Digital Content & Media Specialist

The Digital Content & Media Specialist is responsible for developing, managing, and optimizing digital content across multiple platforms to support brand awareness, member engagement, and business growth. This role focuses on content strategy, storytelling, digital channel management, and performance analytics rather than graphic design execution.

Working within a highly regulated healthcare environment, this position ensures all content aligns with brand standards, regulatory requirements (Medicare/Medicaid/commercial), and organizational strategy. The Specialist partners cross-functionally to deliver meaningful, compliant, and audience-focused content that supports members, providers, employers, and community stakeholders across Ohio, West Virginia, and emerging Pennsylvania markets.

Essential Job Functions:

Content Strategy & Development

• Develop and execute content strategies and editorial calendars aligned with organizational goals and campaigns
• Create high-quality written content including:

• Articles, blogs, newsletters, and member communications
• Website and landing page content
• Email campaigns and internal communications

• Translate complex healthcare and insurance topics into clear, engaging, and compliant messaging
• Maintain and manage content within platforms such as:
• CMS systems
• Communication tools (e.g.,SmartCommor similar platforms referencedin )
• Ensure version control, consistency, and proper documentation of content

Digital Channel Management

• Manage andmaintaincontent across:
• Corporate website and intranet
• Social media platforms
• Email marketing campaigns
• Ensure consistency in voice, messaging, and brand standards across all channels
• Monitor and respond (asappropriate)to digital engagement and inquiries

Compliance & Regulatory Alignment

• Work with internal stakeholders (Marketing, Sales, HR, Clinical, Provider Relations, Community Outreach) to:
• Develop targeted messaging for key audiences
• Support product launches and member initiatives
• Coordinate with Graphic Design for visual execution (minimal design work performed directly)
• Collaborate with vendors or internal teams on multimedia content (video, photography, campaigns)

Campaign Execution & Engagement

• Support and execute marketing campaigns that promote:

• Member engagement and health initiatives
• Community outreach and events
• Brand awareness and growth strategies

• Assist in promoting health fairs, educational events, and community programs
• Track and analyze performance metrics across digital channels
• Provide insights and recommendations to improve:

• Engagement
• Reach
• Conversion and member interaction

• Utilize data to refine content strategy and campaign effectiveness
• Support special projects, events, and organizational initiatives as assigned
• Participate in meetings, planning sessions, and cross-functional initiatives

Required Skills/Abilities:

• Strong writing, editing, and storytelling skills withabilityto adapt tone for multiple audiences.
• Strong organizational and project management skills
• Ability to manage multiple priorities in a deadline-driven environment
• Familiarity with Medicare and Medicaid marketing guidelines and compliance requirements
• Experience with video, multimedia content coordination, or vendor management (not primary creator)
• Knowledge of marketing automation platforms and social scheduling tools (e.g., Hootsuite, Sprout)
• Understanding of user experience (UX) and digital engagement best practices
• Experience collaborating with graphic designers, agencies, or external vendors

Education/Experience:

• Bachelor’s degree in Marketing, Communications, Journalism, Digital Media, or related field (or equivalent experience)
• Minimum of 3+ years of experience in digital content, social media, or content marketing.
• Experience managing multi-channel content (web, email, social, intranet)
• Working knowledge of:

• Content Management Systems (e.g., WordPress, Drupal)
• Email marketing platforms (e.g., Mailchimp, Constant Contact)
• Social media platforms (Facebook, LinkedIn, Instagram, X)
• Basic knowledge of:

• SEO and content optimization
• Web analytics tools (e.g., Google Analytics)
• Experience within the healthcare or insurance industrypreferred.