We have an exciting opportunity to join our team as a Director of Digital Marketing.
The Director of Digital Marketing will manage the planning, development, implementation and tracking of all digital marketing tactics, at both the institutional and programmatic level. This individual will work closely with Senior Director of Advertising and Marketing and Senior Director of Digital Communications to make sure all institutional priorities are supported with consideration for online visibility and measurement and ensuring that all tactics are working in concert with one another and with traditional marketing efforts. In addition, this individual will be responsible for developing new tactics to efficiently and effectively reach both consumer and physician audiences and working closely with multiple agencies to develop and execute digital campaigns and tactics.
In partnership with the Senior Director and Marketing Team, develop digital advertising and marketing plans and tactics based on specific institutional and programmatic goals, unique audiences, and best practices for digital advertising and marketing.
Work with advertising and media agencies in the development of digital creative assets and media strategy/plans for existing and impending advertising campaign
Manage content on advertising pages within nyulangone.org
Work with marketing team and media agency to develop creative and media plans for more focused programmatic digital advertising/marketing needs and tactics
Partner with digital communications to ensure that digital advertising and marketing efforts are supported by web presence/efforts, and vice versa
Work with media agency and marketing team on SEM: refine/overhaul existing as needed; optimize and create new campaigns where gaps exist or based on new business needs
Partner with digital communications team to ensure SEO/SEM working in concert
Partner with cross-functional content teams to develop strong social media plans and content
Oversee/work with email marketing manager to ensure all digital efforts are on strategy and message and results of email marketing incorporated into digital headlines
Work with analytics and marketing team to establish metrics and optimize reporting, writing smart, strategic headlines emerging across digital marketing and advertising efforts for key internal audiences
Partner with marketing leadership and team members to translate data into actionable marketing strategies at both the organizational and tactical levels
Explore new/innovative digital tactics/approaches to reach key audiences
Consideration of format and channels, timing/frequency/calendarization to avoid oversaturation and hit key milestones, etc.
Consideration of new/unique channels to reach hard-to-target audiences in a compelling fashion, ie, role of Doximity, geotargeting physician conferences, apps, FB Live, in-app advertising, etc
Partner with Department/Team leadership in selecting, onboarding, and working closely with a digital agency to support day-to-day management of digital marketing and communications efforts
Digital Programmatic Advertising
Work closely with advertising and media agencies to weigh in on digital strategy and inform/direct content and creative for digital assets for institutional and high impact service line advertising campaigns
Act as liaison/bridge between agencies and digital/web production teams to ensure assets are on spec (creatively and technically)
Partner with marketing team and creative partners to develop more focused/smaller digital campaigns and assets to support service line-specific needs
Establish holistic approach to management and strategy for SEM
Provide POV on recommended levels of investment in SEM
Partner with media agency and digital communications/analytics colleagues to develop SEM campaigns based on based on business needs and digital parameters -ad copy, keywords, destination pages
Review current campaigns, monitor results and make adjustments/recommendations, as needed based on SEM and SEO best practices and analytics.
Ensure campaigns are launched to best reflect institutional priorities, in addition to collaborating with industry best practices and agency recommendations, and identifying cross-specialty synergies as appropriate
Establish robust metrics and reporting system to coincide with reporting for overall marketing campaigns for programs
Assess existing marketing assets, creative and media partner management, tracking capabilities; work with partners to build a model for NYU Langone that works with our infrastructure and business objectives.
Develop process for management of digital marketing assets
Monitor digital health arena and work closely with marketing and media teams and analytics manager to identify trends and business needs; fluidly direct/manage balance of SEM, SEO, and digital display advertising
Support all marketing programs with considerations for digital tactics to extend reach of message, and breadth and depth of audience
Leverage newsjacking opportunities, turnkey opportunities to support media and marketing initiatives
Operations and Reporting
Partner with marketing team, digital communications team and advertising and media planning agencies to ensure all digital campaigns are integrated and working together
Review analytics to make informed campaign refinements based on relevant data
Develop and share regular digital marketing reports and key headlines, with input from analytics, to keep department and Medical Center leadership informed of activity, learnings, and trends
Minimum 12 years marketing experience for large, complex organization managing/overseeing the ecosystem of digital marketing and advertising (programmatic, native, SEM, SEO, social media, etc)
Agency experience preferred, advertising experience a plus
BA/BS degree required; masters preferred
Strong verbal and written communications skills
Strong interpersonal communications skills
Superior project management skills; ability to manage cross functional teams
Ability to develop effective messages aligned with goals of the organization
Creative self-starter; proactive; able to juggle multiple projects and follow through to completion; a problem-solver
Ability to exercise excellent judgment
Qualified candidates must be able to effectively communicate with all levels of the organization.
NYU Langone Health provides its staff with far more than just a place to work. Rather, we are an institution you can be proud of, an institution where you'll feel good about devoting your time and your talents.
NYU Langone Health is an equal opportunity and affirmative action employer committed to diversity and inclusion in all aspects of recruiting and employment. All qualified individuals are encouraged to apply and will receive consideration without regard to race, color, gender, gender identity or expression, sex, sexual orientation, transgender status, gender dysphoria, national origin, age, religion, disability, military and veteran status, marital or parental status, citizenship status, genetic information or any other factor which cannot lawfully be used as a basis for an employment decision.
NYU Langone Medical Center, a world-class patient-centered integrated academic medical center, is one of the nation's premier centers for excellence in clinical care, biomedical research, and medical education. Located in the heart of Manhattan, NYU Langone is composed of four hospitals – Tisch Hospital, its flagship acute care facility; Rusk Rehabilitation; the Hospital for Joint Diseases, one of... only five hospitals in the nation dedicated to orthopaedics and rheumatology; and Hassenfeld Children's Hospital, a comprehensive pediatric hospital supporting a full array of children's health services across the medical center – plus the NYU School of Medicine, which since 1841 has trained thousands of physicians and scientists who have helped to shape the course of medical history. The medical center's tri-fold mission to serve, teach, and discover is achieved 365 days a year through the seamless integration of a culture devoted to excellence in patient care, education and research. For more information, go to www.NYULMC.org.