Marketing Manager Content and Social

The Marketing Manager, Content & Social is responsible for bringing BHG’s brand and growth priorities to life through compelling content, consistent messaging, social media and audience engagement. This role helps build awareness of BHG’s services, strengthen relationships with patients and referral partners and support the organization’s growth across existing and emerging service lines.

Working closely with the Digital Marketing Manager and the broader marketing team, this person turns business priorities into marketing campaigns and content that reach the right audiences with the right message. The role coordinates with external creative partners to deliver high-quality work while maintaining a strong understanding of BHG’s audiences, brand and business objectives.

This is a hands-on role for a marketing professional who can think strategically, execute effectively, manage multiple priorities and identify opportunities to make BHG’s marketing more relevant, engaging and impactful.

Key Responsibilities

Brand & Content Strategy

• Translate business and service-line priorities into content and campaigns that build awareness, engagement and demand.
• Maintain consistent brand messaging and positioning across digital channels, marketing materials and audience touchpoints.
• Develop and manage an editorial calendar aligned with patient acquisition, referral growth and organizational priorities.
• Create and refine messaging for patient, provider, referral partner and community audiences.

Social Media & Audience Engagement

• Manage BHG’s social media strategy, content calendar, publishing and ongoing engagement.
• Identify opportunities to strengthen BHG’s visibility, reputation and community presence through relevant content and storytelling.
• Partner with internal stakeholders to identify stories, educational topics, milestones and initiatives that support BHG’s mission and growth.
• Monitor social performance and use engagement insights to improve content and channel effectiveness.

Campaigns

• Develop content for integrated marketing campaigns, email communications and audience engagement initiatives.
• Partner with the marketing  team on email and CRM campaigns, including content for patient, alumni, provider and referral partner communications.
• Support campaigns that promote treatment access, educate audiences, strengthen referral relationships and increase awareness of BHG’s services.
• Adapt messaging and content to support different audiences, markets and service lines.

Website & Service-Line Marketing

• Manage website content updates, including blog posts, service-line pages, FAQs, and other website copy, to ensure content remains accurate, relevant and aligned with marketing priorities.

• Partner with the team to improve website content opportunities that support patient acquisition, search visibility and conversion.
• Support marketing initiatives for new services, locations, programs and growth opportunities.
• Apply working knowledge of WordPress or similar content management systems to make routine updates and coordinate more technical requests.

Creative Development

• Write creative briefs and coordinate with external designers, video producers and other creative partners.
• Review creative deliverables for brand consistency, messaging accuracy, audience relevance and quality.
• Manage content production timelines and coordinate feedback and approvals with internal stakeholders.
• Make effective use of external resources while retaining internal ownership of content strategy, messaging and priorities.

Internal Communications - Collaboration

• Support internal communications and employee-facing marketing initiatives as needed.
• Work with Admissions, Business Development, Operations, Clinical teams and other stakeholders to understand audience needs and identify marketing opportunities.
• Ensure content reflects BHG’s values of Hope, Respect and Caring while supporting business objectives.
• Collaborate across Marketing to maintain consistent messaging and a coordinated audience experience.

Performance & Continuous Improvement

• Track content and social media performance using engagement, traffic, referral and conversion insights where available.
• Identify opportunities to improve content effectiveness, audience engagement and campaign results.
• Use performance data, reputation insights and audience feedback to inform future content and campaign decisions.
• Monitor online reviews, brand sentiment, and audience feedback across relevant platforms to support BHG’s reputation management efforts.
• Coordinate with internal stakeholders to support timely, appropriate responses to online reviews and identify opportunities to strengthen BHG’s online reputation.

External Partner Support

The Marketing Manager will coordinate with external partners for specialized execution and production, including:

• Graphic design and campaign creative
• Video production and photography
• High-volume or specialized content production
• Other creative services as needed

The Marketing Manager retains internal responsibility for content planning, messaging, editorial priorities, social media strategy, creative briefs, quality control and alignment with BHG’s growth objectives.

Qualifications

• Bachelor’s degree in Marketing, Communications, Public Relations or a related field or equivalent practical experience.
• Experience in marketing, content development, brand communications, social media or integrated campaign execution.
• Strong writing, editing and communication skills, with the ability to adapt messaging for different audiences.
• Experience managing social media channels, editorial calendars, email content and digital marketing materials.
• Ability to coordinate creative projects, manage external vendors and keep multiple initiatives moving forward.
• Familiarity with website content management systems, preferably WordPress.
• Working knowledge of marketing analytics and the ability to use performance insights to improve content.
• Strong organization, attention to detail, sound judgment and the ability to work independently in a fast-paced environment.
• Familiarity with online reputation management, including monitoring online reviews, managing brand sentiment and using reputation management platforms to support a positive brand presence.

Healthcare, behavioral health or other regulated-industry experience is a plus.

Measures of Success

• Consistent, high-quality brand messaging across marketing channels.
• Increased social media engagement, audience reach and relevant brand awareness.
• Timely delivery of content and campaigns aligned with business priorities.
• Improved performance of website content and audience engagement initiatives.
• Strong support for patient acquisition, referral growth and service-line marketing.
• Effective coordination of creative partners, with high-quality deliverables and efficient use of resources.
• Clear contribution to a more coordinated, growth-oriented Marketing function.