Digital Advertising Strategist

About the Role

The Performance Marketing Strategist is an internal facility-facing, portfolio lead responsible for planning, executing, and optimizing marketing across paid online advertising (Google Ads, Microsoft Ads, Meta Ads, Reddit, TikTok, programmatic display and video, etc), referral partner listing profiles and ads (Yelp, Psychology Today, etc.), traditional media (radio, television, and DOOH/billboards), and Search Engine Optimization paired with Artificial Intelligence Optimization (SEO & AIO).

This role sets the integrated strategy for assigned facilities and lines of business, leads peers through influence, and delivers measurable growth across inquiries, admissions, and revenue. The Strategist partners closely with Marketing Operations and Social Media teams to ensure full-funnel consistency. They produce and present monthly performance reports and initiatives to facility or line of business stakeholders, lead regular educational sessions across the organization, and contribute to a monthly educational newsletter.

The ideal candidate combines strategic leadership with hands-on execution, embracing hypothesis-driven experimentation (including A/B and multivariate testing), rigorous analysis, and continuous improvement.

Responsibilities

• Own end-to-end media strategy for your facility portfolio and assigned lines of business across paid digital, referral platforms, traditional media, SEO, and AI-assisted optimization.
• Lead through influence—partnering cross-functionally and pairing strong strategy with hands-on execution.
• Plan and optimize campaigns across platforms, budgets, audiences, creatives, and landing pages.
• Build and execute test-and-learn roadmaps to continuously improve performance.
• Manage referral partner listings and ads, ensuring accuracy, visibility, and measurable impact.
• Coordinate planning, buying, creative, and measurement for radio, TV, and out-of-home media.
• Lead SEO strategy across technical health, content, local search, and link-earning.
• Use AI tools responsibly to accelerate content ideation and optimization with human review.
• Own measurement, attribution, and reporting; connect performance to KPIs like qualified inquiries, cost per outcome, ROAS, rankings, and local visibility.
• Deliver clear insights and recommendations to facility and line-of-business stakeholders.
• Educate and enable teams through training, documentation, and best-practice sharing.
• Manage projects, timelines, and shifting priorities while building strong stakeholder relationships.

Qualifications

What You’ll Bring - REQUIRED

• Bachelor’s degree in marketing, communications, or a related field.
• 4+ years of hands-on experience managing paid online advertising (Google Ads, Microsoft Ads, Meta Ads Manager, programmatic display/video).
• 4+ years of experience with digital analytics (Google Analytics 4, Looker Studio or similar Business Intelligence dashboards).
• 2+ years of project management experience leading cross-functional initiatives.
• 2+ years of experience with Search Engine Optimization (on-page, off-page, technical); experience in local search ecosystems preferred.
• Experience planning or coordinating traditional media (radio, television, out-of-home) is strongly preferred.

Skills & Capabilities

• Proven ability to develop strategy and execute
• Strong analytical skills
• Proficiency with content management systems for front-end updates
• Familiarity with HTML and Cascading Style Sheets basics and common web technologies
• Excellent written and verbal communication; confident presenter with the ability to explain complex topics simply
• Superior organization and attention to detail; able to manage multiple projects
• High integrity when working with sensitive, proprietary, and patient-related data
• Flexibility and eagerness to learn new platforms and approaches, including AI-assisted workflows with appropriate governance.
• Collaborative mindset