Note: The job is a remote job and is open to candidates in USA. UnitedHealth Group is a health care and well-being company dedicated to improving health outcomes. They are seeking an Associate Director of Social Media to develop enterprise social media content and channel strategy while managing video strategy across digital platforms.
Responsibilities
- Partner with the VP, Social Media, to develop enterprise social media content and channel strategy
- Contribute to the overarching video strategy across all owned digital channels-including websites, blogs, landing pages, and other owned properties
- Establish strategic relationships with business partners across the UHG enterprise, serving as a trusted advisor on video strategy, SEO best practices, and Generative Engine Optimization (GEO) to elevate enterprise wide video performance
- Partner with the VP, Social Media, to develop YouTube and TikTok strategies, lead execution, and ensure alignment with the broader owned channel video strategy
- Audit existing channels and determine which content needs a refresh vs. archiving
- Execute refresh for dated content in partnership with creative teams with video and channel best practices
- Collaborate with enterprise partners to identify video driven storytelling opportunities that bring key initiatives, programs, and business priorities to life across owned and social channels
- Partner with Insights & Intelligence, Search teams, and business stakeholders to surface data informed content opportunities-including formats and topics well suited for video based storytelling across owned and social channels
- Own content calendar and video content pipelines
- Manage day-to-day publishing operations, including video uploads, metadata, thumbnails, playlists, and scheduling for maximum impact
- Write search friendly headlines, descriptions, playlist titles and descriptions for all content
- Partner with content and creative teams to art direct video content to ensure viewability and engagement
- Experiment with formats-including Shorts, live streams, and long-form explainers-and lead A/B testing for titles, thumbnails, and packaging
- Stay current on YouTube and TikTok algorithms, and platform policy updates-especially those impacting healthcare content
- Manage relationships with organic channel partners and distribute key learnings and updates to the social teams within the enterprise
- Manage and grow a team of specialists
- Provide strategic support to the social media and digital teams, as needed
Skills
- 7+ years in social media, content strategy, or digital marketing
- Experience advising cross functional partners on video strategy, SEO, and GEO best practices
- Deep platform knowledge of YouTube, Instagram, TikTok and video creation
- Proficiency with social media and search tools, analytics platforms, and content creation
- Familiarity with healthcare compliance requirements (HIPAA, FDA guidelines, FTC advertising standards)
- Proven solid storytelling skills; ability to translate complex topics into accessible, engaging content
- Proven solid relationship building skills and the ability to influence stakeholders across a large, matrixed organization
- Proven excellent organizational skills and attention to detail; ability to manage multiple priorities in a fast-paced environment
- Experience in healthcare or regulated industries strongly preferred
Benefits
- A comprehensive benefits package
- Incentive and recognition programs
- Equity stock purchase and 401k contribution (all benefits are subject to eligibility requirements)
Company Overview