Senior Director of Digital Strategy

Remote Opportunity

PRIMARY FUNCTION

The Senior Director of Digital Marketing is a pivotal member of the Marketing team at Pediatric Associates responsible for leading and scaling our digital marketing efforts across multiple channels. This is a senior leadership role responsible for overseeing the development, execution, and optimization of innovative digital marketing strategies that improve patient acquisition, engagement, and retention while supporting broader organizational objectives. Reporting directly to the Senior Vice President of Marketing, this role will involve leading a talented digital marketing team, collaborating with cross-functional departments, and staying on top of healthcare industry trends, while ensuring compliance with healthcare regulations and guidelines.

ESSENTIAL DUTIES AND RESPONSIBILITIES

This list may not include all the duties that may be assigned.

1. Strategic Planning & Leadership: Develop and execute a comprehensive digital marketing strategy tailored to the pediatric healthcare industry, with a focus on patient acquisition, engagement, and retention. Ensure alignment with organizational goals and KPIs.
2. Pediatric Digital Marketing Campaigns: Oversee the creation and implementation of data-driven, integrated digital marketing campaigns to support rebrands, DeNovos, physician announcements, acquisitions, emergency communications and more across various channels such as email marketing, social media, text message campaigns, website, and paid advertising.
3. Optimize Patient Journeys: Develop digital marketing strategies that are centered on improving the patient experience and guiding parents through their children’s healthcare journey with relevant, timely, and personalized content across proper digital tools.
4. Online Reputation & Patient Experience: Oversee Online Reputation and Customer service team strategies to maintain positive online brand perception and ensure any patient challenges are being resolved efficiently and effectively.
5. Collaboration Across Teams: Work closely with operations, clinical, legal, and IT teams to ensure alignment between marketing initiatives and business, legal, and operational goals. Ensure seamless execution of campaigns and programs.
6. Team Development & Leadership: Lead, mentor, and grow a high-performing team of digital marketing professionals, fostering a collaborative and innovative environment.
7. Analytics & Reporting: Collaborate with data and analytics teams to measure and optimize marketing performance. Use data and establish KPIs to report actionable insights on campaign effectiveness, ROI, and customer behavior to senior leadership.
8. Brand Awareness & Community Engagement: Help preserve regional brand identity and integrity across all campaigns maintaining a consistent brand image per region, building trust and loyalty with patients and healthcare partners.
9. Market Research & Competitive Intelligence: Remain knowledgeable of healthcare trends, competitive landscape, and emerging digital marketing technologies to ensure the organization is leveraging best practices and staying ahead of industry shifts.
10. Budget & Resource Management: Assist SVP in managing digital marketing costs by monitoring and optimizing spend across channels to maximize ROI and ensure efficient use of resources.
11. Compliance & Regulations: Ensure that all digital marketing efforts adhere to healthcare marketing regulations, such as HIPAA, HITECH, and other relevant industry standards, while maintaining ethical standards in patient communication.

SUPERVISORY

Direct oversight of various marketing team members.

QUALIFICATIONS

EDUCATION:

• Bachelor’s degree in Marketing, Communications, Business, or a related field. A Master’s degree or certifications in healthcare marketing or digital marketing preferred.

EXPERIENCE:

• 7+ years of experience in digital marketing, with at least 5 years in a senior leadership role, ideally within healthcare or a related industry.
• In-depth understanding of the healthcare sector, including patient acquisition strategies, patient privacy regulations (HIPAA), and compliance requirements in marketing preferred.
• Experience in a multi-site, multi-state, and multi-brand setting required, specifically in healthcare is preferred.
• Experience and proven track record in attracting patients to a healthcare setting and patient engagement strategies strongly preferred.
• Proven success in leading and developing people and fostering collaboration, kindness, and respect among teams.

KNOWLEDGE, SKILLS, AND ABILITIES

• Expertise in digital marketing platforms, tools, and technologies (Google Ads, Facebook/Instagram Ads, Google Analytics, HubSpot, SEMrush, etc.). Familiarity with healthcare CRM systems and electronic health record (EHR) systems preferred.
• Strong ability to analyze and interpret complex data, track performance metrics, and pivot strategies based on insights to drive continuous improvement.
• Excellent written and verbal communication skills, with the ability to effectively communicate complex digital marketing strategies to both technical and non-technical stakeholders.
• Ability to think creatively, bringing new ideas and approaches to the table to drive patient acquisition and engagement while adhering to industry regulations.
• Strong PC skills including Microsoft Excel, PowerPoint, Microsoft Teams, and Word.
• Ability to plan and organize daily workload, manage constantly changing priorities, and meet deadlines.
• Ability to work in a fast-moving work environment.
• Excellent decision making and problem-solving skills.

TYPICAL WORKING CONDITIONS

• Non-patient facing.
• This position is remote, with travel up to 30% to headquarters in Plantation, FL and clinic locations in FL, TX, CA, AZ, NY, NJ, PA, and other states as needed.
• Due to the national footprint of the company, some meetings will be held outside local working hours to accommodate regional time zone preferences.
• May require sitting or standing for long periods, including stooping, bending & stretching for files and supplies.
• Requires occasional lifting of boxes weighing up to 50 pounds.
• Requires manual dexterity sufficient to operate a keyboard, type, operate calculator, copier, and such other office equipment as necessary.