Job Ref: 27684
Talent Area: Professional
Houston, TX 77005
Employment Type: Regular
Job Type: Full-Time
Organization: Houston Methodist
Work Shift: DAY
Work Week: M - F
Houston Methodist (HM) is one of the nation’s leading health systems and academic medical centers. HM consists of 7 hospitals: Houston Methodist Hospital, its flagship academic hospital in the heart of the Texas Medical Center and six community hospitals throughout the greater Houston metropolitan area. HM also includes a research institute, a global business division, numerous physician practices and several free standing emergency rooms and outpatient facilities. Overall, HM employs over 20,000 employees. FORBES magazine has placed Houston Methodist on its annual list of Best Employers in 2016. Houston Methodist is supported by a wide variety of business functions that operate at the system level to help enable clinical departments to provide the best patient care and service in a spiritual environment.
The Digital Marketing Manager is responsible for building, launching and optimizing digital campaigns for Houston Methodist, including SEM, social media, display, email and retargeting.
This position contributes to strategic planning, provides subject matter expertise to internal stakeholders, and advances the three primary marketing goals: build brand awareness, improve brand preference and drive patient volume.
PATIENT AGE GROUP SERVED
Select the applicable age group(s) of primary customers/patients served by this position.
Neonate (Birth to 28 days)
Infants/Toddlers (29 days to 18 months)
Toddler (18 months to 3 years)
Preschooler (3-6 years)
School Age (6-12 years)
Adolescence (12-18 years)
Young Adult (19-40 Years)
Middle Adult (40-65 Years)
Mature Adult (65 years and older)
HOUSTON METHODIST EXPERIENCE EXPECTATIONS
I. Provide personalized care and service by consistently demonstrating our I CARE values:
INTEGRITY: We are honest and ethical in all we say and do.
COMPASSION: We embrace the whole person including emotional, ethical, physical, and spiritual needs.
ACCOUNTABILITY: We hold ourselves accountable for all our actions.
RESPECT: We treat every individual as a person of worth, dignity, and value.
EXCELLENCE: We strive to be the best at what we do and a model for others to emulate.
II. Focuses on patient/customer safety
III. Delivers personalized service using HM Service Standards
IV. Provides for exceptional patient/customer experiences by following our Standards of Practice of always using Positive Language (AIDET, Managing Up, Key Words)
V. Intentionally rounds with patients/customers to ensure their needs are being met
VI. Involves patients (customers) in shift/handoff reports by enabling their participation in their plan of care as applicable to the given job
PRIMARY JOB RESPONSIBILITIES
1. Work with internal stakeholders and business owners to develop strategies for translating strategic goals into effective digital campaigns
2. Oversee digital media agency relationships on a day to day basis, providing clear direction to maximize results against KPIs/ROI.
3. Lead agency and internal production team coordination; providing support and troubleshooting where necessary
1. Plan digital media strategy by translating company business and marketing goals into effective, measurable digital campaigns.
1. Lead digital advertising campaign planning, execution, optimization, and measurement/reporting for paid channels including search, social, email, retargeting, display, etc.
2. Develop a digital KPI scorecard to share with business owners and provide regular, actionable analysis and insights.
3. Monitor competitive digital media activity and adjust campaigns as required.
4. Design processes to effectively partner with cross-functional teams
1. Be a leader in creation and presentation of campaigns plans and analysis to senior leadership
1. Participate in business unit strategic planning and update team on competitive and industry trends.
2. Seek opportunities to more deeply integrate digital tools and best practices into our campaigns and throughout all our digital assets (owed, earned and paid)
This job description is not intended to be all inclusive; the employee will also perform other reasonably related business/job duties as assigned. Houston Methodist reserves the right to revise job duties and responsibilities as the need arises.
Bachelor's degree in English, Journalism, Public Relations or related communications field. Graduate degree a plus. Health care experience a plus.
Minimum 8 years experience in digital marketing to include 5 years experience managing large-scale SEM and digital advertising programs with clear quantifiable results.
Extensive knowledge of digital marketing programs and optimizing based on copy, creative, and placement
Experience with A/B & multivariate testing of KW, ad copy, creative, email campaigns, templates, landing page optimization, etc
Experience working with CRM and/or marketing automation soultions a plus.
Excellent written and oral communication skills and team management.
Strong time management skills
Collaborative, proactive and solutions orientated
Initiative to drive change in a quickly evolving space
Knowledge and focus on web analytics and ROI
CERTIFICATES, LICENSES AND REGISTRATIONS REQUIRED
SPECIAL KNOWLEDGE, SKILLS AND ABILITIES REQUIRED
Ability to constantly push self, team and partners to innovate and optimize ad campaigns
Able to translate business goals into actionable digital media strategies and tactics
Comprehensive understanding of higher level digital media strategies and how they correlate to other disciplines
Complete understanding of all SEM and display tool sets
Mastery of all fundamental SEM and display concepts
Expert knowledge of the SEM and display space and ability to stay on the pulse of emerging trends to translate these trends into actionable insights or concrete tests
General understanding of SEO best practices and ability to leverage SEO insights to optimize SEM program
Ability to act as expert and thought leader on paid search engine marketing.
Houston Methodist is an Equal Opportunity Employer.
Equal employment opportunity is a sound and just concept to which Houston Methodist is firmly bound. Houston Methodist will not engage in discrimination against or harassment of any person employed or seeking employment with Houston Methodist on the basis of race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, status as a protected veteran or other characteristics protected by law.
VEVRAA Federal Contractor – priority referral Protected Veterans requested.