Director of Earned Channels

Director Of Earned Channels

The Director Of Earned Channels is responsible for the strategy and execution across several critical, interconnected digital marketing disciplines that focus on non-paid organic growth. This individual will oversee the strategy and operating system for SEO (enterprise, technical, and content), Local SEO / Google Business Profiles, AI Optimization and Generative Search Visibility, Organic social, Reputation, and manage digital partnerships with Marketing and Creative teams. This role will align all earned areas to drive qualified patient demand (calls, directions, schedules) while also protecting brand, privacy, and patient / facility integrity.

Key Responsibilities :

• Lead Local SEO Strategy & Governance across locations, providers, and services by optimizing Google Business Profiles (GBPs), third-party listings, schema markup, and localized content.
• Own enterprise governance for GBP structures, taxonomy, naming conventions, and publishing workflows in partnership with Product, ContentOps, and Engineering.
• Lead AI Optimization Strategy to ensure Ascension content remains visible, cited, and trusted across emerging generative search environments (e.g., Google AI Overviews, ChatGPT, Gemini, Perplexity).
• Develop and test frameworks for Generative Engine Optimization (GEO), including structured data, content authority, and partner integrations that strengthen Ascension's presence in AI-driven discovery channels.
• Oversee Reputation & Review Management, including monitoring frameworks, response workflows, and the integration of patient feedback into broader experience improvement and brand trust strategies.
• Manager vendor relationship with Reputation and ensure SLAs are met for related data, reporting, and workflows.
• Integrate Earned Media & Search Equity by aligning local SEO, online reviews, backlinks, and user-generated content to elevate domain authority and organic discoverability across search engines.
• Drive Performance Measurement & Optimization by defining KPIs and dashboards that track local search visibility, review sentiment, engagement outcomes, and earned channel growth.
• Direct enterprise and market-level social media strategies to help engagement, awareness, and patient trust.
• Manage a Social Media team, local SEO Manager, and external resources (data stewards).
• Facilitate regular team meetings, stakeholder updates, and executive reporting.
• Identify and manage risks, dependencies, and change requests throughout work.
• Coordinate with internal teams (e.g., Marketing, Product, IT, Operations) and external vendors to ensure alignment.
• Maintain playbooks, documentation, status reports, and communication plans.
• Monitor post-project performance to ensure outcomes align with intended value.

Education :

Additional Preferences :

Why Join Our Team

Ascension associates are key to our commitment of transforming healthcare and providing care to all, especially those most in need. Join us and help us drive impact through reimagining how we can deliver a people-centered healthcare experience and creating the solutions to do it. Explore career opportunities across our ministry locations and within our corporate headquarters.

Ascension is a leading non-profit, faith-based national health system made up of over 134,000 associates and 2,600 sites of care, including more than 140 hospitals and 40 senior living communities in 19 states.

Our Mission, Vision and Values encompass everything we do at Ascension. Every associate is empowered to give back, volunteer and make a positive impact in their community. Ascension careers are more than jobs; they are opportunities to enhance your life and the lives of the people around you.

Equal Employment Opportunity Employer

Ascension provides Equal Employment Opportunities (EEO) to all associates and applicants for employment without regard to race, color, religion, sex / gender, sexual orientation, gender identity or expression, pregnancy, childbirth, and related medical conditions, lactation, breastfeeding, national origin, citizenship, age, disability, genetic information, veteran status, marital status, all as defined by applicable law, and any other legally protected status or characteristic in accordance with applicable federal, state and local laws.