Senior Communications Specialist, GEO Content

UnitedHealth Group•Chicago, IL

2d•$91,700 - $163,700•Remote

About The Position

The Senior Communications Specialist, GEO Content supports the UnitedHealthcare Corporate Communications Newsroom and broader digital content strategy by developing and optimizing content that helps consumers find clear, credible answers to healthcare and health benefits questions. The role focuses on opportunities identified through generative engine optimization (GEO), search trends, audience insights, and digital performance data. The specialist works with Newsroom leadership and partners across digital product, SEO, analytics, social, communications, and subject-matter expert teams to turn content gaps into high-quality content for consumer audiences and large language models. The position calls for an exceptional writer and editor who can make complex healthcare information clear, conversational, authoritative, and easy to understand. The specialist applies content structure, clarity, authority, GEO, SEO, and digital-content best practices to improve content discoverability across traditional search and generative AI experiences while maintaining a human-first approach and UHC editorial, brand, and voice standards. The role is remote within the United States. Hires in the Minneapolis or Washington, D.C. area must work in the office at least four days per week. Remote employees must adhere to UnitedHealth Group’s Telecommuter Policy. Travel may be required at approximately 10%, varying with business need.

Requirements

At least 5 years of experience in communications, journalism, digital content, editorial, content marketing, or related work.
Experience translating complex or technical subject matter into understandable, accessible content.
Experience applying SEO, audience insights, or digital-content best practices to writing and content development.
Demonstrated experience writing and editing clear, compelling digital content for consumer audiences.
Demonstrated experience managing multiple assignments and meeting deadlines in a fast-moving environment.
Demonstrated solid research, fact-checking, and editorial judgment.
Demonstrated solid collaboration skills and experience working with subject-matter experts and cross-functional partners.
Willingness and ability to travel approximately 10%, depending on business need.

Nice To Haves

Experience with GEO, generative AI, LLM optimization, or AI-powered search.
Experience using SEO analytics, web analytics, search, or content intelligence tools.
Experience optimizing existing digital content based on audience, search, or performance insights.
Experience writing about healthcare, health insurance, health benefits, or other complex consumer topics.
Experience working in a regulated industry or environment with significant content review requirements.
Understanding of how authoritative digital content is discovered, interpreted, and surfaced within search engines and generative AI experiences.
Familiarity with content management systems and digital publishing workflows.

Responsibilities

Develop new content in response to identified GEO, search, and consumer information opportunities.
Translate content gaps and consumer questions into useful, actionable UHC Newsroom and UHC.com content.
Research healthcare, health benefits, and consumer topics to develop accurate, authoritative, and relevant content.
Write and edit articles, explainers, FAQs, and other digital content that directly addresses consumer questions.
Refresh and optimize existing content based on GEO or search insights, emerging questions, and information needs.
Build depth around priority topics by identifying related questions and supporting content needs.
Create consumer-friendly content structured for effective search and generative AI discovery.
Apply GEO, SEO, and digital-content best practices, and structure key questions and answers for clarity and accessibility.
Develop headlines, subheads, summaries, FAQs, and other elements that support comprehension and discoverability.
Maintain UHC editorial, brand, and voice standards while ensuring content provides genuine value.
Execute GEO content priorities and channel action plans with Newsroom leadership.
Monitor assigned priority topics, recommend content updates or new content, and help maintain a pipeline of GEO-driven opportunities through publication.
Identify opportunities to connect related Newsroom and UHC.com content and work with channel owners to adapt or extend content for social, video, or other owned channels when appropriate.
Collaborate with digital product, SEO, analytics, social, communications, and subject-matter experts to develop and optimize content.
Work with subject-matter experts to validate information and translate complex concepts into understandable consumer language.
Collaborate with digital product teams on UHC.com content gaps and appropriate content solutions.
Participate in editorial planning and recommend content based on consumer questions, search behavior, and GEO insights.
Coordinate content reviews and approvals to support timely publication.
Review content performance and use GEO, search, traffic, and engagement insights to recommend updates.
Support tracking of AI visibility, share of voice, citation or answer presence, organic search visibility, traffic, and engagement.
Identify performance patterns and learnings to improve future writing and optimization, and provide content-level results and insights for broader reporting.