Digital Content Strategy & Optimization Lead

The Job

The Digital Content Strategy & Optimization Leadserves as the enterprise owner of SCAN's digital content optimization roadmap, high-visibility content delivery, strategic publishing practices, and conversion optimization agenda. The role combines advanced content strategy and cross-enterprise influence with hands-on writing, editing, page production, and publishing to create high-caliber digital experiences for prospects and members.

This role leads content strategy and execution for high-priority enterprise initiatives, partnering across Digital Product, UX, Marketing, Sales, Analytics, Customer Experience, Compliance, Operations, and Technology. The position translates business objectives, audience needs, behavioral insights, and regulatory requirements into carefully crafted content and well-designed, timely published pages that improve clarity, engagement, conversion, education, and self-service outcomes.

Unlike a traditional senior content producer role, this position is accountable for shaping enterprise content direction, setting optimization priorities, making or escalating final decisions on content standards and publishing practices, and connecting content decisions to measurable portfolio-level prospect, member, and business outcomes. The role also serves as the final escalation authority for SCAN's most visible, sensitive, and strategically important digital content experiences.

You Will

Enterprise Content Strategy & Performance Leadership

Own and maintain the enterprise digital content optimization roadmap, including priorities, sequencing, stakeholder alignment, and measurable outcomes across the digital content portfolio. • Identify cross-enterprise opportunities to improve digital journeys through stronger messaging, content structure, page design, calls to action, personalization, and publishing practices. • Translate enterprise priorities, audience needs, Voice of the Customer insights, business goals, and performance data into strategic content recommendations and prioritized action plans. • Advise senior leaders and cross-functional partners on content direction, tradeoffs, risks, and opportunities for high-visibility digital initiatives. • Define, track, and be accountable for portfolio-level success measures for major content initiatives, using performance insights to influence ongoing investment, prioritization, and optimization decisions.

Senior Writer, Editor, Producer & Publisher

Serve as an additional senior writer, editor, content producer, and publisher for SCAN's most important prospect- and member-facing digital experiences. • Create, edit, optimize, produce, and publish clear, persuasive, accessible, accurate, and audience-centered digital content across prospect, member, broker, provider, employer, and partner experiences. • Lead content development and page production for high-priority enterprise initiatives, product and benefit launches, regulatory changes, campaigns, digital transformations, and time-sensitive business needs. • Craft conversion-focused headlines, body copy, calls to action, educational content, transactional guidance, and journey messaging appropriate to each audience and stage of the experience. • Ensure pages are well designed in partnership with UX and Creative, carefully produced, quality assured, compliant, and published on schedule. • Serve as the final escalation authority for complex, sensitive, regulated, executive-visible, or high-impact digital content when alignment, quality, timing, compliance, or business outcomes are at risk.

Cross-Enterprise Initiative Leadership

Lead content strategy, development, production, and publishing workstreams for enterprise initiatives where digital experience quality directly affects prospect or member outcomes. • Partner across Product, UX, Marketing, Sales, Analytics, Customer Experience, Member Services, Compliance, Legal, Operations, Creative, and Technology to align goals, requirements, messaging, design, approvals, and release timing. • Build alignment among senior stakeholders, reconcile competing requirements, and influence decisions that protect audience clarity, conversion potential, brand integrity, accessibility, and regulatory compliance. • Direct contributors, vendors, and external partners across complex content workstreams, establishing expectations, coordinating dependencies, resolving issues, and maintaining momentum without relying on direct supervisory authority. • Represent digital content strategy in cross-enterprise planning, discovery, design, launch-readiness, and performance-review forums.

Sitecore Publishing & Content Operations Leadership

Serve as a senior Sitecore XM Cloud subject matter expert and champion effective use of authoring, workflow, publishing, personalization, component, and emerging AI-enabled capabilities. • Provide strategic and hands-on leadership for page assembly, publishing models, content workflows, governance, quality assurance, version control, and release coordination. • Partner with Product and Technology teams to shape future-state Sitecore publishing capabilities and remove barriers to timely, high-quality delivery. • Drive continuous improvement in publishing efficiency, content quality, operational discipline, reuse, and platform adoption. • Set decision authority for content standards, publishing practices, optimization techniques, and effective Sitecore use; coach and guide contributors to consistently apply those standards across enterprise digital experiences.

Conversion, Search & Experience Optimization

Apply and advance SEO, answer engine optimization, generative engine optimization, structured content, metadata, accessibility, plain-language, and AI-discoverability practices. • Use behavioral analytics, search insights, journey performance, experimentation, stakeholder feedback, and Voice of the Customer findings to identify content-related friction and improvement opportunities. • Partner with UX and Analytics to plan tests, assess content and page performance, and recommend changes that improve engagement, conversion, comprehension, and task completion. • Create personalization-ready content variations and journey-based messaging that support audience needs and measurable business objectives. • Lead content audits, gap analyses, competitive reviews, and optimization programs that improve accuracy, findability, usefulness, timeliness, and performance.

Governance, Quality & Risk Management

Ensure digital content and pages meet SCAN standards for brand, voice, accessibility, usability, privacy, regulatory compliance, accuracy, and content governance. • Establish, approve, and enforce editorial, production, approval, quality assurance, and publishing standards for high-priority digital work, including when exceptions or tradeoffs are required. • Identify content, timing, compliance, experience, and operational risks early and recommend practical resolution paths. • Make or escalate final content decisions that appropriately balance speed, quality, compliance, prospect and member needs, operational feasibility, and business impact.

Other

• We seek Rebels who are curious about AI and its power to transform how we operate and serve our members.
• Actively support the achievement of SCAN's Vision and Goals.
• Other duties as assigned.

Your Qualifications

Experience Required

• Bachelor's Degree or equivalent experience in Marketing, Communications, Journalism, English, Digital Media, User Experience, Digital Strategy, or a related field.
• 8+ years of progressive experience in digital content strategy, digital writing, UX writing, web production, publishing, content optimization, digital marketing, or a related discipline.
• Demonstrated experience leading content strategy and delivery for complex, high-visibility, cross-functional initiatives.
• Demonstrated ability to influence senior leaders and enterprise stakeholders without direct authority.
• Advanced experience writing, editing, producing, and publishing conversion-focused content and pages for major digital experiences.
• Experience with enterprise content management systems and complex content workflows.
• Experience using analytics, audience insights, search data, journey performance, or testing results to recommend and measure content improvements.

Experience Preferred

• Advanced experience with Sitecore XM Cloud or a comparable enterprise digital experience platform.
• Experience with SEO, AEO, GEO, structured content, personalization, experimentation, AI-enabled content capabilities, and digital accessibility.
• Experience creating content for Medicare Advantage, healthcare, health insurance, financial services, or another highly regulated environment.
• Experience supporting enterprise launches, regulatory communications, acquisition journeys, member service experiences, or other business-critical digital initiatives.
• Certification in content strategy, digital marketing, SEO, UX writing, accessibility, Sitecore, or a related field.

What's in it for you?

• Base salary range: $92,400 to $140,000 per year
• Work Mode: Mostly Onsite
• An annual employee bonus program
• Robust Wellness Program
• Generous paid-time-off (PTO)
• Eleven paid holidays per year, plus 1 floating holiday, plus 1 birthday holiday
• Excellent 401(k) Retirement Saving Plan with employer match and contribution
• Robust employee recognition program
• Tuition reimbursement
• An opportunity to become part of a team that makes a difference to our members and our community every day!

We're always looking for talented people to join our team! Qualified applicants are encouraged to apply now!