Digital Advertising Specialist

Summary
The Digital Advertising Specialist at Mary Free Bed is responsible for the implementation and optimization of effective digital advertising campaigns across multiple platforms, ensuring they align with marketing objectives and brand guidelines. Working onsite at the Grand Rapids campus, this role entails a focused approach towards search engine optimization (SEO), search engine marketing (SEM) and pay-per-click (PPC) advertising. Reporting to the Digital Marketing Strategist, this team member collaborates extensively with the marketing team to execute digital initiatives that support organizational goals and strategies.
Essential Job Responsibilities

• Support and promote programs, services and the Mary Free Bed system through search engine optimization (SEO) and pay-per-click (PPC) advertising, ensuring alignment with Mary Free Bed's strategic goals.
• Conduct keyword research and analysis to identify opportunities for optimization and campaign enhancement.
• Implement and monitor PPC advertising campaigns across platforms such as Google Ads, Bing Ads and other relevant networks.
• Monitor and adjust bids and budgets to maximize campaign performance and ROI.
• Analyze campaign performance data to identify trends, insights and opportunities for improvement.
• Prepare regular reports on campaign results, including analysis of KPIs like click-through rates, conversion rates and ROI.
• Work closely with the creative team to develop compelling ad creatives and landing pages that resonate with the target audiences and comply with platform guidelines.
• Test and optimize ad creatives based on performance data and audience feedback.
• Customize ad targeting strategies to effectively reach and engage audience segments.
• Monitor industry trends, digital marketing tools and best practices.
• Conduct competitive analysis to benchmark our ad performance and uncover new advertising opportunities.
• Write and proofread ad copy in accordance with established AP style guidelines, ensuring accuracy and professionalism.
• Embrace Diversity, Equity and Inclusion, by:

T reating everyone with dignity and respect
O pening more doors to opportunities for underrepresented cultures
G rowing talent and people
E valuating and eliminating disparities
T aking action against injustices, bias and racism
H onoring our differences and how to collaborate
E ducating staff, patients and the communities we care for
R estoring Hope and Freedom, together
Customer Service Responsibilities
Demonstrate excellent customer service and standards of behaviors as well as encourages, coaches, and monitors the same in team members. This individual should consistently promote teamwork and direct communication with co-workers and deal discretely and sensitively with confidential information.
Responsibilities in Quality Improvement
Contribute by identifying problems and seeking solutions. Promote patient/family satisfaction where possible; participates in departmental efforts to monitor and report customer service.
Essential Job Qualifications

• Bachelor's degree in marketing, advertising, communications, or a related field.
• 5+ years of experience in digital advertising or a similar role.
• Strong understanding of PPC, display advertising and social media advertising.
• Proficient in analytics tools (e.g., Google Analytics) and ad serving platforms (e.g., Google Ad Manager).
• Excellent communication, analytical and organizational skills.
• Demonstrated commitment to organizational mission.
• Excellent writing and proofreading skills.
• Strong analytical and problem-solving skills
• A portfolio or samples of digital advertising campaign work will be required.

Physical Requirements for Essential Job Qualification
Levels :

• None (No specific requirements)
• Occasionally (Less than 1/3)
• Frequently (1/3 to 2/3)
• Majority (More than 2/3)

Remain in a stationary position: Majority
Traverse or move around work location: None
Use keyboard: Frequently
Operate or use department specific equipment: None
Ascend/Descend equipment or ladder: None
Position self to accomplish the Essential Functions of the role: None
Receive and communicate information and ideas for understanding: Frequently
Transport, position, and/or exert force: _____
Up to 10 pounds: Occasionally
Up to 25 pounds: _____
Up to 50 pounds: _____
Up to 75 pounds: _____
More than 100 pounds: _____
Other weight: Up to___ pounds _____
Other: None
The above statements are intended to describe the general nature and level of work being performed by employees in this classification. If you require a reasonable accommodation to perform the essential functions of this position, you must request accommodation in writing, within 182 days after you know or should know of the need for accommodation.
Mary Free Bed is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, national origin, age, genetic information, veteran status, disability or other legally protected characteristic.