Senior Director, Search Marketing & Content Strategy at Pennsylvania Medicine in Philadelphia, PA
Position Description:
The Senior Director, Search Marketing & Content Strategy is responsible for leading and defining an integrated, best-in-class search marketing, channel and content strategy program across Penn Medicine's digital properties. This person will be a collaborative partner with other marketing and communications functions, service lines and operations. They will guide a comprehensive digital approach that advances the Penn Medicine brand and leverages data and insights to inform and develop solutions that continually improve engagement with patients, referring providers and other consumers. The position reports to the AVP of Patient and Consumer Engagement and will partner closely with the department's leads within Marketing Technology and Analytics. Job Accountabilities:
Principle Duties &
Responsibilities:
o Define and drive Penn Medicine's digital channel and content strategy, in alignment with growth goals, customer experience objectives and Penn Medicine's brand strategy o Play an important leadership role in the upgrade of Penn Medicine's digital marketing and consumer engagement platform, including the enterprise content management system (CMS), emphasizing modern approaches to delivering relevant, personalized content to patients, providers and other end users o Lead and grow a team developing integrated, multi-channel digital strategies, with a sophisticated understanding of audiences, channels and formats Website Strategy:
o Collaborate with technical partners and key stakeholders across the organization to develop and execute Penn Medicine's website content strategy, ensuring we effectively support the health system's business development and patient access goals and deliver a best in class website experience o Help lead the integration of digital properties, where appropriate, to promote a cohesive user experience and realize economies of scale o Support the online reputation management program, including listings management and reviews management Search Engine Optimization (SEO) / Search Engine Marketing (SEM):
o Accelerate efforts to increase web traffic from organic search, working with internal and external team members and tools. This includes identifying and prioritizing changes to the website from a technical perspective in order to improve ranking as well as optimizing keyword strategies that heavily influence our content development o Administer SEM campaigns to increase the likelihood of prospective patients choosing Penn Medicine for their care o Further programmatic efforts to optimize SEO and SEM as aligned, interconnected tactics Content Development:
o Ensure all content produced is optimized for the given medium, aligned with other tactics and formats, and created with a deep sense of empathy for the needs of patients o Develop complex, multichannel communication journeys across multiple platforms, channels, and segments o Ensure content on all channels conforms to best practices in readability and accessibility and is aligned with brand standards o Amplify Penn Medicine's presence on social media in support of brand and reputation strategies, using paid and organic methods Budget Management:
o Manage an operating budget of over $500,000 - ensuring that external vendors and contractors produce content that meets Penn Medicine's standards at a rate that conforms to industry norms. Leadership and Staff Management:
o Possess a collaborative approach with demonstrated success aligning multiple teams under a common vision, regardless of organizational structure o Effectively communicate content performance, SEO impact and engagement key performance indicators to a broad range of leaders and stakeholders o Ownership of annual work plan, and setting goals and priorities. o Manages a team of 10
direct and indirect reports; fosters the development of junior staff and guides their delivery and mastery of content creation and optimization. Build, onboard, operationalize, and coach team members, cultivating exemplary employee engagement, and providing support for their professional development. o Vendor Selection and Management:
Manage a team internal digital strategy coordinators and managers as well as multiple external vendors and contractors focusing on SEO and listing management - ensuring continuity of work plan and goals; Lead vendor selection efforts and directly negotiate rates and contracts with those vendors; Act as the point person and knowledge owner for the marketing department. Professional Development:
o Stays abreast of current health care, marketing, and technology-related issues to serve as a knowledgeable leader and system resource. Maintains skill levels in technology tools required to perform job requirements. o Performs duties in accordance with Penn Medicine and entity values, policies, and procedures o Other duties as assigned to support the unit, department, entity, and health system organization Minimum Requirements:
Required Education and
Experience:
o Bachelor degree required; preferably in English, Marketing, Communications, Journalism, Computer Science or related field. o Master's degree in Healthcare Marketing, MBA or related field preferred. o 12
years of experience working in a related field required. o 5
years of experience managing teams, developing integrated digital marketing strategies and executing large-scale website projects required. o Previous experience in a healthcare organization, or other large, matrixed organization preferred. Required Skills and Abilities:
o Excellent written and oral communication skills o Experience leading the development of high-quality content across multiple media - including social media, blogs, websites and email o Demonstrated experience leading the execution of successful SEO and SEM strategies o Ability to navigate large and complex organizations and build networks that can collectively achieve important organization goals o Strong critical thinking, analytic and problem-solving skills o Ability to work independently and assume high levels of responsibility o Advanced knowledge of Microsoft Office (including Excel, Word and PowerPoint) o Experience using a content management system (CMS) o Experience negotiating contracts with digital marketing vendors and contractors o Familiarity with marketing analytics and understanding of how to apply data toward the development of web content o Experience with Google Analytics preferred.
Salary Range:
$200K -- $250K
Minimum Qualification
Editorial & Content Management, Digital Marketing & Social MediaEstimated Salary: $20 to $28 per hour based on qualifications.
