Content & Digital Marketing Specialist

Pediatric Associates Family of Companies • Plantation, FL

1d • Remote

About The Position

The Content & Digital Marketing Specialist creates and runs Pediatric Associates Family of Companies’ enterprise social media, producing short-form video and copy, managing the organic content calendar, and running paid social campaigns to help families find, trust, and choose PAFC practices. Content creation is central to the role, including writing, storyboarding, and producing social content and short-form video, as well as preparing creative briefs for designed assets.

The specialist owns enterprise organic social planning and publishing and paid social campaign execution, using organic performance to inform paid activity. The role also supports other paid channels as assigned, reports on performance in terms of business outcomes, and applies insights to future calendars and campaigns. It requires attention to detail and an understanding of multi-location social marketing. This position reports to the Content and Digital Strategy Manager and has no supervisory responsibilities. It is full-time and remote/telework.

Requirements

• Bachelor’s degree in Marketing, Communications, or a related field.
• 4–6 years of experience in social media marketing, including hands-on ownership of both organic and paid social for a brand.
• Hands-on experience planning, building, and optimizing paid social campaigns in Meta Ads Manager and other social ad platforms.
• Experience writing short-form marketing and advertising copy, including social captions, ad copy, and calls to action.
• Experience with social video, including storyboarding, scripting, and light editing.
• Experience writing creative briefs for designers, video producers, or agencies.
• Strong understanding of marketing copywriting and effective, clear, persuasive, on-brand short-form advertising.
• Strong reporting and analytical skills, including interpreting data, explaining business implications, and turning insights into next steps.
• Critical thinking and sound judgment when balancing enterprise standards with local market needs.
• Deep understanding of paid social, including audience and geographic targeting, creative testing, and budget pacing.
• Working knowledge of video and design tools such as CapCut, Adobe Premiere, or Canva.
• High attention to detail and comfort with nuanced, multi-location work.
• Familiarity with HIPAA and healthcare advertising policies, including privacy-safe tracking and targeting.
• Ability to use AI tools responsibly and review their output with good judgment.
• Ability to collaborate effectively across marketing, creative, and community marketing teams and with agency partners.

Nice To Haves

• Multi-location or multi-brand social media experience.
• Experience with social media management tools such as Birdeye, Sprout Social, or Hootsuite.
• Healthcare or other regulated-industry experience.
• Bilingual in English and Spanish.

Responsibilities

• Lead enterprise social content concepting, writing, and production for posts, carousels, stories, and short-form video in a warm, family-friendly voice consistent across PAFC brands and markets.
• Plan and produce short-form video for organic and paid social, including storyboarding, scripting, and light editing.
• Write social captions, ad copy, headlines, calls to action, and other short-form marketing copy.
• Write creative briefs covering objectives, audiences, key messages, calls to action, specifications, and deadlines.
• Own the enterprise organic social content calendar and publishing across consumer social channels such as Facebook and Instagram.
• Coordinate with community marketing on local priorities, geographic targeting, and market-specific content; review submitted content for enterprise standards and compliance, including protection of patient information.
• Monitor and respond to social comments and messages in a timely, caring, on-brand way; escalate reputation issues and route media inquiries or potential crises to appropriate parties.
• Promote community events, partnerships, and classes through organic and paid social.
• Plan, build, launch, and optimize paid social campaigns in Meta Ads Manager and other social advertising platforms, managing audiences, geographic targeting, creative, and budget pacing in line with the strategy and budget set by the Senior Director of Consumer Marketing; partner with the paid media agency where it supports execution.
• Use organic performance to shape paid social, including promoting top-performing content and aligning paid campaigns with upcoming content themes.
• Optimize paid social toward CAC, cost per lead, and appointment bookings, and conduct ongoing tests of creative, copy, and audiences.
• Support other paid channels outside search, such as display and online video, and coordinate consistent messaging and creative across channels.
• Report on organic and paid social performance, explain business implications such as content and campaigns driving bookings in particular markets, and recommend next steps.
• Apply insights to future content calendars and paid social campaigns through a test-and-learn approach.
• Set up campaigns for accurate measurement, including call tracking, UTMs, landing pages, and conversion tracking.
• Ensure organic and paid social content from the company, agencies, and community marketing teams follows HIPAA, healthcare advertising platform policies, brand standards, and privacy-safe tracking and targeting practices.
• Use approved AI tools to brainstorm concepts, draft copy and scripts, and support editing and reporting; review outputs for accuracy, tone, and compliance, and never enter patient information into unapproved tools.
• Stay current on platform changes, social and video trends, ad products, and best practices, and bring new ideas to the team.
• Collaborate with consumer marketing colleagues to support cohesive omnichannel strategies for patient acquisition, engagement, and retention.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level