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Job Description:
Summary:
The Programmatic Media Specialist will drive patient engagement and support Ballad Health's marketing objectives by managing and optimizing programmatic media campaigns across digital channels, primarily display, with potential expansion to demand gen, video, and connected TV (CTV). This role requires technical expertise, analytical insight, and a collaborative mindset to develop effective, compliant advertising strategies that resonate with diverse patient populations. While healthcare marketing knowledge is beneficial, candidates without it must be willing to acquire it on the job.
Operational Responsibilities
Programmatic Campaign Management
Campaign Development & Execution:
• Manage and execute programmatic media campaigns across display channels, with the potential to expand to demand gen, video and connected TV (CTV) channels over time.
• Utilize programmatic tools to manage spend for specific campaign tactics (e.g., display), ensuring campaigns provide strong ROAS and perform within allocated channel budgets.
• Continuously optimize campaigns to enhance audience targeting, reach and conversion rates.
• Utilize A/B testing, including testing copy, CTAs and visual creative elements, in collaboration with the creative team.
• Work with the martech team, and others as needed, to analyze data with a goal to continuously improve overall campaign performance.
• As necessary, build, test and continuously optimize dedicated landing pages that drive conversions and support campaign goals, in collaboration with the digital content and design teams.
Budget & Strategy:
• Manage and allocate campaign budgets effectively with a focus on efficiently driving intended results.
• Refine bidding strategies and continuously test ad elements to maximize return on ad spend (ROAS) and control costs.
Performance Analysis & Data-Driven Strategy
• Track, analyze, and report on key performance indicator (KPI) metrics, such as click-through rates (CTR), CPC, conversion rates and ROAS.
• Leverage conversion tracking and other insights to make data-driven decisions and optimize campaigns and enhance user experience, engagement and ROI.
• While advanced analytics and multi-touch attribution knowledge may be beneficial for this role, the primary focus is on campaign execution and managing platform-specific spend.
Audience Targeting & Healthcare Alignment
• Refine audience segmentation strategies by using first-party and contextual data to effectively target diverse patient demographics.
• Tailor campaigns to specific health services and seasonal initiatives (e.g., flu season, screening initiatives, etc.).
• Ensure all campaigns strictly adhere to healthcare advertising regulations and patient privacy laws, such as HIPAA.
Cross-Functional Collaboration & Reporting
• Work closely with performance media team, other digital experience team members, and relevant stakeholders to align programmatic/display efforts with broader initiatives.
• Partner with creative, marcom, martech/analytics, and other teams as necessary to develop and refine programmatic/display campaigns that mirror consumer journeys.
• Deliver regular, actionable performance reports and strategic insights to stakeholders to support data-driven decision-making.
Industry Trends, Best Practices
& Compliance Awareness
• Stay current with emerging trends, tools, and best practices, with an emphasis on healthcare-specific strategies.
• Monitor competitor activities and benchmark against industry standards to maintain a competitive edge while ensuring compliance with healthcare regulations.
Qualifications & Skills
Technical Expertise
• Proven experience managing programmatic media campaigns, particularly display, ideally within the healthcare sector.
• In-depth knowledge of other digital marketing channels and how they can optimally work together.
• Strong analytical skills with the ability to interpret complex data sets and derive actionable insights.
• Experience in audience segmentation and targeted advertising strategies.
• Proficiency with demand-side platforms (DSPs) and related advertising tools is a plus.
• Hands-on experience with A/B testing and utilizing analytics platforms is preferred.
• Knowledge of audio and video marketing channels, including CTV, is a plus.
• Understanding creative best practices is important, though visual creative execution is managed by the design team.
Healthcare Acumen
• Familiarity with healthcare marketing regulations and compliance standards, ensuring ethical advertising practices is beneficial. Candidates who do not have healthcare experience understand that acquiring this knowledge on the job is a requirement.
• Health system experience is highly desirable.
Other Skills
• Excellent written and verbal communication skills, with the ability to interpret performance data and articulate strategic recommendations to both technical and non-technical stakeholders.
• Strong organizational skills with proven experience managing multiple campaigns simultaneously.
• Ability to thrive in a dynamic environment and adapt quickly to emerging needs. A collaborative mindset and approach is critical to the success of this role; must work effectively with both external vendors and internal stakeholders to ensure optimal campaign performance and strategic alignment.
Requirements:
Education & Experience

• Required: Bachelor's degree in Digital Media, Marketing, Advertising, Business, Communications, or a related field.
• A minimum of 3 years of hands-on digital marketing experience, preferably in programmatic campaign management.
• Professional experience in healthcare or similarly regulated industries is a plus.

License/Certifications

• Beneficial: Advanced degree or relevant certifications (e.g., Google Analytics* Certification, Programmatic Advertising Certification).

Licenses and Certifications:
Beneficial: Advanced degree or relevant certifications (e.g., Google Analytics* Certification, Programmatic Advertising Certification)
Work Requirements:
Shift: Day
On Call: No
Weekends: No
Travel Required: No Travel
Location:
Ballad Health Corporate