Senior Digital Marketing Manager

Upperline Health Inc; Nashville (TN); On-site; USD 90,000 - 130,000; Full time

Job summary

Upperline Health is seeking a Senior Digital Marketing Manager to lead multi-location digital programs, including paid media, SEO, and social. You will partner with an external agency, manage budgets, and drive performance across clinics and brands.

You will optimize local search, brand presence, and digital experiences to boost patient leads and engagement. Healthcare compliance, HIPAA, and analytics rigor are essential in this role.

Qualifications

• Bachelor’s degree in Marketing, Business, or related field.
• 7+ years of progressive digital marketing experience, including managing channel budgets and external agencies.
• Experience with multi-location organizations.
• Hands-on experience with paid search, social, emerging channels, and organic social.
• Local SEO, AEO, GEO for multi-location organizations; familiarity with SEO tools (SEMrush, BrightEdge).
• Listings/reputation management using tools such as Yext, Soci, or Rater8.
• Proven digital analytics and reporting experience (GA4, Looker Studio, Excel, Tableau).
• Strong strategic, analytical, project management, and communication skills; able to coordinate with teams and partners.

Responsibilities

• Manage the digital agency partners for SEO, paid media, and social; define scopes, KPIs, and budgets.
• Oversee agency execution for SEO, site updates, campaigns, and benchmarks; escalate issues as needed.
• Improve internal workflows and implement scalable solutions, including AI-enabled automation.
• Collaborate with Compliance and Legal to meet HIPAA and advertising requirements.
• Own SEO, AEO, GEO strategy end-to-end; maintain content and profiles for local search ranking.
• Lead website experiences evolution, improve UX and conversion via landing pages and CMS updates.
• Direct paid media strategy, budget forecasting, and ROI analysis; manage CAC targets.
• Coordinate social content with Brand Team; ensure assets are on-brand, on-time, and effective.
• Maintain listings and reputation programs; oversee reviews and local citations.
• Lead Google review program and report provider/clinic metrics to leadership.
• Set Google Profile quality standards for clinics and providers.
• Audit channels, build marketing dashboards, and deliver enterprise-level performance reports.

Skills

Digital marketing

Channel budgeting

Agency management

Multi-location

Paid search

Social media

Organic social

Local SEO

AEO

GEO

GA4

Looker Studio

Excel

Tableau

Education

Bachelor's degree in Marketing or related field

Tools

SEMrush

BrightEdge

Yext

Soci

Rater8

Job description

About Us: A Specialty Path to Good Health

Upperline Health is the nation’s largest multispecialty healthcare practice providing expert, coordinated care through a growing network of clinics and providers. Our specialties include podiatry, endocrinology, primary care, and other services focused on helping patients manage their health and feel their best.

At Upperline, we do more than treat conditions.

We deliver care that stays with our patients.

The ideal candidate thrives in a fast-paced environment, brings hands-on experience in digital advertising, social media, web management, and marketing analytics, and understands the dynamics of a multi-site organization.

What You'll Do

• Manage the digital agency partner(s) for SEO, paid media, and social, defining scopes, briefs, KPIs, tracking budget, and holding partners accountable for results.


• Oversee agency partners’ execution, including SEO and website updates, paid and organic social campaigns, and setting benchmarks, reviewing work, and escalating sensitive issues to the appropriate internal teams.


• Proactively identify opportunities to improve internal workflows and lead implementation of scalable solutions that enhance operational efficiency, including AI-enabled automation where appropriate.


• Partner with Compliance and Legal to ensure digital marketing, ad tracking, patient testimonials, and review responses meet HIPAA and advertising requirements.

Search, Website & Local

• Own SEO, AEO, and GEO strategy end to end and, in partnership with the agency partner, maintain a sustainable program, including blog, location pages, and Google Business Profile content that improves organic and local search rankings, AI visibility, driving increased traffic, patient leads, and local engagement.


• Spearhead the evolution of Upperline Health and Upperline Plus website experiences in partnership with the digital agency, improving user experience and conversion through high-converting landing pages, directing CMS updates, and ensuring clinic and provider information is accurate.

Paid Media & Organic Social

• Own the paid media program, developing annual budgets in partnership with leadership and reviewing performance on a monthly and quarterly basis.


• Direct paid campaign strategy across search, paid social (e.g., Google Ads, Meta, TikTok, LinkedIn), and emerging channels (e.g. Twitch, ChatGBP Ads Beta) with agency partners, and lead monthly paid media reviews, guiding keyword, audience, testing, and budget-allocation decisions to maximize ROI within a target CAC.


• In partnership with agency partner and the Brand Team, support social media strategy (e.g., TikTok, LinkedIn, Instagram, Facebook); partner with the Brand Team and agency partner on content calendar and community management.


• Serve as the connector between brand marketing, creative, and media partners, managing campaign timelines and creative trafficking so assets are on-brand, on-time, and aligned to performance goals.


• Own vendor relationships for listings and survey platforms, ensuring clinic information is accurate and positioned for maximum visibility, and oversee earned digital channels such as reviews and local citations.


• Lead the Google review program with the reputation partner, supporting response standards and escalation routing; report on provider- and clinic-level review and satisfaction metrics.


• Set Google Business Profile quality standards for every clinic and provider (photos, hours, services, and accuracy) and ensure all profiles meet standards.

Analytics & Reporting

• Audit digital channels, listings, reviews, attribution, and reporting, and lead monthly performance reviews.


• Develop and maintain a marketing performance dashboard in partnership with agency partners, with LTV/CAC tracking and consolidating data from paid, organic, listings, and website channels and multiple attribution platforms to report performance at the enterprise, regional, and clinic levels.


• Lead the build of clinic- and market-level scorecards, in partnership with IT, that compare performance to targets (e.g., NPS, Google Ratings, leads, reviews), use them in performance reviews to drive gains in patient experience, traffic, patient leads, and CAC efficiency.


• Deliver performance reports to leadership and align digital plans to enterprise marketing priorities such as patient acquisition, enrollment, patient engagement, and acquisition integration.

Qualifications of the Senior Digital Marketing Manager

Required

• Bachelor’s degree in Marketing, Business, or related field.


• 7+ years of progressive digital marketing experience, including at least 2 years owning a channel budget and managing external digital agencies with accountability for scope, results, and budget.


• Experience with multi-location organizations.


• Hands-on experience with paid search, social (e.g., Google Ads, Meta, TikTok, LinkedIn), emerging channels, and organic social.


• Local SEO, AEO, GEO experience with a multi-location organization, including SEO and keyword tracking tools (e.g., SEMrush, BrightEdge).


• Listings and reputation management experience using tools such as Yext, Soci, or Rater8.


• Proven experience in digital analytics and reporting (GA4, Google Looker Studio, Excel, or Tableau), including lead attribution and CAC/ROI analysis.


• Strong strategic, analytical, project management, and communication skills, with the ability to manage multiple timelines and collaborate with creative teams, agency partners, and clinical and operations stakeholders.

Preferred

• Basic CMS experience (e.g., WordPress, Webflow, or custom CMS) and the ability to collaborate effectively with developers.


• Healthcare experience, including familiarity with HIPAA-compliant marketing and advertising practices (e.g., patient testimonials and ad tracking).

Equal Opportunity Employer
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