[Remote] Associate Director, Newsroom and Digital Content Strategy

Note: The job is a remote job and is open to candidates in USA. UnitedHealthcare is hiring an Associate Director to lead its Corporate Communications Newsroom writing team and editorial strategy. The role oversees content operations and develops digital and generative AI search visibility strategies, coordinating across communications, product, SEO, analytics, social, and subject-matter teams.

Responsibilities

• Lead the strategy, operations and ongoing development of the UHC Newsroom writing team, establishing clear priorities, workflows, up-to-date editorial calendars and accountabilities
• Manage writers and/or editorial resources, providing coaching, direction and quality oversight
• Develop an enterprise-informed Newsroom content strategy tied to UnitedHealthcare business, consumer and reputation priorities
• Identify opportunities to evolve Newsroom storytelling based on audience needs, search behavior, reputation priorities and emerging healthcare conversations
• Ensure Newsroom content is accurate, consumer-friendly, differentiated and consistent with UnitedHealthcare editorial and brand standards
• Establish scalable editorial processes that enable the team to move quickly while maintaining appropriate review, quality and risk standards
• Partner with communications leaders and subject-matter experts to translate complex healthcare topics into useful, understandable content
• Lead the communications content strategy for improving UnitedHealthcare visibility within generative AI and AI-powered search experiences
• Partner closely with digital product, SEO agencies/analytics and UHC.com teams to identify content gaps, unanswered consumer questions and areas where UnitedHealthcare has an opportunity to strengthen authority and visibility
• Translate GEO insights into prioritized content recommendations for the Newsroom and broader UHC.com ecosystem
• Develop strategies to improve the depth, quality, structure, discoverability and usefulness of existing and new content
• Build a systematic approach for determining when an opportunity should be addressed through new content, optimization of existing content or amplification across additional channels
• Monitor changes in consumer search and AI discovery behavior and adapt editorial strategies accordingly
• Develop channel action plans to quickly respond when GEO monitoring identifies an emerging opportunity, content gap, consumer question or factual information need
• Determine the most effective combination of Newsroom, UHC.com, social, video and other owned-channel content needed to address an opportunity
• Coordinate with communications, digital, social, product and subject-matter teams to move from insight to content activation quickly
• Establish playbooks and repeatable processes for responding to emerging topics so UnitedHealthcare can provide clear, accurate and authoritative information when consumers are seeking it
• Help anticipate emerging conversations and build content before information gaps become larger reputation or visibility challenges
• Establish and maintain a measurement framework for Newsroom content performance and GEO growth
• Track and report progress against key performance indicators, including measures such as AI visibility, share of voice, citation/answer presence, organic visibility, engagement, traffic and content performance
• Create regular performance reporting for communications leadership that translates data into clear insights, progress, opportunities and recommended actions
• Partner with digital analytics and product teams to establish baselines and appropriate growth targets
• Use performance data to continually optimize editorial investment and identify where new or refreshed content can produce the greatest impact
• Connect editorial activity to measurable reputation, visibility and business outcomes wherever possible
• Serve as a key connector among Communications, Digital Product, Marketing, Social, SEO, Analytics, Brand and other enterprise partners
• Build strong relationships with business and subject-matter experts to anticipate upcoming priorities and information needs
• Help align Newsroom content with broader UHCcom and enterprise digital strategies while maintaining a clear editorial purpose for the Newsroom
• Advocate for consumer needs and content opportunities within digital product planning and prioritization
• Provide strategic counsel to communications leaders on emerging content, search and AI visibility opportunities

Skills

• 10+ years of experience in communications, journalism, editorial strategy, digital content, content marketing or related work
• 5+ years of experience leading writers, editors, content strategists or multidisciplinary content teams
• 3+ years of experience developing and executing enterprise-level editorial or content strategies
• 1+ years of experience developing content strategies for generative AI search, GEO, AI visibility or other emerging discovery platforms
• Experience using data and insights to inform content strategy and prioritization
• Experience working across complex, highly matrixed organizations and influencing partners without direct authority
• Experience managing multiple priorities and responding quickly to emerging issues or opportunities
• Solid knowledge of digital content strategy, SEO, audience behavior and content performance measurement
• Proven excellent writing, editing and storytelling skills, with demonstrated experience translating complex information for consumer audiences
• Experience with enterprise websites, digital product organizations or large-scale content ecosystems
• Experience using SEO analytics, social listening, AI visibility or content intelligence platforms
• Experience developing executive-level reporting and translating complex performance data into actionable recommendations
• Healthcare, health insurance, financial services or another highly regulated industry experience
• Experience developing content for reputation-building, issues management or high-visibility corporate communications

Benefits

• A comprehensive benefits package
• Incentive and recognition programs (subject to eligibility requirements)
• Equity stock purchase (subject to eligibility requirements)
• 401k contribution (subject to eligibility requirements)
• Remote work from anywhere within the U.S.; for hires in the Minneapolis or Washington, D.C. area, a minimum of four days per week in the office is required.
• Development for other roles you may be interested in

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