Digital Marketing Specialist I

The Digital Marketing Specialist I assists Digital Marketing Managers and Digital Marketing Specialist IIs in the planning, development, launch, and evaluation of web-based projects and marketing programs to increase qualified site visits and conversions, with the ultimate goal of increasing patient volume and supporting UPMC’s business objectives.

Supports day-to-day maintenance and updates of UPMC web properties. Manage service line projects and overall web enhancements.

The UPMC SEO team is hiring a DMS I fully dedicated to local SEO. While the SEO team overall focuses on all organic referral sources, this position will focus primarily on Google Business Profiles, Bing, and Apple Maps business profiles.

Requirements:

  • Working closely with our content, strategy, and clinical teams to build pages in our CMS (Sitecore).
  • Focus on auditing, claiming, and correcting business profiles for key business units and providers. 
  • Work alongside SEO team members to manage enterprise vendor partnerships for local SEO.
  • Update and optimize existing web pages.
  • Manage web projects of varying levels of complexity and sophistication, collaborating with departmental communications managers, physicians, administrators, web architects and programmers, and designers. 
  • Support Digital Marketing Managers and Digital Marketing Specialist IIs to optimize and enhance owned business profiles.
  • Ensure that content and design are understandable, accessible, and consistent with UPMC brand standards. 
  • Manage daily maintenance requests, such as completion and routing of Web Requests, requests for Publication, responses to Status Updates, and requests for Quick Deployment.
  • Maintain current industry knowledge and trends.

Educational/Knowledge Requirements:

  • Working closely with our content, strategy, and clinical teams to build pages in our CMS (Sitecore).
  • Focus on auditing, claiming, and correcting business profiles for key business units and providers. 
  • Work alongside SEO team members to manage enterprise vendor partnerships for local SEO.
  • Update and optimize existing web pages.
  • Manage web projects of varying levels of complexity and sophistication, collaborating with departmental communications managers, physicians, administrators, web architects and programmers, and designers. 
  • Support Digital Marketing Managers and Digital Marketing Specialist IIs to optimize and enhance owned business profiles.
  • Ensure that content and design are understandable, accessible, and consistent with UPMC brand standards. 
  • Manage daily maintenance requests, such as completion and routing of Web Requests, requests for Publication, responses to Status Updates, and requests for Quick Deployment.
  • Maintain current industry knowledge and trends.

This position will:

  • Support the SEO team as we begin our campaign to audit, claim and optimize business profiles for UPMC providers (20,000+ listings)
  • Serve as the liaison between Local SEO Vendor and UPMC Enterprises 
    • Work with vendors as they build profiles. Provide them with SEO-friendly descriptions and all necessary data points required for an initial claim.
  • Field JIRA Tickets to resolve incorrect data in listing profiles
  • Work with DMS II and Sr. Manager, Digital Strategy on a long-term strategy for local SEO
    • Publish images for providers
    • Publish appointment links for providers
    • Publish gmb posts for doctors
  • Work with office managers to secure:
    • Hours of operation for providers
    • Answer questions posed in our provider profiles
  • Enable the pilot for appointment booking directly in GBP (once available)
  • Serve as a local SEO for content production tied to marketable locations on providers’ websites.

 Educational/Knowledge Requirements:

  • Bachelor’s degree required, with a focus in marketing, communications, business, or information technology preferred. 
  • Experience in website management/basic HTML/content management systems/database systems.
  • A basic understanding of SEO and UX best practices and web accessibility standards are a plus.
  • Strong project management skills, ability to handle multiple projects with varying deadlines
  • The candidate must be a self-starter with strong oral and written communications skills, the ability to multitask, attention to detail, and strong interpersonal and team skills.
  • Experience with customer service and account management
  • Attention to detail. 
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