Senior Social Media Specialist

Primary City/State:

Tucson, Arizona

Department Name:

Digital Customer Engagement

Work Shift:

Day

Job Category:

Marketing and Communications

Great careers are built at Banner Health. We’re looking for the best and brightest to join our team that earned Great Place To Work® Certification™.  Apply today to build your career.

The Senior Social Media Specialist owns the full social media content lifecycle, from concept to publishing, across all Health Plan platforms. The role spans copywriting and graphic design developed in partnership with internal stakeholders, as well as content scheduling with consistent tracking and organization maintained throughout. As one of the center of excellence owners, the Specialist advises internal teams on social media best practices, project planning and content strategy to ensure efforts are well-scoped and aligned with organizational priorities. Performance monitoring and reporting are core to the position, with regular analysis used to evaluate trends, inform content decisions and demonstrate impact. The Specialist conducts ongoing competitor analysis to evaluate how peer Health Plan social platforms are positioning themselves and stays current on platform updates and algorithm changes to continuously optimize content. Routine compliance reviews are performed across all social media content to ensure adherence to applicable regulatory policies, with any conflicts identified and resolved prior to publishing. Collaboration with internal Health Plan teams ensures social efforts align with broader organizational needs and regulatory requirements, while full ownership of the content calendar keeps strategy and execution moving in tandem.

Arizona residency required. Hybrid; requires some onsite time in Tucson and Phoenix.

Monday - Friday, 8am to 5pm

Within Banner Health Corporate, you will have the opportunity to apply your unique experience and expertise in support of a nationally-recognized healthcare leader. We offer stimulating and rewarding careers in a wide array of disciplines. Whether your background is in Human Resources, Finance, Information Technology, Legal, Managed Care Programs or Public Relations, you'll find many options for contributing to our award-winning patient care.

This position is responsible for supporting Banner Health's social media strategy, including Facebook, Instagram, LinkedIn, X/Twitter, and other platforms. The incumbent develops and executes social media content that drives brand awareness, audience engagement, and supports Banner’s marketing and communications strategies, plans and objectives. This position owns day-to-day management of assigned social media accounts including content creation, posting schedules, community engagement, platform optimization, and performance analysis. This role creates social media content in partnership with the brand and content teams. The incumbent stays current on social media trends, platform updates, and best practices to ensure Banner Health's social media presence remains relevant and engaging.

CORE FUNCTIONS

1. Supports the development of and executes social media strategies for Banner Health. Partners with Director, Digital Marketing to develop social media strategies aligned with marketing priorities, integrated campaigns, and organizational objectives. Executes content themes, posting cadence, platform strategies, and engagement tactics. Stays current on social media trends, platform updates, algorithm changes, and best practices.

2. Manages Banner social media channels including Facebook, Instagram, LinkedIn, X/Twitter, and other platforms. Owns day-to-day management including content planning, posting schedules, community engagement, and platform optimization. Leverages Adobe Workfront to manage social media content calendars, ensuring unified visibility across marketing and communications teams. Coordinates social media timelines with broader marketing initiatives through centralized calendar management. Ensures BPN’s social media presence aligns with brand standards and organizational priorities.

3. Creates social media content for Banner’s social media channels. Develops social media posts, captions, and hashtags for day-to-day posting. Partners with Content Strategy & Operations for campaign-driven or complex messaging and with Banner’s Brand team for graphic design and video production support and alignment. Manages content requests and production workflows through Adobe Workfront to maintain visibility and alignment with cross-functional stakeholders.

4. Works within Banner’s social media standards and guidelines. Supports the department leadership to evolve governance frameworks, best practices, and training resources established by Director, Digital Marketing to ensure consistency, quality, and compliance across Banner Health's social media ecosystem. Maintains visibility into local social media activities through standardized reporting and communication channels.

5. Provides consultation and guidance to assigned stakeholders and local teams. Serves in a consulting capacity providing strategic guidance, best practices, and standards support for optimized social media performance and results. Facilitates knowledge sharing and promotes alignment with enterprise social media strategy.

6. Monitors social listening and sentiment across assigned social media channels. Identifies trends, opportunities, audience insights, and potential issues. Tracks brand mentions, competitor activity, and industry conversations. Provides regular insights to inform content strategy and organizational awareness. This role is not responsible for social response or customer service inquiries.

7. Escalates issues, crises, or concerns to appropriate teams. Identifies and escalates social media issues, crises, security concerns, or customer service matters to Communications, Security, Legal, Customer Service, or other stakeholders as needed. Maintains awareness of potential reputational risks and follows established escalation protocols.

8. Coordinates with paid social media teams at the tactical level. Ensures owned/organic social media efforts complement paid social campaigns through execution-level coordination on timing, messaging, and content alignment. Utilizes Adobe Workfront's unified calendar to maintain visibility into paid social campaigns and coordinate organic content that amplifies paid efforts. Collaborates on integrated campaign execution to maximize reach and engagement.

9. Analyzes social media performance and demonstrates business impact. Reviews performance metrics including reach, engagement, clicks, and conversions. Partners with Marketing Analytics Team for reporting and insights. Identifies optimization opportunities and implements improvements. Provides regular performance reporting to demonstrate ROI and inform strategic decisions.
MINIMUM QUALIFICATIONS

Bachelor's degree in Marketing, Communications, Digital Media, or related field.

Minimum 7 years of experience in social media management or digital marketing.

Demonstrated experience managing social media channels. Proven experience creating social media content and managing day-to-day operations. Hands-on experience with social media management platforms (e.g., Sprout Social, Hootsuite, Falcon.io). Understanding of social media strategy, platform best practices, and content creation. Awareness of social media algorithms, trends, and platform updates. Strong content creation and storytelling skills with ability to write engaging social media copy. Knowledge of social media analytics and performance measurement.

Experience with social listening and sentiment monitoring tools.

Ability to work collaboratively across multiple teams. Strong organizational skills with ability to manage multiple priorities in a fast-paced environment. Excellent communication and consultation skills.

PREFERRED QUALIFICATIONS

Master's degree in Marketing, Communications, Digital Media, or related field.

Healthcare industry experience or experience in a complex regulated industry.

Experience developing enterprise social media standards and guidelines. Experience providing consultation to distributed teams managing social media accounts. Experience coordinating owned/organic social media with paid social strategies. Experience managing social media during crisis situations.

Knowledge of healthcare marketing regulations and compliance requirements.

Familiarity with graphic design tools (e.g., Canva, Adobe Creative Suite).

Additional related education and/or experience preferred.

EEO Statement:

EEO/Disabled/Veterans

Our organization supports a drug-free work environment.

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