SEO & SEM Strategy Manager

Position Summary / Department Summary

SEO & SEM Strategy Manager (hybrid)

The Digital Marketing team drives patient acquisition, engagement, retention, and brand growth through data-driven marketing, personalized digital experiences, content strategy, search optimization, and performance measurement. The team partners closely with Service Line Marketing, Communications, Growth, CRM, Analytics, IS&T, and Clinical stakeholders to connect patients and families with the right information, services, and experiences throughout their healthcare journey.

The Manager, Digital Growth, Personalization & Search Strategy is responsible for driving digital acquisition, engagement, personalization, measurement, and optimization across Boston Children's digital ecosystem. This role leads the strategy and execution of search engine optimization (SEO), search engine marketing (SEM), customer journey activation, marketing analytics, and digital measurement. The Manager leverages Adobe Experience Cloud technologies—including Adobe Customer Journey Analytics (CJA), Adobe Target, Adobe Journey Optimizer (AJO), and Adobe Experience Platform (AEP)—to create personalized customer experiences, optimize digital engagement, and measure performance across channels.

The role serves as the organization’s search intelligence leader and primary owner of the Bright Edge platform, leveraging search, content, customer journey, and campaign performance data to identify opportunities, measure impact, and inform growth strategies. The Manager develops enterprise dashboards and reporting frameworks that provide actionable insights to Marketing, Growth, Service Line, and executive stakeholders. This position owns digital measurement, attribution, and insights across the digital ecosystem, ensuring Growth and Marketing teams have a complete view of customer behavior and performance.

Through audience segmentation, journey activation, personalization, testing, analytics, and search optimization, the Manager helps drive patient acquisition, engagement, retention, and growth.

Education: Bachelors Degree required - Marketing, Digital technologies or relevant field. Masters preferred.

Experience:

• 5+ years of experience in digital marketing, marketing analytics, customer journey management, marketing technology, CRM, growth marketing, or related disciplines.
• Experience developing and executing digital marketing campaigns, audience segmentation strategies, and personalized customer experiences.
• Experience managing SEO and SEM strategies, optimization initiatives, and performance measurement.
• Experience administering enterprise SEO platforms such as Bright Edge, Conductor, Botify, Semrush Enterprise, or equivalent search intelligence solutions.
• Experience developing executive dashboards, KPI frameworks, and reporting programs that support strategic decision‑making.
• Experience with marketing analytics, attribution modeling, dashboard development, and performance reporting.
• Experience with web analytics and digital measurement platforms such as Adobe Analytics, Google Analytics, or similar solutions.
• Experience with CRM platforms such as Microsoft Dynamics, Salesforce, Hub Spot, or equivalent customer engagement systems.
• Experience with audience activation, lifecycle marketing, customer journey mapping, and campaign optimization.
• Experience integrating data across CRM, CDP, analytics, and marketing technology platforms.
• Experience translating SEO, content, customer behavior, and performance data into actionable business recommendations.

• Adobe Experience Platform (AEP)
• Adobe Customer Journey Analytics (CJA)
• Adobe Target
• Adobe Journey Optimizer (AJO)
• Customer Data Platforms (CDPs)
• Epic integrations and healthcare digital ecosystems
• Google Ads Certification
• Experience leading personalization, experimentation, and optimization programs