Position Summary/ Department Summary: The Digital Marketing Analyst is responsible for managing, analyzing, and optimizing Boston Children's Hospital's paid search marketing programs to drive patient acquisition, appointment intent, and website engagement. Working closely with SEO and content stakeholders, this role aligns paid search strategies with organic search initiatives to maximize search visibility, improve user experience, and support organizational growth objectives.

The role leverages Google Ads, Adobe Customer Journey Analytics (CJA), competitive research, keyword insights, and website behavioral data to identify optimization opportunities across both paid and organic search channels. The analyst will evaluate alignment between search intent, ad messaging, landing page content, and user experience to develop recommendations that improve engagement, conversion rates, and patient acquisition outcomes. This includes identifying opportunities for landing page en...