About the position
The Content Marketing Manager, B2C turns complex health-benefit concepts into clear, useful content that helps consumers choose, use, and love HealthEquity. You’ll help build and execute a consumer content strategy across the full lifecycle—awareness, consideration, activation, and retention—so more members open accounts, contribute confidently, and save more on healthcare. You’ll pair sharp copy with our brand voice, test relentlessly, and lift the performance of campaigns, journeys, and product experiences. The Content Marketing Manager, B2B reports to the Creative Director. This role typically performs remote.
Responsibilities
- Develop campaign narratives that move consumers from awareness to action (open, fund, spend, invest) and reinforce long-term habits.
- Write and edit high-impact short form: landing pages, ads, enrollment materials, e-mails, and video scripts that reduce friction and increases conversion.
- Create educational assets (quick guides, calculators/quizzes briefs, explainer videos) that simplify HealthEquity products.
- Lead SEO-driven content: keyword research, briefs, optimization, and content refreshes to win consumer search intent.
- Drive CRO with clear hypotheses, A/B tests, and strong CTAs; partner with design/dev to improve page structure, forms, and journeys.
- Maintain a consumer style guide (plain-language, inclusive tone, readability, legal/compliance alignment); enable teammates with templates and best practices.
- Act as a strategic content advisor to B2C Marketing program leaders, ensuring alignment with the HealthEquity brand voice and consistent messaging across all channels.
- Direct agency partners, providing guidance to ensure a high level of brand consistency and content quality.
- Champion the HealthEquity consumer brand, refining our editorial style guide to empower writers across the organization with best practices and ensuring polished, cohesive content at scale.
- Leverage AI ethically to increase efficiency and maximize consistency across content creation.
- Monitor the performance of campaigns and content assets, using data-driven insights to optimize strategies and improve results.
Requirements
- Bachelor's degree in Marketing, Journalism, or Communications or relevant experience
- Minimum of 5 years of experience in content marketing roles
- Experience defining projects from ideation and taking them to completion
- Balances the needs of multiple relationships effectively
- Builds rapport in an open, friendly and accepting way
- Represents own interests while being fair to others in their areas
- Thoughtful in delivering feedback and graceful in receiving it
- Desire to test new ideas, iterate quickly and collaborate in a fast-paced environment
- Identifies information needed, while recognizing when a quick 80% solution will suffice
- Ability to distinguish between activity and productivity, and prioritize the latter
- Familiar with user personas and able to adapt copy for a variety of audiences
Benefits
- Medical, dental, and vision
- HSA contribution and match
- Dependent care FSA match
- Uncapped paid time off
- Paid parental leave
- 401(k) match
- Personal and healthcare financial literacy programs
- Ongoing education & tuition assistance
- Gym and fitness reimbursement
- Wellness program incentives
