Marketing Content Specialist, Consultant - B2B

Your Role

The Creative Studio team is looking for a Marketing Content Specialist, Consultant - B2B with expertise in content development who will help Blue Shield achieve its growth, retention, and member satisfaction goals. This role will work closely with the Commercial Marketing Strategy team, Creative Studio colleagues, Designers, Product Managers, Sales and Account Management, and subject matter experts to articulate the value of organizational capabilities and health plan benefits to B2B audiences (brokers, consultants, employer groups), through a variety of channels including websites, direct mail, email, text feeds, and newsletters. This position will have primary focus on our Small Business and Middle Markets segments within Commercial lines of business.

The Marketing Content Specialist, Consultant - B2B will report to the Sr. Manager, Creative Studio.

Our leadership model is about developing great leaders at all levels and creating opportunities for our people to grow – personally, professionally, and financially. We are looking for leaders that are energized by creative and critical thinking, building and sustaining high-performing teams, getting results the right way, and fostering continuous learning.

Your Work

In this role, you will:

• Lead end-to-end development of broker-facing and employer-facing content using traditional and digital channels
• Partner with creative team, marketing team, and subject matter experts to gain a deep understanding of member needs and plan benefits
• Translate technical capabilities and reports into simple, benefit-driven content
• Ensure the ongoing updates of content in formats and channels including print, digital, and web
• Manage multiple projects at once and communicate often and regularly with the Marketing and Sales team to ensure timely execution of marketing deliverables.
• Interpret regulatory/compliance guidelines to ensure content is developed at appropriate reading levels and uses language that complies to state and/or federal regulatory/compliance mandates
• Use data/metrics to evolve materials and increase effectiveness of content messaging and design
• Participate on cross-functional and project teams developing and implementing new marketing strategies, processes, and tools as needed
• Skillfully adapt to and use new technologies and platforms (AI, project management tools) to create content, track work, and stay on top of organizational capabilities
• Present work and topic updates to the larger Studio and Brand & Demand Marketing team as needed

Your Knowledge and Experience

• Requires a bachelor's degree or equivalent experience in Marketing, Business, Communications, Journalism or related field
• Requires at least 7 years of prior relevant experience in marketing communications, content marketing, advertising, or related field
• Requires at least 5 years of B2B marketing experience, including digital marketing and close partnership with Sales team
• Requires experience developing and executing strategic communication and content marketing plans
• Demonstrated ability to create compelling content for brokers, consultants, and employer groups, translating complex information into clear, value-driven messaging
• Strong experience working with digital platforms, content management systems (CMS), and emerging marketing technologies
• Experience synthesizing input from multiple stakeholders and subject matter experts into cohesive marketing narratives; exceptional content development, storytelling, editing, and communication skills
• Healthcare marketing or similar highly regulated industry experience strongly preferred
• Knowledge of advanced marketing principles, concepts, and techniques including marketing analysis and research tools strongly preferred
• Ability to use AI tools and platforms to accelerate content creation while maintaining quality, accuracy, and brand standards

 

Hybrid

This role requires employees to be in-office based on our hybrid workplace model, balancing purposeful in-person collaboration with flexibility. For most teams, this means coming into the office two days each week.

Employees living more than 50 miles from an office location will work with their manager to determine in-office time based on business need.

 

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