Integrated Marketing Specialist

Capital Blue Cross•Harrisburg, PA

15d•Hybrid

About The Position

The Integrated Marketing Specialist drives strategies that elevate Capital Blue Cross’s visibility, credibility, and connection across key markets through strategic social media management, paid digital advertising, internal communication, and partnership collaboration. --This role integrates social media leadership, digital marketing, internal engagement, and community partnership to strengthen Capital’s in-market reputation as a trusted, mission-driven healthcare organization. The specialist plans and executes paid and organic social media campaigns; manages the internal brand ambassador program and Customer Experience (CX) initiatives; and builds partnerships that amplify Capital’s reputation as a trusted, community-centered healthcare leader. --By combining creative storytelling with data-driven insight, this position plays a vital role in: Expanding Capital’s digital reach, building stronger relationships with business and community audiences, Empowering employees to become authentic brand advocates, using analytics and reporting to guide continuous improvement and strategic growth. This role bridges internal culture and external influence - ensuring every campaign, partnership, and interaction reflects Capital Blue Cross’s values of compassion, integrity, and trust.

Requirements

Proven ability to develop and manage comprehensive social media strategies that align with brand strategy and corporate goals.
Proficient in interpreting analytics and transforming insights into actionable strategies to improve engagement and ROI.
Strong collaboration skills to engage employees and executives in amplifying the brand across social and professional platforms.
Strong understanding and proficient use of social media management tools.
Exceptional writing and editing skills and a proven ability to grasp complex issues and quickly synthesize them into clear, concise messaging tailored to the general public or specific audiences (business community, civic organizations, etc.).
Ability to draft a suite of communications materials in a uniform voice.
Ability to manage multiple initiatives and meet strict deadlines.
Proven success in developing and executing content marketing, PR, brand journalism, and other related strategies.
Minimum 1-3 years of experience in social media marketing, preferably in health insurance or healthcare.

Responsibilities

Social Media Strategy and Management: Create and execute a comprehensive social media strategy based on Capital’s brand strategy and corporate objectives.
Plan, execute, and optimize paid digital campaigns designed to reach key B2B audiences (producers, employers, consultants, etc.
Curate multimedia content (copy and visuals), post content in a timely and opportune manner, monitor public interactions with our social media channels, help elevate and resolve customer issues raised on social media, and compile and analyze meaningful metrics to help drive our market strategies.
This work includes establishing and meeting targeted measures of success; analyzing and reporting on engagement and other select metrics; and using this data to help support and refine the development of campaigns and outreach.
Build and Manage Internal Campaigns, Brand Ambassador Program and CX Initiative: Design, launch, and manage Capital’s internal brand ambassador program to empower employees and executives to authentically share Capital’s story and community impact.
Provide guidance, resources, and ongoing support to ensure ambassadors and employees consistently reflect Capital’s brand and commitment to members and communities.
Measure participation, content performance, and engagement outcomes to inform continuous improvement.
Drive internal communications for the Customer Experience (CX) campaign — promoting awareness, engagement, and alignment around Capital’s CX vision, values, and goals.
Foster Partner and Community Engagement: Engage with external organizations, including chambers of commerce, business associations, and community partners, to strengthen Capital’s market presence and relationships.
Represent Capital Blue Cross in strategic community and industry partnerships that align with our business and brand goals.
Collaborate with internal teams to share partner stories, joint initiatives, and regional success across Capital’s communication channels.
Identify opportunities for co-branded content, event participation, and thought leadership that expand Capital’s influence and trust in the market.
Analytics and Reporting: Measure and evaluate performance across all paid and organic campaigns, social media initiatives, and partnership activities to assess impact on brand engagement and market growth.
Develop and maintain monthly and quarterly performance dashboards that highlight key metrics, trends, and insights for leadership and cross-functional teams.
Use data to tell a clear story — translating analytics into actionable recommendations that inform strategy, optimize content, and improve audience engagement.