Digital Marketing Analyst

85481BR

Marketing-Strategic Planning

Job Posting Description

Position Summary/ Department Summary: The Digital Marketing Analyst is responsible for managing, analyzing, and optimizing Boston Children's Hospital's paid search marketing programs to drive patient acquisition, appointment intent, and website engagement. Working closely with SEO and content stakeholders, this role aligns paid search strategies with organic search initiatives to maximize search visibility, improve user experience, and support organizational growth objectives.

The role leverages Google Ads, Adobe Customer Journey Analytics (CJA), competitive research, keyword insights, and website behavioral data to identify optimization opportunities across both paid and organic search channels. The analyst will evaluate alignment between search intent, ad messaging, landing page content, and user experience to develop recommendations that improve engagement, conversion rates, and patient acquisition outcomes. This includes identifying opportunities for landing page enhancements, conversion rate optimization (CRO), content improvements, and user experience (UX) refinements that support key patient actions such as Request an Appointment, Telephone Clicks, and Second Opinion Requests.

The Digital Marketing Analyst will use data-driven insights to optimize campaigns, improve user engagement, increase patient acquisition opportunities, and maximize return on advertising investment while supporting an integrated search marketing strategy across the organization. The role will also identify opportunities to leverage AI and automation tools to improve reporting, campaign management, workflow efficiency, and decision-making processes while ensuring appropriate human oversight and compliance. Key Responsibilities: Manage and optimize day-to-day performance of Google Ads Search, Display, and Video campaigns. Analyze Google Ads performance alongside Adobe Customer Journey Analytics (CJA)...