Associate Director, Digital Marketing and Discovery

Position Title
Associate Director, Digital Marketing and Discovery

Location
Hybrid – Manhattan Midtown office 3x per week

Reports To
AVP, Media Strategy & Performance

Department
Marketing

Position Summary
We are seeking a highly strategic and execution‑focused Associate Director to provide strategic direction and collaborate across the marketing team and constituents. This role drives strategies that maximize HSS’s visibility and engagement across digital channels, with a primary focus on search and digital brand discovery initiatives. By translating enterprise growth goals into actionable search and discovery strategies, we ensure consumers find and choose HSS through optimized digital tactics that drive awareness, traffic, and conversions.

Compensation Range
The base pay scale for this position is $86,000.00 - $131,375.00. Additional benefits consistent with the role are available.

Key Responsibilities

Develop and execute integrated paid media and marketing strategies across digital, traditional, and experiential channels.

Lead end‑to‑end campaign planning, including patient/customer journey mapping across audience segmentation, messaging, and performance tracking.

Analyze market trends, competitive landscape and consumer insights to inform strategic decisions.

Manage marketing budgets, ensuring efficient allocation and ROI optimization.

Collaborate with internal and external teams to improve impact, storytelling, and amplification through sponsorships.

Implement data‑driven approaches to measure and improve marketing performance.

Collaborate with the advertising creative team to drive brand positioning and thought leadership within the healthcare space.

Partner with web development and content teams to ensure SEO and AEO‑friendly website design, performance, and accessibility, improving site rankings and user experience.

Explain and apply principles of Answer Engine Optimization (AEO) and AI’s role in the evolving LLM landscape, with focus on ChatGPT, Perplexity and similar engines.

Direct agency partners and integrate paid search strategies, applying strong understanding of SEM and digital media channels.

Analyze data with Google Analytics, Tableau, and Microsoft Office Applications to produce actionable reporting and strategy insights.

Integrated Digital Marketing Leadership

Create and execute multichannel digital marketing campaigns across paid media, social, display and emerging platforms.

Partner with AVP and agency teams to ensure cohesive media planning and campaign integration offshore and online.

Collaborate with brand and content teams to amplify storytelling through meaningful digital formats.

Maximize discoverability of HSS owned assets.

Digital Brand Discovery

Implement strategies to enhance discoverability across search engines, social platforms, and health‑related ecosystems.

Optimize content and user experience for organic and paid search while exploring new discovery opportunities such as voice search and AI‑driven recommendations.

Performance & Analytics

Monitor campaign performance across channels, delivering actionable insights to improve ROI and conversion rates.

Collaborate with analytics lead and data team to refine attribution models and measure digital marketing’s impact on appointment volume and brand KPIs.

Innovation & Emerging Trends

Pilot new technologies and tactics for personalization, predictive targeting and cross‑channel engagement.

Stay ahead of industry trends to identify competitive advantage opportunities.

Cross‑Functional Collaboration

Partner with advertising, web, content and social teams to ensure seamless execution aligned with brand strategy.

Serve as liaison between internal stakeholders and external agency partners for integrated campaign delivery.

Build relationships with internal teams in patient experience, finance and service lines to optimize marketing engagement and utilization.

Qualifications

Experience: 6+ years in digital marketing with expertise in multi‑channel campaign management, paid media, and digital strategy.

Strong understanding of SEO/SEM, social advertising and emerging digital platforms.

Professional, detail‑oriented, and possess a growth mindset.

Independent worker with strong time‑management and organizational skills, able to handle multiple priorities in a fast‑paced environment.

Skills

Proficiency in analytics tools (Google Analytics, SEMrush, etc.) and campaign optimization.

Ability to translate data into actionable insights and strategic recommendations.

Excellent oral and written communication skills, effectively engaging colleagues, doctors, agency partners, and presenting to non‑marketing constituents.

Active adoption of AI tools such as Copilot to support tasks, ideation and storytelling.

Education

Bachelor’s degree required; advanced degree preferred.

Success Metrics

Increase appointment conversions from integrated campaigns.

Grow brand awareness and engagement across digital channels.

Improve ROI on paid media and digital initiatives.

Identify insights and metrics that add value to the enterprise.

Successful adoption of innovative tactics and technologies.

Non‑Discrimination Policy
Hospital for Special Surgery is committed to providing high quality care and skilled, compassionate, reliable service to its community in a safe and healing environment. Consistent with this commitment, HSS provides care, admits, and treats patients, and provides all services without regard to age, race, color, creed, ethnicity, religion, national origin, culture, language, physical or mental disability, socioeconomic status, veteran or military status, marital status, sex, sexual orientation, gender identity or expression, or any other basis prohibited by federal, state, or local law or by accreditation standards.

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