Details
Posted: 28-Jun-22
Location: New York, New York
Type: Full-time
Salary: Open
- Job Type: Officer of Administration
- Regular/Temporary: Regular
- Hours Per Week: 35
Position Summary
The Director of Digital Strategy & Marketing, reporting to the Executive Director, Digital Strategy & Web Services, will develop and
execute a unified, effective, and sustainable digital and marketing strategy to advance the medical center???s institutional goals.
Concentrating on growing the clinical enterprise and building brand awareness with patients, the Director will identify strategic
initiatives, marketing opportunities and direct marketing initiatives that provide the most benefit to the medical center, while
protecting its world-class brand.
The Director of Digital Strategy & Marketing will lead digital marketing activities, including, but not limited to, digital advertising,
search engine marketing, digital display, social media advertising, and analytics. The Director will develop systems and processes to
integrate and improve on paid marketing campaigns run by decentralized subunits. The Director of Digital Marketing will monitor,
guide, and collaborate on marketing and branding at all levels of the organization.
The Director will serve as an advisor on digital strategy and health care marketing to achieve business goals and develop plans that
provide a core marketing strategy that dovetails with the marketing plans of de-centralized clinical units. Work collaboratively with
the larger digital team as well as faculty and staff throughout CUIMC.
The Director supervises marketing managers/coordinators who may create marketing content and campaigns for various mediums,
including video, social media, Search Engine Optimization (SEO), Search Engine Marketing (SEM), and clinical/medical center
websites.
Responsibilities
The Director of Digital Strategy & Marketing will:
- Aid in the development, implementation and adoption of the new medical center digital strategy, digital marketing and
brand strategy, continually revise based on changing trends, business goals and internal requirements - Cultivate a culture of marketing best practices across all the units of the medical center, including by tracking marketing
campaigns, building a body of digital marketing knowledge, and aligning the conception of marketing projects with business
and institutional goals - Introduce processes to bring better synchronization, collaboration, brand/reputation management, and transparency
between clinical communicators, including by collaborating with clinical departments, divisions, and affiliate organizations
to develop annual marketing plans - Develop a comprehensive digital strategy and central marketing plan and, in conjunction with the Chief Communication
Officer & Faculty Practice Organization, that reflects the core goals and complements the marketing of decentralized units - Serve as a leader on the medical center campus, as a digital strategy and marketing expert, and as an advocate for strategic,
integrated marketing that accomplishes institutional objectives - Identify, develop, track, and optimize marketing campaigns across all appropriate channels that support the institutional
objectives - Oversee marketing managers who work with clients to develop campaigns/marketing content, manage digital assets, and
manage projects - Work with clinical departments to assist with online reputation management, guiding providers and locations on how to
effectively respond to online reviews. - Administer web analytics, and advise on all marketing tracking and reporting across the medical center
Minimum Qualifications
- Bachelor's degree, Master???s degree preferred, or equivalent experience required, plus at least 8+ years of related
experience in a role with significant digital and social media management and strategy responsibilities. Preferably in
healthcare or higher education - Strategic digital communications advocate who conceives of, collaborates with stakeholders on, and executes digital
strategies to enhance external communications and drive business - Ability to measure, analyze, and report performance on all digital marketing campaigns and assess against goals
- Deep understanding of search engine optimization, search engine marketing, marketing strategy, email, social media, and
digital display advertising campaigns and how these fit into the customer journey and decision making - Experience identifying trends and insights, applying insights to optimize spend and performance on ongoing basis. Plan,
execute and track A/B testing and other conversion tests - Thorough understanding of the digital media landscape and the ability to envision and predict future web trends
- Experience working with writers, designers, and programmers
- Proven editorial experience, including editing, copy-writing, and proof-reading, with an eye for creativity and good design
- Communications or editorial experience with a specialization in healthcare is a plus for this position. Experience with
electronic production, editorial processing, and online content management systems is also preferred
Other Requirements
??? Excellent communication skills; organizational and analytical skills; self-starter; shows initiative; ability to explain technical issues to non-technical people
??? Proven analytical capabilities with attention to detail
??? Proven experience in Google Ads, Google Display, and native social advertising platforms, including Facebook, Twitter, and LinkedIn
??? Deep understanding of consumer/user journey, buying behavior, decision making, and how these influence conversions
??? Experience with bid-management tools such as Kenshoo, Marin, or Adobe Media Optimizer
??? Deep understanding of Google Analytics, Facebook Analytics, and conversion tracking
??? Ability to thrive in a deadline-driven environment, including the ability to prioritize and manage multiple projects simultaneously
??? Strong work ethic with a dedication to excellence
??? Strong understanding of the relationship between organic and paid search
??? Solution-oriented with the ability to anticipate the needs for the team and organization
Equal Opportunity Employer / Disability / Veteran
Columbia University is committed to the hiring of qualified local residents.
