Sr. Digital Marketing Specialist – Paid Media, Performance & AI Search

About this role

Ann & Robert H. Lurie Children’s Hospital of Chicago provides superior pediatric care in a setting that offers the latest benefits and innovations in medical technology, research and family-friendly design. As the largest pediatric provider in the region with a 140-year legacy of excellence, kids and their families are at the center of all we do. Ann & Robert H. Lurie Children’s Hospital of Chicago is ranked in all 10 specialties by the U.S. News & World Report.

Day (United States of America)

Location

Olympia Center

Job Description

General Summary:     

The Sr. Digital Marketing Specialist – Paid Media, Performance & AI Search is responsible for supporting and optimizing the Medical Center’s digital advertising efforts across paid search, paid social, and other digital channels, while also monitoring and adapting to the rapidly evolving AI search landscape.

Strong digital marketing experience, a solid understanding of paid media strategy and performance analytics, and the ability to collaborate effectively with both internal teams and external agency partners. This role requires a digital marketing professional who stays current with evolving AI and search trends—including generative engine optimization (GEO), AI-driven search behavior, and how tools like ChatGPT, Perplexity, and Google’s AI Overviews are reshaping how patients and families discover pediatric healthcare—and who applies AI-assisted tools responsibly to improve marketing performance and brand visibility.

The primary goal of this role is to drive measurable growth and patient acquisition by ensuring paid media efforts are strategically aligned, performance-driven, and integrated with broader digital initiatives that increase awareness, engagement, and demand among consumer and referring audiences.

Essential Job Functions:

• Supports positioning Lurie Children’s as a leader in pediatric healthcare by managing and optimizing paid digital media efforts that highlight clinical expertise, services, and strategic priorities across consumer and referring audiences. • Oversees the planning, coordination, and performance monitoring of paid digital campaigns across channels such as paid search, paid social, and display, ensuring alignment with broader digital marketing goals and market trends. • Partners with external agency teams to align on paid media strategy, execution, optimization, budgets, and reporting, while contributing internal perspective on institutional priorities and performance needs. • Uses digital analytics, performance reporting, and AI-assisted insights to evaluate campaign effectiveness and identify optimization opportunities across paid media, SEO alignment, website UX, and conversion points. • Collaborates with internal web, content, SEO, and email teams to ensure paid traffic is supported by strong landing pages, clear messaging, and optimized user experiences. • Supports testing and optimization efforts—leveraging platform tools, automation, and AI-enabled capabilities—related to creative, messaging, targeting, website UX, and conversion pathways to improve engagement and patient volumes. • Serves as an internal digital performance resource, translating data and insights into clear, actionable recommendations that inform both campaign-level decisions and broader digital strategy. • Contributes digital marketing expertise to web strategy, campaign planning, service line initiatives, and cross-channel programs beyond paid media as needed. • Helps evaluate and responsibly adopt new AI-enabled marketing and analytics capabilities, partnering with internal teams and external agencies to assess value, limitations, and performance impact. • Tracks how AI tools are changing the way people search for healthcare information, and brings clear recommendations for how our paid, content, and SEO strategies should respond to stay visible and relevant. • Provides timely project communication, including status updates, performance summaries, and identification of risks or improvement opportunities. • Performs job functions in accordance with Lurie Children’s service principles, emphasizing innovation, service excellence, and teamwork. • Performs other job duties as assigned.

Knowledge, Skills and Abilities:

• Bachelor’s degree in marketing, communications, business, or a related field with a minimum of five years of experience in digital marketing, including significant experience supporting paid digital media initiatives. Experience in a healthcare or regulated environment is preferred. • Strong understanding of digital paid media strategy, including paid search, paid social, and display advertising, with experience collaborating with external agency partners. • Ability to analyze digital performance data and use AI-assisted analytics, automation, and predictive insights to guide recommendations, while understanding tool limitations and ensuring data accuracy and compliance. • Working knowledge of search engine optimization (SEO) and generative engine optimization (GEO) principles, website UX best practices, and conversion optimization. Demonstrated understanding of how AI-driven search experiences are reshaping how patients, families, and referring providers find pediatric healthcare information, and how paid and organic strategies must evolve to maintain brand visibility and patient acquisition in this environment. • Uses AI-assisted marketing or analytics tools responsibly, with attention to brand standards, healthcare compliance, and human oversight. • Familiarity with generative engine optimization (GEO) concepts, including how to structure content, schema markup, and digital authority signals to improve institutional visibility in AI-generated answers and citations—with a particular understanding of how these dynamics apply to pediatric healthcare queries and patient decision journeys. • Experience using web analytics, advertising platforms, and reporting tools; Google Analytics (GA4), common paid media pla

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