Digital Marketing Specialist

Overview

Under the direction of the Director of Marketing Operations, the Digital Marketing Specialist serves as the digital channel content owner for email and social media, as well as the website content owner for UMass Chan Medical School’s ForHealth Consulting division. This role is responsible for developing, publishing, and optimizing website content, and for managing and scaling the email and social media channels to drive engagement, visibility, and qualified traffic. The Specialist will drive website content in support of the strategy set by the Director of Marketing Operations, implement search engine optimization (SEO) best practices, and ensure digital channels are optimized for performance, usability, and alignment with enterprise brand standards. This individual partners closely with market growth, digital, and sales teams to enable effective execution of marketing initiatives through high-performing digital experiences.

Responsibilities

•Develop and drive website content in support of the enterprise website strategy and roadmap set by the Director of Marketing Operations, ensuring content aligns with organizational priorities, user needs, and business objectives.•Apply and maintain website content standards, including structure, usability, accessibility, and brand consistency. Recommend site architecture improvements across all pages and content types for approval by the Director of Marketing Operations.•Monitor website content performance and recommend improvements, including UX/UI, page speed, navigation, mobile responsiveness, and accessibility compliance, partnering with the Web Design and Experience Manager on technical implementation.•Serve as the digital channel owner for email and social platforms, and as the content owner for the website, ensuring all channels are configured, optimized, and aligned with best practices.•Partner in the execution of integrated marketing campaigns by enabling digital channels, including building and optimizing email communications, landing pages, and web content. Ensure all assets meet performance, usability, and SEO standards.•Lead social media platform management, including but not limited to LinkedIn, Twitter, and Facebook, using Sprout Social or similar tools, including publishing oversight, channel optimization, and audience engagement support.•Implement and manage SEO strategy across digital properties, including keyword research, on-page optimization, and ongoing performance improvements.•Embed SEO and digital best practices into content templates, workflows, and publishing processes to ensure consistency across all channels.•Monitor and analyze digital performance metrics, including website traffic, engagement, and conversion behavior. Develop reports and dashboards to provide insights and recommendations to marketing leadership.•Partner with content and campaigns teams to ensure alignment between digital execution and broader marketing strategies.•Support testing and optimization efforts (e.g., A/B testing, personalization) to improve channel performance and user engagement.•Stay current on digital marketing trends, tools, and technologies, recommending enhancements to improve effectiveness and scalability.•Participate in cross-functional initiatives, providing expertise on digital platforms, performance metrics, and optimization strategies.•Perform other duties as required.

Qualifications

Required Qualifications:

•Bachelor's degree in business, marketing, or a related field, or equivalent experience.•3 to 5 years of experience in digital marketing, website management, or related roles, preferably within a professional services, healthcare, or consulting environment.•Demonstrated experience developing, publishing, and optimizing website content using a content management system (CMS), including recommendations on site architecture and UX/UI improvements.•Experience developing and implementing SEO strategies, including keyword research, on-page optimization, and performance tracking.•Proven ability to manage and analyze digital channel performance (web, email, social), including use of analytics tools (e.g., Google Analytics) to generate insights and recommendations.•Experience supporting digital components of marketing campaigns, including building emails, landing pages, and web content aligned with best practices.•Familiarity with social media management platforms (e.g., Sprout Social) and digital marketing tools, with the ability to manage publishing workflows and optimize engagement.

 

Preferred Qualifications:

•Working knowledge of design software applications.•Prior experience in the health care field.•General knowledge of the health care system, health policy, and Medicare and Medicaid payment systems.