Specialist, Social Media

Description and Requirements

We are seeking a creative storyteller to be part of our corporate communications and marketing department, with a focus on social media and content development. The ideal candidate is nimble, organized, a self-starter and eager to grow from a variety of experiences. This person thrives in a dynamic environment and will build strong relationships and a reputation for collaboration with management and colleagues in and out of the department. In addition to written contributions, this person will bring their visual sensibilities to help select multimedia content to bring our social media communications to life using a variety of software programs. The ideal candidate will bring healthcare industry experience, or a strong interest in health insurance and community health, who wants to be part of a mission-driven company that supports the health needs of underserved New Yorkers. The Social Media Specialist reports to the Director, Social Media who will help manage his/her time with other department leaders. This is a full-time hybrid position.

The Specialist, Social Media is a key member of the Corporate Communications team, responsible for developing content, supporting social campaigns, analyzing performance, and identifying opportunities to engage with communities and build awareness of the value Healthfirst provides to members and communities.

The Specialist will partner closely with the Content Production team to develop multimedia content for Healthfirst's social media channels, which include LinkedIn, Facebook, Instagram, WeChat and YouTube.

This is a hands-on creative role for someone is passionate about social media, thrives in a dynamic environment, thinks on their feet, and brings strong attention to detail. The ideal candidate is a team player who wants to grow at a mission-driven company that has helped New Yorkers live healthier lives for 30 years.

• Develop creative concepts and support content series that bring Healthfirst's mission, programs, and community impact to life on social media.
• Develop copy tailored to social channels that reflects Healthfirst's brand voice and resonates with diverse audiences.
• Partner with Creative and Content Production teams to support the creation of social-first creative assets, including graphics and short-form video.
• Apply social media best practices and emerging trends to content development, testing new formats and approaches.
• Use self-service and professional creative tools-including Adobe Creative Suite, Vocal Video, Canva, and native platform tools.

• Monitor audience sentiment and recurring themes and share observations with the broader social media team.
• Identify opportunities to engage with online communities where appropriate and build trust.

• Work within existing and emerging content workflows to draft, revise, and route content for review and approval.
• Partner with the Sr. Manager, Social Media and broader Corporate Communications team to help implement and refine a new content development workflow, including testing processes, documenting best practices, and supporting adoption across the team.
• Support content publishing and scheduling activities in Sprout Social.
• Collaborate with cross-functional partners to ensure content accuracy, compliance, and alignment with business priorities.

• Incorporate insights from performance reporting and creative analysis into content calendar.
• Support experimentation with new formats, trends, and approaches.
• Embody spirit of continuous improvement by applying feedback and learnings based on social performance to improve content quality, engagement, and efficiency over time.

• Bachelor's degree in Communications, Marketing, Journalism, Digital Media, or a related field.
• Minimum of 2-3 years of relevant experience in social media, content creation, or digital communications.
• Strong understanding of social media platforms including LinkedIn, Facebook, Instagram, WeChat and YouTube.
• Demonstrated interest in how brands engage with audiences on social media, including an understanding of platform trends, content formats, and community interaction.
• Exceptional verbal and written communication skills.
• Ability to write for social and adapt content to different platforms and audiences.
• Solid exposure to social media analytics, with the ability to interpret insights and apply learnings to content and engagement strategies.
• Experience using social media management tools such as Sprout Social.
• Working knowledge of creative tools such as Adobe Creative Suite, Canva and other content creation platforms.
• Ability to work independently within established operational guidelines.
• Strong organizational skills and attention to detail.
• Self-starter.

• PR or social media agency experience.
• Experience working in healthcare or another highly regulated industry.
• Experience with video or testimonial-based content creation (e.g., Vocal Video or similar tools).
• Familiarity with social media analytics and performance reporting.
• Interest in process improvement, workflow design, or operational optimization.
• Bilingual or multilingual abilities a plus, particularly Spanish, Mandarin, or Cantonese.