Marketing Content Specialist

Title: Marketing Content Specialist - Hybrid

Location: San Diego United States

Department: Marketing(427908)

Hiring Pay Scale: $110,760 - $159,147 / Year

Job Description:

This position has recently been accreted by UAW CM union and will be a part of that union moving forward.

This position will work a hybrid schedule which includes a combination of working both onsite at Greenwich Drive (San Diego, CA) and remote.

DESCRIPTION

The Marketing Content Specialist is a key driver of UC San Diego Health's marketing strategy, leading the development and optimization of compelling advertising and marketing content that supports brand awareness, engagement, conversion and customer loyalty. Leveraging expertise in content strategy, copywriting, SEO/GEO best practices and audience personalization, this role translates marketing objectives and complex subject matter into clear, impactful communications across digital and print channels.

As a recognized content expert, the Marketing Content Specialist develops and optimizes content for paid media campaigns, websites and digital experiences, SEO/GEO initiatives, video and multimedia assets and CRM communications including email marketing and automated nurture campaigns. The role delivers audience-focused messaging tailored to specific customer segments and lifecycle stages, ensuring consistency across owned and paid channels while partnering with cross-functional teams to drive integrated marketing and customer experience outcomes.

The specialist understands how to tailor content for diverse advertising formats, including digital display, audio, paid social, search, video, out-of-home, direct mail and print advertising, ensuring messaging aligns with channel best practices and campaign goals.

Key Responsibilities

• Develop compelling marketing content and advertising copy for paid media, websites, landing pages, email campaigns, social media, video and multimedia assets, direct mail, marketing collateral and other digital and consumer-facing communications.

• Create, optimize, and maintain SEO- and GEO-focused content, applying search, content structure, and audience engagement best practices to improve discoverability, visibility and performance across traditional and AI-powered search experiences.

• Develop and optimize content for CRM and lifecycle marketing programs, including email communications, automated nurture journeys, onboarding, retention and re-engagement campaigns.

• Tailor content and messaging to specific audiences, personas, and stages of the customer journey while maintaining a consistent brand voice across channels and platforms.

• Translate complex, technical, or sensitive subject matter into clear, relevant and audience-focused communications.

• Partner with marketing and CRM campaign managers, digital strategists, social and creative partners to develop integrated content strategies and campaigns.

• Establish and maintain messaging consistency, ensuring alignment with brand and editorial standards and business objectives.

• Stay current on emerging content marketing, SEO, GEO, AI-driven search, and digital marketing trends, recommending new approaches and best practices to improve content effectiveness.

• Review, edit and provide strategic guidance on content developed by internal teams and external agencies.

• Measure and optimize content performance using audience insights, campaign results and digital analytics.

MINIMUM QUALIFICATIONS

• Nine or more (9+) years of related experience, education/training, OR a Bachelor’s degree in related area plus two years of related experience/training.

• Advanced skill in written and verbal communication skills, including the ability to craft compelling messages.

• Advanced knowledge of the fundamentals of design and implementation.

• Advanced skill in creating effective websites.

• Advanced understanding of technical language and requirements of the assigned work.

• Advanced knowledge of digital communication media, including content management systems and/or relevant web applications used for website production, and organization-specific computer application programs. 

• Advanced technical skills in computer applications for web production, image handling, publishing and design, illustration, presentation preparation, animation, web interaction, and / or other state-of-the-art web communication capabilities. 

• Advanced understanding of the organization's processes, procedures, and applicable rules and regulations for web communication.

• Advanced knowledge of the organization, including its achievements, goals, objectives, vision and mission and how digital communication can effectively convey and advance the message to various audiences. 

• Advanced skill to monitor and assess processes or services and make necessary improvements.

• Advanced project management skills to complete projects within budget and time constraints.

• Advanced interpersonal communication skills, including political acumen and skill in trouble-shooting and applying proactive and positive solutions.

PREFERRED QUALIFICATIONS

• Deep understanding of healthcare marketing strategies tailored for the health care sector. 
• Experience with compliance regulations, particularly HIPAA and data privacy. 
• Knowledge of WCAG 2.1 Level AA accessibility requirements. 
• Knowledge of ensuring marketing content meets WCAG 2.1 Level AA accessibility requirements. 
• Demonstrated competency and commitment to equity, diversity and inclusion.

SPECIAL CONDITIONS

• Must be able to work various hours and locations based on business needs.
• Employment is subject to a criminal background check and pre-employment physical.