SEO & SEM Strategy Manager

About the role

The Manager, Digital Growth, Personalization & Search Strategy is responsible for driving digital acquisition, engagement, personalization, measurement, and optimization across Boston Children’s digital ecosystem. This role leads the strategy and execution of search engine optimization (SEO), search engine marketing (SEM), customer journey activation, marketing analytics, and digital measurement.

Responsibilities

• Leverage Adobe Experience Cloud technologies including Adobe Customer Journey Analytics (CJA), Adobe Target, Adobe Journey Optimizer (AJO), and Adobe Experience Platform (AEP) to create personalized customer experiences, optimize digital engagement, and measure performance across channels.
• Serve as the organization's search intelligence leader and primary owner of the BrightEdge platform, using search, content, customer journey, and campaign performance data to identify opportunities, measure impact, and inform growth strategies.
• Develop enterprise dashboards and reporting frameworks that provide actionable insights to Marketing, Growth, Service Line, and executive stakeholders.
• Own digital measurement, attribution, and insights across the digital ecosystem, ensuring Growth and Marketing teams have a complete view of customer behavior and performance.
• Help drive patient acquisition, engagement, retention, and growth through audience segmentation, journey activation, personalization, testing, analytics, and search optimization.

Requirements

• Education: Bachelors Degree required – Marketing, Digital technologies or relevant field. Masters preferred.
• Experience: 5+ years of experience in digital marketing, marketing analytics, customer journey management, marketing technology, CRM, growth marketing, or related disciplines.
• Experience developing and executing digital marketing campaigns, audience segmentation strategies, and personalized customer experiences.
• Experience managing SEO and SEM strategies, optimization initiatives, and performance measurement.
• Experience administering enterprise SEO platforms such as BrightEdge, Conductor, Botify, Semrush Enterprise, or equivalent search intelligence solutions.
• Experience developing executive dashboards, KPI frameworks, and reporting programs that support strategic decision-making.
• Experience with marketing analytics, attribution modeling, dashboard development, and performance reporting.
• Experience with web analytics and digital measurement platforms such as Adobe Analytics, Google Analytics, or similar solutions.
• Experience with CRM platforms such as Microsoft Dynamics, Salesforce, HubSpot, or equivalent customer engagement systems.
• Experience with audience activation, lifecycle marketing, customer journey mapping, and campaign optimization.
• Experience integrating data across CRM, CDP, analytics, and marketing technology platforms.
• Experience translating SEO, content, customer behavior, and performance data into actionable business recommendations.

Qualifications

• Adobe Experience Platform (AEP)
• Adobe Customer Journey Analytics (CJA)
• Adobe Target
• Adobe Journey Optimizer (AJO)
• Customer Data Platforms (CDPs)
• Epic integrations and healthcare digital ecosystems
• Google Ads Certification
• Experience leading personalization, experimentation, and optimization programs

Skills

• Strong understanding of SEO and SEM principles and best practices.
• Proficiency in Adobe Experience Cloud tools.
• Excellent analytical and problem-solving skills.
• Ability to manage multiple projects and priorities simultaneously.
• Strong communication and interpersonal skills.
• Experience with data analysis and interpretation.
• Knowledge of healthcare industry and digital marketing trends.

Benefits

Boston Children’s Hospital offers a comprehensive benefits package including flexible schedules, affordable health, vision and dental insurance, child care and student loan subsidies, generous levels of time off, 403(b) Retirement Savings plan, Pension, Tuition and certain License and Certification Reimbursement, cell phone plan discounts and discounted rates on T-passes.