Job Description

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Overview
The Digital Advertising Specialist drives paid digital traffic across multiple platforms to promote Conway Regional's service lines, providers, and initiatives. Focused on audience targeting, budget allocation, and performance optimization, the strategist works closely with our content creators to provide data-driven insights to guide campaign strategy and maximize overall effectiveness.
Responsibilities
JOB PERFORMANCE REQUIREMENTS

• Develop, manage, and optimize paid search and paid social (Meta, Google Ads, etc.) campaigns
• Monitor campaign performance, identifying trends, and making data-driven recommendations for ongoing improvement
• Manage campaign budgets across multiple service lines, ensuring efficient spend allocation
• Build and maintain a centralized performance dashboard to track impressions, clicks, conversions, cost-per-lead across platforms and service lines
• Analyze and interpret campaign data to provide actionable insights and monthly/quarterly performance reports to the Director of Marketing
• Collaborate others on the marketing team to align messaging, creative assets, and landing pages with campaign goals and audience intent
• Recommend targeting strategies, keywords, audiences, and placements to improve reach and engagement across digital channels
• Maintain consistent UTM tagging, tracking parameters, and campaign naming conventions for accurate data attribution
• Ensure all campaigns comply with brand standards, compliance regulations, HIPAA regulations, and platform advertising policies
• Attends 75% of staff meetings
• Participates in committees which promote staff and medical center facility growth as directed by Director/Manager and/or CRMC policy
• Attends mandatory in-services and committee meetings as assigned
• Adheres to dress code, conduct and attendance policies
• Participate in activities that promote personal development
• Must maintain all organizational education and work requirements (i.e., Annual Mandatory Education, Competencies, BLS Provider, etc.)
• Other duties as assigned by management

PHYSICAL JOB REQUIREMENTS

• Must be able to move intermittently throughout the workday
• Must be able to speak the English language in an understandable manner
• Must be of sound mind and demonstrate emotional stability in order to cope with mental and emotional stress of the position
• Must possess sight and hearing senses, or use prosthetics that will enable these senses to function adequately so that the requirements of this position can be fully met
• Must function independently, have flexibility, personal integrity, and the ability to work effectively with executive, supervisory, volunteer and hourly personnel as well as outside agencies
• Must be able to lift file boxes, carry workshop materials, carry and transport office supplies and move supplies throughout the day

KNOWLEDGE, SKILLS, AND ABILITIES

• Knowledge of fundamentals of marketing/public relations practices
• Awareness of local/regional healthcare landscape and service areas
• Ability to utilize effectively Microsoft Office software programs
• Must possess excellent professional communication skills, both oral and written
• Must possess demonstrated organizational and analytical skills to manage numerous projects, establish priorities and resolve problems
• Ability to use and learn new software to complete projects
• Demonstrates awareness of costs and utilization of hospital resources

Qualifications
PRE-HIRE QUALIFICATIONS:

• Bachelor's degree in Marketing, Communications, Advertising, Applied Data Analytics or in a related field, required
• Minimum of 2 years of experience in digital advertising, paid search (Google Ads), and/or Meta advertising, required

• Preferably in an organization with a broad campaign portfolio
• Experience with audience targeting, dashboards, and budget allocation strongly, preferred
• Certifications such as Google Ads (Search, Display, or Video), Meta Certified Media Buying Professional, and Looker Studio, preferred

QUALIFICATIONS REQUIRED PRIOR TO CLEARANCE TO WORK:

• Attendance at New Employee Orientation classroom program
• Aggression Management Training
• Successful completion of Computer-Based orientation

QUALIFICATIONS REQUIRED PRIOR TO INDEPENDENCE FROM PRECEPTOR:

• Successful completion of orientation skills checklist

Other education and experience may be substituted (if applicable) for the required minimum job qualifications with the approval of the Chief Human Resources Officer.

Skills Required