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Sr. Manager, Digital Marketing

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Job Purpose
Develop and implement marketing strategies for UPMC’s primary patient “digital front door.” Work closely with key stakeholders on product, clinical, operational and engineering teams to develop effective, measurable marketing campaigns aligned with pre-set goals. Supervise and provide guidance to design and production staff to fulfill communications and marketing goals related to internal and external audiences. Responsible for the planning, development, production, and brand consistency of all marketing activities.
  • Develop and execute marketing strategy, planning, and budget to drive patient engagement for UPMC’s primary patient “digital front door” through key marketing channels. 
  • Manage marketing campaigns including digital, email, SEO, internal communications and physician practice communications to attract new patients and drive engagement with key audiences.
  • Work as a liaison between clients and digital marketing support services including email, social media, applications/development, SEO/PPC and analytics teams.
  • Develop and execute strategic plans to increase page views, unique visitors, dwell time and site `stickiness' to encourage repeat usage.
  • Develop strategies that address targeted groups of healthcare consumers.
  • Identify and prioritize marketing objectives and projects, ensuring that they are delivered within budget and scope. 
  • Provide data-driven marketing insights and demonstrate a current knowledge of marketing platforms and channels.
  • Monitor project budgets; handle approvals and other client relations and take responsibility for accuracy and effectiveness of information communicated.
  • Performs in accordance with system-wide competencies/behaviors. 
  • Performs other duties as assigned. 


Educational/Knowledge Requirements: 
  • Bachelor’s degree in Marketing, Communication, Business or a related field.
  • Expertise in digital marketing and digital content management required.
  • Minimum 8 years online marketing experience (branding, affiliate, CRM) preferably with a premium brand within a retail or healthcare environment.
  • Experience in digital areas including social media, email, SEO/PPC, banner advertising, application development, campaign management, and content strategy preferred.
  • Demonstrated success at defining both strategic marketing objectives and detailed execution plans.
  • Solid understanding of web metrics and analytics tools such as Google Analytics.
  • Demonstrated success at synthesizing qualitative and quantitative research inputs.
  • Capable of bridging a long-term “brand promise” alongside near-term priorities and limitations.
  • Understanding of the principles of design for effective digital communications.
  • Familiarity with customer transactional platforms or patient portals helpful.
  • Ability to work from high-level conceptual stage through tactical execution.
  • Entrepreneurial mindset with strong business sense.
  • Excellent verbal and written skills.
  • Problem solving skills and analytical thinking abilities.

Licensure, Certifications, and Clearances:
UPMC is an equal opportunity employer. Minority/Females/Veterans/Individuals with Disabilities

Location: Pittsburgh, PA, United States
Job ID: 686403

UPMC is an equal opportunity employer.
Minority / Females / Veterans / Individuals with Disabilities