Senior Digital Marketing Specialist - York - (full-time) - Days

York, PA | Professional | Tracking Code: 51674

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General Summary:




Under the general supervision of the Senior Director-Marketing, develops, oversees and executes a comprehensive digital marketing strategy and plans and creates opportunities to engage with target audiences to enhance the WellSpan brand and support organizational growth, population health and consumer engagement objectives. Provides strategic direction, best practices, standards and implementation of content delivered through System digital channels, including web and mobile properties, social media, email, SMS, microsites, video and others. Appropriately integrates digital marketing with brand, direct-to-consumer and sales/outreach strategies, and tracks and reports on the effectiveness of digital marketing efforts across the System.



Duties and Responsibilities:


  • Defines, leads and executes the digital marketing and content strategy for WellSpan Health and System entities, driving demand for services and programs, engaging consumers and advancing population health objectives through web, microsites, online videos, e-newsletters, social media, email, mobile, and other digital channels.
  • Oversees and implements SEO/SEM, reputation management and other digital engagement strategies and collaborates with staff and leaders in Public Relations and Marketing, Operations, Patient Experience, Population Health and other areas of the Health System to plan and execute multi-channel campaigns to meet System objectives.
  • Measures the impact and effectiveness of campaigns, channels and formats using quantitative and qualitative metrics. Maintain all digital marketing and CRM dashboards and campaign-specific effectiveness reports.
  • Develops standards and best practices for the creation, distribution, maintenance, retrieval and repurposing of digital content. Collaborates with other Public Relations and Marketing staff and leaders to ensure that all digital content aligns with other strategic messaging, maintains a consistent voice and tone and reflects the WellSpan brand personality and position.
  • Collaborates with staff and leaders in the EHealth Department to manage the effectiveness of health system web assets, including  Develops and implements content governance and establish work flow for requesting, creating, editing, publishing and retiring content.
  • Manages budget, vendors and other resources related to digital marketing and communication.
Required Experience

Minimum Education:              


Bachelor's Degree with demonstrated continuing education in digital marketing



Minimum Experience:           


8+ years developing and executing marketing and content strategy for websites, social media, email, video and other digital channels.

HTML/CSS and/or content management system experience preferred.



Minimum Field Of Expertise:        


Marketing, communications, journalism or related area. Health care, agency or consulting experience is preferred.

Quality of Life

WellSpan Health is an integrated health system that serves the communities of central Pennsylvania and northern Maryland. The organization is comprised of a multispecialty medical group of more than 1,200 physicians and advanced practice clinicians, a regional behavioral health organization, a home care organization, six respected hospitals, more than 15,000 employees, and 140 patient care locations. WellSpan is a charitable, mission-driven organization, committed to exceptional care for all, lifelong wellness and healthy communities. We are committed to transforming the health of the communities we serve and to educating the next generation of clinicians, staff and leaders.

Quality of Life
Quality of Life

Founded in 1741, the city of York is considered by many as the first capital of the United States. The Articles of Confederation were signed by the Second Continental Congress here in 1777. Its beautifully restored historic district is an architectural treasure. While York retains its farming and manufacturing heritage, at its heart York is a thriving cultural community that has attracted creative talent and innovative entrepreneurial investors from across the nation.

Life in York County offers affordable housing, options for higher education, a thriving arts and cultural community, historical attractions, parks and recreational resources, semi-professional baseball team, fine dining and more — within an easy drive of major East Coast cities.

York County residents can find local employment in healthcare, manufacturing, technology, agricultural and service sectors. (Patient population: 445,000)

Equal Opportunity Employment

WellSpan Health is an equal opportunity employer. Employment selection and related decisions are made without regard to sex, race, age, disability, religion, national origin, color or any other protected class. WellSpan Health does, however, have a tobacco-free/nicotine-free hiring policy.

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