Digital Strategist

SHIFT:

Seeking Breakthrough Makers

Children's Hospital of Philadelphia (CHOP) offers countless ways to change lives. Our diverse community of more than 20,000 Breakthrough Makers will inspire you to pursue passions, develop expertise, and drive innovation.

At CHOP, your experience is valued; your voice is heard; and your contributions make a difference for patients and families. Join us as we build on our promise to advance pediatric care-and your career.

CHOP does not discriminate on the basis of race, color, sex, national origin, religion, or any other legally protected categories in any employment, training, or vendor decisions or programs. CHOP recognizes the critical importance of a workforce rich in varied backgrounds and experiences and engages in ongoing efforts to achieve that through equally varied and non-discriminatory means.

A Brief Overview

The Digital Strategist develops and executes channel-level digital strategies to support key hospital priorities, with a focus on content strategy, SEO, GEO (generative engine optimization), digital advertising (primarily Google and paid social), and email marketing.

This role translates broader marketing objectives into effective, measurable digital tactics, using data and audience insights to inform recommendations and optimize performance. The Digital Strategist partners closely with Marketing Account Managers, Public Relations, creative teams, and clinical/business stakeholders to deliver high-quality, compliant, and user-centered digital experiences.

This position reports to the Senior Digital Marketing Manager, and is a member of a high-performing, fast-moving team of passionate, mission-driven marketing professionals

What you will do

Strategy & Planning

• Collaborate with Marketing and Public Relations colleagues to develop and execute digital components of strategic marketing plans for assigned programs and service lines.
• Provide day-to-day digital marketing counsel to clinical and business partners, ensuring alignment with broader marketing and organizational goals.
• Translate audience insights, business objectives, and competitive landscape into actionable digital strategies and channel plans.
• Identify opportunities for growth across organic and paid channels, including search, social, email, and emerging platforms.

Content & Channel Execution

• Partner with Account Managers and content teams to identify and prioritize audience content needs across the patient and referring physician journey.
• Collaborate with internal teams and external vendors to create, optimize, and repurpose content (web, video, social, email) aligned with SEO and GEO best practices.
• Support execution of campaigns across:
  • Website and microsites (CHOP.edu and related properties)
  • Paid media (search, display, paid social, and other channels)
  • Organic search and content optimization
  • Email marketing, including automated journeys and lifecycle communications
• Ensure all digital experiences are user-friendly, accessible (WCAG compliant), and aligned with brand standards.

Analytics & Optimization

• Define KPIs for all initiatives at the outset, aligned to business objectives (e.g., appointment requests, inquiries, engagement, acquisition).
• Monitor, analyze, and report on performance using web analytics, CRM, and marketing platforms (e.g., Piwik, Salesforce Marketing Cloud, advertising platforms, etc.).
• Provide actionable insights and optimization recommendations based on data, including A/B testing and performance trends.
• Track and report on metrics such as:
  • Conversion performance and user behavior
  • Traffic acquisition and channel mix
  • SEO/GEO visibility and rankings
  • Paid media performance and ROI

Collaboration & Stakeholder Management

• Serve as a key point of contact for assigned programs, maintaining strong relationships with clinical and administrative partners.
• Educate stakeholders on digital marketing best practices, trends, and opportunities.
• Partner with creative, UX, development, and analytics teams to ensure seamless execution of digital initiatives.
• Manage external vendors and agency partners as needed, ensuring alignment with goals and performance expectations.

Project & Process Management

• Ensure business requirements are clearly documented and communicated for digital projects.
• Participate in website enhancements, CMS updates, and new feature implementations.
• Support QA, testing, and launch processes for digital initiatives.
• Maintain organized workflows while managing multiple priorities and timelines.

Education Qualifications

• Bachelor's Degree - Required
• Bachelor's Degree in Marketing, Communications, Digital Media, or related field preferred

Experience Qualifications

At least five (5) years of relevant experience - Required

• Agency experience - Preferred
• Experience in healthcare, higher education, or other regulated industries preferred

Skills and Abilities

Digital & Technical Expertise

• Proficiency across digital marketing disciplines, including:
  • SEO and emerging GEO practices
  • Paid media (Google Ads, paid social platforms)
  • Content strategy and UX best practices
  • Email marketing and marketing automation
• Familiarity with web analytics tools (e.g., Google Analytics, Adobe Analytics) and reporting platforms
• Working knowledge of CMS platforms (e.g., Drupal, WordPress) and basic HTML/CSS concepts
• Understanding of CRM systems and integration with marketing channels

Analytics & Optimization

• Ability to interpret data, identify trends, and translate insights into actionable recommendations
• Experience with campaign measurement, attribution concepts, and performance reporting

Healthcare & Compliance Awareness

• Understanding of healthcare marketing considerations, including HIPAA and privacy regulations, preferred
• Ability to balance marketing goals with compliance, accessibility, and patient-centered communication

Communication & Collaboration

• Strong writing and editing skills, including writing for digital channels and SEO
• Excellent presentation and stakeholder communication skills
• Ability to explain complex digital concepts to non-technical audiences

Project Management & Execution

• Strong organizational skills with the ability to manage multiple projects and stakeholders simultaneously
• Detail-oriented with a commitment to quality and deadlines
• Collaborative mindset with a proactive, solutions-oriented approach

To carry out its mission, CHOP is committed to supporting the health of our patients, families, workforce, and global community. As a condition of employment, CHOP employees who work in patient care buildings or who have patient facing responsibilities must receive an annual influenza vaccine. Learn more.

EEO / VEVRAA Federal Contractor | Tobacco Statement

SALARY RANGE:

Salary ranges are shown for full-time jobs. If you're working part-time, your pay will be adjusted accordingly.

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At CHOP, we are committed to fair and transparent pay practices. Factors such as skills and experience could result in an offer above the salary range noted in this job posting. Click here for more information regarding CHOP's Compensation and Benefits.