Develops and executes B2C and B2B content and editorial strategies across VNS Health Marketing and Communications departments, as well as for specific lines-of-business (LOB) such as health plans, hospice care and home care as needed. Oversees creation, distribution, and management of VNS Health marketing and editorial content, including, websites, direct marketing, native advertising, advertorials, newsletters, marketing collateral, social media, and email communications. Provides editorial support and oversight to VNS Health programs and departments to ensure the quality, consistency and professionalism of VNS Health content. Maintains cross-department content alignment to ensure adherence to over-arching corporate content strategies. Works under general supervision.

• Develops strategies for VNS Health’s content-driven marketing initiatives to create, distribute, and promote highly relevant, valuable content necessary to attract, acquire, and engage target audiences.

• Collaborates with corporate and business unit leaders to develop online strategy and implementation plans for the VNS Health master brand and for each LOB.

• Manages content related projects from project brief and initial scope through budgets, timeline and completion.

• Understands and communicates VNS Health content needs and objectives to the internal business teams and to third-party vendors. Works with in-house resources and outside agencies as they pertain to content and editorial.

• Optimizes content and site architecture for search engine optimization (SEO).

• Audits existing content for relevance, timeliness, search optimization and engagement (content inventories, audits, gap analyses, taxonomy, metadata, structured data, style, etc.).

• Ensures consistency of brand messaging and “look and feel” in both print and digital communications. Serves as central point of contact for departments generating content. Establishes and enforces editorial standards and style, within brand standards.

• Develops and maintains editorial calendar to determine what content to create and on what schedule.

• Captures a variety of metrics to measure effectiveness of content and optimize appropriately to support business goals.

• Participates in special projects and performs other duties as assigned.

Education:

• Bachelor's Degree in Marketing, Communications or the equivalent required

Work Experience:

• Minimum of five years of progressive experience in developing and implementing integrated content/editorial strategies for organizations with multiple business units required

• Demonstrated understanding of both healthcare professional and consumer audiences and their related content behaviors and preferences required

• Strong understanding of SEO (search engine optimization) and how to utilize content to support overall search strategies preferred

• Proficiency with Internet technology and general knowledge of digital media elements and content management systems required

• Excellent communication, decision-making, organization and project management skills required

• Experience with MS Office (Excel, Word, PowerPoint, Outlook) required