Digital Content Strategy & Optimization Lead

Founded in 1977 as the Senior Care Action Network, SCAN began with a simple but radical idea: that older adults deserve to stay healthy and independent. That belief was championed by a group of community activists we still honor today as the “12 Angry Seniors.” Their mission continues to guide everything we do.

Today, SCAN is a nonprofit health organization serving more than 500,000 people across Arizona, California, Nevada, New Mexico, Texas, and Washington, with over $8 billion in annual revenue. With nearly five decades of experience, we have built a distinctive, values-driven platform dedicated to improving care for older adults.

Our work spans Medicare Advantage, fully integrated care models, primary care, care for the most medically and socially complex populations, and next-generation care delivery models. Across all of this, we are united by a shared commitment: combining compassion with discipline, innovation with stewardship, and growth with integrity.

At SCAN, we believe scale should strengthen—not dilute—our mission. We are building the future of care for older adults, grounded in purpose, accountability, and respect for the people and communities we serve.

The Job

The Digital Content Strategy & Optimization Lead serves as the enterprise owner of SCAN’s digital content optimization roadmap, high-visibility content delivery, strategic publishing practices, and conversion optimization agenda. The role combines advanced content strategy and cross-enterprise influence with hands-on writing, editing, page production, and publishing to create high-caliber digital experiences for prospects and members.

This role leads content strategy and execution for high-priority enterprise initiatives, partnering across Digital Product, UX, Marketing, Sales, Analytics, Customer Experience, Compliance, Operations, and Technology. The position translates business objectives, audience needs, behavioral insights, and regulatory requirements into carefully crafted content and well-designed, timely published pages that improve clarity, engagement, conversion, education, and self-service outcomes.

Unlike a traditional senior content producer role, this position is accountable for shaping enterprise content direction, setting optimization priorities, making or escalating final decisions on content standards and publishing practices, and connecting content decisions to measurable portfolio-level prospect, member, and business outcomes. The role also serves as the final escalation authority for SCAN’s most visible, sensitive, and strategically important digital content experiences.

You Will

Enterprise Content Strategy & Performance Leadership

Own and maintain the enterprise digital content optimization roadmap, including priorities, sequencing, stakeholder alignment, and measurable outcomes across the digital content portfolio. • Identify cross-enterprise opportunities to improve digital journeys through stronger messaging, content structure, page design, calls to action, personalization, and publishing practices. • Translate enterprise priorities, audience needs, Voice of the Customer insights, business goals, and performance data into strategic content recommendations and prioritized action plans. • Advise senior leaders and cross-functional partners on content direction, tradeoffs, risks, and opportunities for high-visibility digital initiatives. • Define, track, and be accountable for portfolio-level success measures for major content initiatives, using performance insights to influence ongoing investment, prioritization, and optimization decisions.

Senior Writer, Editor, Producer & Publisher

Serve as an additional senior writer, editor, content producer, and publisher for SCAN’s most important prospect- and member-facing digital experiences. • Create, edit, optimize, produce, and publish clear, persuasive, accessible, accurate, and audience-centered digital content across prospect, member, broker, provider, employer, and partner experiences. • Lead content development and page production for high-priority enterprise initiatives, product and benefit launches, regulatory changes, campaigns, digital transformations, and time-sensitive business needs. • Craft conversion-focused headlines, body copy, calls to action, educational content, transactional guidance, and journey messaging appropriate to each audience and stage of the experience. • Ensure pages are well designed in partnership with UX and Creative, carefully produced, quality assured, compliant, and published on schedule. • Serve as the final escalation authority for complex, sensitive, regulated, executive-visible, or high-impact digital content when alignment, quality, timing, compliance, or business outcomes are at risk.

Cross-Enterprise Initiative Leadership

Lead content strategy, development, production, and publishing workstreams for enterprise initiatives where digital experience quality directly affects prospect or member outcomes. • Partner across Product, UX, Marketing, Sales, Analytics, Customer Experience, Member Services, Compliance, Legal, Operations, Creative, and Technology to align goals, requirements, messaging, design, approvals, and release timing. • Build alignment among senior stakeholders, reconcile competing requirements, and influence decisions that protect audience clarity, conversion potential, brand integrity, accessibility, and regulatory compliance. • Direct contributors, vendors, and external partners across complex content workstreams, establishing expectations, coordinating dependencies, resolving issues, and maintaining momentum without relying on direct supervisory authority. • Represent digital content strategy in cross-enterprise planning, discovery, design, launch-readiness, and performance-review forums.

Sitecore Publishing & Content Operations Leadership

Serve as a senior Sitecore XM Cloud subject matter expert and champion effective use of authoring, workflow, publishing, personalization, component, and emerging AI-enabled capabilities. • Provide strategic and hands-on leadership for page assembly, publishing models, content workflows, governance, quality assurance, version control, and release coordination. • Partner with Product and Technology teams to shape future-state Sitecore publishing capabilities and remove barriers to timely, high-quality delivery. • Drive continuous improvement in publishing efficiency, content quality, operational discipline, reuse, and platform adoption. • Set decision authority for content standards, publishing practices, optimization techniques, and effective Sitecore use; coach and guide contributors to consistently apply those standards across enterprise digital experiences.

Conversion, Search & Experience Optimization

Apply and advance SEO, answer engine optimization, generative engine optimization, structured content, metadata, accessibility, plain-language, and AI-discoverability practices. • Use behavioral analytics, search insights, journey performance, experimentation, stakeholder feedback, and Voice of the Customer findings to identify content-related friction and improvement opportunities. • Partner with UX and Analytics to plan tests, assess content and page performance, and recommend changes that improve engagement, conversion, comprehension, and task completion. • Create personalization-ready content variations and journey-based messaging that support audience needs and measurable business objectives. • Lead content audits, gap analyses, competitive reviews, and optimization programs that improve accuracy, findability, usefulness, timeliness, and performance.

Governance, Quality & Risk Management

Ensure digital content and pages meet SCAN standards for brand, voice, accessibility, usability, privacy, regulatory compliance, accuracy, and content governance. • Establish, approve, and enforce editorial, production, approval, quality assurance, and publishing standards for high-priorit