Digital Marketing Coordinator - Integrated Communications

UNC Health•Morrisville, NC

1d•Hybrid

About The Position

The Digital Marketing Coordinator supports the UNC Health Social Media team in developing, producing, publishing, and optimizing multimedia content across the health care system’s social media channels. The role focuses primarily on short-form video, digital storytelling, and audience engagement, bringing UNC Health’s people, patients, research, services, and organizational priorities to life through compelling social content. Working with social media, clinical, marketing, and communications colleagues across the system, the coordinator translates organizational priorities into creative, audience-focused content. The role follows emerging platforms, content formats, audience behaviors, and artificial intelligence tools to identify growth opportunities, improve content performance, and strengthen UNC Health’s digital reputation. This is a hybrid position with regular travel to UNC Health hospitals and clinics throughout the Triangle, as well as production at other locations throughout North Carolina.

Requirements

Bachelor’s degree required.
Three or more years of related experience is preferred.
Excellent written and oral communication skills and a strong understanding of web strategy and design principles.
Excellent organization, multitasking, and strategic-thinking skills; flexibility, good judgment, high energy, and attention to detail.
Ability to work as a team player in a fast-paced, creative environment.

Nice To Haves

Bachelor’s degree in marketing, communications, journalism, digital media, film production, or a related field.
Three or more years of experience in social media management, digital marketing, multimedia production, or a related field.
Demonstrated experience producing short-form video and multimedia content for social media platforms.
A portfolio or examples of social media video, photography, or other multimedia work demonstrating creative ability and technical proficiency.
Working knowledge of Adobe Premiere Pro and Adobe Photoshop for video editing, image editing, and graphic production.
Proficiency with mobile video production and editing applications such as CapCut, Edits, or comparable tools.
Experience capturing and editing video using smartphones and other digital video equipment.
Understanding of platform-specific video formats, specifications, editing techniques, and creative best practices.
Experience with social media publishing, management, listening, and analytics platforms.
Familiarity with artificial intelligence tools for content research, ideation, trend identification, and workflow optimization.
Understanding of social media search optimization, keyword research, and emerging AI-powered content discovery.
Experience with internet user behavior, web technology, social media marketing, analytics, and web functionality.

Responsibilities

Develop, produce, and edit short-form video and multimedia content for UNC Health social media channels, including Instagram Reels, Facebook Reels, YouTube Shorts, and emerging platforms.
Lead ongoing short-form video production supporting annual strategic priorities such as patient stories, recruitment and workforce initiatives, clinical services, research, innovation, and systemwide campaigns.
Collaborate with clinical experts, physicians, researchers, patients, teammates, and other stakeholders to identify and develop storytelling opportunities.
Capture and produce original video and photography at UNC Health hospitals and clinics throughout the Triangle and at other locations throughout North Carolina.
Use visual storytelling, editing, pacing, sound, graphics, captions, and platform-specific techniques to create engaging, accessible, audience-appropriate content.
Develop creative concepts, scripts, storyboards, interview questions, and production plans for social media content and campaigns.
Support the social media strategy by developing and coordinating content for organizational priorities, executive communications, service lines, recruitment, research, and timely health care news.
Monitor social media conversations, trends, and audience interests to identify opportunities for proactive content, timely engagement, and increased visibility.
Research emerging social media trends, platform features, formats, and best practices; recommend and test approaches to improve content quality, reach, engagement, and audience growth.
Support social media campaigns and special initiatives through creative development, production, publishing, and performance evaluation.
Collaborate with social media managers and marketing and communications colleagues to align content with UNC Health’s brand, voice, priorities, and social media guidelines.
Monitor and evaluate content performance using platform analytics and social media management tools such as Sprout; report insights and recommend improvements.
Apply social media optimization techniques, including platform-specific keywords, search-friendly captions, accessibility features, metadata, and content structures that improve discoverability on social platforms and AI-powered search experiences.
Use artificial intelligence tools and research resources to identify patient questions, emerging health topics, audience interests, search trends, and content opportunities, maintaining editorial oversight and clinical accuracy.
Identify opportunities to expand reach, improve engagement, increase video views, and strengthen UNC Health’s presence among key audiences in North Carolina.
Stay informed about emerging technologies in artificial intelligence, social listening, content creation, analytics, and search optimization, and recommend relevant tools and practices for team workflows.
Work with clinical, operational, recruitment, research, and marketing partners to identify content opportunities and coordinate multimedia production.
Train and advise colleagues and stakeholders on social media content development, short-form video practices, platform trends, and digital storytelling.
Assist with monitoring and responding to social media activity according to engagement protocols, brand standards, and escalation procedures.
Ensure content meets standards for accuracy, accessibility, patient privacy, HIPAA and ADA compliance, copyright, and appropriate representation of patients, teammates, and clinical information.
Support additional social media and digital marketing initiatives as needed to advance the Marketing & Communications team’s goals.