Digital Marketing Specialist

Role Overview

Key Responsibilities

Digital Strategy & Planning

• Support the development and execution of integrated digital marketing strategies aligned with business goals and admissions priorities.
• Conduct ongoing market research and competitive analysis to identify audience behavior, emerging trends, and opportunities for differentiation.
• Stay current on digital marketing best practices, tools, and platform changes to ensure continuous improvement and relevance.

SEO & Content Optimization

• Support SEO strategy and execution to improve organic visibility, qualified traffic, and brand authority.
• Conduct keyword research, on-page optimization, and collaborate on technical SEO improvements.
• Partner with content creators to ensure blogs, landing pages, and educational resources are optimized for search, clarity, and user intent.
• Monitor evolving search behavior, including generative AI and semantic search, to maintain visibility and relevance.

Lead Generation & Conversion Optimization

• Support the design, optimization, and ongoing improvement of conversion funnels across the website, landing pages, and inquiry forms.
• Improve lead quality by aligning messaging, content depth, and form strategy with different stages of the decision journey.
• Contribute to repeatable playbooks for landing page optimization, A/B testing, and nurture workflows.
• Collaborate with admissions and sales teams to ensure digital efforts drive meaningful, sales-ready inquiries.

Paid Media & Performance Marketing

• Support planning, execution, and optimization of paid media campaigns across search, social, retargeting, and display platforms.
• Monitor and analyze performance metrics including CPA, CTR, and conversion rate, surfacing insights and optimization opportunities.
• Work with external agencies as needed while maintaining hands-on visibility into campaign performance and execution.

Website & Digital Experience

• Support ongoing improvements to Ciela’s website to ensure clear storytelling, strong trust signals, and intuitive user flows.
• Collaborate with design, development, and content partners to test and implement improvements that increase engagement and inquiries.

Media Outreach & Earned Visibility

• Lead proactive outreach to relevant media outlets, industry publications, blogs, podcasts, and creators to secure earned coverage and strengthen Ciela’s brand visibility.
• Build and maintain relationships with journalists, editors, and creators aligned with wellness, longevity, lifestyle, and senior living.
• Support the development of press materials, story angles, and thought leadership content in collaboration with internal teams and external partners.
• Coordinate outreach around key moments such as community milestones, new programming, partnerships, and leadership perspectives.
• Track earned media placements, referral traffic, and visibility impact to inform future outreach efforts.

Social Media & Community Engagement

• Support social media strategy and execution, with a focus on wellness, vitality, longevity, and community life.
• Assist with content planning, posting cadence, and performance analysis to improve engagement and reach.
• Leverage modern tools, including AI where appropriate, to improve efficiency while maintaining an authentic brand voice.

Email Marketing & Marketing Automation

• Support email marketing and nurture campaigns that educate, build trust, and move prospects closer to inquiry and tour.
• Assist with segmentation, cadence, and content strategy across different audience types.
• Align email workflows with CRM data and admissions processes.

Analytics, Reporting & Optimization

• Track and report on key performance indicators across digital channels, with a focus on business outcomes.
• Build and maintain dashboards and reports that translate data into actionable insights.
• Support structured testing and experimentation to improve performance across campaigns, content, and user experience.

Qualifications & Experience

• Bachelor’s degree in Marketing, Communications, or a related field preferred (or equivalent experience).
• 5–8+ years of experience in digital marketing, ideally within services, healthcare, hospitality, or mission-driven organizations.
• Hands-on experience across SEO, paid media, analytics, lead generation, and email marketing.
• Comfort working with data and translating insights into practical recommendations.
• Strong communication, organization, and cross-functional collaboration skills.
• Experience with media outreach or earned media support is a plus.

Tools & Platform Experience

• Analytics & Measurement: Google Analytics 4 (GA4), Google Tag Manager, Google Search Console, Looker Studio.
• SEO & Content: SEMrush, Ahrefs, Screaming Frog, or similar tools.
• Paid Media: Google Ads, Meta Ads Manager, LinkedIn Campaign Manager.
• Email & Marketing Automation: HubSpot, Marketo, Pardot (Account Engagement), Salesforce Marketing Cloud, or similar platforms.
• CRM: Experience working alongside CRM systems and sales/admissions workflows.

Why Ciela

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