Director, Digital Content Marketing

Company Overview

Shriners Children’s is an organization that respects, supports, and values each other. Named as the 2025 best mid-sized employer by Forbes, we are engaged in providing excellence in patient care, embracing multi-disciplinary education, and research with global impact. We foster a learning environment that values evidenced based practice, experience, innovation, and critical thinking. Our compassion, integrity, accountability, and resilience define us as leaders in pediatric specialty care for our children and their families.

All employees are eligible for medical coverage on their first day! In addition, upon hire all employees are eligible for a 403(b) and Roth 403(b) Retirement Saving Plan with matching contributions of up to 6% after one year of service. Employees in a FT or PT status (40+ hours per pay period) will also be eligible for paid time off, life insurance, short term and long-term disability and the Flexible Spending Account (FSA) plans and a Health Savings Account (HSA) if a High Deductible Health Plan (HDHP) is elected. Additional benefits available to FT and PT employees include tuition reimbursement, home & auto, hospitalization, critical illness, pet insurance and much more! Coverage is available to employees and their qualified dependents in accordance with the plans. Benefits may vary based on state law.

Job Overview

For more than a century, Shriners Children’s has delivered The Most Amazing Care Anywhere, providing world-class pediatric specialty care regardless of a family’s ability to pay. Today, we are reimagining how families, donors, providers, and communities discover and engage with our mission across digital platforms. We’re seeking a Director of Digital Content Marketing to lead a team of creators, social media managers and digital marketers who bring this mission to life every day.

Why Join Us

This is a rare opportunity to:

• Lead and develop a high-performing team of (social media managers and content creators) within a growing marketing department.
• Partner closely with digital operations, analytics and video production team to elevate storytelling across channels.
• Establish direction and guidance for facility marketing teams anchored by mission and broader brand strategy.
• Shape the voice, tone, and presence of one of healthcare’s most trusted nonprofit brands.
• Use emerging content strategies, social trends, and evolving AI-driven search/discovery behavior to drive meaningful patient inquiries, donor engagement, and brand affinity.
• See direct, real-world impact—your work helps families access care and helps donors support our mission.

You’ll join a collaborative, mission-driven culture that values creativity, innovation, equity, and storytelling that puts people first.

Summary:The Director of Digital Content Marketing is responsible for developing and executing a content strategy that strengthens brand trust, grows digital engagement, and supports patient acquisition and philanthropy efforts. This role oversees the day-to-day leadership of a team of four content and social media professionals, while partnering closely with analytics, digital platform teams, and an internal video production team.

This leader ensures that content across web, social, email, and emerging platforms is strategic, compliant, compelling, and optimized to reach families, donors, and community audiences where they are.

Responsibilities

Content & Social Leadership

• Translate digital marketing and brand strategy into annual and quarterly content plans across web, social, and multimedia channels.
• Guide content development that includes storytelling, written content, photography, and strategic integration of video assets.
• Establish and manage a corporate editorial calendar and content governance framework.
• Ensure content is accessible, brand-aligned, culturally inclusive, and compliant with HIPAA, privacy standards, and WCAG accessibility.
• Provide creative direction and quality oversight across all content formats.

Social Media & Community Engagement

• Lead strategy, publishing, and performance across organic social media platforms (Instagram, Facebook, TikTok, YouTube, LinkedIn, etc.).
• Strengthen brand trust, reputation, and audience engagement through proactive community-building.
• Manage review and reputation systems, including profile optimization, response workflows, and issue escalation.
• Monitor trends, conversations, and emerging behaviors using social listening and insights tools.
• Support compliant creator and influencer partnerships that amplify our mission.

SEO, Discovery & Content Performance

• Apply SEO and structured-content best practices to improve discoverability of conditions, treatments, and organizational impact.
• Optimize content for AI-driven search behaviors, including natural-language queries and emerging search interfaces.
• Partner with analytics to assess performance across reach, engagement, sentiment, and conversion metrics.
• Use data insights to refine storytelling approaches, content mix, posting cadence, and optimization strategies.
• Identify trending topics and audience needs through social listening, forums, and AI-assisted research.

Cross-Functional Collaboration & Enablement

• Collaborate with marketing peers, philanthropy, clinical leaders, patient experience, and provider relations to source meaningful stories.
• Coordinate with the video production team to integrate video assets strategically, ensuring alignment with priorities and tone.
• Provide training for internal contributors on storytelling, content basics, and social engagement best practices.
• Manage creative partners, agencies, and freelancers as needed.

Team Leadership & Operations

• Lead, mentor, and develop a team of social media and content professionals, fostering a culture of creativity, collaboration, and continuous improvement.
• Partner with analytics to ensure content is insight-driven and performance-informed.
• Maintain platforms and tools including CMS workflows, social publishing tools, DAM, listening systems, and dashboards.
• Steward budgets for content creation and amplification in alignment with digital marketing priorities.

Success Indicators

• Increased brand awareness, trust, and positive sentiment among parents, referring providers, and donors.
• Growth in qualified patient inquiries and referral pathways influenced by digital content.
• Increased donor engagement and philanthropic storytelling results.
• Improved reputation metrics: review volume, sentiment, ratings, and response consistency.
• A streamlined, efficient content operation with clear workflows, governance, and team cohesion.
• Strong cross-departmental relationships and elevated enterprise storytelling.

This is not an all-inclusive list of this job’s responsibilities. The incumbent may be required to perform other related duties and participate in special projects as assigned.

Qualifications

Required:

• 7+ years of experience in digital/content marketing, including at least 3 years leading content or social teams.
• Experience managing creators, social strategists, or content teams in fast-paced environments.
• Demonstrated success producing or directing multi-format content—including working with video assets, even if not a hands-on editor.
• Strong understanding of SEO, search evolution, and AI-driven discovery.
• Experience with social media management and creative tools (Meta, Hootsuite, Talkwalker, Adobe Creative Cloud, Canva, CapCut) and social/content management platforms.
• Data literacy—ability to interpret performance insights and adjust strategy accordingly.
• Experience working in regulated or compliance-driven environments.
• Excellent communication, collaboration, and stakeholder management skills.
• Bachelor’s Degree in marketing, communications, digital media, journalism, public relations or related field.

Preferred:

• Experience in healthcare, nonprofit, or complex multi-location organizations.
• Familiarity with review management platforms and provider profile optimization.
• Background in newsroom-style storytelling or digital journalism.
• Experience working with creators/influencers within compliance frameworks.
• Understanding of content accessibility standards (WCAG) and inclusive design.