The Senior Director, Search Marketing & Content Strategy is responsible for leading and defining an integrated, best-in-class search marketing, channel and content strategy program across Penn Medicine's digital properties. This person will be a collaborative partner with other marketing and communications functions, service lines and operations. They will guide a comprehensive digital approach that advances the Penn Medicine brand and leverages data and insights to inform and develop solutions that continually improve engagement with patients, referring providers and other consumers. The position reports to the AVP of Patient and Consumer Engagement and will partner closely with the department's leads within Marketing Technology and Analytics. Job Accountabilities:
Principle Duties &
Responsibilities:
o Define and drive Penn Medicine's digital channel and content strategy, in alignment with growth goals, customer experience objectives and Penn Medicine's brand strategy o Play an important leadership role in the upgrade of Penn Medicine's digital marketing and consumer engagement platform, including the enterprise content management system (CMS), emphasizing modern approaches to delivering relevant, personalized content to patients, providers and other end users o Lead and grow a team developing integrated, multi-channel digital strategies, with a sophisticated understanding of audiences, channels and formats Website Strategy:
o Collaborate with technical partners and key stakeholders across the organization to develop and execute Penn Medicine's website content strategy, ensuring we effectively support the health system's business development and patient access goals and deliver a best in class website experience o Help lead the integration of digital properties, where appropriate, to promote a cohesive user experience and realize economies of scale o Support the online reputation management program, including listings management and reviews management Search Engine Optimization (SEO) / Search Engine Marketing (SEM):
o Accelerate efforts to increase web traffic from organic search, working with internal and external team members and tools. This includes identifying and prioritizing changes to the website from a technical perspective in order to improve ranking as well as optimizing keyword strategies that heavily influence our content development o Administer SEM campaigns to increase the likelihood of prospective patients choosing Penn Medicine for their care o Further programmatic efforts to optimize SEO and SEM as aligned, interconnected tactics Content Development:
o Ensure all content produced is optimized for the given medium, aligned with other tactics and formats, and created with a deep sense of empathy for the needs of patients o Develop complex, multichannel communication journeys across multiple platforms, channels, and segments o Ensure content on all channels conforms to best practices in readability and accessibility and is aligned with brand standards o Amplify Penn Medicine's presence on social media in support of brand and reputation strategies, using paid and organic methods Budget Management:
o Manage an operating budget of over $500,000 - ensuring that external vendors and contractors produce content that meets Penn Medicine's standards at a rate that conforms to industry norms. Leadership and Staff Management:
o Possess a collaborative approach with demonstrated success aligning multiple teams under a common vision, regardless of organizational structure o Effectively communicate content performance, SEO impact and engagement key performance indicators to a broad range of leaders and stakeholders o Ownership of annual work plan, and setting goals and priorities. o Manages a team of 10
direct and indirect reports; fosters the development of junior staff and guides their delivery and mastery of content creation and optimization. Build, onboard, operationalize, and coach team members, cultivating exemplary employee engagement, and providing support for their professional development. o Vendor Selection and Management:
Manage a team internal digital strategy coordinators and managers as well as multiple external vendors and contractors focusing on SEO and listing management - ensuring continuity of work plan and goals; Lead vendor selection efforts and directly negotiate rates and contracts with those vendors; Act as the point person and knowledge owner for the marketing department. Professional Development:
o Stays abreast of current health care, marketing, and technology-related issues to serve as a knowledgeable leader and system resource. Maintains skill levels in technology tools required to perform job requirements. o Performs duties in accordance with Penn Medicine and entity values, policies, and procedures o Other duties as assigned to support the unit, department, entity, and health system organization Minimum Requirements:
Required Education and
Experience:
o Bachelor degree required; preferably in English, Marketing, Communications, Journalism, Computer Science or related field. o Master's degree in Healthcare Marketing, MBA or related field preferred. o 12
years of experience working in a related field required. o 5
years of experience managing teams, developing integrated digital marketing strategies and executing large-scale website projects required. o Previous experience in a healthcare organization, or other large, matrixed organization preferred. Required Skills and Abilities:
o Excellent written and oral communication skills o Experience leading the development of high-quality content across multiple media - including social media, blogs, websites and email o Demonstrated experience leading the execution of successful SEO and SEM strategies o Ability to navigate large and complex organizations and build networks that can collectively achieve important organization goals o Strong critical thinking, analytic and problem-solving skills o Ability to work independently and assume high levels of responsibility o Advanced knowledge of Microsoft Office (including Excel, Word and PowerPoint) o Experience using a content management system (CMS) o Experience negotiating contracts with digital marketing vendors and contractors o Familiarity with marketing analytics and understanding of how to apply data toward the development of web content o Experience with Google Analytics preferred.
Salary Range:
$200K -- $250K
Minimum Qualification
Editorial & Content Management, Digital Marketing & Social MediaEstimated Salary: $20 to $28 per hour based on qualifications.
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