Director Digital Acquisition

Department:

12812 Advocate Aurora Health Corporate - CXandDigital: Digital Strategy

Status:

Full time

Benefits Eligible:

Yes

Hours Per Week:

40

Schedule Details/Additional Information:

Remote work, 20% travel, 40 hours per week

As an essential leader of the Consumer Experience and Digital Center of Excellence leadership team, this digital growth expert creates innovative demand generation strategies and makes decisions that impact customer acquisition, user engagement, and revenue growth. This leader must conceptualize and implement growth hacks from start to finish, including online consumer journeys that drive qualified leads and customer acquisition across organic and paid digital channels. This leader must dive deep into digital and attribution data to find meaningful trends and insights that drive optimization decisions. This leader will align with partners to define digital touchpoints encouraging consumers to engage with Advocate Health’s consumer-first products and service lines that result in measurable ROI. Lastly, this role will drive cross-functional alignment across key stakeholders including Finance, operations, medical group leaders, marketing, CRM, digital analytics, digital front door experience, user experience teams to align on business objectives, resource allocation, efficiency goals and revenue and engagement targets by developing, executing, and scaling annual and quarterly plans.

This is a remote first role but requires 20% of travel throughout the year with 4-6 trips per year for teammate meetings, events, partnership responsibilities, etc. 

Due to complex requirements, remote work is NOT permitted for short or long periods in: CA, DC, CO, CT, HI, MA, MD, MN, NJ, NY, OR, RI, VT, WA and working Internationally (this includes working while on vacation).

Major Responsibilities:

• Leads the development, implementation and execution of comprehensive digital marketing strategies implement comprehensive aligned with overall business goals. 

• Lead strategy for expert-level search engine marketing campaigns and management across various platforms such as Google Ads (using the newest platform features such as Performance Max, Responsive Ad manager and running Local Ads), Google Display Network, Facebook Ads, LinkedIn Ads, and YouTube. 

• Develops Search Engine Optimization (SEO) strategies across multiple service lines to elevate our brand Nationally using SEO best practices to improve organic search visibility and drive targeted traffic to the website.  

• Utilizes Analytics and Data including website analytics, social media insights, and marketing platforms, and derive actionable insights.  Provides regular reports and insights to senior management on program performance and growth opportunities. Dives deep into data to find meaningful trends and insights, which fuel new opportunities and drive optimization decisions. Deep understanding of Conversion Rate Optimization (CRO) to optimize the conversion funnel, improve user experience 

• Uses customer segmentation to understand and define target customer segments to tailor marketing strategies and campaigns effectively. 

• Develops strategy around the planning and process to lead A/B testing to optimize various elements of digital campaigns, including ad creatives, landing pages, Google and social (Meta) ad copy.  

• Oversight of digital competitor analysis by tracking of industry trends and conducting competitive search and SEO analysis to identify opportunities and stay ahead in the market. Monitors and stays informed on AI, SEM and SO industry trends and analyzes platform developments to ensure alignment with organizational goals. Keeps the organization informed of channel updates and new features. 

• Builds and fosters a collaborative and high performing Digital Marketing team who aspires to push the boundaries to capture future growth opportunities, experiments new approaches and tools for optimization, and embraces the challenge of taking calculated risks. 

• Leads oversight and collaboration for paid social media content strategies with matrix reporting relationship from the paid social team into this role. Partners with cross-functional teams t