Senior Marketing Specialist - Global Social Media and Influencer Marketing

Wolters Kluwer•Waltham, MA

7d•$85,600 - $149,400•Hybrid

About The Position

Wolters Kluwer Health is seeking a Global Social Media & Influencer Marketing Specialist, B2C, to develop and execute global social media, paid digital, and influencer marketing strategies for UpToDate Expert AI and Lexidrug. Based in the United States, the role focuses on engaging healthcare professionals across international markets, including Latin America, Asia-Pacific, and select European markets, through social media, paid digital campaigns, influencer marketing, localized content, and emerging communication channels. The position combines hands-on campaign execution with digital strategy, agency and vendor coordination, localization, performance reporting, and management of social and digital platforms. It will help identify and test new ways to reach clinicians, including influencer marketing, AI-enabled content development, and region-specific social platforms. The role supports global B2C customer acquisition and growth by connecting global strategy with locally relevant execution, and reports to the Director, Marketing. The position is hybrid, with eight office days per month at one of the listed locations: Waltham, Massachusetts; New York City, New York; Philadelphia, Pennsylvania; Madison, Wisconsin; St. Cloud, Minnesota; Minneapolis, Minnesota; or Chicago, Illinois. Travel is less than 10% of time to attend meetings and conferences.

Requirements

Bachelor’s degree in marketing, communications, business, digital media, or a related field.
At least 5 years of experience in digital marketing, social media, paid social, or consumer/B2C marketing, preferably in healthcare, technology, publishing, information services, or another complex global industry.
Experience developing and executing multi-market social media and paid digital campaigns.
Strong knowledge of Meta platforms and paid social advertising, including audience development, retargeting, creative testing, campaign optimization, Stories, and Reels.
Experience with influencer or creator marketing programs.
Ability to interpret campaign performance data and translate analytics into actionable marketing recommendations.
Experience coordinating localized and translated marketing campaigns across multiple countries.
Strong project management skills and ability to manage multiple campaigns, markets, stakeholders, and deadlines simultaneously.
Strong written, presentation, and stakeholder communication skills.

Nice To Haves

Experience working across international markets and understanding regional digital and social media behaviors.
Familiarity with global platforms, including Meta, WhatsApp, and Instagram.
Experience with creative and AI-enabled marketing tools such as Canva, Adobe, and Jasper.
Experience working within a global matrixed organization and collaborating across multiple regions and time zones.
Knowledge of GA4, AppsFlyer, and other social tools.

Responsibilities

Develop and execute the global B2C social media strategy for UpToDate Expert AI and Lexidrug, aligning programs with acquisition, engagement, and brand objectives.
Drive localized social media strategy, campaign calendars, and advertising across global markets, adapting strategies and messaging as business needs change.
Partner with regional marketing teams to adapt global strategies and messaging to local market needs, cultural considerations, platform usage, and customer behaviors.
Contribute to the Wolters Kluwer social media working group by sharing best practices and helping advance social media capabilities.
Plan and run Meta paid initiatives, including audience development, retargeting, localization, creative testing, Stories, and Reels.
Develop and execute tests of creative, messaging, and formats to improve engagement and campaign effectiveness.
Use tools such as Jasper, Canva, and Adobe to accelerate content and creative development while maintaining brand consistency.
Coordinate with internal partners and external vendors to execute campaigns across markets.
Lead the development and execution of the global healthcare professional influencer marketing strategy, including proposals, activation concepts, content approaches, and measurement.
Identify opportunities to include credible healthcare professional voices in B2C marketing programs and campaigns.
Explore and evaluate emerging social and digital channels, and support testing and expansion of new digital marketing approaches.
Collaborate with in-market representatives to gather information for audience strategy, messaging, creative development, campaign execution, and channel selection.
Partner with regional stakeholders to ensure campaigns reflect local needs while aligning with global positioning and brand strategy.
Manage and optimize international digital and social advertising programs in support of B2C growth objectives.
Adapt campaigns to regional audiences and digital ecosystems, including in-country digital platforms, and apply regional campaign learnings to global strategy.
Analyze paid social performance, identify trends and optimization opportunities, and translate campaign data into actionable insights for marketing leadership.
Partner with internal stakeholders to improve digital reporting and performance measurement.
Monitor and manage social media comments on designated days each week, escalating customer questions or issues to appropriate internal teams.
Ensure social interactions reflect Wolters Kluwer brand standards and provide a consistent experience for healthcare professional audiences.
Identify recurring audience themes, questions, and feedback to inform messaging and content strategy.