Digital Marketing Specialist - Social and Paid Media - Health Alliance Plan

Business (Non-Clinical)
216237 Requisition #


The digital marketing specialist is responsible for channel ownership and strategy of HAP’s social media channels and digital advertising executions. This individual will manage organic and paid content to reach consumers for all lines of business (prospects, members, providers, and producers). This role will increase results through compelling digital engagement, influencing key stakeholders, understanding the latest technology, and creating positive user experiences. This individual will champion digital engagement initiatives, possess technical knowledge on social media and digital paid media platforms and provide counsel on best practices across the organization. Specifically, they will work closely with business stakeholders, IT team members and the corporate communications and brand team to deliver communications that align with the marketing strategies outlined by the product line marketing managers. 


  • Act as a subject matter expert and key point of contact for HAP’s social media channels and digital paid media executions. 
  • Contribute to and maintain a comprehensive social media strategy supporting organization goals.
  • Own the distribution, quality assurance and performance of content shared on HAP social and digital advertising channels. 
  • Work in partnership with product line marketing managers and corporate communications and brand team to deliver digital communications in support of outlined go-to-market, customer experience and retention strategies.
  • Establish the development of organization-wide management standards, policies and rules of engagement for digital properties. 
  • Define key performance indicators and implement measurement, analytics, and reporting methods to gauge success of digital marketing with support of market intelligence team. Act on voice of the customer analytics to improve the digital experience.
  • Mentor and provide training to employees throughout the organization on best practices for creating, managing and delivering digital content. 
  • Challenge the status quo and help the organization continuously refine its digital communications. 
  • Partner with corporate communications and brand team to ensure adherence to brand standards and style guidelines and manage required content review/ approval process. 
  • Monitor and respond to health care insurance industry and competitive marketing communication strategies. 
  • Support other channels and HAP digital marketing efforts. 
  • Perform additional duties as needed.


⦁    Bachelor’s Degree in advertising, marketing, technology, business or a related discipline. An additional four (4) years of relevant experience may be considered in lieu of degree.
⦁    Minimum of three (3) years of social media channel management and digital advertising experience required.   
⦁    At least two (2) years serving as the channel owner of a corporation’s social media channels preferred.
⦁    Demonstrated experience using data-driven approach to develop digital strategies.
⦁    Experience interacting and making recommendations to senior leadership.
⦁    Proficient in Microsoft Word, Excel, PowerPoint and Google Suite.
⦁    Advanced knowledge of social media marketing and digital advertising preferred.
⦁    Project management experience preferred.
⦁    Agency experience preferred.
⦁    Health insurance or health care industry experience preferred.
⦁    Expert knowledge of social media and digital advertising best practices 
⦁    Ability to envision constituent journeys (e.g. prospect, member, provider, producers) based on communications channels and calls to action
⦁    Expert organizational and time management skills, with a keen attention to detail
⦁    Knowledge of sales and marketing techniques (e.g. sales funnel optimization) 
⦁    Be a highly motivated self-starter. Candidate must be comfortable working independently to achieve a successful result with minimal guidance


       Under the leadership of President and CEO Wright L. Lassiter, III, Henry Ford Health System is a

       $6 billion integrated health system comprised of six hospitals, a health plan, and 250+ sites

       including medical centers, walk-in and urgent care clinics, pharmacy, eye care facilities and

       other healthcare retail. Established in 1915 by auto industry pioneer Henry Ford, the health system

       now has 32,000 employees and remains home to the 1,900-member Henry Ford Medical Group, one

       of the nation’s oldest physician groups. An additional 2,200 physicians are also affiliated with the

       health system through the Henry Ford Physician Network. Henry Ford is also one of the region’s  

       major academic medical centers, receiving between $90-$100 million in annual research funding and

       remaining Michigan’s fourth largest NIH-funded institution. Also an active participant in medical

       education and training, the health system has trained nearly 40% of physicians currently practicing

       in the state and also provides education and training for other health professionals including nurses,

       pharmacists, radiology and respiratory technicians. visit


       Whether it's offering a new medical option, helping you make healthier lifestyle choices or

       making the employee enrollment selection experience easier, it's all about choice.  Henry

       Ford Health System has a new approach for its employee benefits program - My Choice

       Rewards.  My Choice Rewards is a program as diverse as the people it serves.  There are

       dozens of options for all of our employees including compensation, benefits, work/life balance

       and learning - options that enhance your career and add value to your personal life.  As an

       employee you are provided access to Retirement Programs, an Employee Assistance Program

       (Henry Ford Enhanced), Tuition Reimbursement, Paid Time Off, Employee Health and Wellness,                 and a whole host of other benefits and services.  Employee's classified as contingent status are not         eligible for benefits.    

      Equal Employment Opportunity/Affirmative Action Employer

        Equal Employment Opportunity / Affirmative Action Employer Henry Ford Health System is

        committed to the hiring, advancement and fair treatment of all individuals without regard to

        race, color, creed, religion, age, sex, national origin, disability, veteran status, size, height,

        weight, marital status, family status, gender identity, sexual orientation, and genetic information,

        or any other protected status in accordance with applicable federal and state laws.

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