Company Overview

For more than a century, Shriners Children’s has delivered The Most Amazing Care Anywhere, providing world-class pediatric specialty care regardless of a family’s ability to pay. Today, we are reimagining how families, donors, providers, and communities discover and engage with our mission across digital platforms. We’re seeking a Director of Digital Content Marketing to lead a team of creators, social media managers and digital marketers who bring this mission to life every day.

Why Join Us

This is a rare opportunity to:

• Lead and develop a high-performing team of (social media managers and content creators) within a growing marketing department.
• Partner closely with digital operations, analytics and video production team to elevate storytelling across channels.
• Establish direction and guidance for facility marketing teams anchored by mission and broader brand strategy.
• Shape the voice, tone, and presence of one of healthcare’s most trusted nonprofit brands.
• Use emerging content strategies, social trends, and evolving AI-driven search/discovery behavior to drive meaningful patient inquiries, donor engagement, and brand affinity.
• See direct, real-world impact—your work helps families access care and helps donors support our mission.

You’ll join a collaborative, mission-driven culture that values creativity, innovation, equity, and storytelling that puts people first.

Summary:

The Director of Digital Content Marketing is responsible for developing and executing a content strategy that strengthens brand trust, grows digital engagement, and supports patient acquisition and philanthropy efforts. This role oversees the day-to-day leadership of a team of four content and social media professionals, while partnering closely with analytics, digital platform teams, and an internal video production team.

This leader ensures that content across web, social, email, and emerging platforms is strategic, compliant, compelling, and optimized to reach families, donors, and community audiences where they are.

Content & Social Leadership

• Translate digital marketing and brand strategy into annual and quarterly content plans across web, social, and multimedia channels.
• Guide content development that includes storytelling, written content, photography, and strategic integration of video assets.
• Establish and manage a corporate editorial calendar and content governance framework.
• Ensure content is accessible, brand-aligned, culturally inclusive, and compliant with HIPAA, privacy standards, and WCAG accessibility.
• Provide creative direction and quality oversight across all content formats.

Social Media & Community Engagement

• Lead strategy, publishing, and performance across organic social media platforms (Instagram, Facebook, TikTok, YouTube, LinkedIn, etc.).
• Strengthen brand trust, reputation, and audience engagement through proactive community-building.
• Manage review and reputation systems, including profile optimization, response workflows, and issue escalation.
• Monitor trends, conversations, and emerging behaviors using social listening and insights tools.
• Support compliant creator and influencer partnerships that amplify our mission.

SEO, Discovery & Content Performance

• Apply SEO and structured-content best practices to improve discoverability of conditions, treatments, and organizational impact.
• Optimize content for AI-driven search behaviors, including natural-language queries and emerging search interfaces.
• Partner with analytics to assess performance across reach, engagement, sentiment, and conversion metrics.
• Use data insights to refine storytelling approaches, content mix, posting cadence, and optimization strategies.
• Identify trending topics and audience needs through social listening, forums, and AI-assisted research.

Cross-Functional Collaboration & Enablement

• Collaborate with marketing peers, philanthropy, clinical leaders, patient experience, and provider relations to source meaningful stories.
• Coordinate with the video production team to integrate video assets strategically, ensuring alignment with priorities and tone.
• Provide training for internal contributors on storytelling, content basics, and social engagement best practices.
• Manage creative partners, agencies, and freelancers as needed.

Team Leadership & Operations

• Lead, mentor, and develop a team of social media and content professionals, fostering a culture of creativity, collaboration, and continuous improvement.
• Partner with analytics to ensure content is insight-driven and performance-informed.
• Maintain platforms and tools including CMS workflows, social publishing tools, DAM, listening systems, and dashboards.
• Steward budgets for content creation and amplification in alignment with digital marketing priorities.

Success Indicators

• Increased brand awareness, trust, and positive sentiment among parents, referring providers, and donors.
• Growth in qualified patient inquiries and referral pathways influenced by digital content.
• Increased donor engagement and philanthropic storytelling results.
• Improved reputation metrics: review volume, sentiment, ratings, and response consistency.
• A streamlined, efficient content operation with clear workflows, governance, and team cohesion.
• Strong cross-departmental relationships and elevated enterprise storytelling.

This is not an all-inclusive list of this job’s responsibilities. The incumbent may be required to perform other related duties and participate in special projects as assigned.