M&T Bank is seeking a Digital Marketing Director to join the PM Pediatric Care marketing team. In this role, you will be accountable for the digital marketing strategy to drive growth, focusing on expanding digital engagement and the conversion funnel to increase new patient volume through strategic campaigns and automation.
What You'll Do
- Serve as the digital marketing subject matter expert, partnering with program leads and colleagues to improve digital properties and marketing approaches.
- Steward the digital acquisition funnel, enhancing the consumer experience and creating a frictionless patient conversion journey.
- Understand the data integration between the marketing automation platform, attribution system, and EMR/CRM to enhance feedback loops and program efficiency.
- Work with creative teams to maintain the quality and visibility of digital ads, media, and assets.
- Advise team members on digital marketing and SEO best practices to ensure goal achievement.
- Act as a key operator of the HubSpot platform and oversee the digital marketing manager in its day-to-day operations.
- Recommend new automations and programs to fully leverage platform capabilities.
- Own the patient engagement strategy and measurement as an internal evangelist.
- Direct the distribution of e-newsletters, e-promotions, drip/nurture campaigns, and SMS campaigns.
- Establish measurable lead generation programs to drive new patient volume.
- Leverage relationships with IT and data & analytics teams to optimize data and automation systems.
- Foster relationships with internal and external technology teams for ongoing support, website uptime, and development.
- Direct and participate in ongoing WordPress maintenance, including core and plugin updates.
- Ensure digital properties (social media, online listings via BirdEye) accurately reflect branding, services, and hours.
- Leverage the existing tech stack (including SEM Rush, AdClarity, (dot)Tech) to understand competitive opportunities in organic search.
- Improve organic keyword visibility to reduce paid search costs and increase organic traffic conversions.
- Ensure website components and schema are optimized for discoverability by AI searches.
- Oversee digital ad campaign performance, report metrics, and improve tracking systems to measure ROI.
- Provide oversight of campaign setup and architecture, including QA of creative assets.
- Report weekly on key performance indicators and leverage data to understand impact on patient numbers and revenue.
- Monitor media spend and use data tools to maximize the value of PPC campaigns.
What We're Looking For
- Degree in Marketing, Advertising, Communications, or a related field.
- Minimum 7-10+ years of relevant professional experience.
- 5-7+ years of hands-on HubSpot experience.
- Excellent understanding of PPC and organic search concepts.
- Knowledge of basic HTML and CSS for website and email.
- Demonstrated skills, knowledge, and experience in digital marketing.
- Computer literacy in the Microsoft Office suite.
- Excellent written and verbal communication skills.
- Strong time management skills and ability to balance independent work with coaching team members.
Technical Stack
- HubSpot, Google Ads, WordPress, Mixpanel, APIs
- Social media platforms, SEM Rush, AdClarity, (dot)Tech, BirdEye
Team & Environment
You will collaborate closely with the Head of Marketing and digital marketing manager, as well as other marketing team members, data and analytics, and IT teams.
Work Mode
This is a global position.
PM Pediatric Care is an equal employment opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, sexual orientation, gender identity or expression, national origin, disability status, protected veteran status or any other characteristic protected by law.
