Content Marketing (Healthcare) - Associate Director

Key Responsibilities

1. Thought Leadership Strategy & Ownership

• Define and manage the Healthcare BU’s annual thought leadership strategy in collaboration with Healthcare Marketing Head and BUs (Payer, Provider, TriZetto) and Cognizant Corporate Marketing.
• Build content themes aligned to healthcare market trends: agentic AI, OBBBA compliance, AI-powered BPaaS, payer modernization, care delivery transformation, platform modernization, etc.
• Drive the “executive voice” strategy for BU leaders: positioning, narrative frameworks, POVs, content plans, and publication cadence.

2. Content Creation & Editorial Leadership

• Lead the development of high-quality thought leadership assets: POVs, whitepapers, research-backed papers, ghostwritten articles, trend reports, playbooks, and more.
• Ensuring content reflects deep healthcare industry context, data-backed insights, and a strong AI-led transformation perspective.
• Act as the editorial gatekeeper for tone, quality, storytelling, structure, brand alignment, and compliance with healthcare marketing and corporate marketing standards.

3. Campaign Execution (End-to-End)

• Convert thought leadership content into integrated campaigns across paid, owned, earned channels.
• Develop channel strategies, messaging frameworks, and amplification plans.
• Own campaign measurement, including reach, engagement, conversions, and mid-funnel impact.

4. Leadership Voice Development

• Craft narrative pillars and content calendars for BU leaders.
• Ghostwrite articles and thought pieces tailored to executive voice.
• Prepare executives for speaker opportunities, panels, and industry events.

5. Research & Market Insights

• Conduct deep healthcare market research- payer, provider, regulatory, AI trends and translate insights into content opportunities.
• Collaborate with Analyst Relations teams on aligned content.
• Integrate competitive intelligence into content strategy.

6. Collaboration & Stakeholder Management

• Work closely with SMEs, consulting, product teams, sales, and corporate marketing.
• Partner with design teams to build visually strong, brand-compliant assets.

Required Skills & Experience

Experience

• 10–15 years in content marketing, editorial strategy, or thought leadership roles.
• Healthcare, consulting, enterprise tech or SaaS background preferred.
• Strong ghostwriting and senior executive content development experience.
• Hands-on experience running integrated content campaigns.

Core Skills

• Outstanding writing, storytelling, editing, and narrative design capabilities.
• Ability to simplify complex healthcare and AI topics for executive audiences.
• Strong strategic thinking and content planning.
• End-to-end campaign management expertise.

Tools & Competencies

• Familiarity with marketing automation tools, CMS, analytics, and social publishing platforms.
• Ability to brief and collaborate with cross functional teams and agencies.
• Superior editorial and project management abilities.

Success Metrics (KPIs)

• Volume & quality of thought leadership assets published quarterly.
• CXO engagement across Media/PR, LinkedIn, and events.
• Mid-funnel impact: MQL contribution and content-assisted pipeline.
• Executive satisfaction with authored content and narrative strategy.
• Increased share of voice across healthcare AI transformation.
• Alignment of outputs with BU priorities and Cognizant’s AI-first narrative.