Director, Digital Marketing

Summary Description Purpose of Role The Director of Digital Marketing is responsible for leading the end-to-end digital marketing strategy for both the corporate website presence, and oversees the build and activation of all campaigns and tactics, with a focus on impacting brand awareness and demand generation. This role is responsible for managing, updating, and optimizing the corporate website(s), oversight of all digital marketing campaign build, activation, and optimization, monitor, and report out on Key Marketing KPIs, and collaborate closely with the VP of Revenue & Growth Operations to optimize platform integrations and connections, including SFDC and HubSpot, lead scoring, marketing sourced opportunity tracking, campaign hierarchies, etc. Additionally, this role will oversee the build and activation of social media strategy, digital advertisement strategy and tactics, bringing their experience and leadership to drive optimization of digital marketing programs and campaigns. This role will lead and manage a focused team of digital marketing staff, and will collaborate with the internal Marketing team, and internal stakeholders to ensure alignment to organizational growth objectives. The successful candidate will straddle strategy and execution, be nimble and flexible, and will lead by example through being a team player, delivering tactical execution and strategic leadership. Core Responsibilities: Develop and execute comprehensive digital strategies that support growth objectives, and improve brand awareness and demand generation Define and implement best practices and operational efficiencies across all channels, including website, social media, email, paid advertisement, and other digital channels Manage and improve the Behavioral Health website(s), including UX, SEO, SEM to increase visibility and engagement Oversee management and improvement of organizations’ social media, email, and other digital channels to optimize visibility, engagement, and lead nurture/conversion Oversee, build and activate marketing campaigns, including email, SEO, SEM, PPC, virtual events, paid social and paid digital advertising. Develop and lead development and execution of lead nurture campaigns that create velocity towards top of funnel pipeline creation Monitor and analyze digital marketing performance, and provide regular reporting and recommendations to senior leadership. Collaborate closely with VP of Revenue to support Lead scoring, nurture and conversion operations, and optimization for pipeline build, new logo capture and client upsell/cross-sell Identify and pursue new opportunities for digital marketing that support growth objectives, including technologies, partnerships, new channels, etc. Ownership of Lead management, including the building of Service Level Agreements (SLAs) and corresponding lead scoring and ideal marketing to sales motion from lead. Monitor and manage handoff process to SAL/SQL – and report conversions and delays in lead triage from Admissions and Sales weekly and collaboratively with growth operations team. Support growth office for ad-hoc campaign support. Ensure all strategies, campaigns, and programs are executed within timelines and budget. Continually test and optimize digital marketing strategies to improve performance and maximize ROI, and research digital marketing trends and innovations, technologies and best practices for maximum impact. Be an advocate for brand adherence for digital marketing, and throughout the company Contribute to and provide strategies to support and improve UpHealth Brand Standards Collaborate with Marketing to ensure company establishes and maintains a clear and concise brand voice, tone, personality, and look-and-feel for digital marketing elements including website, social, paid advertisement, SEO/SEM, etc. Professional Experience, Essential Skills, and Knowledge 5 years’ experience leading B2B digital marketing for IT, technology, analytics or AI companies. Behavioral health expertise preferable. Deep understanding of full-funnel performance marketing and growth levers including but not limited to conversion optimization, cross and upsell, audience segmentation, lead scoring best-in-class operations, A/B testing, etc. Deep proficiency in website development, user experience and design principles Thorough understanding of web analytics, tagging, KPI Design, attribution principles and metrics reporting Strong analytics and quantitative skills – able to analyze and provide performance insights and meaning from data that will measure marketing performance, and will help inform and influence marketing strategy and ROI Proficiency and understanding of sales pipeline, key drivers, and the role that marketing plays at each stage of the buyer and customer journey. Google Analytics and SEO strategy experience are required. Experience in managing a digital marketing team in a matrix-functional hybrid environment Capable of bringing synthesis and clarity to complex discussions Expertise in leveraging CRM and marketing automation systems and integration (e.g. SFDC, HubSpot, Marketo, Engagio, Seismic, etc.) Strong knowledge of the Healthcare market preferred Proven success with website re-design, optimization, and management Proven success with digital marketing strategies, deep understanding of lead scoring, nurture, conversion Metrics driven, with solid analytics skills on marketing performance key metrics and KPIs, with a focus on improvement and optimization strategies Ability to think strategically and act tactically, operating effectively in both strategic and tactical worlds. Detailed knowledge and experience with WordPress or other website Content management systems required, as well as a working knowledge of HTML, CSS and JavaScript, and use of AWS cloud for website hosting. Expertise knowledge of and experience working with analytics platforms such as Google Analytics, SEOmonitor, Moz and SEMRush Expertise knowledge of pay-per-click advertising platforms, including Adwords, Bing and AdCenter, LinkedIn Paid Ads, LinkedIn INMessaging, etc. Desire and willingness to take initiative to lead projects and help define processes Excellent verbal communication and presentation skills, able to explain complex strategies in an easy to digest manner High emotional intelligence and strong leadership acumen required Highly collaborative individual with ability to work successfully with multiple teams and departments Flexibility and willingness to adapt to changing growth needs and priorities UpHealth Core Values Trustworthy Accountable Integrity Respect Leadership UpHealth is an equal opportunities employer. Powering healthcare’s digital transformation - UpHealth combines established services with a new, digital-first approach that doesn’t just adapt to today’s challenges but leapfrogs past them. We can integrate with any existing or emerging system and we already power many of the world’s largest and most trusted health institutions. Who we serve - Empowering a U.S. & International network of 30,000 providers, 160 Behavioral Health providers, and 2,100 healthcare venues including hospitals, clinics, education facilities and large employers.