Paid Digital Media & SEO Specialist

Paid Digital Media & SEO Specialist

The Paid Digital Media & SEO Specialist role is focused primarily on executing the digital marketing strategy of the Thomas Eye Group. As directed by leadership, this role evaluates and executes digital marketing tactics with the goals of promoting Thomas Eye Group products and services, increasing brand awareness, and generating volume. This is a hybrid position with a typical schedule of two days in-office and three days remote work.

Our ideal candidate has a strong digital marketing background with 3 years’ experience in a variety of digital marketing tactics. Specific experience in Google Ads, YouTube paid advertising, Meta paid advertising, online listings (Google Business Profiles especially), and SEO (on-page, technical, and backlinks) is requisite for the position. This role will also support print, event, and traditional marketing activities as needed as part of a collaborative and cross-trained marketing team.

Required Minimum Education: Bachelors degree in Marketing, Communications, Business Administration, Digital Marketing, Creative or related field preferred. A related master’s degree enhances competitiveness.

Required Minimum Experience: 3 years of broad experience in digital marketing tactics.

Core Competencies:

Digital Advertising

• Evaluate and recommend digital advertising tactics to support a given marketing objective or strategy.
• Execute various digital advertising tactics as directed by leadership.
• Develop, execute, and optimize cutting-edge digital campaigns from conception to launch.
• Ensure paid media projects are successfully planned and executed, contributing to the growth of the company.
• Produce relevant metrics reporting from a variety of digital tactic platforms.
• Provide ongoing actionable insights into campaign performance to relevant stakeholders.
• Define, measure, and evaluate relevant paid media KPIs.

SEO

• Track, report, and analyze website analytics.
• Optimize copy and landing pages for search engine marketing.
• Perform ongoing keyword discovery, expansion and optimization.
• Research and implement search engine optimization recommendations.
• Research and analyze competitor SEO tactics.
• Develop and implement link building strategy.
• Develop and implement technical SEO improvements.
• Recommend changes to website architecture, content, linking and other factors to improve SEO positions for target keywords.
• Develop optimization strategies that increase the company's website search engine results rankings.

Online Listing Management

• Implement the practice listing strategy using software and manually.
• Optimize Google Business Profile Listings, Bing Business Listings, and Apple Maps Listings.
• Produce content for business listings including copy, images, videos, products, and posts.
• Create reports on key listing activity such as clicks and calls.
• Create or claim listings.

Preferred Skills: the Thomas Eye Group uses a variety of digital marketing tactics and continuously adapts to tactics best suiting current marketing and business objectives. Experience in a variety of the following enhances competitiveness:

• Healthcare marketing experience.
• Experience with SEO and Google Business Listing management in SEM Rush.
• Experience with WordPress and Elementor, website user experience evaluation and optimization, and deployment of various types of website content.
• Web development and coding.
• Web event tagging and other analytic methods (UTM, Google Tag Manager, etc.) for metrics and campaign evaluation.
• Design and produce assets for various marketing channels with the Adobe suite of products.
• Optimizing social media pages and profiles, developing organic social media content calendars, and creating and deploying organic social media content. Experience across a broad range of platforms and the ability to learn new platforms or increase depth in platforms including but not limited to Facebook, Instagram, YouTube, LinkedIn, Tik Tok, X, and Pinterest.
• Creating, deploying, managing, and evaluating email campaigns.
• Ability to learn healthcare specific communication platforms such as RSI (a CRM), Brevium and MD Prospects as well as components of practice management software related to marketing and patient communications.