Senior Marketing Specialist - Global Social Media and Influencer Marketing

LOCATION: Hybrid – 8 days a month in the office (Waltham MA, New York City NY, Philadelphia PA, Madison WI, St. Cloud MN, Minneapolis MN, Chicago IL

OVERVIEW

Wolters Kluwer Health is seeking a Global Social Media & Influencer Marketing Specialist, B2C to lead the development and execution of global social media, paid digital, and influencer marketing strategies supporting UpToDate Expert AI and Lexidrug.

This role will report into the Director, Marketing and will be responsible for building meaningful engagement with healthcare professionals across international markets through social media, paid digital campaigns, influencer marketing, localized content, and emerging communication channels in key global markets, including Latin America, Asia-Pacific, and select European markets, but will be based in the US.

The ideal candidate enjoys hands-on execution, brings a solid understanding of digital strategy, and can manage global campaigns, agency and vendor coordination, localization, performance reporting, and multiple social and digital platforms. This individual will also help identify and test new approaches for reaching clinicians, including influencer marketing, AI-enabled content development, and region-specific social platforms.

Role Impact

This position plays an important role in expanding the global digital presence of UpToDate Expert AI and Lexidrug, helping Wolters Kluwer engage healthcare professionals through the channels, platforms, voices, and content formats most relevant to them.

The role will also help bring together global strategies and regional execution, identifying opportunities to scale successful programs while maintaining the level of localization needed to engage healthcare professionals effectively in individual markets.

By bringing together social media, paid digital, influencer marketing, regional expertise, localization, analytics, and emerging channels, this role will help strengthen global brand engagement and support B2C customer acquisition and growth.

RESPONSIBILITIES

Global Social Media Strategy & Execution

• Develop and execute the global B2C social media strategy for UpToDate Expert AI and Lexidrug, aligning social programs with broader acquisition, engagement, and brand objectives.
• Drive localized social media strategy, campaign calendar, and advertising across global markets, evolving strategies and messaging as business needs change.
• Partner with regional marketing teams to adapt global strategies and messaging to local market needs, cultural considerations, platform usage, and customer behaviors.
• Be a contributing B2C member of the Wolters Kluwer social media working group, sharing best practices and helping advance social media capabilities across the organization.

Paid Social & Meta Strategy &Execution

• Run Meta paid initiatives, including campaign planning, audience development, retargeting, localization, creative testing, Stories and Reels.
• Develop and execute testing strategies designed to improve engagement and campaign effectiveness, including creative, messaging, and format testing.
• Leverage tools such as Jasper, Canva, and Adobe to accelerate content and creative development while maintaining brand consistency.
• Collaborate with internal partners and external vendors to execute campaigns efficiently and consistently across markets.

Influencer & Emerging Channel Marketing

• Lead the development and execution of the global healthcare professional influencer marketing strategy, including program proposals, influencer activation concepts, content approaches, and measurement.
• Identify opportunities to incorporate credible healthcare professional voices into B2C marketing programs and campaigns.
• Explore and evaluate emerging social and digital channels that can strengthen engagement with healthcare professionals.
• Support testing and expansion of new digital marketing approaches as clinician media and communication behaviors evolve.

International Market Collaboration

• Serve as an international market specialist and collaborate with in-market representatives to gather information to inform audience strategy, messaging, creative development, campaign execution, and channel selection.
• Partner closely with regional stakeholders to ensure campaigns reflect local market needs while remaining aligned with global positioning and brand strategy.
• Manage and optimize international digital and social advertising programs in support of B2C growth objectives.

• Support market-specific opportunities across in-country digital platforms by adapting campaign approaches to regional audiences and digital ecosystems.
• Apply learnings from regional campaigns to inform broader global social and digital strategy.

Analytics, Reporting & Optimization

• Analyze paid social performance to identify trends, opportunities, and recommendations for optimization.
• Translate campaign data into actionable insights for marketing leadership.
• Partner with internal stakeholders to continuously improve digital reporting and performance measurement.

Social Community Management

• Monitor and manage social media comments on designated days each week, escalating customer questions or issues to appropriate internal teams as needed.
• Help ensure social interactions reflect Wolters Kluwer brand standards and provide a consistent experience for healthcare professional audiences.
• Identify recurring themes, questions, or audience feedback that can inform future messaging and content strategy.

Cross-Functional Collaboration

The Global Social Media & Influencer Marketing Specialist will work closely with:

• Global and regional B2C marketing teams
• Creative and content teams
• Digital marketing and analytics
• Regional teams across LATAM, APAC, and Europe
• External agencies, technology platforms, influencers, and media partners

QUALIFICATIONS

Education: Bachelor’s degree in marketing, communications, business, digital media, or a related field.

Required Experience:

• 5+ years of experience in digital marketing, social media, paid social, or consumer/B2C marketing, preferably within healthcare, technology, publishing, information services, or another complex global industry.
• Experience developing and executing multi-market social media and paid digital campaigns.
• Strong knowledge of Meta platforms and paid social advertising, including audience development, retargeting, creative testing, campaign optimization, Stories, and Reels.
• Experience with influencer or creator marketing programs.
• Demonstrated ability to interpret campaign performance data and translate analytics into actionable marketing recommendations.
• Experience coordinating localized and translated marketing campaigns across multiple countries.
• Strong project management skills with the ability to manage multiple campaigns, markets, stakeholders, and deadlines simultaneously.
• Strong written, presentation, and stakeholder communication skills.

Preferred

• Experience working across international markets and understanding regional digital and social media behaviors.
• Familiarity with global platforms, including Meta, WhatsApp, and Instagram.
• Experience with creative and AI-enabled marketing tools such as Canva, Adobe, and Jasper.
• Experience working within a global matrixed organization and collaborating across multiple regions and time zones.
• Knowledge of GA4, AppsFlyer and other social tools.

TRAVEL: <10% of time to attend meetings and conferences

#LI-Hybrid

To maintain a fair and genuine hiring process, we kindly ask that all candidates participate in interviews without the assistance of AI tools or external prompts. Our interview process is designed to assess your individual skills, experiences, and communication style. We value authenticity and want to ensure we’re getting to know you—not a digital assistant. To help maintain this integrity, we ask to remove virtual backgrounds and include in-person interviews in our hiring process. Please note that use of AI-generated responses or third-party support during interviews will be grounds for disqualification from the recruitment process.

Applicants may be required to appear onsite at a Wolters Kluwer office as part of the recruitment process.

Compensation:

Compensation range listed is based on primary location of the position.  Actual base salary offer is influenced by a wide array of factors including but not limited to skills, experience and actual hiring location. Your recruiter can share more information about the specific offer for the job location during the hiring process. 

Wolters Kluwer offers a wide variety of competitive benefits and programs to help meet your needs and balance your work and personal life, including but not limited to: Medical, Dental, & Vision Plans, 401(k), FSA/HSA, Commuter Benefits, Tuition Assistance Plan, Vacation and Sick Time, and Paid Parental Leave. Full details of our benefits are available upon request.