Digital Content Specialist Senior

McLaren Health Care; Lansing (MI); On-site; USD 65,000 - 90,000; Full time

Job summary

McLaren Health Care is seeking a Senior Digital Content Specialist to supervise the organization’s digital footprint, including websites, social platforms, and listings. The role emphasizes brand alignment, accessibility, and security with strong front‑end focus.

Responsibilities include managing content calendars, creating multimedia content, analyzing performance, and leading paid media initiatives while ensuring regulatory compliance across channels.

Qualifications

• Bachelor’s degree in Marketing, Communications, Digital Media, Web Development, or related field.
• 5 years of professional website management and digital content strategy experience.
• 3 years managing organizational social media, analytics, and paid campaigns.

Responsibilities

• Develops and manages social media and external profiles aligned with goals and brand voice.
• Creates, edits, and publishes multimedia content tailored for each platform and manages a content calendar.
• Monitors trends, platform updates, and compliance to improve performance and trust.
• Analyzes metrics and generates reports on reach, engagement, and ROI to guide decisions.
• Collaborates with internal teams and vendors to source content and ensure brand consistency.
• Leads and optimizes paid media campaigns and monitors community engagement.

Skills

CMS management

HTML/CSS

SEO

ADA/WCAG compliance

Social media strategy

Content creation

Analytics

Paid campaigns management

Education

Bachelor’s degree in Marketing/Communications/Digital Media/Web Development

Tools

GA4

Sprout Social

Power BI

Adobe Creative Suite

Canva

Video editing software

Google Ads

Facebook Business Manager

LinkedIn Campaign Manager

Job description

Position Summary

The Senior Digital Content Specialist is responsible for maintaining McLaren Health Care ’ s internet and intranet websites while also managing the organization ’ s external digital presence, including social media profiles, business listings, and other media platform profiles. This role ensures that all digital content aligns with corporate strategy, brand standards, and compliance requirements. Key responsibilities include maintaining and enhancing website functionality, accessibility, and security, with a focus on front-end development (HTML, CSS, SEO, and ADA/WCAG compliance).

Position Summary

The Senior Digital Content Specialist is responsible for maintaining McLaren Health Care ’ s internet and intranet websites while also managing the organization ’ s external digital presence, including social media profiles, business listings, and other media platform profiles. This role ensures that all digital content aligns with corporate strategy, brand standards, and compliance requirements. Key responsibilities include maintaining and enhancing website functionality, accessibility, and security, with a focus on front-end development (HTML, CSS, SEO, and ADA/WCAG compliance).

Essential Functions and Responsibilities

• Develops and manages the social media and external digital profiles and ensures strategy is aligned with organizational goals, campaigns, and brand voice.
• Creates, edits, and publishes engaging multimedia content (copy, graphics, video, stories, reels, etc.) tailored for each platform, and manage / execute a content calendar to ensure consistent posting and integration with campaigns, seasonal initiatives, and organizational priorities.
• Monitors social media trends, platform updates, brand reputation, and compliance considerations to improve performance and safeguard audience trust.
• Analyzes performance metrics and generates reports on reach, engagement, conversions, and ROI to guide decision-making and optimize campaigns.
• Collaborates with internal teams (marketing, communications, design, service lines, etc.) and external vendors to source content, resolve technical issues, and ensure brand consistency across channels.
• Leads and optimizes paid media campaigns (setup, targeting, reporting) and oversee community engagement by monitoring conversations, responding to inquiries, and maintaining a positive brand presence.

Qualifications

Required

• Bachelor ’ s degree in Marketing, Communications, Digital Media, Web Development, or a related field.
• 5 years of professional experience in website management (CMS, HTML, CSS, SEO, ADA/WCAG compliance) and digital content strategy.
• 3 years of experience managing organizational social media platforms, including content creation, analytics, and paid campaign management.

Preferred

• 1year of experience in enterprise level content management system (Example: Oxcyon / CentralPoint)
• 1 year of experience in healthcare, nonprofit, or other regulated industries with an understanding of compliance and privacy considerations.
• 1 year of experience with paid digital advertising platforms (Google Ads, Facebook Business Manager, LinkedIn Campaign Manager) and advanced analytics tools (GA4, Sprout Social, Power BI, etc.).
• 1 year of experience with multimedia production tools (Adobe Creative Suite, Canva, video editing software) to support integrated digital campaigns.
• 1 year experience in Javascript / XML / SQL

Additional Information

• Schedule: Full-time
• Requisition ID: 26011370
• Daily Work Times: 8am - 4:30pm
• Hours Per Pay Period: 80
• On Call: No
• Weekends: No