Ann Arbor, Michigan, The primary responsibility of this Digital Marketing Analyst – Senior is to create, implement and measure needs-based digital advertising plans that support key marketing objectives for Michigan Medicine. This role designs and executes full funnel paid social media, video and digital display campaigns, as well as search engine marketing campaigns, across multiple platforms in order to engage strategically with priority audiences. This candidate will work alongside peers in brand marketing, public relations and web strategy to support respective client areas, in addition to working with graphic designers, videographers and other comm unications professionals. Design, execute and measure digital advertising campaigns that achieve specific marketing objectives. Employ a creative and analytical approach to strategy, campaign creation and collaborative projects. Use extensive knowledge of concepts and trends in digital marketing, social media and online communities to formulate actionable digital marketing recommendations. Work with marketing colleagues to define and target strategic audiences. Leverage analytics platforms and data visualization tools to measure and report ad performance. Assess campaign performance, report and interpret data in order to make recommendations for optimizing digital campaigns. Employ search engine marketing (SEM) and search engine optimization (SEO) techniques, using platforms, tools, and best practices including but not limited to the Google Ads interface. Expert use of social media marketing/advertising platforms and techniques, tools, and best practices, including but not limited to Meta (Facebook and Instagram), Twitter Ads, and LinkedIn Ads. Optimize landing pages and establish conversion funnels. Design and run A/B and multivariate experiments. Stay up to date with the latest trends and best practices in online marketing and measurement. Provide exemplary client service / account management with a focus on responsiveness, listening, and problem solving. Work effectively in managing multiple projects in a fast-paced, service-oriented and cross-functional team-based environment. Demonstrate ongoing commitment to innovation and continuous improvement. Work with minimum supervision to set priorities and meet goals. Collaborate with writers on development of content that leverages SEO and accessibility principles. Use Google Tag Manager to configure and deploy tags for campaign performance measurement. Advise on the use of metadata, structured data/schema markup to optimize content. Bachelor’s degree. 5+ years of experience developing and implementing creative marketing/communications plans. Demonstrated expertise designing, executing and measuring digital advertising campaigns that achieve specific marketing objectives. Bachelor’s degree in in marketing, communications, advertising or related field, or commensurate experience. Experience working in a marketing agency or healthcare agency setting. Demonstrated experience reflecting a commitment to diversity, equity and inclusion. Michigan Medicine conducts background screening and pre-employment drug testing on job candidates upon acceptance of a contingent job offer and may use a third party administrator to conduct background screenings. Background screenings are performed in compliance with the Fair Credit Report Act. Pre-employment drug testing applies to all selected candidates, including new or additional faculty and staff appointments, as well as transfers from other U-M campuses. Michigan Medicine improves the health of patients, populations and communities through excellence in education, patient care, community service, research and technology development, and through leadership activities in Michigan, nationally and internationally. Our mission is guided by our Strategic Principles and has three critical components; patient care, education and research that together enhance our contribution to society. Job openings are posted for a minimum of seven calendar days. The review and selection process may begin as early as the eighth day after posting. This opening may be removed from posting boards and filled anytime after the minimum posting period has ended. The University of Michigan is an equal opportunity/affirmative action employer. U-M COVID-19 Vaccination Policy COVID-19 vaccinations, including boosters when eligible , are required for all University of Michigan students, faculty and staff across all campuses, including Michigan Medicine. This includes those working remotely. More information on this new policy is available on the Campus Blueprint website or the UM-Dearborn and UM-Flint websites.