Digital Marketing Specialist

Position Description

This position is responsible for maintaining the organization’s digital marketing and knowledge including the website, blog, social media accounts, digital publishers and digital events. Responsible for maintenance of data and digital content that attracts attention, generates interest and drive success against discrete, measurable metrics across all consumer/patient/provider touchpoints. Will work with external vendors and internal IT personnel to maintain a variety of digital data and assets and develop core functions around schema and data management, location listings and content marketing. Aligns content from experts to promote the Trinity Health Michigan (THM) brand. Provides support to the Digital Marketing Manager.

Essential Job Functions

• Works with stakeholders and service leaders to ensure and coordinate the timely update of new and existing information on all pages of IHAcares.com and THIHAMG pages on trinityhealthmichigan.org. Maintains website standards, guidelines and format, including appropriate use of brand standards. Maintains quality assurance standards and functionality for all web site projects.
• In collaboration with marketing staff, integrates the website with other public relations, marketing and promotion strategies.
• Organizes, implements and analyzes the organization’s social media strategy, including marketing plans that leverage social media outlets (Facebook, Google My Business, Instagram, Linkedin, etc.).
• Is an advocate for THIHAMG in social media spaces, engaging in dialogues, answering questions and responding to feedback when appropriate.
• Maintains provider and location digital data for THIHAMG locations and professionals.
• Organizes, executes and analyzes digital events including webinars and other events.
• Manages author outreach efforts, builds an active author network and writes blog posts to support IHA’s content marketing strategy.
• Collaborates on THIHAMG’s patient experience of care projects including reviewing, editing and responding to patient satisfaction comments.
• Maintains, administers, analyzes and reports on a comprehensive online advertising strategy (Google AdWords, Facebook, etc.).
• Supports web technology strategies to enhance the reputation and the mission, vision, values and strategies of THIHAMG and providers.
• Keeps abreast of the leading edge of social networking, blogs, reputation-enhancing software, regularly reporting on and utilizing the newest tools and enhancements available.
• Monitors web engagement and helps scale site capacity to meet traffic demands and performance expectations.
• Reviews and reports on effectiveness of campaigns in an effort to maximize results.
• Supports marketing and communication initiatives/objectives by implementing and maintaining electronic data systems.
• Regularly provides insights gained from social media monitoring programs, back to Marketing and Operational Leaderships to assist them in evolving strategies.
• Supports highly visible marketing assets, including corporate web sites, advertising campaigns and email campaigns.
• Provides essential strategic support for Marketing staff by assisting with the coordination and execution of digital marketing and promotional campaigns (or as assigned to digital marketing staff).
• Coordinates with subcontractors to build, maintain and track IHA data and timely reporting of return on web investment, user satisfaction and other appropriate benchmark data.
• Performs other duties as assigned.
  
  

Organizational Expectations

• Creates a positive, professional, service-oriented work environment for staff, patients and family members by supporting the mission and values of both IHA and Trinity Health.
• Works effectively as a member of the Marketing team.
• Assumes responsibility for performance of job duties in the safest possible manner, to assure personal safety and that of coworkers, and to report all preventable hazards and unsafe practices immediately to management.
• Successfully completes IHA’s “The Customer” training and adheres to THIHAMG’s standard of promptly providing a high level of service and respect to internal or external customers.
• Maintains knowledge of and complies with IHA standards, policies and procedures.
• Maintains complete knowledge of office services and in the use of all relevant office equipment, computer and manual systems.
• Maintains strict patient and employee confidentiality in compliance with THIHAMG and HIPAA guidelines.
• Serves as a role model by demonstrating exceptional ability and willingness to take on new and additional responsibilities. Embraces new ideas and respects cultural differences.
• Uses resources efficiently.
• If applicable, responsible for ongoing professional development – maintains appropriate licensure/certification and continuing education credentials, participates in available learning opportunities.
  
  

Measured By

Performance that meets or exceeds IHA CARES Values expectation as outlined in IHA Performance Review document, relative to position.

Essential Qualifications

EDUCATION: Bachelors’ Degree in Communications, Marketing, Digital Marketing, e-commerce Advertising or another area of specialty required.

CREDENTIALS/LICENSURE: None

MINIMUM EXPERIENCE: Two years’ social media coordination experience preferred. One year experience in blogging, content marketing and analytics. Preferred experience in medical group practices, healthcare systems or other health related areas.

Position Requirements (abilities & Skills)

• Knowledge of digital marketing and social media technology.
• Maintains familiarity with IHA priorities in order to convey agreed upon message through digital and social media initiatives.
• Knowledge of schema and marketing principles and law related to position responsibilities.
• Demonstrated knowledge of current web technologies, with the ability to identify relevant emerging technologies and their potential uses is essential.
• Demonstrated project management ability is essential, with the ability to use web analysis tools to generate effective and timely ROI reports.
• Sufficient knowledge of mathematics to perform the job effectively.
• Proficient in operating a standard desktop and Windows-based computer system, including but not limited to, marketing software, Microsoft Word and Excel, intranet and computer navigation. Ability to use other software as required while performing the essential functions of the job.
• In-depth knowledge of Internet applications and social media platforms and their respective participants (Facebook for Business, Instagram, LinkedIn, Twitter, YouTube, Google My Business, Google Tag Manager, Google AdWords, etc.)
• A wide degree of innovativeness, creativity and latitude is expected. Passion for creating and consuming all types of digital content, including traditional websites, social platforms, blogs, podcasts, etc.
• Excellent communication skills in both written and verbal forms, including proper phone etiquette and traditional business writing. Ability to speak before groups of people, either in-person or virtually.
• Ability to provide suggestions to continually improve processes throughout IHA.
• Ability to work collaboratively in a team-oriented environment; displays courteous and friendly demeanor.
• Ability to work effectively with various levels of organizational members and diverse populations including IHA staff, providers, health plan representatives, community leaders, local media outlets, marketing/advertising vendors, patients, family members and guests. Ability to build social engagement communities.
• Ability to cross-train in other areas of practice in order to achieve smooth flow of all operations.
• Good organizational and time management skills to effectively juggle multiple priorities and time constraints.
• Ability to develop strategies to achieve organizational goals; understands organization’s strengths and weaknesses; analyzes market and competition; identifies external threats and opportunities; adapts strategy to changing conditions.
• Ability to exercise sound judgement and problem-solving skills.
• Ability to handle patient and organizational information in a confidential manner.
• Successful completion of IHA competency-based program within introductory and training period.
• Sufficient knowledge of medical terminology to perform responsibilities.
• Ability to work varying hours, days and work schedule depending upon the needs of the department and organization.
• Ability to travel to other office/practice sites and meeting and training locations.
  
  

Minimum Physical Expectations

• Physical activity that often requires keyboarding, filing and phone work.
• Physical activity that often requires extensive time working on a computer.
• Physical activity that sometimes requires walking, standing, bending, stooping, reaching, and/or twisting.
• Physical activity that sometimes requires lifting, pushing and/or pulling under 30 lbs.
• Specific vision abilities required include close vision, depth perception, peripheral vision and the ability to adjust and focus.
• Manual dexterity sufficient to operate a keyboard, photocopier, telephone, calculator and other office equipment.
• Must hear and speak well enough to conduct business over the telephone or face to face for long periods of time in English.