Digital Strategist

Digital Strategist

Children’s Hospital of Philadelphia (CHOP) is seeking a Digital Strategist to develop and execute channel-level digital strategies that support key hospital priorities. This role focuses on content strategy, SEO, GEO (generative engine optimization), digital advertising (Google and paid social), and email marketing. The ideal candidate will translate broader marketing objectives into measurable digital tactics, leveraging data and audience insights to inform recommendations and optimize performance. This position reports to the Senior Digital Marketing Manager and is part of a high-performing, mission-driven marketing team.

Key Responsibilities

Strategy & Planning

• Collaborate with Marketing and Public Relations colleagues to develop and execute digital components of strategic marketing plans for assigned programs and service lines.
• Provide day-to-day digital marketing counsel to clinical and business partners, ensuring alignment with broader marketing and organizational goals.
• Translate audience insights, business objectives, and competitive landscape into actionable digital strategies and channel plans.
• Identify opportunities for growth across organic and paid channels, including search, social, email, and emerging platforms.

Content & Channel Execution

• Partner with Account Managers and content teams to identify and prioritize audience content needs across the patient and referring physician journey.
• Collaborate with internal teams and external vendors to create, optimize, and repurpose content (web, video, social, email) aligned with SEO and GEO best practices.
• Support execution of campaigns across: Website and microsites (CHOP.edu and related properties), Paid media (search, display, paid social, and other channels), Organic search and content optimization, Email marketing, including automated journeys and lifecycle communications.
• Ensure all digital experiences are user-friendly, accessible (WCAG compliant), and aligned with brand standards.

Analytics & Optimization

• Define KPIs for all initiatives at the outset, aligned to business objectives (e.g., appointment requests, inquiries, engagement, acquisition).
• Monitor, analyze, and report on performance using web analytics, CRM, and marketing platforms (e.g., Piwik, Salesforce Marketing Cloud, advertising platforms, etc.).
• Provide actionable insights and optimization recommendations based on data, including A/B testing and performance trends.
• Track and report on metrics such as: Conversion performance and user behavior, Traffic acquisition and channel mix, SEO/GEO visibility and rankings, Paid media performance and ROI.

Collaboration & Stakeholder Management

• Serve as a key point of contact for assigned programs, maintaining strong relationships with clinical and administrative partners.
• Educate stakeholders on digital marketing best practices, trends, and opportunities.
• Partner with creative, UX, development, and analytics teams to ensure seamless execution of digital initiatives.
• Manage external vendors and agency partners as needed, ensuring alignment with goals and performance expectations.

Project & Process Management

• Ensure business requirements are clearly documented and communicated for digital projects.
• Participate in website enhancements, CMS updates, and new feature implementations.
• Support QA, testing, and launch processes for digital initiatives.
• Maintain organized workflows while managing multiple priorities and timelines.

Qualifications

Education

• Bachelor's Degree - Required
• Bachelor's Degree in Marketing, Communications, Digital Media, or related field preferred

Experience

• At least five (5) years of relevant experience - Required
• Agency experience - Preferred
• Experience in healthcare, higher education, or other regulated industries preferred

Key Skills/Competency

• Digital Strategy
• Content Strategy
• SEO
• GEO
• Digital Advertising
• Email Marketing
• Analytics
• Optimization
• Stakeholder Management
• Project Management