Digital Marketing Specialist (Hybrid/Remote)

At NorthBay Health, the Digital Marketing Specialist will be responsible for driving measurable patient acquisition and service line growth through digital advertising and optimization strategies. This individual will manage multi-channel campaigns across paid search, paid social, display, e-mail marketing and programmatic platforms to increase awareness, drive traffic, and generate qualified leads to NorthBay's providers, services, and facilities. 

At NorthBay Health, our vision is to be the trusted healthcare partner of choice for the communities we serve. We are dedicated to improving the well-being of our community by providing accessible, high-quality care to all who need it. Every member of our team plays a vital role in delivering compassionate and effective healthcare solutions. We invite you to join us in our mission to ensure that every patient and family member feels valued, respected, and cared for throughout their healthcare journey. Together, with your commitment to excellence, we will achieve our vision to be the trusted healthcare partner of choice for the communities we serve. 

PRIMARY JOB DUTIES

• Plan, execute, and optimize performance-based marketing campaigns to support key service lines (e.g., cardiology, orthopedics, primary care) and consumer engagement initiatives.
• Lead paid media strategy across Google Ads, Meta (Facebook/Instagram), YouTube, LinkedIn, programmatic and future platforms like AI-powered search and voice interfaces.
• Analyze patient journey and conversion funnels to continuously improve acquisition, appointment scheduling, and engagement outcomes.
• Collaborate with internal teams (content, brand, IT, patient access, clinical) and agency partners to align on messaging, creative, and landing page and funnel experiences.
• Implement audience targeting, A/B testing, and segmentation strategies to increase conversion efficiency.
• Report on campaign performance using dashboards and analytics tools (such as Google Analytics 4, CRM data, patient access systems) and provide.
• Align and support email marketing campaigns as needed.
• insights to working team members and to leaders in digital, marketing and communications as needed.
• Demonstrate an ongoing curiosity and willingness to cross-functionally collaborate and adapt to the impacts of AI on digital marketing including ongoing changes to audience behavior, opportunities for content generation, ad testing or data interpretation, among others. 
• Manage campaign budgets and media spend with a focus on ROI, cost per lead, and downstream patient value.
• Ensure all campaigns adhere to HIPAA and healthcare advertising regulations (including privacy, remarketing limitations, and ad copy restrictions).

Education: Bachelor’s degree in Marketing, Communications, Analytics, Business, or related field.

Licensure/Certification:  Certifications and prior training preferred, but not required, in paid media, (Google Ads, Meta Blueprint), Analytics (GA4, PIWIK Pro), programmatic buying, Salesforce Marketing cloud, HIPAA compliance by a prior employer, or WCAG training via W3C.

Experience: (Three) 3+ years of experience in digital performance marketing with a proven track record of running successful campaigns.

Skills: Proficiency in some of the following: Excel Sheets, Looker Studio, Google Ads, Meta Business Suite, digital analytics platforms such as Google Analytics 4, PIWIK Pro, privacy compliancy platforms, etc Familiarity with CRM technologies and passionate about data-driven marketing. Strong understanding of conversion optimization and digital attribution models. Experience in healthcare or another regulated industry a plus, not required. Understanding of HIPAA, accessibility (WCAG), OCR tracking guidance, and data governance in healthcare will be necessary to fulfill role. Proficiency in some of the following: Excel Sheets, Looker Studio, Google Ads, Meta Business Suite, digital analytics platforms such as Google Analytics 4, PIWIK Pro, privacy compliancy platforms, etc. Strong understanding of conversion optimization and digital attribution models. Experience working with or within regulated industries (healthcare, finance, etc.). Prior experience in a health system, hospital marketing department, or healthcare-focused agency preferred. Familiarity with CRM and digital access tools (e.g., Salesforce Health Cloud, WebMD Ignite, WebMD PracticePro, Epic, Cerner, Kyruus, etc.) preferred. Knowledge of the patient decision journey and healthcare consumerism trends preferred.

Competencies

• Results-oriented with a passion for data and testing.
• Strategic thinker who can execute independently.
• Collaborative and comfortable working across marketing, technical, and clinical teams.
• Understanding and/or willingness to learn the digital healthcare landscape and patient behavior.
• Strong communicator with excellent organizational skills.

Interpersonal Skills: Demonstrates the True North values. The True North values are a set of value-based behaviors that are to be consistently demonstrated and role modeled by all employees that work at NorthBay Health. The True North values principles consist of Nurture/Care, Own It, Respect Relationships, Build Trust and Hardwire Excellence. Collaborates closely with the Marketing, Communications and Digital leadership and colleagues, IT, Clinical, Patient Access and other stakeholders as appropriate.

Hours of Work:  40 hours/week, flexible schedule between 7:30 am and 6 pm; occasional evening and weekends to attend NorthBay sponsored events such as health fairs, community events, focus groups, etc.

Remote Work Eligibility:
This position is open to candidates located within the continental United States. Due to state-specific employment requirements and workers’ compensation regulations, we are unable to support remote work arrangements in the following locations: Washington, Ohio, Wyoming, North Dakota, Puerto Rico, and the U.S. Virgin Islands.

Compensation: $36 to $44 per hour based on years of experience doing the duties of the role.  

At NorthBay Health, we are guided by our values: Nurturing Care; Own It; Respect; Build Trust; and Hardwire Excellence. These principles lead us to our TRUE NORTH and inspire us to provide exceptional care. 

These values serve as the foundation of everything we do, guiding us to deliver individualized care with integrity and accountability. We are committed to fostering a culture of collaboration, where every team member is valued and empowered to contribute their best to the health and well-being of those we serve. 

This is an exciting time to join NorthBay Health.

As an independent, nonprofit health system north of the San Francisco Bay Area, in the Napa/Solano Region, we are expanding our footprint across Solano, Yolo, and Napa counties to meet the evolving needs of our communities. With two acute-care hospitals—including a Level II Trauma Center and a modern maternity unit with a Level III Neonatal Intensive Care Unit (NICU)—along with a comprehensive cancer center, multiple urgent care facilities, and a growing network of primary and specialty clinics, we are investing in the future of care across the region.

NorthBay Health we are home to advanced clinical programs and nationally recognized cardiovascular, neuroscience, and orthopedic services, as well as comprehensive surgical and outpatient specialties. Our commitment to excellence is reflected in our Magnet with Distinction designation for nursing (one of only 12 organizations nationwide) and recognition from U.S. News & World Report as “High Performing” in multiple clinical areas, including maternity care, heart failure, and stroke. NorthBay Medical Center has earned the High Performing designation in maternity care for four consecutive years.

As the only locally governed health system in the region, we remain deeply rooted in our communities while growing into a trusted regional healthcare leader. If you are seeking meaningful work, collaborative teams, and the opportunity to help shape the future of healthcare in Northern California, you will find it at NorthBay Health.

Join us with our commitment to excellence, to achieve our vision to be the trusted healthcare partner of choice for the communities we serve.

To learn more about NorthBay Health's benefits, diversity statement and community please visit