Social Media & Paid Advertising Specialist

Job Description Summary‎ The Social Media & Paid Advertising Specialist is responsible for planning, executing, and optimizing paid and organic digital campaigns that drive patient awareness, engagement, qualified lead generation, and provider growth.This role partners closely with marketing, practice operations, creative teams, and external vendors to align strategy, budgets, messaging, and performance goals across social media, paid search, and digital acquisition channels. The ideal candidate combines strong creative instincts with performance marketing expertise and a data-driven mindset.‎ How will you make an impact & Requirements‎ Key ResponsibilitiesDigital Lead Generation & Campaign ExecutionPlan, execute, and optimize digital lead generation campaigns across Google Ads, paid social platforms, SEO/SEM, and emailDrive traffic to websites and landing pages to increase qualified leads, appointment conversions, and provider visibilityManage the full campaign lifecycle including audience targeting, budgeting, creative coordination, launch, optimization, and reportingConduct A/B testing and support conversion rate optimization (CRO) initiativesCoordinate with internal stakeholders to promote providers, locations, services, and community education initiativesPaid Media Management (Google & Social)Manage and optimize paid search campaigns (Google Ads), including keyword strategy, bidding, ad copy development, and landing page alignmentExecute and optimize paid social campaigns (Meta/Facebook, Instagram, and other relevant platforms) focused on lead generation and brand growthMonitor spend efficiency, cost-per-lead (CPL), conversion rates, and campaign ROICreate, test, and refresh ad creative and messaging to improve performance and engagementCollaborate with advertising platforms, agencies, and vendors as neededOrganic Social Media & Brand SupportDevelop and manage organic social media content that complements paid campaigns and supports brand storytellingMaintain a consistent brand voice across platformsIdentify opportunities to increase engagement and community growthAnalytics, Reporting & ComplianceMonitor and analyze digital marketing performance using Google Analytics, Google Ads, Meta Ads Manager, and other platform insightsPrepare regular performance reports outlining results, trends, pacing, and actionable recommendationsCompile market insights including competitor activity, audience behavior, and digital benchmarksEnsure all advertising and social media content complies with healthcare regulations, HIPAA guidelines, brand standards, and platform policiesQualificationsRequiredBachelor’s degree in Marketing, Communications, or related field3–5 years of experience in social media management and paid digital advertisingHands-on experience with Google Ads, Meta Ads Manager, and social media management toolsStrong understanding of performance metrics including CPL, CPA, CTR, ROAS, and conversion rateExperience managing campaign budgets and optimizing spendAbility to translate performance data into clear, actionable insightsExperience working cross-functionally with marketing teams, agencies, or media buyersPreferredExperience in healthcare, primary care, or community-based marketingFamiliarity with HIPAA and healthcare advertising compliance requirementsUnderstanding of local and multi-market advertising strategiesExperience with landing page optimization and lead funnel strategyComfort collaborating across creative, media, analytics, and operations teams

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