This isn't packaged goods. It's a bigger challenge than that. Here you're making a difference in people's lives, starting with your own. Join us and start doing your life's best work.(sm)The Consumer Engagement Content Marketing lead for M&R Brand and Growth develops strategies within content marketing to drive consumer engagement and growth. This includes full upper funnel content strategy, deployment and management, from Awareness (Connect, Educate) to Acquire (Shop & Select, Enroll). Responsibilities include:Develop content strategy: Establish data-driven content strategy for the awareness and acquisition activitiesConvene, manage and deploy content: Serve as the hub for content within Brand & Growth that provides and influences content across the Portfolio, M&R Marketing organization and enterpriseReport results: Establish and report on metrics that illustrate how content is driving engagement and growth Core ResponsibilitiesDevelop insight-based consumer engagement content marketing strategies that can be leveraged across the consumer journey via multiple channels to help acquire new customers, from awareness to acquisitionEnsure content is aligned with relevant brand – style, tone, voiceOptimize content for based on a clear understanding of context (i.e. experience and channel)Channels could include blogs, social media, video, email, newsletters, infographics, etc.Convene, manage and deploy content for offline, online and social media channels.Serve as the content hub. Share existing content with business partners – such as Portfolio, Brand, NTM, Acquisition, Email – to drive engagement and growth, foster consistent consumer experiences, and functional alignment and efficiencies (e.g., Medicare education on acquisition websites)Develop, influence and distribute content such as blogs, social media, video, email, newsletters, infographics, etc.Leverage SEO, search, paid media, social, display and emails to drive engagement and insightsEvaluate, influence and deploy technology solutions at scale to drive consumer engagement and growthDevelop and manage an editorial calendar based on consumer insights and analyticsCreate and implement a framework/process for content planning, creating and productionResearch and develop (writing, creative) new content as neededEstablish a content library so content is transparently accessible and searchable by topic/key wordOversee the Medicare Made Clear entity, including blog content strategy and development, social media and websiteDevelop an intake process for reactive content opportunities (e.g., UHG Human Capital, UHC Marketing)Manage team of internal content creators/managers that deliver on key objectivesContinuously review and improve consumer engagement via content performance.Use data insights to review content and tactic effectiveness (e.g., SEO, paid search, social media, display, email) and identify tactics to improve performanceCapture personalized data and insights to inform engagement content and tactics in order to drive personalization through technology solutions and help prospects move along the consumer journeyEnsure content strategy is informed/refined by regular, detailed content auditsCollaborate with and influence cross-functional leaders and teams to leverage consumer engagement content across M&R – Federal Programs, Insurance Solutions, External Communications, Field – as well as with C&S and across the UnitedHealth Group enterpriseLiaise on an ongoing basis with these teams to identify content synergies and opportunities to leverage content across the enterpriseContribute content to M&R's National Medicare Education Week such as Medicare Made Clear materials, blog posts, content for Direct Mail, etc.Own Medicare education content within Acquisition Marketing and foster alignment and coordination across teams to provide a consistent, hassle-free experience for consumers when they engage with Medicare education at UHC
Required Qualifications:Bachelor's Degree 8-10 years of content marketing experience 3 years experience in digital marketing Experience driving external relationships with organizations as a thought leaderExperience in social media management Preferred Qualifications:Healthcare industry experienceUnderstanding of content management systems (Adobe)Careers at UnitedHealthcare Medicare & Retirement.The Boomer generation is the fastest growing market segment in health care. And we are the largest business in the nation dedicated to serving their unique health and well-being needs. Up for the challenge of a lifetime? Join a team of the best and the brightest to find bold new ways to proactively improve the health and quality of life of these 9 million customers. You'll find a wealth of dynamic opportunities to grow and develop as we work together to heal and strengthen our health care system. Ready? It's time to do your life's best work.(sm) Diversity creates a healthier atmosphere: UnitedHealth Group is an Equal Employment Opportunity/Affirmative Action employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, age, national origin, protected veteran status, disability status, sexual orientation, gender identity or expression, marital status, genetic information, or any other characteristic protected by law.UnitedHealth Group is a drug-free workplace. Candidates are required to pass a drug test before beginning employment. Job Keywords: Content Marketing, Digital Marketing, Minnetonka, MN, Minnesota
Internal Number: 759071
About UnitedHealth Group
Our mission is to help people live healthier lives and to help make the health system work better for everyone.- We seek to enhance the performance of the health system and improve the overall health and well-being of the people we serve and their communities. - We work with health care professionals and other key partners to expand access to quality health care so people get the care they need at an affordable price. - We support the physician/patient relationship and empower people with the information, guidance and tools they need to make personal health choices and decisions.