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Paid Marketing Specialist

Remote, USA
At CereCore, our heart for healthcare is interconnected with our knowledge of technical solutions, creating a vital link that ultimately drives the delivery of high-quality care. CereCore is seeking a remote Paid Marketing Specialist This individual will work at one of the nation's leading providers of healthcare services, HCA Healthcare

Summary:

The Paid Marketing Specialist is responsible for supporting the execution of HCA Healthcare’s paid marketing efforts across key lines of business, including hospitals, physician practices and urgent care centers. Working in partnership with HCA’s media buying vendor, the candidate will assist with paid search and social campaign organization, optimization and measurement, applying digital marketing Best Practices to maximize spend and patient engagement.

The Paid Marketing Specialist will work closely with digital and creative teams within the Marketing Services Organization, including Marketing Insights, Creative Services, Digital Engagement and Content Strategy, to support the development of paid and organic marketing strategy that will maximize the search visibility and patient conversion on HCA Healthcare’s more than 1,000 consumer-facing web properties and social channels. The candidate will collaborate with multiple business units, Division marketing teams, business owners and key marketing leadership stakeholders to develop, execute, optimize and report on enterprise-wide service-line campaigns.

Responsibilities:

  • Support the development and execution of Search Engine Marketing (SEM) strategy across all 14 HCA Healthcare Divisions, including the organization’s more than 186 hospitals, 900+ physician practices and 120+ urgent care centers
  • Develop enterprise service-line and business unit paid search and social campaigns in partnership with HCA’s media buying vendor and support campaign development through the full workflow, from campaign and content strategy to landing page production, campaign optimization and performance reporting
  • Optimize investment on high-performing campaigns and strategic service lines with high conversion probability
  • Hold media buying vendor accountable to defined KPIs and campaign performance best practices and standards
  • Serve as the lead contact for HCA’s media buying vendor and Division marketing teams to ensure streamlined communication and adherence to paid marketing best practices
  • Work with media buying vendor and Corporate and Division Marketing VP and AVP leadership to optimize digital marketing spend and ensure strategic allocation across service lines to drive patient growth and volume
  • Oversee all campaign landing page development requests and develop standards and guidelines in partnership with Corporate Marketing’s Web Shared Services team to optimize for conversion
  • Execute Best Practices for optimization, keyword strategy, ad content and performance by campaign funnel and service line in partnership with HCA’s paid marketing vendor
  • Analyze campaign insights for senior leadership to show ROI for optimized campaigns and landing page performance using Google Analytics, vendor dashboards, SEMRush, Power of BI, Tableau and other analytics tools.  
  • Support the development of ongoing reports to Corporate and Division Marketing leadership, including Marketing VP's, AVP's, Senior Leadership and C-Suite
  • Support in executing an integrated search marketing strategy in partnership with SEO Specialists to optimize digital advertising spend and maximize visibility of HCA web properties in search
Requirements:
  • At least 1-3 years’ experience in a role focused on paid search and social campaign management
  • Experience optimizing paid marketing campaigns to improve conversion and lower cost per acquisition
  • Experience in working with vendor partners and evaluating potential vendor partners
  • Strong knowledge and understanding of technical SEM and SEO concepts
  • Strong knowledge of using analytics and web performance assessment tools, such as Google Analytics and SEMRush to interpret and translate data into actionable insights and executive-level reporting
  • Certified in Google AdWords and Google Analytics
  • Strong written and verbal communication skills and with ability to communicate effectively with individuals at various levels within the organization
  • Background and prior experience with a healthcare-related field a plus, but not required; this includes: familiarity with clinically-focused content, marketing for healthcare service lines
  • Strong interpersonal skills and proven ability
  • Detailed oriented and analytical with strong organization skills
  • Must have a strong ability to prioritize multiple activities and tasks simultaneously and adapt to a rapidly changing environment
  • Strong problem and issue resolution experience and ability to create quality deliverables
  • Expertise in data analysis and reporting
  • Highly motivated and able to work independently with little supervision

CereCore was formed in 2001 as a shared service business within a large hospital operator.  We focus solely on helping healthcare organizations align business and IT strategies to improve processes and patient care. 

 
Awards and Recognition

Our Commitment to Diversity and Inclusion
We believe excellence in healthcare starts with a foundation of inclusion, compassion and respect for our patients and each other.  We are committed to fostering a culture of inclusion across all areas of our organization.  We are an equal opportunity employer and we value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.
 
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