Digital Marketing Specialist

ForHealth Consulting at UMass Chan Medical School; Westborough (MA); On-site; USD 65,000 - 95,000; Full time

Job summary

ForHealth Consulting at UMass Chan Medical School is seeking a Digital Marketing Specialist to own website and digital channel content. You will publish and optimize website content, drive email and social campaigns, and ensure alignment with brand standards and enterprise strategy.

Responsibilities include SEO implementation, performance analysis, and collaboration with marketing, digital, and sales teams to enable impactful campaigns and scalable engagement across channels.

Qualifications

• Bachelor's degree in business, marketing, or related field, or equivalent experience.
• 3–5 years of digital marketing, website management, or related roles.
• Experience developing, publishing, and optimizing website content using a CMS.
• Experience developing and implementing SEO strategies, including keyword research and on-page optimization.
• Proven ability to manage and analyze digital channel performance with analytics tools (e.g., Google Analytics).
• Experience supporting digital components of marketing campaigns (emails, landing pages, web content).
• Familiarity with social media management platforms (e.g., Sprout Social) and publishing workflows.

Responsibilities

• Develop and drive website content aligned with the enterprise website strategy.
• Publish and optimize content ensuring usability, accessibility, and brand consistency.
• Manage email and social channels to drive engagement and scalable traffic.
• Lead SEO strategy across digital properties and optimize performance.
• Collaborate with market growth, digital, and sales teams to enable campaigns.
• Monitor performance metrics and deliver insights and dashboards to leadership.

Skills

Digital marketing

Analytics

Campaign execution

Email marketing

Social media management

Content publishing

A/B testing

Education

Bachelor's degree in business, marketing, or related field

Tools

CMS

Google Analytics

Sprout Social

SEO tools

Email/campaign platforms

Job description

Under the direction of the Director of Marketing Operations, the Digital Marketing Specialist serves as the digital channel content owner for email and social media, as well as the website content owner for UMass Chan Medical Schools ForHealth Consulting division. This role is responsible for developing, publishing, and optimizing website content, and for managing and scaling the email and social media channels to drive engagement, visibility, and qualified traffic. The Specialist will drive website content in support of the strategy set by the Director of Marketing Operations, implement search engine optimization (SEO) best practices, and ensure digital channels are optimized for performance, usability, and alignment with enterprise brand standards. This individual partners closely with market growth, digital, and sales teams to enable effective execution of marketing initiatives through high-performing digital experiences.

• Develop and drive website content in support of the enterprise website strategy and roadmap set by the Director of Marketing Operations, ensuring content aligns with organizational priorities, user needs, and business objectives.
• Apply and maintain website content standards, including structure, usability, accessibility, and brand consistency. Recommend site architecture improvements across all pages and content types for approval by the Director of Marketing Operations.
• Monitor website content performance and recommend improvements, including UX/UI, page speed, navigation, mobile responsiveness, and accessibility compliance, partnering with the Web Design and Experience Manager on technical implementation.
• Serve as the digital channel owner for email and social platforms, and as the content owner for the website, ensuring all channels are configured, optimized, and aligned with best practices.
• Partner in the execution of integrated marketing campaigns by enabling digital channels, including building and optimizing email communications, landing pages, and web content. Ensure all assets meet performance, usability, and SEO standards.
• Lead social media platform management, including but not limited to LinkedIn, Twitter, and Facebook, using Sprout Social or similar tools, including publishing oversight, channel optimization, and audience engagement support.
• Implement and manage SEO strategy across digital properties, including keyword research, on-page optimization, and ongoing performance improvements.
• Embed SEO and digital best practices into content templates, workflows, and publishing processes to ensure consistency across all channels.
• Monitor and analyze digital performance metrics, including website traffic, engagement, and conversion behavior. Develop reports and dashboards to provide insights and recommendations to marketing leadership.
• Partner with content and campaigns teams to ensure alignment between digital execution and broader marketing strategies.
• Support testing and optimization efforts (e.g., A/B testing, personalization) to improve channel performance and user engagement.
• Stay current on digital marketing trends, tools, and technologies, recommending enhancements to improve effectiveness and scalability.
• Participate in cross-functional initiatives, providing expertise on digital platforms, performance metrics, and optimization strategies.
• Perform other duties as required.

Required Qualifications

• Bachelor's degree in business, marketing, or a related field, or equivalent experience.
• 3 to 5 years of experience in digital marketing, website management, or related roles, preferably within a professional services, healthcare, or consulting environment.
• Demonstrated experience developing, publishing, and optimizing website content using a content management system (CMS), including recommendations on site architecture and UX/UI improvements.
• Experience developing and implementing SEO strategies, including keyword research, on-page optimization, and performance tracking.
• Proven ability to manage and analyze digital channel performance (web, email, social), including use of analytics tools (e.g., Google Analytics) to generate insights and recommendations.
• Experience supporting digital components of marketing campaigns, including building emails, landing pages, and web content aligned with best practices.
• Familiarity with social media management platforms (e.g., Sprout Social) and digital marketing tools, with the ability to manage publishing workflows and optimize engagement.

Preferred Qualifications

• Working knowledge of design software applications.
• Prior experience in the health care field.
• General knowledge of the health care system, health policy, and Medicare and Medicaid payment systems.

The University of Massachusetts Chan Medical School welcomes all qualified applicants and complies with all state and federal anti-discrimination laws.