Content Manager, Consultant

Your Role

The Digital Experience, Design, and Content team oversees the strategy and design of digital experiences across Blue Shield of California's digital products. The Content Manager, Consultant will report to the Sr. Manager, Digital Content Publishing. In this role you will help shape the content experience across our digital platforms and ensure content is not only user-centered and accessible, but also aligned with brand voice, business goals, and search engine optimization (SEO) best practices. With a strong focus on usability, you will craft intuitive site structures and write clear, compelling copy that helps users understand complex health insurance concepts and confidently take action.

Your Work

In this role, you will:

• Advocate for usability of Blue Shield’s websites from the content perspective, including site architecture, usability, findability, labeling, editorial voice, brand and user-centered content strategy, & SEO best practices
• Ability to add value to stakeholder requirements with user-centered strategies that drive online business success. The candidate will be able to apply business sense and marketing savvy to construct websites, sections and pages to satisfy these needs
• Intermediate web writer and editor who can construct compelling UI copy to help users understand and complete tasks; convey complex health insurance product and service information in a way that is easy to understand and act upon; and craft effective, on-brand marketing copy for campaign collateral
• Advanced understanding in SEO, including the application of best practices and knowledge of the changing trends re A.I. and SEO performance scoring, as well as skills in keyword research and strategy. The ability to interpret and apply web analytics data to optimize websites and pages is also required 
• Strong working understanding of best-practice web usability, findability, and site management, and have experience applying Information Architecture and SEO principles for content findability
• Knowledge of content management systems, with experience planning content on large, complex websites
• Translate business & marketing goals into content strategy requirements 
• Ability to support an editorial calendar-based content strategy 
• Ability to use data and metrics to back up assumptions and develop hypothesis
• The candidate will be a skilled communicator and collaborator, able to work with internal teams and stakeholders to create stellar results.
• To be successful in this role, the candidate must be able to hit the ground running in a fast-paced, demanding corporate environment, and be a quick learner to understand our business and our products

Your Knowledge and Experience

• Requires a bachelor's degree or equivalent experience and/or equivalent combination of education and experience
• Requires at least 7 years of prior relevant experience in marketing, digital content, or similar area
• Requires strong knowledge of marketing principles and practices including product promotion, placement and pricing techniques
• Requires experience as a content information architect with knowledge of metadata, taxonomy, and controlled vocabularies
• Ability to independently develop, implement and evaluate creative marketing plans
• Detailed knowledge of health plans and insurance products, services and their financial drivers strongly preferred                                                                    
• Experience using Conductor, Google Search Console, Confluence, Jira, and Figma is strongly preferred
• Knowledge of and ability to participate with UX/UI and UX Content Design Teams