Associate Director, Social Media - Remote

Primary 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
• 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

Required Qualifications

• 7+ years in social media, content strategy, or digital marketing; experience in healthcare or regulated industries strongly preferred
• 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