The Hired Guns are seeking an Assistant Director, Digital Analytics to scale up the in-house infrastructure of a healthcare provider at the forefront of digital communications. With a data-driven approach to content, this role requires a veteran who translates data into digestible content.
The Nitty Gritty
The backstory on the organization and why they need to hire you!
This renowned hospital network needs an expert Assistant Director Digital Analytics to spearhead its analytics practice, making it the center of its digital organization (especially digital marketing and communications). Through Adobe and Google Analytics, you’ll track the user journey from landing page to booking engine. (You’ll also take on custom analytics requests from colleagues in other departments.) Compiling and visualizing it with SQL and Tableau, you’ll present findings to stakeholders and recommend strategies.
From day one you’ll solidify best practices for the entire digital organization. Whether it’s determining KPIs of leadership or making data-driven suggestions up and down the conversion funnel, you lead by example in standardization and automation.
The Quest
What success looks like in your first year…
- Convene stakeholders to assert the organization’s business goals, convert them to KPIs, and set metrics. (Hint: traffic and conversions.)
- Analyze the vast ocean of content – websites, social media, patient portals, mobile apps, visitor kiosks, institutional signage, marketing campaigns, e-newsletters, ads – for internal reports on hits, misses, trends, drivers, and needed changes.
- Cultivate visualization dashboards to guide busy non-specialist leaders in making effective decisions about content and communications.
Why You?
How you’ll know if you’re a fit…
This is a job for digital analysts with expertise in large, content-heavy digital (over 1 million monthly uniques) web/mobile and apps…
… plus expertise in SQL, Tableau, and Adobe and/or Google Analytics. R + Python? Also great. You gained your XP in the challenges of huge DTC sites, online-to-offline, subscription media, e-commerce, or best of all: something with a health focus.
You’re a data wonk whose custom tools distill clear and actionable advice. The numbers don’t lie, and neither does the genius selling them with hyper-organized, personable, and assertive leadership. You communicate effectively and confidently at all levels. Managerial experience would go a long way, but if you’re a senior analyst who’s ready for formal reporting, take your shot.
Tell Me About a Time When …
The interview questions you need to rock to score a “swipe right”…
- Data governance: describe previous responsibilities handling highly sensitive data.
- Dashboard and presentation building: How do you propose adapting existing KPIs into data-driven methods? How do you regularly disseminate information for work integration?
- Complexity to scale: Detail the three largest and most complex site projects you’ve worked on. Bonus points if they were content-rich.
- Top-of-funnel patient acquisition: Discuss the relative effectiveness of digital, PR, and traditional media to drive new patients to book appointments online.
- On-site conversion: Give examples of times your analysis reduced on-site friction and increased conversion.
- User retention: What tools do you use/make to increase retention/loyalty?
- Management: Have you managed direct reports previously? How many? If you managed others on projects without direct responsibility for them, please highlight that, too.
The Inside Skinny
Why you should quit your job right now and join this organization!
The benefits of a world-class medical institution are obvious: prestigious, mission-driven altruism. But don’t overlook growth: at 40,000 employees, this hospital is in a state of permanent digital transformation and innovation. That means expanded budgets and more innovative offerings. Here you’ll do work far ahead of not only other hospitals, but all digital-first companies.
The Hired Guns does not and will not discriminate in considering and referring candidates for employment, or in its treatment or advancement of its employees, and will not tolerate harassment, on the basis of race, color, religion, gender (including gender identity and expression), sexual orientation, national origin, age, disability, or any other status protected by applicable federal, state or local law.
