Content & Digital Marketing Specialist

PRIMARY FUNCTION

The Content & Digital Marketing Specialist creates and runs Pediatric Associates Family of Companies’ (PAFC) enterprise social media, from short-form video and copy to the organic content calendar and paid social campaigns, helping families find, trust, and choose PAFC practices.

Content comes first in this role. The Content & Digital Marketing Specialist writes, storyboards, and produces social content and short-form video, and writes the creative briefs that guide designed assets. The role owns PAFC’s enterprise organic social calendar and paid social campaigns, using a deep understanding of what performs organically to shape paid social, and supports other paid channels as needed. Reporting is central to the role: turning performance data into clear insights about what it means for the business, and building those learnings into the next content calendars and campaigns. Because PAFC serves families across many locations and markets, this role calls for an experienced marketer with sharp attention to detail and a nuanced understanding of multi-location social.

This role reports to the Content and Digital Strategy Manager.

ESSENTIAL DUTIES AND RESPONSIBILITIES

This list may not include all of the duties that may be assigned.

1. Lead enterprise social content creation, concepting, writing, and producing posts, carousels, stories, and short-form video in a warm, family-friendly voice that is consistent across PAFC brands and markets.
2. Plan and produce short-form video for organic and paid social, including storyboarding, scripting, and light editing.
3. Write short-form marketing copy, including social captions, ad copy, headlines, and calls to action that are clear, persuasive, and patient-friendly.
4. Write clear creative briefs through marketing intake, covering the objective, audience, key message, call to action, specs, and deadlines.
5. Own the enterprise organic social content calendar and publishing across PAFC’s consumer social channels (e.g., Facebook, Instagram), knowing it deeply so organic and paid social work together.
6. Coordinate with the community marketing team on local priorities, geographic targeting, and market-specific content. Review content submitted by the community marketing team to ensure it meets enterprise standards and compliance requirements (e.g., not showing any protected patient information).
7. Monitor and respond to social comments and messages in a timely, caring, on-brand way, escalating reputation issues, and sending anything involving the media or a potential crisis to the appropriate parties.
8. Promote community events, partnerships, and classes through organic and paid social.
9. Own paid social, planning, building, launching, and optimizing campaigns in Meta Ads Manager and other social ad platforms, including audiences, geographic targeting by market, creative, and budget pacing, in line with the strategy and budget set by the Senior Director of Consumer Marketing, and partnering with the paid media agency where it supports execution.
10. Use what performs on the organic calendar to shape paid social, such as promoting top-performing content and aligning paid campaigns with upcoming content themes.
11. Optimize paid social toward CAC, cost per lead, and appointment bookings, running ongoing tests on creative, copy, and audiences.
12. Support other paid channels outside of search, such as display and online video, as assigned. Coordinate so messaging and creative are consistent across channels.
13. Report on organic and paid social performance in a way that goes beyond the numbers: explain what results mean for the business, such as which content and campaigns drive bookings in which markets, and recommend next steps.
14. Build insights into the next content calendars and paid social campaigns, using a clear test-and-learn approach.
15. Ensure every campaign is set up for accurate measurement, including call tracking, UTMs, landing pages and conversion tracking.
16. Ensure all organic and paid social content, including agency and community marketing work, follows HIPAA, healthcare advertising platform policies, and brand standards, including privacy-safe tracking and audience targeting.
17. Use approved AI tools to brainstorm concepts, draft copy and scripts, and speed up editing and reporting, always reviewing output for accuracy, tone, and compliance and never entering patient information into unapproved tools.
18. Stay current on platform changes, social and video trends, ad products, and best practices, and bring new ideas to the team.
19. Work closely with other consumer marketing team members to ensure cohesive, omnichannel strategies that support patient acquisition, engagement, and retention.

SUPERVISORY RESPONSIBILITIES

None.

QUALIFICATIONS

EDUCATION:

Bachelor’s degree in Marketing, Communications, or a related field.

EXPERIENCE:

• 4–6 years of experience in social media marketing, including hands-on ownership of both organic and paid social for a brand.
• Hands-on experience planning, building, and optimizing paid social campaigns in Meta Ads Manager and other social ad platforms.
• Experience writing short-form marketing and advertising copy, such as social captions, ad copy, and calls to action.
• Experience with video for social, including storyboarding, scripting, and light editing.
• Experience writing creative briefs for designers, video producers, or agencies.
• Multi-location or multi-brand social media experience strongly preferred.
• Experience with social media management tools (e.g., Birdeye, Sprout Social, Hootsuite) preferred.
• Healthcare or other regulated industry experience a plus.

KNOWLEDGE, SKILLS AND ABILITIES

• Strong understanding of marketing copywriting and what makes short-form advertising clear, persuasive, and on brand.
• Strong reporting and analytical skills, with the ability to interpret data, explain what it means for the business, and turn insights into next steps.
• Critical thinking and sound judgment, especially when balancing enterprise standards with local market needs.
• Deep understanding of paid social, including audience and geographic targeting, creative testing, and budget pacing.
• Working knowledge of video and design tools (e.g., CapCut, Adobe Premiere, Canva).
• High attention to detail and comfort with nuanced, multi-location work.
• Familiarity with HIPAA and healthcare advertising policies, including privacy-safe tracking and targeting.
• Comfort using AI tools responsibly to work more efficiently, with good judgment about reviewing output.
• Ability to collaborate effectively across marketing, creative, and community marketing teams and with agency partners.
• Bilingual in English and Spanish preferred.

TYPICAL WORKING CONDITIONS

• Full time remote/telework

OTHER PHYSICAL REQUIREMENTS

• Vision
• Sense of sound
• Sense of touch