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.