Senior Marketing Specialist - Global Social Media and Influencer Marketing

Wolters Kluwer•Waltham, MA

5d•Hybrid

About The Position

Wolters Kluwer Health is seeking a Global Social Media & Influencer Marketing Specialist, B2C, to lead global social media, paid digital, and influencer marketing strategies for UpToDate Expert AI and Lexidrug. Based in the United States, this role supports engagement with healthcare professionals in international markets, including Latin America, Asia-Pacific, and select European markets. The position reports to the Director, Marketing and brings together global strategy and regional execution through localized content, campaign management, agency and vendor coordination, performance reporting, and multiple social and digital platforms. The role will help expand the global digital presence of UpToDate Expert AI and Lexidrug and support B2C customer acquisition and growth. It will develop global programs while adapting them to local market needs, and identify and test new ways of reaching clinicians, including influencer marketing, AI-enabled content development, and region-specific social platforms. The position is hybrid, requiring eight days per month in an office in Waltham, MA; New York City, NY; Philadelphia, PA; Madison, WI; St. Cloud, MN; Minneapolis, MN; or Chicago, IL. Travel is less than 10% of the 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; experience in healthcare, technology, publishing, information services, or another complex global industry is preferred.
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 in 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, aligned 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 behavior.
Contribute to the Wolters Kluwer social media working group by sharing best practices and helping advance organizational 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 support content and creative development while maintaining brand consistency.
Coordinate with internal partners and external vendors to execute campaigns across markets.
Lead development and execution of the global healthcare professional influencer marketing strategy, including program proposals, activation concepts, content approaches, and measurement.
Identify opportunities to incorporate credible healthcare professional voices into B2C marketing programs and campaigns.
Explore and evaluate emerging social and digital channels and support testing and expansion of new digital marketing approaches.
Work with in-market representatives to inform audience strategy, messaging, creative development, campaign execution, and channel selection.
Ensure regional campaigns reflect local market needs while remaining aligned with global positioning and brand strategy.
Manage and optimize international digital and social advertising programs in support of B2C growth objectives.
Adapt campaign approaches to regional audiences and digital ecosystems, and apply regional campaign learnings to global strategy.
Analyze paid social performance, identify trends and optimization opportunities, and translate campaign data into actionable recommendations for marketing leadership.
Partner with 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.
Help ensure social interactions reflect Wolters Kluwer brand standards and provide a consistent experience for healthcare professional audiences.
Identify recurring themes, questions, and audience feedback to inform messaging and content strategy.
Collaborate with global and regional B2C marketing teams, creative and content teams, digital marketing and analytics, regional teams across LATAM, APAC, and Europe, and external agencies, platforms, influencers, and media partners.