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Digital Marketing Manager, Site Strategy (Remote)

Company: Brigham and Women's Hospital
Location: Somerville
Posted on: January 18, 2023

Job Description:

About Us: As a not-for-profit organization, Mass General Brigham is committed to supporting patient care, research, teaching, and service to the community by leading innovation across our system. Founded by Brigham and Women's Hospital and Massachusetts General Hospital, Mass General Brigham supports a complete continuum of care including community and specialty hospitals, a managed care organization, a physician network, community health centers, home care and other health-related entities. Several of our hospitals are teaching affiliates of Harvard Medical School, and our system is a national leader in biomedical research. - We're focused on a people-first culture for our system's patients and our professional family. That's why we provide our employees with more ways to achieve their potential. Mass General Brigham is committed to aligning our employees' personal aspirations with projects that match their capabilities and creating a culture that empowers our managers to become trusted mentors. We support each member of our team to own their personal development-and we recognize success at every step. - Our employees use the Mass General Brigham values to govern decisions, actions and behaviors. These values guide how we get our work done: Patients, Affordability, Accountability & Service Commitment, Decisiveness, Innovation & Thoughtful Risk; and how we treat each other: Diversity & Inclusion, Integrity & Respect, Learning, Continuous Improvement & Personal Growth, Teamwork & Collaboration. - General Summary: - Reporting to the Director of Digital Marketing overseeing Site Strategy on the Digital Marketing, the Digital Marketing Manager is responsible for overseeing and setting the strategy for several websites in support of Mass General Brigham system, hospitals, and service lines. Primarily, the work is focused on creating a digital presence and solutions (focused on the web) to explain and make it easier for various audiences to interact with and seek services from our health care system, with patients being the key constituency. The Digital Marketing Manager works with various internal and external stakeholders, including different departments within marketing, as well as local entity leadership, to meet business and brand-building goals. This person is a key player in enabling and executing our strategic marketing priorities as we continue to centralize marketing and communications functions that were previously managed locally at individual hospitals. The Digital Marketing Manager could also become involved with and potentially lead other digital marketing projects as they arise to support the strategy and goals of Mass General Brigham. Principal Duties and Responsibilities:

