Digital Marketing Specialist

Unity Counseling, LLC is expanding and currently hiring a Digital Marketing Specialist to help meet the increasing mental health needs of our community. All interested individuals, including people of all races and national origins, sexual or gender identities, ages, religions, and/or with or without disabilities are encouraged to apply. Additionally, successful candidates should demonstrate cultural competency related to each of those protected categories.

Unity Counseling, LLC places a high value on its staff and on building a workplace culture of collaborative advocacy, mutual respect, open communication, and independence. We are a multi-location practice with plans to continue growing in 2026 and beyond.

Essential Functions:

This position is responsible for planning, executing, and optimizing digital marketing efforts, including PPC, SEO, and AI-powered search tools, online profiles, and basic social media, to increase Unity Counseling’s online visibility and support client referrals.

Regular Responsibilities and Duties:

Digital Campaign Management & Lead Generation

• Plan, build, and manage PPC campaigns in Google Ads and related platforms to support quality inquiries and referrals.
• Perform ongoing keyword research, ad copy testing, and budget/bid adjustments based on performance and practice goals.
• Set up and maintain accurate conversion tracking (e.g., Google Analytics, Google Tag Manager) in collaboration with internal/external technical support as needed.
• Monitor campaigns for compliance with advertising policies and ethical standards for mental health marketing.

SEO, Online Presence & Content

• Support SEO efforts by researching keywords and collaborating on on-page optimizations.
• Build and maintain all Psychology Today profiles and website bios for clinicians and locations, ensuring information is accurate, consistent, and up to date across platforms.
• Coordinate with the team on updates to the website related to services, locations, and clinician information.
• Draft and refine digital ad copy, landing page copy, and simple graphics/templates that reflect Unity Counseling’s voice and values.
• Manage a limited social media calendar for key announcements and high-impact posts.

Analytics, Reporting & Process Improvement

• Use analytics tools and platform dashboards to monitor key metrics and trends.
• Prepare clear reports and summaries for leadership with practical recommendations.
• Help maintain documentation for campaigns, including naming conventions, budgets, and standard operating procedures.
• Stay current on digital marketing trends, especially AI-powered search tools and changes to Google Ads/SEO; bring suggestions to leadership.

Team Collaboration & Support

• Collaborate closely with the Outreach & Events Specialist to align digital campaigns with in-person outreach and events.
• Coordinate with intake, billing, and leadership to ensure marketing messages match actual services, capacity, and insurance panels.
• Participate in staff meetings and support broader marketing and growth initiatives.
• Perform other duties and special projects as assigned.

Essential Skills Needed:

• Exemplify practice values of Diversity and Inclusion, Compassionate Care, Shared Humanity, Professional Excellence, and Lifelong Learners.
• Hands-on Google Ads PPC experience, with working knowledge of HIPAA and mental health advertising rules.
• Working knowledge of SEO and local search best practices.
• Strong analytical skills and comfort using data, spreadsheets, and dashboards.
• Proficiency with Google Ads and Google Analytics; experience with Google Tag Manager is preferred.
• Ability to write clear, empathetic, and compliant copy for digital channels.
• Familiarity with social media advertising and basic scheduling tools.
• Comfortable using AI and design tools while protecting PHI and following HIPAA.
• Highly organized, detail-oriented, and able to manage multiple projects and deadlines.
• Self-motivated and able to work with limited supervision.
• Adherence to HIPAA, confidentiality standards, and ethical marketing guidelines.
• Perform related work as assigned.

Education/Experience Requirements:

• Bachelor’s degree in Marketing, Communications, Business, or related field.
• Minimum of 3 years of experience in digital marketing, with direct PPC and/or SEO responsibilities.
• Experience in healthcare, mental health, or other regulated industries strongly preferred.

Physical Requirements:

• Ability to work at a computer for extended periods.
• Ability to maintain focus, manage time effectively, and meet deadlines in a remote or hybrid environment.
• Ability to communicate professionally with staff and vendors via phone, email, and video calls.

Job Types: Full-time, Part-time

Pay: $20.00 - $30.00 per hour

Benefits:

• 401(k)
• Dental insurance
• Health insurance
• Health savings account
• Life insurance
• Paid time off
• Professional development assistance
• Vision insurance

Education:

• Bachelor's (Preferred)

Experience:

• Marketing: 3 years (Required)

Ability to Commute:

• Grand Rapids, MI 49525 (Required)

Ability to Relocate:

• Grand Rapids, MI 49525: Relocate before starting work (Required)

Willingness to travel:

• 25% (Required)

Work Location: Hybrid remote in Grand Rapids, MI 49525