Digital Marketing Analyst

The Digital Marketing Analyst is responsible for managing, analyzing, and optimizing Boston Children's Hospital's paid search marketing programs to drive patient acquisition, appointment intent, and website engagement. Working closely with SEO and content stakeholders, this role aligns paid search strategies with organic search initiatives to maximize search visibility, improve user experience, and support organizational growth objectives.

Responsibilities

• Manage and optimize day-to-day performance of Google Ads Search, Display, and Video campaigns.
• Analyze Google Ads performance alongside Adobe Customer Journey Analytics (CJA) engagement and conversion metrics.
• Utilize Adobe CJA metrics such as Request an Appointment clicks, Telephone clicks, Second Opinion requests, Time per Session, and other engagement signals.
• Develop reporting and dashboards that integrate Google Ads and Adobe CJA data.
• Identify opportunities to improve patient acquisition, website engagement, and marketing efficiency despite the absence of direct Google Ads website conversion tracking.
• Conduct keyword research, search query analysis, and competitive intelligence.
• Monitor and optimize campaign structure, ad copy, landing page alignment, and audience strategies.
• Evaluate the alignment between keywords, search intent, ad copy, and landing page experiences, providing recommendations for content improvements, UX enhancements, and conversion rate optimization (CRO) initiatives.
• Leverage AI and automation tools to improve workflow efficiency, reporting, campaign optimization, keyword analysis, and performance insights.
• Collaborate with service line marketing managers to align paid search campaigns with organizational priorities and content strategies.
• Lead testing and experimentation initiatives including ad copy testing, landing page recommendations, audience segmentation, and bidding strategy evaluation.
• Analyze competitor search marketing activity and industry trends.

Requirements

• Bachelor's degree in Marketing, Analytics, Business, Communications, or a related field.
• 1-3 years of experience in Digital Marketing or experience managing paid search and display ads.
• Preferred: 3+ years of hands-on experience managing paid search campaigns and digital marketing analytics programs.
• Preferred: Experience supporting integrated paid and organic search strategies within a large healthcare or enterprise organization.

Benefits

• Affordable health, vision, and dental insurance.
• Child care and student loan subsidies.
• Generous levels of time off.
• 403(b) Retirement Savings plan and Pension.
• Tuition and certain License and Certification Reimbursement.
• Cell phone plan discounts and discounted rates on T-passes.
• Flexible schedules.

Pay

The posted pay range is Boston Children’s reasonable and good-faith expectation for this pay at the time of posting. Any base pay offer provided depends on skills, experience, education, certifications, and a variety of other job-related factors.