Digital Marketing Specialist ( Google Ads )

Role Overview

The Digital Media and Ad Inventory Lead will oversee all aspects of the hospital's digital advertising presence, leveraging platforms like Google Ads, DV360, and other programmatic solutions to drive patient engagement, brand visibility, and service awareness. This role demands an expert-level understanding of the digital marketing ecosystem, especially within the healthcare sector, and an ability to translate data-driven insights into strategic action.

Key Responsibilities

1. Campaign Strategy & Management

Develop, implement, and oversee digital advertising strategies focused on maximizing return on ad spend (ROAS), brand awareness, and lead generation within a hospital environment.

Set up, manage, and optimize campaigns on Google Ads, DV360, and other relevant digital media platforms.

Ensure campaigns adhere to healthcare industry regulations and standards.

2. Media Planning & Inventory Management

Manage ad inventory efficiently to meet revenue and engagement targets.

Utilize DV360 and programmatic platforms to strategically purchase ad space and track ad inventory usage, optimizing for cost efficiency and maximum reach.

Collaborate with cross-functional teams to align media plans with hospital service line goals.

3. Data Analysis & Optimization

Regularly analyze key metrics, including CTR, CPC, CPA, and conversion rates, and make real-time adjustments to campaigns.

Leverage data-driven insights to continually refine audience targeting, bidding strategies, and budget allocation.

Conduct A/B testing on ad creatives, landing pages, and audience segments to enhance performance.

4. Budgeting & Forecasting

Plan, monitor, and report on budget utilization, ensuring alignment with the broader financial strategy.

Develop accurate forecasts to project campaign outcomes and allocate budgets effectively.

5. Compliance & Reporting

Ensure all digital advertising complies with healthcare regulations, including HIPAA and advertising guidelines specific to healthcare.

Prepare detailed reports on campaign performance, drawing insights and providing recommendations for stakeholders.

Stay updated on industry trends, platform updates, and regulatory changes.

6. Team Leadership & Stakeholder Communication

Lead a small team of digital marketers, if applicable, and foster a collaborative environment to ensure seamless execution of campaigns.

Communicate clearly with stakeholders, including physicians, hospital leadership, and the marketing team, on campaign strategies, performance, and growth opportunities.

Qualifications

Experience: Minimum 7-10 years of hands-on experience managing Google Ads, DV360, and other programmatic ad platforms. Prior experience in healthcare or a regulated industry is highly preferred.

Technical Proficiency: Expertise in Google Analytics, Google Tag Manager, and data visualization tools (e.g., Tableau, Power BI).

Analytical Skills: Demonstrated ability to interpret complex data and deliver actionable insights. Mastery of Excel for data analysis and budget tracking.

Compliance Knowledge: Deep understanding of HIPAA and other healthcare advertising regulations.

Project Management: Strong organizational skills with a track record of managing multiple campaigns and ad inventory across diverse platforms.

Personality Traits & Soft Skills

Professionalism & Confidentiality: Strong understanding of the sensitive nature of healthcare marketing and the ability to handle confidential information with care.

Attention to Detail: Precise and meticulous, ensuring that campaigns are accurately targeted and compliant.

Adaptability & Growth Mindset: Eagerness to stay updated on industry trends, platform updates, and best practices to ensure the hospital's digital advertising remains at the forefront.

Excellent Communication Skills: Ability to articulate complex digital marketing strategies in a clear, concise, and professional manner to non-technical stakeholders.

Additional Qualifications (Preferred)

Certifications: Google Ads Certification, DV360 Certification, or other relevant credentials.

Education: Bachelor's degree in marketing, Business, or a related field. A master's degree or equivalent experience in healthcare marketing is a plus.