Job Description Summary
The Social Media & Paid Advertising Specialist is responsible for planning, executing, and optimizing paid and organic digital campaigns that drive patient awareness, engagement, qualified lead generation, and provider growth.
This role partners closely with marketing, practice operations, creative teams, and external vendors to align strategy, budgets, messaging, and performance goals across social media, paid search, and digital acquisition channels. The ideal candidate combines strong creative instincts with performance marketing expertise and a data-driven mindset.
How will you make an impact & Requirements
Key Responsibilities
Digital Lead Generation & Campaign Execution
- Plan, execute, and optimize digital lead generation campaigns across Google Ads, paid social platforms, SEO/SEM, and email
- Drive traffic to websites and landing pages to increase qualified leads, appointment conversions, and provider visibility
- Manage the full campaign lifecycle including audience targeting, budgeting, creative coordination, launch, optimization, and reporting
- Conduct A/B testing and support conversion rate optimization (CRO) initiatives
- Coordinate with internal stakeholders to promote providers, locations, services, and community education initiatives
Paid Media Management (Google & Social)
- Manage and optimize paid search campaigns (Google Ads), including keyword strategy, bidding, ad copy development, and landing page alignment
- Execute and optimize paid social campaigns (Meta/Facebook, Instagram, and other relevant platforms) focused on lead generation and brand growth
- Monitor spend efficiency, cost-per-lead (CPL), conversion rates, and campaign ROI
- Create, test, and refresh ad creative and messaging to improve performance and engagement
- Collaborate with advertising platforms, agencies, and vendors as needed
Organic Social Media & Brand Support
- Develop and manage organic social media content that complements paid campaigns and supports brand storytelling
- Maintain a consistent brand voice across platforms
- Identify opportunities to increase engagement and community growth
Analytics, Reporting & Compliance
- Monitor and analyze digital marketing performance using Google Analytics, Google Ads, Meta Ads Manager, and other platform insights
- Prepare regular performance reports outlining results, trends, pacing, and actionable recommendations
- Compile market insights including competitor activity, audience behavior, and digital benchmarks
- Ensure all advertising and social media content complies with healthcare regulations, HIPAA guidelines, brand standards, and platform policies
Qualifications
Required
- Bachelor’s degree in Marketing, Communications, or related field
- 3–5 years of experience in social media management and paid digital advertising
- Hands-on experience with Google Ads, Meta Ads Manager, and social media management tools
- Strong understanding of performance metrics including CPL, CPA, CTR, ROAS, and conversion rate
- Experience managing campaign budgets and optimizing spend
- Ability to translate performance data into clear, actionable insights
- Experience working cross-functionally with marketing teams, agencies, or media buyers
Preferred
- Experience in healthcare, primary care, or community-based marketing
- Familiarity with HIPAA and healthcare advertising compliance requirements
- Understanding of local and multi-market advertising strategies
- Experience with landing page optimization and lead funnel strategy
- Comfort collaborating across creative, media, analytics, and operations teams