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Digital Content Strategist, B2B Marketing Advisor

Cigna West Hartford, CT
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Job description

The Content Marketing Advisor will support the Evernorth Health Services business segment. Reporting to the Marketing Director, this role represents the Editor-in-Chief for Evernorth Insights. They will serve as the content strategist and coordinator for the organization by partnering with other Marketing and Business stakeholders to increase client and prospect conversions and engagements in service of lead gen goals. The role is portfolio-focused and responsible for the digital content strategy.

Success in this role will rely on:

  • Understanding how all digital touchpoints (social media, paid campaigns, emails, etc.) can feed a lead gen pipeline and how content moves a buyer through the marketing funnel
  • Being able to pull together, organize, and standardize a fragmented landscape across multiple lines of business and partner to tie the content marketing performance to sales results and inform data-driven decisions
  • Leading through influence as a subject matter expert on all things content and digital marketing
  • Being a self-directed, proactive individual who is able to develop trusted relationships in a highly matrixed, cross-functional organization
  • Being comfortable and flexible in a fast-paced, dynamic environment
  • Thinking at an enterprise level, not for just one product but across the entire portfolio

Duties and Responsibilities

  • Own the portfolio editorial meeting and calendar in order to give internal stakeholders visibility to upcoming content and increase coordination, collaboration, and consistency across paid and owned channels
  • Orchestrate digital content strategies across all lines of business to identify synergy opportunities across content and channels
  • Establish content pillars aligned to the Evernorth value proposition to guide the content development strategy and to tell the Evernorth story consistently
  • Make ongoing new content recommendations across a variety of formats (video, articles, infographics, reports, white papers, etc.), based on industry trends, performance insights, business objectives, and SEO inputs
  • Manage the content publishing process by streamlining and documenting each step to publication including asset management and appropriate archiving
  • Review all content before publication to ensure consistency with content guidelines and standards (tone, visuals, etc.) and identify improvements
  • Contribute to monthly paid/owned reports by analyzing content performance across channels and making optimization recommendations, based on actionable insights
  • Partner with the SEO team to collect metadata, optimize page performance, and make content recommendations to improve engagement and organic traffic to the website
  • Implement and document a consistent tagging process to syndicate content strategically on the website, based on pages, topics, and solutions
  • Own the monthly Evernorth.com newsletter content and distribution to increase visibility, traffic, and engagement with content on the website
  • Coordinate drafting and creation of content, according to content standards, from a series of contributors throughout the organization; this could require writing content, as needed

Qualifications should include

  • Bachelor’s Degree; MBA or Master’s Degree a plus
  • 8+ years of relevant, strategic experience
  • Content marketing experience on a B2B, analytically-driven marketing team preferred
  • Content Management System (CMS) experience preferred; Drupal a plus
  • Experience with marketing analytics preferred
  • Ability to work effectively in dynamic, rapidly changing, team-based environment
  • Must balance high-priority, long-term projects with short-term, immediate deadlines
  • Proven ability to lead in a heavily matrixed environment
  • Ability to foster collaboration and value other perspectives and gain support and buy-in for organizational proposals
  • Excellent oral and written communication skills and executive presence
  • Excellent attention to detail
  • Healthcare experience is a plus, but not required

If you will be working at home occasionally or permanently, the internet connection must be obtained through a cable broadband or fiber optic internet service provider with speeds of at least 10Mbps download/5Mbps upload.

About Cigna

Cigna Corporation exists to improve lives. We are a global health service company dedicated to improving the health, well-being and peace of mind of those we serve. Together, with colleagues around the world, we aspire to transform health services, making them more affordable and accessible to millions. Through our unmatched expertise, bold action, fresh ideas and an unwavering commitment to patient-centered care, we are a force of health services innovation. When you work with us, or one of our subsidiaries, you’ll enjoy meaningful career experiences that enrich people’s lives. What difference will you make?

Qualified applicants will be considered without regard to race, color, age, disability, sex, childbirth (including pregnancy) or related medical conditions including but not limited to lactation, sexual orientation, gender identity or expression, veteran or military status, religion, national origin, ancestry, marital or familial status, genetic information, status with regard to public assistance, citizenship status or any other characteristic protected by applicable equal employment opportunity laws.

If you require reasonable accommodation in completing the online application process, please email SeeYourself@cigna.com for support. Do not email SeeYourself@cigna.com for an update on your application or to provide your resume as you will not receive a response.

Cigna has a tobacco-free policy and reserves the right not to hire tobacco/nicotine users in states where that is legally permissible. Candidates in such states who use tobacco/nicotine will not be considered for employment unless they enter a qualifying smoking cessation program prior to the start of their employment. These states include Alabama, Alaska, Arizona, Arkansas, Delaware, Florida, Georgia, Hawaii, Idaho, Iowa, Kansas, Maryland, Massachusetts, Michigan, Nebraska, Ohio, Pennsylvania, Texas, Utah, Vermont, and Washington State.

Salary range Not specified
Date posted 15th November 2022
Commitment Full-Time
Place of work Remote (United States)
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