Job description

BrightStar Care, the nation’s leading home care and medical staffing franchisor, requires a Digital Marketing leader who is professional, creative and able to formulate effective strategies, execute them with an internal team and external agency partners. This leader would welcome the opportunity to drive awareness, leads and engagement with consumers, employees and B2B audiences.

Importantly, this position is part of a team (with 3 direct reports) who will spearhead the planning and execution of our PPC, SEO and Social plans. SEO responsibilities include analyzing, reviewing and recommending strategic, tactical, and technical changes to the BrightStar Care website that optimize organic search results, user experience, and lead conversion. Simultaneously, this position will have expert digital experience and capabilities to influence the multi-million-dollar budget to drive awareness, leads and conversions across the 365+ BrightStar Care locations with the support of outside media agencies. Support in-house social media team with paid and organic strategy.

This digital marketing leader is an advocate for working in an entrepreneurial environment. The role seamlessly interacts with and supports colleagues in the Marketing Department to achieve an integrated marketing approach. While this role manages a national team and budget, this leader educates our franchisees on digital media, who each own their local marketing efforts. There is significant professional growth due to our nimble organizational structure and the fast-growing home care industry. This position reports to the SVP of Marketing.

MAJOR DUTIES AND RESPONSIBILITIES

• Understand the consumer-buying journey and evaluate how we can better leverage digital content to drive consumer, employee and B2B marketing inquiries/leads; and measure ROI to ensure optimized media spending.
• Engage with national TV/Cable buying team and build a cohesive media strategy to drive the digital plan;
• Manage the main website (brightstarcare.com) in collaboration with internal stakeholders and outside vendors;
• Manage the career site (careers.brightstarcare.com) updates and performance reports, in collaboration with the Talent Management team, to ensure site traffic and job seekers convert to applicants;
• Coordinate day-to-day relationships with agencies, their programmers, content writers;
• Guide and steward collaboration with SEM (PPC) strategy amongst internal and external media agency partners;
• Ensure consistent brand standards, brand voice and best practices for content creation, distribution, optimization and maintenance;
• Analyze web metrics and dashboards with an emphasis on driving and measuring qualified leads and improving ROI;
• Leverage agencies tools and analytics for national and local website audits, plus competitive channel analysis;
• Create and recommend SEO strategies and tactics (must have fluency in Google Analytics and website optimization tools);
• Consult with and coach local BrightStar Care offices on local website and best practices;
• Supervise/Manage 3 marketing team members in the area of expertise;
• Present digital 101s and trainings for Franchisees in coordination with local marketing leaders

PRIMARY RESPONSIBILITIES

Emphasis varies based on priorities.

SEM – 20% Tactical and technical expertise in paid search efforts across multiple platforms. Hyper local experience and/or agency experience a plus. Leadership and oversight over longer term projects with agency partners to drive efficiency and scale of SEM program. Collaboration on pilots to optimize bidding and performance. Thought leader with proven experience managing SEM campaigns with focus on performance enhancements and optimizations to improve bottom line ROI.

SEO – 20% Strong knowledge of organic campaigns and SEO practices, UX/UI modifications, content recommendations and competitive analysis. Expertise in localized SEO tactics such as keyword research and optimization recommendations with the ability to provide strategic direction for business listings including 8 primary directories and managing franchisee-level updates. Collaborate and manage SEO programs to successfully launch and scale new content pages, improve landing page experiences & relevance.

Channel Synergies – 10% Expert analysis of each digital channel and their co-dependent relationships. Partner to analysts and ROI tracking efforts. Support the new Mix Media Model plans to deliver on

Web Development – 15% Strategic web development feature recommendations i.e. UX/UI/CMS improvements. Lead agency and communications between web development and infrastructure

Key Contact – 15% External: Horizon (SEM/SEO/WebDev), American Eagle, Marchex, SOCi. Internal: IT/Tech team, dashboards/ROI analytics team, marketing, operations and talent management

Franchise Support – 20% Educates and responds to requests for reporting, analysis, counsel, and coaching on digital. Includes training new owners and local franchisee marketing/sales teams

REQUIRED QUALIFICATIONS

EDUCATION

• Bachelor’s Degree in Marketing or related experience.

RELATED WORK EXPERIENCE

• 5–10 years’ experience in digital marketing, including SEM, UX/UI and SEO; social a plus
• Fluent in Google Analytics (certification required) and website SEO tools.
• Thorough understanding of key search engine ranking factors; Kentico 13 a plus.
• Ability to conduct relevant keyword research and make recommendations based on paid search results and identify areas for optimization/business growth;
• Experience with Local Listings management and local SEO;
• Ability to communicate effectively with agencies, developers & technical teams;
• Outstanding ability to think creatively, strategically, and identify, communicate, and resolve problems;
• Strong organizational, project management, and analytical skills;
• Excellent verbal and written communication skills;
• Able to see the big picture as it related to digital tactics and identify synergies across teams for optimal results;
• Ability to work within a team and independently;
• Outstanding customer service skills with a focus on understanding local franchisee challenges / mindset; franchise experience a plus;
• Bachelor’s Degree in Marketing or related experience.BRIGHTSTAR CARE BENEFITS:
• Competitive base salary and quarterly and annual bonus programs
• Comprehensive health insurance plans (medical, dental, vision)
• Company paid basic life and accidental death and dismemberment up to $250,000
• Voluntary benefits: short- and long-term disability, basic life insurance, accident insurance, flex spending and dependent care accounts
• Health club reimbursement benefit
• Verizon wireless discounts on service and products
• 401(k) retirement plan with a company match
• Cell phone allowance
• Paid time off
• Career growth opportunities and ongoing training

Job Type: Full-time

Benefits:

• 401(k)
• 401(k) matching
• Dental insurance
• Employee assistance program
• Flexible schedule
• Health insurance
• Life insurance
• Paid time off
• Parental leave
• Referral program
• Retirement plan
• Tuition reimbursement
• Vision insurance

Schedule:

• 8 hour shift

Supplemental pay types:

• Bonus pay

Ability to commute/relocate:

• Gurnee, IL 60031: Reliably commute or planning to relocate before starting work (Required)

Work Location: Hybrid remote in Gurnee, IL 60031

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