Digital Marketing Analyst

To be part of our organization, every employee should understand and share in the YNHHS Vision, support our Mission, and live our Values. These values-integrity, patient-centered, respect, accountability, and compassion - must guide what we do, as individuals and professionals, every day.

SUMMARY
Focused on driving digital marketing strategy and enhancing engagement across Yale New Haven Healths digital properties. The position is responsible for analyzing and understanding the effectiveness of digital marketing campaigns and efforts including paid (display, search, social), owned (website, email, social), and earned (influencers and partnerships). The Digital Marketing Analyst will also be responsible for collecting, analyzing and interpreting marketing data to inform strategic business objectives and improve overall campaign performance. In addition to understanding online customer behavior and turning performance insights into digital journeys, the Digital Marketing Analyst will maintain data compliance in line with healthcare regulations.

EEO/AA/Disability/Veteran.

1. Develop and execute digital marketing strategies across various channels, including website, search, social, mobile, text and email. Provide insights into the effectiveness of each channel and offer recommendations.

2. Implement A/B testing and other optimization techniques to enhance campaign performance. Evaluate campaign success against established KPIs.

3. Create user journeys and marketing funnels, identifying pain points and areas for improvement to enhance conversion rates.

4. Evaluate emerging technologies and digital platforms. Identify opportunities for Yale New Haven Health to stay ahead in the digital marketing landscape.

5. Implement successful lead nurturing programs and triggered email campaigns to engage and convert prospects into customers. Leverage personalization strategies to enhance customer experience.

6. Regular analysis of digital marketing activities, including website traffic, social media engagement, and email marketing metrics. Translate data into actionable insights to enhance marketing. 

7. Analyze traffic patterns to gain insights into user behavior. Use data to make recommendations to improve navigation, content placement, and overall user experience. 

8. Generate regular and ad-hoc reports to communicate KPIs and campaign effectiveness to stakeholders. Develop dashboards for easy visualization of data trends. 

9. Ensure accurate implementation of tracking pixels, tags and other analytics tools across digital platforms. Monitor and troubleshoot traking issues to maintain data integrity. 

10. Ensure adherence to healthcare regulations and data protection requirements, including third-party cookies, pixels, and other data collection methods. 

EDUCATION
Bachelor's degree in marketing, analytics, business or related field. Masters degree preferred.

EXPERIENCE
Minimum of 5 years of experience in digital marketing and analytics or similar role. Demonstrated experience in utilizing digital channels (web, search, social, mobile, text, email) to drive action. Prior success with lead nurturing programs, triggered emails, search, and personalization. Experience using digital and site analytic tools to generate marketing recommendations and optimizations.

SPECIAL SKILLS

- Proficiency in analytics and tag management systems and tools such as Google Analytics / GA4, Google Tag Manager, Adobe Analytics / Experience, Salesforce Marketing Cloud / Tableau or similar platforms.

- Familiarity with healthcare or other highly regulated industries and compliance requirements.

- Proficiency in database management concepts and best practices, including experience with utilizing and managing large databases. Knowledge of technologies such as SQL, Excel, AMPscript, HTML/CSS.

- Demonstrated experience in utilizing digital channels (SEO, SEM, digital display, social media and email marketing) to drive action. Prior success with lead nurturing programs, triggered emails, media buying, search, and
personalization.

- Strong understanding of targeting and segmentation strategies.

ACCOUNTABILITY
In personal and job-related decisions and actions, consistently demonstrates the values of integrity (doing the right thing), patient-centered (putting patients and families first), respect (valuing all people and embracing all differences), accountability (being responsible and taking action), and compassion (being empathetic).