  • Set and lead strategy, and implementation of that strategy, for several websites within the Mass General Brigham system. This could be related to a hospital (or hospitals), the health care system, or specific service lines
  • Is the primary point person, understanding all aspects of how websites for which this person is strategic manager function and are updated. This includes being an editor and administrator for CMS solutions deployed to support and manage content production on those websites. Incorporate best-in-class knowledge about website management, inclusive of SEO, UX, web accessibility, and as our entity strategy evolves, approach to translated content
  • Collaborate closely with the account manager(s) on our hospital and specialty marketing team to understand the strategic priorities of the hospitals and service lines to ensure that the Digital Marketing team is able to proactively plan for and support priority needs. Also able to address on-the-fly and unplanned requests
  • Partner with Mass General Brigham Digital team and/or any vendors responsible for development and technical support for websites; establish regular cadence of meetings and expectations around planned activities
  • Collaborate with Mass General Brigham Digital -team on technology and website integrations that enhance the digital patient experience
  • Support and collaborate with other marketing colleagues on strategy for website-related advertising campaign needs, including creation of landing pages to support brand and service line campaigns. Adhere to brand standards on digital properties
  • Collaborate with site strategy counterpart managing Find-a-Doctor to support any changes needed to that aspect of the website in alignment with system and entity goals
  • Work across the content marketing team to establish and maintain a regular cadence and shared expectations around roles and responsibilities related to new content development and edits to website content
  • Work with Search and Social team to understand plans for SEO enhancements and implement appropriate SEO strategies in alignment with system, service line, and local hospital strategies
  • Work among site strategy team to establish and refine an intake process and solution for getting requests to support, make edits to, launch new, etc. content and functionality on health care system websites; collaborate with colleagues within site strategy team responsible for coordinating new website development needs
  • Oversee website-specific vendor relationships, inclusive of hosting, CMS, development and general digital marketing needs; regularly evaluate needs and how best to utilize vendors for support in alignment with strategic needs. Work could also include procurement (execution of contracts, RFPs, statements of work, and negotiation involved with vendors).
  • Lead quality assurance (QA) and website development and code releases in collaboration with internal web development team and external vendors
  • Engage in integrated planning and execution with other functional area teams across the marketing department, including brand, performance, specialty, growth, and insights as well as external communications
  • Establish appropriate local entity contacts and relationships to get job done effectively
  • Oversee ad-hoc digital marketing projects as they arise, including larger-scale web projects that deal with managing complex content and data requirements or establishing new vendor relationships to roll out new functions
  • Collaborate with performance measurement team to establish new and enhanced measurement strategies and to review and report on website analytics as requested
  • Become comfortable working within a ticketing system to intake, manage, and assign website edit requests
  • Use/s the Mass General Brigham values to govern decisions, actions and behaviors. These values guide how we get our work done: Patients, Affordability, Accountability & Service Commitment, Decisiveness, Innovation & Thoughtful Risk; and how we treat each other: Diversity & Inclusion, Integrity & Respect, Learning, Continuous Improvement & Personal Growth, Teamwork & Collaboratio
  • Other duties as assigned Qualifications
    • Bachelor's degree required
    • Minimum 7 years in a similar role (website management and/or digital marketing)
    • Highly motivated, team focused, and results oriented
    • Must be able to function effectively in a fast-paced environment, organize and prioritize work, and meet deadlines
    • Must be able to handle shifting priorities and a high volume of unplanned work each day
    • Proficient in the use of Microsoft Office products (Outlook, Word, PowerPoint, Excel, Teams)
    • Prior experience working as an author/editor with deep understanding of functionality in content management systems. Experience with Teamsite, Wordpress, Adobe Experience Manager are a plus.
    • Prior experience and mastery working as an author/editor with deep understanding of functionality in content management systems. Experience with Teamsite, Wordpress, Adobe Experience Manager are a plus
    • Basic knowledge of Adobe creative suits (photoshop, DC reader)
    • Strong organizational skills and the ability to manage multiple projects
    • Sound judgment and sensitivity to confidential information
    • Committed to working on a dynamic team and supporting colleagues in a collegial environment
    • Comfortable in a fully-remote work environment, making use of various collaboration tools
    • Prior experience in providing digital marketing support to a health care organization or hospital desired Skills/Abilities/Competencies: -
      • Digital marketing, some or all of the following: website design and development, copy writing and/or content strategy, SEO, analytics, campaign management, reputation management, listing management, etc.
      • Experience working on RFPs, contracts, statements of work, and negotiating; proactive vendor management
      • Experience working within and leading projects in an agile framework
      • Mastery of website discovery, design, development, and deploy lifecycle, and project management required to support
      • Experience in project management tools (e.g., BaseCamp, Fresh Desk, Jira, Trello, Teams)
      • Understanding of technical foundations of website support and management, including use of content management solutions (CMS) and other tools. Working knowledge and/or familiarity with variety of technical solutions, such as: HTML, CSS, JavaScript, Teamsite/Livesite, Wordpress, Adobe Experience Manager, Adobe Create Suite, data analytics tools, video and photo editing tools, digital asset management systems, location and reputation management solutions
      • Possesses strong interpersonal skills to effectively communicate with cross functional teams including staff at all levels of the organization
      • Ability to effectively conduct meetings, both formal and informal
      • Requires minimal direction from leadership and possesses the ability to learn quickly
      • Achieves results in complex, consensus-driven matrix environment
      • Knowledge of legal, compliance and general regulatory requirements for online health care services
      • Excellent proofreading ability and strong attention to detail
      • Excellent written and oral communication skills with copywriting ability for different digital formats, such as web copy, e-mail copy, advertising copy, etc.
      • Ability to prepare detailed, professional presentations that are audience appropriate, which may include members of executive leadership
      • Analytical skills for website measurement and ability to translate analysis of measurements into digestible format Supervisory Responsibilities: - --- This role supervises one contractor position. -
        --- Assigns and manages work to team members in secondary support roles (not direct oversight of staff, but assignment of work)
        --- Provides indirect leadership of other staff in the marketing department and oversight of staff from across the organization during project-based tasks
        - Fiscal Responsibility
        • Oversees budgets as they relate to specific project work or vendors. -
        • Demonstrates fiscal responsibility by effectively using Mass General Brigham resources Working Conditions: Describe the conditions in which the work is performed.
          • Possible local travel to Mass General Brigham sites; occasional in-office meetings desired, although not required, by team
          • While performing the duties of this job, the employee is frequently required to sit; talk; or hear; use hands to finger; handle; or feel; reach with hands and arms. The employee is occasionally required to stand; walk; and stoop; kneel; or crouch. The employee must frequently lift and/or move up to 5 pounds and occasionally lift and/or move up to 20 pounds. Specific vision abilities required by this job include close vision, distance vision and depth perception.
          • The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Normal office working conditions. The noise level in the work environment is quiet to moderate.

            - Mass General Brigham is an Equal Opportunity Employer. By embracing diverse skills, perspectives and ideas, we choose to lead. All qualified applicants will receive consideration for employment without regard to race, color, religious creed, national origin, sex, age, gender identity, disability, sexual orientation, military service, genetic information, and/or other status protected under law. We will ensure that all individuals with a disability are provided a reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. -

Keywords: Brigham and Women's Hospital, Somerville , Digital Marketing Manager, Site Strategy (Remote), Executive , Somerville, Massachusetts

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