Senior Digital Marketing Manager

**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** ***Agency Leadership*** * 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. ***Reputation & Listings*** * 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* * Agency-side experience. * 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).