Job Description Summary
The Digital Advertising Strategist is responsible for digesting Business Marketing program objectives and audiences to craft, initiate, manage, and optimize the paid marketing mix to elicit specific actions. You will align the performance of advertising and promotional tactics and channels to increase brand preference, generate demand, achieve business objectives, and maximize return on investment within your programs.
This position effectively integrates strategy with implementation, linking customer insights and audience needs with appropriate channels and messaging to the right person at the right time. Embracing an agile and growth mindset, the Digital Advertising Strategist will work closely with Segment leads as well as across the marketing team to define a go-to-market approach that brings together omnichannel journeys that drive results. You will develop a deep understanding of your segment(s) and the healthcare financial industry and will lead target-setting and both real-time and post-campaign evaluations.
As Digital Advertising Strategist, you will lead and partner with our agency on media buying for online channels and tactics, including but not limited to industry publications, social media, digital out-of-home (DOOH), Demand-Side Platforms (DSP), geofencing, in-app, retargeting, affiliate syndication, gifting & direct mail, and advertorial placements for your managed programs using a variety of platforms, such as Demandbase, Google Ads, and LinkedIn. As such, you’ll take a keen interest in keeping the business abreast of emerging technologies and developments in the industry and sharing that knowledge with the broader marketing department.
Objectives & Responsibilities:
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Performs reach analysis and develops advertising recommendations and plan that aligns with business objectives, communicating with the go-to-market team to ensure a shared understanding of the advertising & promotion strategy and coordinating KPIs.
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Manages relationship with channel partners and external agencies, negotiating rates and placements, ensuring timely execution of media and staying abreast of media trends.
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Responsible for end-to-end implementation of activation plan - from strategy through execution. Perform quality control and campaign execution analysis of all executed campaigns to ensure accurate delivery of campaigns.
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Perform analysis of program-related performance analytics and other data sets to determine campaign delivery, performance trends, conversion rates, or other key success metrics to report/communicate regularly to ensure objectives are met.
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Defines channel strategy and experiments to enhance campaign effectiveness. Partners with digital team to inform and prioritize channel learnings.
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Partners with data and insights to help translate data and research into engagement opportunities and experimentation plans for optimization.
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Manage A&P budget, guaranteeing the efficient and accurate execution of advertising and promotional campaigns that align with objectives.
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Conduct regular audits and reconciliation of digital marketing campaigns to ensure accurate budget management and spend pacing.
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Advise and participate in the implementation of new technology and optimization of existing technology relative to marketing responsibilities, staying at the forefront of developments in marketing strategies.
What You Will bring:
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8+ years of experience building B2B (ABM) demand generation and engagement programs that drive business outcomes; healthcare/revenue cycle/SaaS a plus.
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Strong analytical prowess, coupled with a data-centric approach to decision-making. Experience creating advertising/media plans that are tied to measurable results.
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Strong presentation and communication skills, being able to convey strategic paid media concepts and recommendations to marketing and non-marketing practitioner audiences.
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In-depth knowledge of using digital marketing and advertising platform software, including but not limited to Demandbase, Salesforce, Google Ad Network, LinkedIn & Facebook Advertising).
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Demonstrated history of budget and time management and the delivery of outcomes within budget constraints.
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Embraces an agile mindset. Ability to work collaboratively and drive consensus across marketing with a focus on delivering high-performing solutions.
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Brilliant interpersonal and communication skills with ability to synthesize complex campaigns into easy-to-understand campaign briefs and reports.
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Project management capabilities to manage and monitor multiple campaigns and channels concurrently.
Education:
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Bachelor’s degree in marketing, digital communications and/or relevant experience.
Location and Workplace Flexibility: We have offices in Atlanta GA, Boston MA, Morristown NJ, Plano TX, St. Louis MO, St. Petersburg FL, and Hyderabad, India. We foster a hybrid and remote friendly culture and all our employee's work locations are based on the needs of the position and determined by the Leadership team. In-office work and activities, if applicable, vary based on the work and team objectives in accordance with Company policies.
Zelis is modernizing the healthcare financial experience by providing a connected platform that bridges the gaps and aligns interests across payers, providers, and healthcare consumers. This platform serves more than 750 payers, including the top 5 national health plans, BCBS insurers, regional health plans, TPAs and self-insured employers, and millions of healthcare providers and consumers. Zelis sees across the system to identify, optimize, and solve problems holistically with technology built by healthcare experts – driving real, measurable results for clients.
Commitment to Diversity, Equity, Inclusion, and Belonging
At Zelis, we champion diversity, equity, inclusion, and belonging in all aspects of our operations. We embrace the power of diversity and create an environment where people can bring their authentic and best selves to work. We know that a sense of belonging is key not only to your success at Zelis, but also to your ability to bring your best each day.
Equal Employment Opportunity
Zelis is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.
We encourage members of traditionally underrepresented communities to apply, even if you do not believe you 100% fit the qualifications of the position, including women, LGBTQIA people, people of color, and people with disabilities.
Accessibility Support
We are dedicated to ensuring our application process is accessible to all candidates. If you are a qualified individual with a disability or a disabled veteran and require a reasonable accommodation with any part of the application and/or interview process, please email [email protected].
SCAM ALERT: There is an active nationwide employment scam which is now using Zelis to garner personal information or financial scams. This site is secure, and any applications made here are with our legitimate partner. If you’re contacted by a Zelis Recruiter, please ensure whomever is contacting you truly represents Zelis Healthcare. We will never asked for the exchange of any money or credit card details during the recruitment process. Please be aware of any suspicious email activity from people who could be pretending to be recruiters or senior professionals at Zelis.
Top Skills
Zelis Boston, Massachusetts, USA Office
Headquarters, 149 Newbury St , , , US, Boston, MA , United States, 02116
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