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Senior Content Strategist – Eden Prairie, MN



UnitedHealth Group
January 14, 2021
Eden Prairie, MN
Job Type


The Senior Content Strategistis part of Optum's new Direct-to-Consumer business team. This new Team sits atthe intersection of health care and retail, to support consumers as they assumea greater role in their health and wellness ownership.  It is our mission to increase access to allconsumers, for the health and wellness products and services they need, at thebest value, via a premiere experience. 

Specifically, the SeniorContent Strategist is responsible for owning, defining and executing the contentstrategy for our consumer digital experience.  Partnering with merchandising and marketing colleagues,this individual will plan and create digital content experiences that supportmarketing and merchandising plans. In addition, this role will be responsiblefor managing and executing SEO opportunities and initiatives. Identifying andleveraging data, the content strategist will deliver personalized digitalexperiences that ultimately drive key business KPIs.   

To be successful, candidates will: have demonstratedsuccess in defining and implement digital content strategy initiatives thatresulted in increased consumer acquisition and conversion; possess stronganalytical skills and are able to recommend solutions to optimize the digitalexperience based on data and insights; actively monitor industry themesand trends to stay ahead of the curve. 

Primary Responsibilities:
  • Collaborate with product, marketing, andmerchandising to create content to support new product offerings
  • Partner with Marketing to develop and manage aneditorial calendar for website content updates; in sync with Marketingcampaigns:
    • Createnew or update existing website content to correspond with the marketing andmerchandising editorial calendar
    • Driveacquisition and SEO growth strategy by sourcing content from industry experts,key partners or specialty agencies
  • Manage the pipeline to ensureproduction is timed to meet the editorial calendar and meets planned deliverydates
  • Develop and SEO, content strategy, taxonomy and metadataroadmap and manage execution:
    • Partnerwith internal teams and external agencies to execute on SEO opportunities
    • Collaboratewith web, paid and social on the content process from ideation to publicationfor both organic and paid digital content
    • Ensuringall content meets SEO guidelines, has keyword focus, cross links and containsclear calls to action
    • Tracksearch engine errors and technical SEO improvements and recommend technicalpriorities based on expected search engine performance impacts
  • Partner with analystsand others as appropriate to enable data-driven decisionsto:
    • Monitor content performance, identify content trends and recommendopportunities to drive call to action completion
    • Researchand track keywords that drive qualified paid and organic search traffic
    • Leverageanalytics to target metadata changes on targeted pages, inform on site searchimprovements, website navigation improvements and landing page development
    • Developand implement test plans to understand and recommend content strategyenhancements that prove to drive acquisition and/or conversion
  • Partnerwith Merchandising colleagues to:
    • Enableongoing optimization of merchandising content and metadata
    • Optimizewebsite content taxonomies and personalized content by customer segment
  • Trend and competitive analysis:
    • Design and produce reports that inform marketing.merchandising and broader business strategy
  • Track and monitor benchmarked and disruptorsites for insights

You'll be rewarded andrecognized for your performance in an environment that will challenge you andgive you clear direction on what it takes to succeed in your role as well asprovide development for other roles you may be interested in.

Required Qualifications:

  • 5+ years of experience in eCommerce, SEO and content marketing
  • Knowledge of media planning, distribution, measurement, optimization, and syndication of content
  • A demonstrated understanding of user experience and content taxonomy
  • Strong analytic and strategic skills
  • Strong project management skills
  • Excellent skills in gathering, synthesizing, and analyzing internal and external research and organizing these insights into sound content strategies that drive consumer acquisition and conversions
  • Creative individual who can generate and implement new ideas that drive key business outcomes

Preferred Qualifications:

  • Experience with email marketing or content management

UnitedHealth Group is working to create the health care system of tomorrow.

Already Fortune 6, we are totally focused on innovation and change. We work a little harder. We aim a little higher. We expect more from ourselves and each other. And at the end of the day, we're doing a lot of good.

Through our family of businesses and a lot of inspired individuals, we're building a high-performance health care system that works better for more people in more ways than ever. Now we're looking to reinforce our team with people who are decisive, brilliant - and built for speed.

Come to UnitedHealth Group, and share your ideas and your passion for doing more. We have roles that will fit your skills and knowledge. We have diverse opportunities that will fit your dreams.

Diversity creates a healthier atmosphere: UnitedHealth Group is an Equal Employment Opportunity/Affirmative Action employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, age, national origin, protected veteran status, disability status, sexual orientation, gender identity or expression, marital status, genetic information, or any other characteristic protected by law.

UnitedHealth Group is a drug-free workplace. Candidates are required to pass a drug test before beginning employment.

Job Keywords: eCommerce, SEO Content marketing, taxonomy, metadata, Schaumburg, IL, Illinois, Eden Prairie, MN, Minnesota

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