Digital Marketing Coordinator - Integrated Communications

Description

Your passion belongs at UNC Health. Join more than 56,000 teammates working together to improve the health and well-being of the communities we serve across North Carolina.

Summary

The Digital Marketing Coordinator supports the UNC Health Social Media team in developing, producing, publishing, and optimizing engaging multimedia content across the health care system's social media channels. This position has a primary focus on short-form video production, digital storytelling, and audience engagement, helping bring UNC Health's people, patients, research, services, and organizational priorities to life through compelling social content.

Working collaboratively with the Social Media team, clinical partners, and marketing and communications colleagues across the system, the coordinator translates organizational priorities into creative, audience-focused content. The position stays current with emerging social media platforms, content formats, audience behaviors, and artificial intelligence tools to identify opportunities for growth, improve social media content performance, and strengthen UNC Health's digital reputation. This is a hybrid position that includes regular travel to UNC Health hospitals and clinics throughout the Triangle.

Responsibilities:

Content Development & Multimedia Production

1. Develop, produce, and edit short-form video and multimedia content for UNC Health's social media channels, with an emphasis on Instagram Reels, Facebook Reels, YouTube Shorts, and other emerging platforms.

2. Lead ongoing production of short-form video content supporting UNC Health's annual strategic priorities, including patient stories, recruitment and workforce initiatives, clinical services, research, innovation, and systemwide campaigns.

3. Collaborate with clinical experts, physicians, researchers, patients, teammates, and other stakeholders to identify and develop compelling storytelling opportunities that showcase the people and work of UNC Health.

4. Capture and produce original video and photography in a variety of settings, including regular on-site visits to UNC Health hospitals and clinics throughout the Triangle, as well as other locations throughout North Carolina.

5. Apply strong visual storytelling, editing, pacing, sound, graphics, captions, and platform-specific creative techniques to produce engaging, accessible, and audience-appropriate content.

6. Develop creative concepts, scripts, storyboards, interview questions, and production plans for social media content and campaigns.

Social Media Strategy & Execution

7. Support the execution of UNC Health's social media strategy through the development and coordination of content supporting organizational priorities, executive communications, service lines, recruitment, research, and timely health care news.

8. Monitor social media conversations, trends, and audience interests to identify opportunities for proactive content development, timely engagement, and increased visibility.

9. Research emerging social media trends, platform features, content formats, and best practices. Recommend and test new approaches to improve content quality, reach, engagement, and audience growth.

10. Support social media campaigns and special initiatives through creative development, content production, publishing, and performance evaluation.

11. Collaborate with social media managers and other marketing and communications team members to ensure content aligns with UNC Health's brand, voice, organizational priorities, and established social media guidelines.

Content Optimization, Analytics & Innovation

12. Monitor and evaluate social media content performance using platform analytics and social media management tools such as Sprout. Develop reports and provide insights and recommendations to improve future content.

13. Apply social media optimization techniques, including platform-specific keywords, search-friendly captions, accessibility features, metadata, and content structures that improve discoverability across social platforms and AI-powered search experiences.

14. Use artificial intelligence tools and other research resources to identify frequently asked patient questions, emerging health topics, audience interests, search trends, and content opportunities. Translate findings into actionable social media content ideas while maintaining appropriate editorial oversight and clinical accuracy.

15. Contribute to proactive audience-growth initiatives by identifying opportunities to expand reach, improve engagement, increase video views, and strengthen UNC Health's presence among key audiences throughout North Carolina.

16. Stay informed about emerging technologies, including artificial intelligence, social listening, content creation, analytics, and search optimization, and recommend opportunities to incorporate relevant tools and practices into the team's workflow.

Collaboration & Organizational Support

17. Work with clinical, operational, recruitment, research, and marketing partners throughout UNC Health to identify content opportunities and coordinate multimedia production.

18. Help train and advise colleagues and stakeholders on social media content development, short-form video best practices, platform trends, and effective digital storytelling.

19. Assist with monitoring and responding to social media activity in accordance with UNC Health's social media engagement protocols, brand standards, and established escalation procedures.

20. Ensure social media content meets organizational standards for accuracy, accessibility, patient privacy, HIPAA and ADA compliance, copyright, and appropriate representation of patients, teammates, and clinical information.

21. Support additional social media and digital marketing initiatives as needed to advance the goals of the UNC Health Marketing & Communications team.

Preferred:

Education and Experience

* Bachelor's degree in marketing, communications, journalism, digital media, film production, or a related field.

* Three or more years of experience in social media management, digital marketing, multimedia production, or a related field.

* Demonstrated experience producing short-form video and multimedia content for social media platforms.

* A portfolio or examples of social media video, photography, or other multimedia work demonstrating creative ability and technical proficiency.

Technical Skills

* Working knowledge of Adobe Premiere Pro and Adobe Photoshop for video editing, image editing, and graphic production.

* Proficiency with mobile video production and editing applications, such as CapCut, Edits, or comparable tools.

* Experience capturing and editing video using smartphones and other digital video equipment.

* Understanding of platform-specific video formats, specifications, editing techniques, and creative best practices.

* Experience with social media publishing, management, listening, and analytics platforms.

* Familiarity with artificial intelligence tools for content research, ideation, trend identification, and workflow optimization.

* Understanding of social media search optimization, keyword research, and emerging AI-powered content discovery.

Other information:
Education Requirements:
* Bachelor's Degree required.
Licensure/Certification Requirements:
Professional Experience Requirements:
* Three or more years of related experience is preferred.
Knowledge/Skills/and Abilities Requirements:
* Must demonstrate excellent written & oral communication skills and a strong understanding of web strategy & design principles. Experience with internet user behavior, web technology, social media marketing, analytics, and web functionality is preferred. Must possess excellent organization, multi-tasking and strategic-thinking skills. Flexibility, good judgment, high energy and attention to detail are essential. Must work as a team player in a fast-paced, creative environment.

Legal Employer: NCHEALTH

Entity: Shared Services

Organization Unit: Integrated Communications

Work Type: Full Time

Standard Hours Per Week: 40.00

Salary Range:$28.87 - $41.50 per hour (Hiring Range)

Pay offers are determined by experience and internal equity

Work Assignment Type: Hybrid

Work Schedule: Day Job

Location of Job: US:NC:Morrisville

Exempt From Overtime: Exempt: Yes

This position is employed by NC Health (Rex Healthcare, Inc., d/b/a NC Health), a private, fully-owned subsidiary of UNC Health Care System, in a department that provides shared services to operations across UNC Health Care; except that, if you are currently a UNCHCS State employee already working in a designated shared services department, you may remain a UNCHCS State employee if selected for this job.

Qualified applicants will be considered without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, genetic information, disability, status as a protected veteran or political affiliation.

UNC Health makes reasonable accommodations for applicants' and employees' religious practices and beliefs, as well as applicants and employees with disabilities. All interested applicants are invited to apply for career opportunities. Please email applicant.accommodations@unchealth.unc.edu if you need a reasonable accommodation to search and/or to apply for a career opportunity.