Digital Marketing Specialist

Job Description:

At Duke Health, we're driven by a commitment to compassionate care that changes the lives of patients, their loved ones, and the greater community. No matter where your talents lie, join us and discover how we can advance health together.

Digital Marketing Specialist

Job Code: 5056

FLSA: E

Job Level: G2

Supervisory Responsibility: No

We are seeking a results-driven Digital Marketer to manage and optimize healthcare specific paid media campaigns across Google Ads, Meta Ads (Facebook/Instagram), and other performance marketing platforms. The ideal candidate will have 3+ years of experience with a Mar Tech stack, leveraging tools to support landing page development and optimization, in addition to a variety of reporting and analysis tools.  
The Digital Marketing Specialist plays a critical role in digital performance and reporting.  We are looking for a digital marketing storyteller who will leverage our performance data to make optimization enhancements to ad campaigns and landing pages alike. As such, strong interpersonal skills are required. This role will also carry vendor management responsibilities.

Division of responsibilities:
●    40% Ad Campaign Management
●    30% Conversion Rate Optimization and Landing Page Development
●    20% Reporting and Analysis
●    10% Vendor Management

At Duke Health we promote a Culture of Belonging. We believe that the workplace environment is enhanced when diverse groups of people with diverse ideas come together to create solutions to healthcare related problems. Applicants whose work incorporates a global perspective and a demonstrated commitment to issues of diversity in healthcare are particularly encouraged to apply.

Key Responsibilities:
●    Plan, launch, and optimize paid search and paid social campaigns on Google Ads, Meta Ads, and other relevant platforms (e.g., Bing, LinkedIn, programmatic).
●    Develop data-driven ad strategies targeting healthcare consumers while adhering to HIPAA compliance and industry regulations.
●    Build and test landing pages using digital optimization tools to improve conversion rates and user experience.
●    Monitor, analyze, and report on campaign performance using tools like Google Analytics, Meta Business Manager, and platform dashboards.
●    Collaborate with design and content teams to align campaigns with broader brand and marketing objectives.
●    Stay up-to-date on healthcare digital advertising trends, platform updates, and best practices.
●    Implement tracking and attribution strategies using UTM parameters, conversion tracking
●    Continuously optimize campaigns to maximize ROI, CTR, and CPA.

Preferred Qualifications:
●    3+ years of experience in digital marketing with a focus on paid media and landing page optimization.
●    Proven success managing Google Ads and Meta Ads campaigns, preferably in the healthcare space.
●    Strong HTML/CSS skills and experience with CMS tools (e.g., Drupal).
●    Familiarity with HIPAA compliance in digital marketing.
●    Experience with conversion rate optimization (CRO) and A/B testing and testing tools (e.g.,Kameloon, Optimizely or Unbounce)
●    Analytical mindset with proficiency in tools like Google Analytics, Power BI, and data storytelling.
●    Strong written and verbal communication skills.
●    Test-and-learn mindset, with strong marketing instincts
●    Demonstrated attention to detail and problem-solving skills
●    Ability to work independently and as part of a team
●    Experience working directly with people from diverse racial, ethnic, and socioeconomic backgrounds.
●    Passionate about working in an organization that values and promotes diversity, equity, inclusion and anti-racism
●    Bilingual proficiency preferred

Required Qualifications at this Level
Education
Bachelors degree in a business, healthcare, or quantitative field required. Masters degree preferred.

Experience
Work requires three years related experience. A Masters degree can substitute for two years of experience.

Degrees, Licensure, and/or Certification
N/A

Knowledge, Skills, and Abilities
Working knowledge of Microsoft business package to include PowerPoint, Access, Word, and Excel (SQL preferred but not required)

Extensive working knowledge of PC and/or web-based software programs for database support and management

Excellent forecasting and modeling skills

Good verbal and written skills

Ability to work well in a team-oriented environment

Ability to handle a variety of projects and tasks simultaneously and balance competing deadlines

Attention to detail

Distinguishing Characteristics of this Level
N/A

Job Code: 00005056 PLANNING ANALYST
Job Level: G2

Duke is an Equal Opportunity Employer committed to providing employment opportunity without regard to an individual's age, color, disability, gender, gender expression, genderidentity, genetic information, national origin, race, religion, sex (including pregnancy and pregnancy related conditions), sexual orientation or military status.

Duke aspires to create a community built on collaboration, innovation, creativity, and belonging. Our collective success depends on the robust exchange of ideas—an exchange that is best when the rich diversity of our perspectives, backgrounds, and experiences flourishes. To achieve this exchange, it is essential that all members of the community feel secure and welcome, that the contributions of all individuals are respected, and that all voices are heard. All members of our community have a responsibility to uphold these values.

Essential Physical JobFunctions: Certain jobs at Duke University and Duke University Health System may include essential job functions that require specific physical and/or mental abilities. Additional information and provision for requests for reasonable accommodation will be provided by each hiring department.