Content Marketing Manager

Brief Overview

This role produces member-facing content across Amwell's service lines and is accountable for how that content performs once it reaches members. Content is a shared capability across the Engagement pillar: the account owners brief and approve, and this role produces at the volume and quality the book requires.

The role covers content strategy across service lines, the Engagement Hub content library, and the production of case studies and enablement assets that the account owners design. It also directs contractor and AI-assisted capacity, which is how volume is met with a single full-time position. Content engagement is a shared measure with the execution side, which owns timing and deliverability

Core Responsibilities

What the role owns:

• Content strategy and production across service lines, the engagement showcase, and content libraries

• Inputting email content into the email CMS (Knak) — copy and image selection

• The Engagement Hub content library and its maintenance

• Case-study and enablement-asset production, against designs set by the account owners

• AI-assisted drafting and direction of contractor capacity for volume, within the approved content guidelines

• Brand-voice consistency across member-facing content

How success is measured:

• Content engagement across member-facing email and hub content, as the content contribution to open and click performance (primary measurable output)

• Content throughput and turnaround against briefs

• Brand-voice and quality consistency across the library

• Coverage of the service lines against the content plan

What the role does not own:

Scope boundaries are explicit so accountability is single-owned and hand-offs are clean.

• Campaign strategy or the customer relationship — the account owners

• The CMS platform itself, its branding rules, templates, and access — Manager, Campaign Production and Platform

• Campaign build, QA, and send — the campaign production team

• Timing and deliverability of sends, which share the engagement measure

• Foundational B2B content such as case studies, playbooks, and whitepapers — Commercialization

• PHI governance standards, which are set by Compliance

Qualifications

Required

• 5+ years producing consumer, member, or patient-facing content at volume

• Demonstrated ability to move a content engagement measure, not only to ship content on time

• Experience writing within regulated or clinically sensitive constraints, and the judgment to know when to route something to Compliance or Legal

• Experience directing freelance, agency, or contractor capacity against a brief

• Working fluency with AI-assisted drafting, and the editorial judgment to hold quality across it

• Comfort operating as shared capacity across competing internal demands

Preferred

• Healthcare, health plan, or behavioral health content experience

• Knak, Braze, or comparable content and email production platforms

• Accessibility standards for member communications

• Experience building or restructuring a content library

Do Well. Live Well. At Amwell.

Driven by our mission and values, we foster a workplace where Delivering Awesome, being Customer First and operating as One Team aren’t just aspirations – they are how we work, every day.

Our people are our greatest asset. We strive to empower their growth and development not only as Amwellians but as individuals, through generous total rewards packages, a virtual-first work environment, work-life flexibility, including Summer Fridays and designated Mental Health Days, as well as opportunities to stretch and learn – to name a few. It’s our people who truly differentiate us. Ask anyone and they’ll tell you – you’ll never work with more passionate, more driven and more caring team members.

We champion a culture of respect and inclusion, accountability and integrity, innovation and collaboration. At Amwell, you’ll do the most meaningful work of your career—improving healthcare for millions, growing alongside incredible teammates, and being valued for who you are.

Benefits

• Flexible Personal Time Off (Vacation time)
• 401K match
• Competitive healthcare, dental and vision insurance plans
• Paid Parental Leave (Maternity and Paternity leave)
• Employee Stock Purchase Program
• Free access to Amwell’s Telehealth Services, SilverCloud and The Clinic by Cleveland Clinic’s second opinion program
• Free Subscription to the Calm App
• Tuition Assistance Program
• Pet Insurance

Salaried, Exempt Roles

The typical base salary range for this position is $90,000 - $110,000. The actual salary offer will ultimately depend on multiple factors including, but not limited to, knowledge, skills, relevant education, experience, complexity or specialization of talent, and other objective factors. In addition to base salary, this role may be eligible for an annual bonus based on a combination of company performance and employee performance. Long-term incentive and short-term variable compensation may be offered as part of the compensation package dependent on the role. Some roles may be commission based, in which case the total compensation will be based on a commission, and the above range may not be an accurate representation of total compensation.

Further, the above range is subject to change based on market demands and operational needs and does not constitute a promise of a particular wage or a guarantee of employment. Your recruiter can share more during the hiring process about the specific salary range based on the above factors listed.

Identity Verification Notice

As part of Amwell's commitment to maintaining a secure and trusted hiring process, candidates for this role are required to complete an identity verification step through Greenhouse Identity Verification powered by CLEAR during the interview process.

Identity verification is used solely to confirm a candidate's identity and help prevent fraud and impersonation within the hiring process. It is not a background check and does not independently determine hiring decisions.

Because this role has been designated as requiring identity verification, completion of the verification process is a condition of continuing in the recruitment process. Candidates who do not complete the identity verification process will not be eligible to advance to subsequent stages of consideration for this role.

Personal information collected as part of the identity verification process will be handled in accordance with applicable privacy laws and Amwell's Applicant Privacy Notice.