Senior Manager, Digital Content Strategist

The Senior Manager, Digital Content Strategist plays an essential role within our digital business focused on growing our online Pet Insurance business (aka Healthy Paws) . This position requires a visionary thinker with expertise in digital platforms, content strategy, and creative storytelling.

 The strategist will collaborate closely with cross-functional teams to develop and implement data-driven digital solutions that engage audiences and elevate the brand. Reporting to the Head of CX and Marketing for Digital Pets (Healthy Paws), this role is responsible for translating strategic objectives into compelling digital experiences that generate, scale and unlock new business opportunities.
 

KEY RESPONSIBILITIES:

• Build and implement integrated content strategies across marketing channels (social, email, digital, website) to ensure consistent messaging and brand experience. Leverage daily analytics to inform recommendations.
• Collaborate closely with marketing, UX and business leadership, acting as a strategic partner to uncover needs and shape content direction.
• Demonstrate strong research and writing skills, producing content that resonates with target audiences.
• Leverage AI tools for customer insights and to enhance creative deliverables, while maintaining a human touch in content creation.
• Develop targeted tactics and campaigns for specific audience segments, using analytics and customer data to inform decisions.
• Apply a data-driven mindset, utilizing analytics to guide creative direction and optimize content performance across all creative channels.
• Exhibit deep knowledge of the direct-to-consumer insurance business, with the ability to translate complex concepts into clear, relatable, and actionable consumer-facing copy.
• Approach content strategy from a holistic, big-picture perspective, ensuring all aspects of customer marketing inform and strengthen each other.
• Maintain a digital-first focus, prioritizing innovative solutions for online engagement and conversion.
• Optimize content for SEO—including emerging best practices for large language models (LLMs)—to maximize visibility and reach.
• Understand and apply principles of content hierarchy and structure for effective website design and user experience.