Assistant Director, Social Media and Digital Reputation

Description

:The Social Media and Digital Reputation Specialist is a key member of the Corporate Communications team, responsible for leading CoxHealth's social presence and digital reputation practice. This role leads all organic social media strategy and execution, community management, and paid boosting on owned channels, with a strong focus on visibility, engagement, and reputation performance. The position also supports systemwide review and ratings programs, executive and employee advocacy efforts, blog content strategy, and the advancement of social listening and digital intelligence-collaborating cross-functionally to ensure alignment, elevate best practices, and strengthen CoxHealth's broader digital ecosystem.
The person in this role will serve as a bridge between Communications and Marketing, ensuring that reputation-driven content, social strategy, and review performance align with broader brand, marketing, and stakeholder goals. They will work with external partners, agencies, and vendors to support digital reputation goals and lead related data and analytics as it pertains to reputation, helping guide decision-making, identify trends, and strengthen CoxHealth's overall digital presence and public perception.

Key Responsibilities:
Social & Reputation Strategy / Execution
Develop, own, and execute the organic social media strategy across platforms (Facebook, Instagram, LinkedIn, X/Twitter, TikTok, etc.) with a reputation-first lens.
Lead paid boosting / promotion of reputation-centric content (e.g. press releases, community stories, physician achievements) on owned social channels.
Support reputation and review management: partner with external vendor / agency to monitor and respond to third-party reviews; implement strategies to acquire verified patient/physician reviews, manage star ratings, and maintain listings across healthcare / consumer platforms.
Design and lead a social listening / digital intelligence capability to monitor sentiment, trending themes, and issues related to CoxHealth and healthcare more broadly.
Oversee analytics and reporting for social and reputation programs-tracking engagement, sentiment shifts, review volume and quality, response times, reach, and content amplification.
Executive & Employee Advocacy
Support the development and execution of the executive team's social presence, providing content guidance, coaching, and governance.
Build and scale an employee advocacy program-equipping, training, curating, and governing employee-generated content to amplify brand reach.
Digital Content & Blogging / SEO Collaboration
Collaborate with SEO, content, marketing, and physician stakeholders to evolve the CoxHealth blog as a strategic channel-content ideation, governance, optimization, and promotion (both organic and paid).
Ensure blog content is integrated into social/reputation pipelines, amplifying physician voices, patient stories, expertise, and system announcements.
Ensure alignment and consistency between communications content and marketing campaigns-so that reputation efforts and marketing efforts reinforce one another rather than working at cross purposes.
Cross-functional Partnership & Governance
Partner closely with Marketing, Digital, Brand, Clinical, and Operations teams to ensure social/reputation strategy is aligned with system priorities, brand guidelines, and marketing objectives.
Serve as the internal point of contact for digital reputation matters (review escalations, media queries, social crises) with escalation to communications leadership when needed.
Define social/reputation governance, approval workflows, guidelines, and policies to maintain brand integrity, regulatory compliance (e.g. HIPAA, patient privacy), and messaging consistency.
Manage the relationship with external agencies/vendors for reputation monitoring, response, and review generation efforts-setting direction, overseeing deliverables, and optimizing performance.

Education

Required: Bachelor's degree in Communications, Public Relations, Marketing, Journalism, or a related field.

Experience

Preferred: 5+ years of experience in social media, reputation management, digital communications, paid media, or similar roles-ideally with exposure to healthcare, health systems, or regulated environments.

Skills

Strong proficiency in social media platforms, boosted content strategies, social listening tools, and digital intelligence platforms.

Experience with analytics and reporting: able to define metrics, build dashboards, interpret results, and iterate based on data.

Familiarity with social media technology (Sprinklr, Hootsuite, Sprout etc.)

Demonstrated experience owning and scaling reputation / review management programs (monitoring, response, review acquisition) across consumer platforms.

Experience leading or mentoring peers or cross-functional contributors (coaching, performance feedback, capability building).

Ability to manage multiple concurrent projects and stakeholders, in a fast-paced, matrixed environment.

Excellent verbal and written communication skills; able to distill complex medical or operational topics into audience-appropriate content.

Understanding of SEO and content optimization principles (especially in a healthcare context).

High comfort in working with external vendors/agencies and managing contracts, deliverables, and accountability.

Familiarity with compliance constraints (e.g. HIPAA, advertising rules, patient privacy) in communications and digital content.