Job Title: Associate Director, Digital Marketing and Discovery

Location: Hybrid – Manhattan midtown office 3x per week
Reports To: AVP, Media Strategy & Performance
Department: Marketing

Position Summary:

We are seeking a highly strategic and execution-focused Associate Director, Digital Marketing and Discovery to provide strategic direction collaboration across the marketing team and constituents. This role will drive strategies that maximize HSS’s visibility and engagement across digital channels, with a primary focus on search and digital brand discovery initiatives. This role ensures that consumers find and choose HSS through optimized innovative digital tactics that drive awareness, traffic, and conversions. Working closely with the AVP, this position will translate enterprise growth goals into actionable search and discovery strategies, leveraging analytics, SEO/SEM best practices, and emerging technologies.

We are seeking a strategic and innovative doer to lead and execute marketing initiatives that drive growth, engagement, and measurable performance in the healthcare industry. This role requires a holistic thinker who can pe a problem-solver, can optimize marketing performance, and align projects with organizational goals.

As part of the Marketing team, this role will report to the AVP, Media Strategy & Performance. This role has no direct reports. 

Skills & Experience:

• 6+ years’ work experience in marketing, or similar role (agency experience welcome). Proven track record of successfully developing and implementing cross-discipline strategies in compliance-driven environments

• Develop and execute integrated paid media and marketing strategies across digital, traditional, and experiential channels

• Lead end-to-end campaign planning, including patient/customer journey mapping across audience segmentation, messaging, and performance tracking

• Analyze market trends, competitive landscape, and consumer insights to inform strategic decisions

• Manage marketing budgets, ensuring efficient allocation and ROI optimization

• Collaborate with internal marketing and external teams to improve impact, storytelling, amplifying stories and sponsorships

• Implement data-driven approaches to measure and improve marketing performance

• Collaborate with advertising creative team to drive brand positioning and thought leadership within the healthcare space

• Partner with web development and content teams to ensure SEO and AEO-friendly website design, performance, and accessibility, resulting in improved site rankings and user experience

• Experience or strong curiosity around Answer Engine Optimization (AEO) and Artificial Intelligence’s role in the evolving LLM landscape, with a focus on positioning for success in AI Overviews and emerging engines such as ChatGPT and Perplexity

• Solid understanding of SEM and digital media channels to effectively direct agency partners and integrate paid search strategies

• Advanced proficiency in Google Analytics, Tableau, and Microsoft Office Applications for data analysis, reporting, and strategy development

Integrated Digital Marketing Leadership

• Develop and execute multi-channel digital marketing campaigns across paid media, social, display, and emerging platforms to support enterprise growth goals.

• Partner with AVP and agency teams to ensure cohesive media planning and campaign integration across offline and online channels.

• Collaborate with brand and content teams to amplify storytelling through digital formats that resonate with target audiences.

• Maximize discoverability of HSS owned assets

Digital Brand Discovery

• Implement strategies that enhance HSS’s discoverability across search engines, social platforms, and health-related ecosystems.

• Optimize content and user experience for organic and paid search, while exploring new discovery opportunities such as voice search and AI-driven recommendations.

Performance & Analytics

• Monitor campaign performance across channels, providing actionable insights to improve ROI and conversion rates.

• Work with analytics lead and data team to refine attribution models and measure impact of digital marketing on appointment volume and brand KPIs.

Innovation & Emerging Trends

• Pilot new technologies and tactics for personalization, predictive targeting, and cross-channel engagement.

• Stay ahead of industry trends to identify opportunities for competitive advantage in digital marketing.

Cross-Functional Collaboration

• Partner with advertising, web, content, and social teams to ensure seamless execution and alignment with brand strategy.

• Serve as a key liaison between internal stakeholders and external agency partners for integrated campaign delivery.

• Build relationships and collaborate with internal teams across patient experience, finance and service lines to optimize marketing engagement and utilization

Qualifications:

• Experience:

• 6+ years in digital marketing with expertise in multi-channel campaign management, paid media, and digital strategy.

• Strong understanding of SEO/SEM, social advertising, and emerging digital platforms.

• Professional, detail-oriented and possesses a growth mindset

• Independent worker with strong time management and organizational skills, able to manage multiple priorities in a fast-paced environment

• Skills:

• Proficiency in analytics tools (Google Analytics, SEMrush, etc.) and campaign optimization.

• Ability to translate data into actionable insights and strategic recommendations.

• Excellent communicator orally and in writing, with the ability to effectively engage colleagues, doctors, agency partners, and present to non-marketing constituents

• Actively embraces AI tools, such as Copilot, to support in tasks, ideation and storytelling

• Education:

• Bachelor’s degree required; advanced degree preferred.

Success Metrics:

• Increase appointment conversions from integrated campaigns.

• Grow brand awareness and engagement across digital channels.

• Improve ROI on paid media and digital initiatives

• Identify insights and metrics that add value to the enterprise

• Successful adoption of innovative tactics and technologies.