At Houston Methodist, the Digital Campaign Manager, Social Media & Display Advertising position is responsible for the strategy, planning, technical implementation and performance monitoring of social media and display ad campaigns. Using a data-driven approach, the Digital Campaign Manager collaborates with cross-functional teams to develop ongoing optimization strategies including ad segmentation, creative approach, and messaging to engage audiences and achieve marketing goals.

Primary responsibilities include the development, execution, and optimization of paid social media campaigns across social platforms (Meta, Nextdoor, SnapChat, TikTok, etc.) and display ad networks, while managing campaign calendars, budgets, and timelines. The Manager will guide audience segmentation capabilities and leverage data insights to refine targeting strategies and collaborate with creative teams to design compelling, on-brand ad variations and messaging, as well as test opportunities. Working with a third-party agency and overseeing their output, the Manager is accountable for all digital ad performance reporting and providing actionable insights to stakeholders, and should have strong data-analysis capabilities and presentation capabilities.

The Manager should have expertise in paid social media and display strategies, while also staying current on emerging digital ad opportunities and exploring those opportunities to consider within our organizations paid media mix. The role requires strong backgrounds in social media and display media, as well as performance KPI management and creative strategic approaches.

PATIENT AGE GROUP(S) AND POPULATION(S) SERVED
Refer to departmental "Scope of Service" and "Provision of Care" plans, as applicable, for description of primary age groups and populations served by this job for the respective HM entity.

HOUSTON METHODIST EXPERIENCE EXPECTATIONS

• Provide personalized care and service by consistently demonstrating our I CARE values:
  • INTEGRITY: We are honest and ethical in all we say and do.
  • COMPASSION: We embrace the whole person including emotional, ethical, physical, and spiritual needs.
  • ACCOUNTABILITY: We hold ourselves accountable for all our actions.
  • RESPECT: We treat every individual as a person of worth, dignity, and value.
  • EXCELLENCE: We strive to be the best at what we do and a model for others to emulate.

• Practices the Caring and Serving Model

• Delivers personalized service using HM Service Standards

• Provides for exceptional patient/customer experiences by following our Standards of Practice of always using Positive Language (AIDET, Managing Up, Key Words)

• Intentionally collaborates with other healthcare professionals involved in patients/customers or employees' experiential journeys to ensure strong communication, ease of access to information, and a seamless experience.

• Involves patients (customers) in shift/handoff reports by enabling their participation in their plan of care as applicable to the given job

• Displays cultural humility, diversity, equity and inclusion principles

• Actively supports the organization's vision, fulfills the mission and abides by the I CARE values

PEOPLE ESSENTIAL FUNCTIONS

• Creates digital campaign media plans and identifies campaign enhancement opportunities, gathering support from business partners, stakeholders, and leadership across the marketing department for support of strategies and understanding of programming.

• Independently supports creative solutions for strategic digital channels by working with service line business partners, creative services teams, and MarTech teams to optimize digital channels and gain advocacy from stakeholders and leadership through effective collaboration, socialization of performance, key performance indicators (KPIs) and results, and comprehensive business case assessments.

• Leads communication with authority to individuals and groups in a manner that engages and helps them understand strategy and goals, while working with cross-functional marketing and system team members on timely deliverables and implementation.

• Manages relationships with vendors for campaigns as assigned. Develops budgets, scopes of work, ensuring expectations and deliverables align with business needs.

SERVICE ESSENTIAL FUNCTIONS

• Independently leads digital campaign development and implementation, designing and advising on the digital and web strategic initiatives and media plans where applicable in creative kickoffs and service line planning initiatives.

• Develops and manages recurring performance reports and serves as a digital resource/subject matter expert to marketing team in leading assigned digital channels and projects.

• Designs digital channel and/or web strategies and creative implementations for assigned service lines/programs in partnership with business partners and creative teams to ensure effective messaging and user experience.

• Ability to translate data into effective presentations and KPI reports with complete data storytelling, presenting with authority and articulating how campaign performance connects to business and service line strategies. .

QUALITY/SAFETY ESSENTIAL FUNCTIONS

• Drives evolution of strategy and advancement of digital channel practices by evaluating success of campaigns using data insights, competitive market factors, and digital channel practices for continuous improvement annually.

• Contributes to development of effective business cases that define digital program improvements with respect to healthcare compliance and regulatory standards. Presents to marketing leadership, clients and stakeholders in order to influence and facilitate strategic change.

FINANCE ESSENTIAL FUNCTIONS

• Develops, presents and gains approval of digital channel plans and budgets from marketing management.

• Submits invoices on time, tracks and adheres to budgets for assigned projects. As assigned, manages budget reconciliation in partnership with manager.

GROWTH/INNOVATION ESSENTIAL FUNCTIONS

• Independently optimizes digital channel and web strategies and initiatives to grow consumer preference, engagement and volume while ensuring effective strategic experiences and healthy digital practices across channels.

• Leads conversations with business stakeholders about overall direction and implementing changes within established digital marketing plans or initiatives.

• Stays abreast of emerging digital technology trends and seeks out innovative solutions to address program management.

This job description is not intended to be all-inclusive; the employee will also perform other reasonably related business/job duties as assigned. Houston Methodist reserves the right to revise job duties and responsibilities as the need arises.

EDUCATION

• Bachelor's Degree in Business, Marketing, Communications, or related field

WORK EXPERIENCE

• Six years of experience related to digital marketing within the assigned digital marketing channel and function.

• Healthcare experience preferred.

LICENSES AND CERTIFICATIONS - REQUIRED

• N/A

LICENSES AND CERTIFICATIONS - PREFERRED

• Relevent certifications within the assigned digital marketing channel and function preferred.

KNOWLEDGE, SKILLS, AND ABILITIES

• Demonstrates the skills and competencies necessary to safely perform the assigned job, determined through on-going skills, competency assessments, and performance evaluations.

• Sufficient proficiency in speaking, reading, and writing the English language necessary to perform the essential functions of this job, especially with regard to activities impacting patient or employee safety or security.

• Ability to effectively communicate with patients, physicians, family members and co-workers in a manner consistent with a customer service focus and application of positive language principles.

• Demonstrated project management experience.

SUPPLEMENTAL REQUIREMENTS

WORK ATTIRE

• Uniform No
• Scrubs No
• Business professional Yes
• Other (department approved) No

ON-CALL*
*Note that employees may be required to be on-call during emergencies (ie. DIsaster, Severe Weather Events, etc) regardless of selection below.

• On Call* No

TRAVEL**
**Travel specifications may vary by department**

• May require travel within the Houston Metropolitan area Yes
• May require travel outside Houston Metropolitan area No

Houston Methodist (HM) is one of the nation’s leading health systems and academic medical centers.  HM consists of eight hospitals: Houston Methodist Hospital, its flagship academic hospital in the heart of the Texas Medical Center, and seven community hospitals throughout the greater Houston metropolitan area.  HM also includes an academic institute, a comprehensive residency program, a global business division, numerous physician practices and several free-standing emergency rooms and outpatient facilities.  Overall, HM employs over 25,000 employees.   Houston Methodist is supported by a wide variety of business functions that operate at the system level to help enable clinical departments to provide the best patient care and service in a spiritual environment.

In 2019 Houston Methodist and its physicians treat more than 6,333 international patients from more than 76 countries. Houston Methodist Global Health Care Services’ consulting and education divisions also provide advisory services and training and development to health care organizations around the world.