Digital Marketing Analyst

Position Summary / Department Summary

The Digital Marketing Analyst is responsible for managing, analyzing, and optimizing Boston Children's Hospital's paid search marketing programs to drive patient acquisition, appointment intent, and website engagement. Working closely with SEO and content stakeholders, this role aligns paid search strategies with organic search initiatives to maximize search visibility, improve user experience, and support organizational growth objectives. The role leverages Google Ads, Adobe Customer Journey Analytics (CJA), competitive research, keyword insights, and website behavioral data to identify optimization opportunities across both paid and organic search channels.

The analyst will evaluate alignment between search intent, ad messaging, landing page content, and user experience to develop recommendations that improve engagement, conversion rates, and patient acquisition outcomes. This includes identifying opportunities for landing page enhancements, conversion rate optimization (CRO), content improvements, and user experience (UX) refinements that support key patient actions such as Request an Appointment, Telephone Clicks, and Second Opinion Requests.

The Digital Marketing Analyst will use data-driven insights to optimize campaigns, improve user engagement, increase patient acquisition opportunities, and maximize return on advertising investment while supporting an integrated search marketing strategy across the organization. The role will also identify opportunities to leverage AI and automation tools to improve reporting, campaign management, workflow efficiency, and decision-making processes while ensuring appropriate human oversight and compliance.

• Manage and optimize day-to-day performance of Google Ads Search, Display, and Video campaigns.
• Analyze Google Ads performance alongside Adobe Customer Journey Analytics (CJA) engagement and conversion metrics.
• Utilize Adobe CJA metrics such as Request an Appointment clicks, Telephone clicks, Second Opinion requests, Time per Session, and other engagement signals.
• Develop reporting and dashboards that integrate Google Ads and Adobe CJA data.
• Identify opportunities to improve patient acquisition, website engagement, and marketing efficiency despite the absence of direct Google Ads website conversion tracking. Conduct keyword research, search query analysis, and competitive intelligence. Monitor and optimize campaign structure, ad copy, landing page alignment, and audience strategies.
• Evaluate the alignment between keywords, search intent, ad copy, and landing page experiences, providing recommendations for content improvements, UX enhancements, and conversion rate optimization (CRO) initiatives.
• Leverage AI and automation tools to improve workflow efficiency, reporting, campaign optimization, keyword analysis, and performance insights.
• Collaborate with service line marketing managers to align paid search campaigns with organizational priorities and content strategies.
• Lead testing and experimentation initiatives including ad copy testing, landing page recommendations, audience segmentation, and bidding strategy evaluation.
• Analyze competitor search marketing activity and industry trends.

Bachelor's degree required. Marketing, Analytics, Business, Communications, or a related field required.

Required 1-3 years experience in Digital Marketing or experience managing paid search and display ads. Preferred 3+ years of hands-on experience managing paid search campaigns and digital marketing analytics programs. Preferred experience supporting integrated paid and organic search strategies within a large healthcare or enterprise organization.