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.
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
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
??? 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.
Columbia University is one of the world's most important centers of research and at the same time a distinctive and distinguished learning environment for undergraduates and graduate students in many scholarly and professional fields. The University recognizes the importance of its location in New York City and seeks to link its research and teaching to the vast resources of a great metropolis. It seeks to attract a diverse and international faculty and student body, to support research and teaching on global issues, and to create academic relationships with many countries and regions. It expects all areas of the university to advance knowledge and learning at the highest level and to convey the products of its efforts to the world.