicians, service line leaders, operational teams, communications professionals, and external vendors to support integrated marketing initiatives.
• Coordinate multiple projects simultaneously while maintaining quality, consistency, and adherence to deadlines.
• Participate in strategic planning and contribute ideas that strengthen marketing effectiveness and organizational visibility.

Qualifications

Education

• Bachelor's degree in Marketing, Communications, Digital Media, Business, or a related field required.

Experience

• Five to eight years of experience in digital marketing, content marketing, advertising, website management, social media marketing, analytics, or a related field.
• Demonstrated experience managing digital advertising campaigns and measuring performance.
• Experience using web analytics and digital reporting tools.
• Strong writing, communication, and project management skills.
• Healthcare industry experience preferred but not required.

Knowledge, Skills & Abilities

• Strong understanding of digital marketing strategy and best practices.
• Knowledge of search engine optimization (SEO), search engine marketing (SEM), paid social advertising, CRM e-mail, and content marketing.
• Experience interpreting analytics and translating data into actionable recommendations.
• Familiarity with website content management systems and digital publishing platforms.
• Ability to manage multiple priorities while maintaining attention to detail.
• Strong collaboration, relationship-building, and problem-solving skills.
• Ability to work independently and as part of a cross-functional team.
• Commitment to continuous learning and innovation in a rapidly evolving digital environment.

Why Join St. Joseph's Health?

At St. Joseph's Health, marketing is more than promoting services. It is a critical function that helps patients access care, supports physician growth, advances community health, and strengthens one of Central New York's most trusted healthcare organizations.

This position offers the opportunity to collaborate with experienced healthcare leaders, work across a diverse portfolio of service lines and physician practices, lead impactful campaigns, explore emerging technologies, and see the measurable results of your work. Unlike many agency or single-brand positions, this role provides broad exposure to healthcare marketing strategy, digital innovation, consumer engagement, analytics, and organizational growth initiatives.

Join a collaborative team dedicated to making a meaningful difference in the lives of the patients and communities we serve while continuing to grow your expertise and professional impact.

Hybrid work arrangement. Syracuse, NY-based candidates strongly preferred.

Salary Range: $68,432 - $85,000

Pay is based on experience, skills, and education. Exempt positions under the Fair Labor Standards Act (FLSA) will be paid within the base salary equivalent of the stated hourly rates. The pay range may also vary within the stated range based on location.

Our Commitment

Rooted in our Mission and Core Values, we honor the dignity of every person and recognize the unique perspectives, experiences, and talents each colleague brings. By finding common ground and embracing our differences, we grow stronger together and deliver more compassionate, person-centered care. We are an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, or any other status protected by federal, state, or local law.