Sr. Digital Marketing Specialist – Paid Media, Performance & AI Search

Day (United States of America) Olympia Center Job Description General Summary: The Sr. Digital Marketing Specialist – Paid Media, Performance & AI Search is responsible for supporting and optimizing the Medical Center’s digital advertising efforts across paid search, paid social, and other digital channels, while also monitoring and adapting to the rapidly evolving AI search landscape. Strong digital marketing experience, a solid understanding of paid media strategy and performance analytics, and the ability to collaborate effectively with both internal teams and external agency partners. This role requires a digital marketing professional who stays current with evolving AI and search trends—including generative engine optimization (GEO), AI-driven search behavior, and how tools like ChatGPT, Perplexity, and Google’s AI Overviews are reshaping how patients and families discover pediatric healthcare—and who applies AI-assisted tools responsibly to improve marketing performance and brand visibility. The primary goal of this role is to drive measurable growth and patient acquisition by ensuring paid media efforts are strategically aligned, performance-driven, and integrated with broader digital initiatives that increase awareness, engagement, and demand among consumer and referring audiences. Essential Job Functions: 3 Supports positioning Lurie Children’s as a leader in pediatric healthcare by managing and optimizing paid digital media efforts that highlight clinical expertise, services, and strategic priorities across consumer and referring audiences. 3 Oversees the planning, coordination, and performance monitoring of paid digital campaigns across channels such as paid search, paid social, and display, ensuring alignment with broader digital marketing goals and market trends. 3 Partners with external agency teams to align on paid media strategy, execution, optimization, budgets, and reporting, while contributing internal perspective on institutional priorities and performance needs. 3 Uses digital analytics, performance reporting, and AI-assisted insights to evaluate campaign effectiveness and identify optimization opportunities across paid media, SEO alignment, website UX, and conversion points. 3 Collaborates with internal web, content, SEO, and email teams to ensure paid traffic is supported by strong landing pages, clear messaging, and optimized user experiences. 3 Supports testing and optimization effortsleveraging platform tools, automation, and AI-enabled capabilitiesrelated to creative, messaging, targeting, website UX, and conversion pathways to improve engagement and patient volumes. 3 Serves as an internal digital performance resource, translating data and insights into clear, actionable recommendations that inform both campaign-level decisions and broader digital strategy. 3 Contributes digital marketing expertise to web strategy, campaign planning, service line initiatives, and cross-channel programs beyond paid media as needed. 3 Helps evaluate and responsibly adopt new AI-enabled marketing and analytics capabilities, partnering with internal teams and external agencies to assess value, limitations, and performance impact. 3 Tracks how AI tools are changing the way people search for healthcare information, and brings clear recommendations for how our paid, content, and SEO strategies should respond to stay visible and relevant. 3 Provides timely project communication, including status updates, performance summaries, and identification of risks or improvement opportunities. 3 Performs job functions in accordance with Lurie Children’s service principles, emphasizing innovation, service excellence, and teamwork. 3 Performs other job duties as assigned. Knowledge, Skills and Abilities: 3 Bachelor’s degree in marketing, communications, business, or a related field with a minimum of five years of experience in digital marketing, including significant experience supporting paid digital media initiatives. Experience in a healthcare or regulated environment is preferred. 3 Strong understanding of digital paid media strategy, including paid search, paid social, and display advertising, with experience collaborating with external agency partners. 3 Ability to analyze digital performance data and use AI-assisted analytics, automation, and predictive insights to guide recommendations, while understanding tool limitations and ensuring data accuracy and compliance. 3 Working knowledge of search engine optimization (SEO) and generative engine optimization (GEO) principles, website UX best practices, and conversion optimization. Demonstrated understanding of how AI-driven search experiences are reshaping how patients, families, and referring providers find pediatric healthcare information, and how paid and organic strategies must evolve to maintain brand visibility and patient acquisition in this environment. 3 Uses AI-assisted marketing or analytics tools responsibly, with attention to brand standards, healthcare compliance, and human oversight. 3 Familiarity with generative engine optimization (GEO) concepts, including how to structure content, schema markup, and digital authority signals to improve institutional visibility in AI-generated answers and citationswith a particular understanding of how these dynamics apply to pediatric healthcare queries and patient decision journeys. 3 Experience using web analytics, advertising platforms, and reporting tools; Google Analytics (GA4), common paid media platforms, and AI-assisted marketing or analytics tools preferred. 3 Strong attention to detail with the ability to manage multiple projects, priorities, and timelines in a fast-paced environment. 3 Effective written and verbal communication skills, with the ability to translate complex digital, performance insights into clear, actionable guidance for non-technical audiences. 3 Proven ability to collaborate across cross-functional teams and work effectively with external agency partners. 3 Proficiency in Microsoft Office applications (Word, Excel, PowerPoint, Teams) and comfort creating performance summaries and presentations for a variety of audiences. 3 Demonstrated ability to interact professionally with a wide range of stakeholders, including corporate leadership, clinical partners, and external vendors. Education Bachelor's Degree: Marketing (Required) Pay Range $70,720.00-$115,627.20 Salary At Lurie Children’s, we are committed to competitive and fair compensation aligned with market rates and internal equity, reflecting individual contributions, experience, and expertise. The pay range for this job indicates minimum and maximum targets for the position. Ranges are regularly reviewed to stay aligned with market conditions.In addition to base salary, Lurie Children’s offer a comprehensive rewards package that may include differentials for some hourly employees, leadership incentivesfor select roles, health and retirement benefits, and wellbeing programs. For more details on other compensation, consult your recruiter or click the followinglink to learn more about our benefits. Benefit Statement For full time and part time employees who work 20 or more hours per week we offer a generous benefits package that includes: Medical, dental and vision insurance Employer paid group term life and disability Employer contribution toward Health Savings Account Flexible Spending Accounts Paid Time Off (PTO), Paid Holidays and Paid Parental Leave 403(b) with a 5% employer match Various voluntary benefits: 3 Supplemental Life, AD&D and Disability 3 Critical Illness, Accident and Hospital Indemnity coverage 3 Tuition assistance 3 Student loan servicing and support 3 Adoption benefits 3 Backup Childcare and Eldercare 3 Employee Assistance Program, and other specialized behavioral health services and resources for employees and family members 3 Discount on services at Lurie Children’s facilities 3 Discount purchasing program