VP, Content Strategist – Health & Wellness

Role Summary/Purpose:

We are seeking a strategic, data-driven, and creative VP, Content Strategist to lead the development and execution of a unified content strategy, for our Health & Wellness products and solutions, that drives brand growth, customer engagement, and revenue across both B2C and B2B audiences. This leader will own the end-to-end content ecosystem - from messaging architecture to multi-format content production, distribution, and governance.

This role requires a modern content operator who is equally fluent in storytelling, performance marketing, and AI-enabled content systems, including LLM-driven discovery and search optimization, in addition to leading and inspiring talent and having the ability to collaborate and influence cross-functionally.

Essential Responsibilities:

Content Strategy & Messaging

• Define and evolve core messaging pillars, themes, and strategic narratives aligned to brand and business priorities

• Develop compelling messaging tailored to distinct customer segments (consumer/cardholder and B2B)

• Ensure consistency and clarity of messaging across all channels and touchpoints

• Partner with marketing, brand and product teams to translate business strategy into differentiated content

Content Development & Production

• Optimize the strategy and oversee creation of multi-format content that may include:

  • Webinars and video series

  • Case studies, customer storytelling and provider testimonials

  • Blogs and newsletters

  • Website and landing page copy

  • Marketing collateral and merchandising content

  • Social media posts

  • Tradeshows – onsite content capture (i.e. provider testimonials)

  • Government, PR and Consumer Affairs

• Establish scalable content frameworks and editorial standards

• Lead internal teams and external agencies to deliver high-quality, high-impact content

AI-Enabled Content & Innovation

• Collaborate with our Enterprise Content and SEO teams, as well as with PR, to drive LLM, GEO and AI content optimization strategies to ensure brand visibility in emerging discovery platforms

• Stay ahead of trends in LLM-based discovery, AI search, and generative content

• Collaborate with Enterprise Content team to implement tools and processes to scale content creation while maintaining quality and brand voice

Content Portfolio & Program Prioritization

• Collaborate with our Enterprise Content team to define the content roadmap and editorial calendar based on business impact and audience needs

• Prioritize content programs, formats, and topics that drive measurable outcomes

• Allocate resources effectively across internal teams and agency partners

• Continuously evaluate and optimize content mix based on performance data

Channel Strategy & Content Governance

• Establish and enforce content governance frameworks across all channels

• Define channel-specific content strategies while maintaining a cohesive brand voice

• Partner with digital and marketing teams to optimize content distribution and performance

• Ensure compliance with brand, legal, and regulatory standards

Performance & Analytics

• Define KPIs to measure content effectiveness across awareness, engagement, and conversion

• Leverage data and insights to continuously refine messaging and content strategy

• Build reporting frameworks that connect content performance to business outcomes

Leadership & Cross-Functional Collaboration

• Coach and lead a high-performing content team

• Collaborate and work cross functionally across the org (Marketing, Performance Marketing, Legal, Compliance, Analytics, etc)

• Influence executive stakeholders with data-driven insights and strategic recommendations

• Perform other duties and/or special projects as assigned.

Qualifications/Requirements:

• Bachelor's degree OR in lieu of degree, a high school diploma and 8+ years of experience in credit card, financial services or health and wellness marketing

• A minimum of 8+ years of professional work experience in the Marketing field to include 8 years of content strategy, brand storytelling, or editorial leadership

• Proven experience leading integrated content strategies across B2C and B2B environments, including muti-channel, multi-format content ecosystems at scale

• Strong track record of developing messaging frameworks that drive growth

• 5+ years of experience managing a team/organization and experience presenting to and engaging with senior leadership  

• Deep understanding of SEO, AI search, and LLM-driven discovery (GEO)

• Hands-on experience with AI-enabled content tools and workflows

• Strong analytical mindset with ability to translate data into actionable insights

• Ability and flexibility to travel for business as required

Desired Characteristics:

• MBA desirable
• Experience in healthcare and in financial services preferred
• Exceptional leadership, communication, and stakeholder management skills
• Ability to analyze data, identify key trends and opportunities and develop improvement opportunities
• Self-motivated, creative, strong initiative, and flexible 
• Strong process and project management skills with successful experience influencing and leading cross-functional teams
• Able to work in a fast-paced environment and manage multiple projects
• Strong communication skills needed to exchange complex information and interface with cross-functional teams both internally and externally
• Demonstrates exceptional attention to detail, ensuring accuracy, consistency, and high-quality execution across all deliverables
• Positive, high-energy attitude with passion for content

Grade/Level: 13

                                                                      

The salary range for this position is 130,000.00 - 210,000.00 USD Annual and is eligible for an annual bonus based on individual and company performance.

Actual compensation offered within the posted salary range will be based upon work experience, skill level or knowledge.

Salaries are adjusted according to market in CA, NY Metro and Seattle.

Our Way of Working:

We’re proud to offer you flexibility. At Synchrony, our way of working allows you to have the option to work from home near one of our Hubs or come into one of our offices. You will be required to commute to your nearest Hub (either virtual or physical) for in-person engagement activities such as regular business or team meetings, training and culture events. 

 

*Field Sales and some Commercial team roles may have varied location requirements based upon partner obligations or preferences.

Eligibility Requirements:

• You must be 18 years or older

• You must have a high school diploma or equivalent

• You must be willing to take a drug test, submit to a background investigation and submit fingerprints as part of the onboarding process

• You must be able to satisfy the requirements of Section 19 of the Federal Deposit Insurance Act.

• New hires (Level 4-7) must have 9 months of continuous service with the company before they are eligible to post on other roles.  Once this new hire time in position requirement is met, the associate will have a minimum 6 months’ time in position before they can post for future non-exempt roles.  Employees, level 8 or greater, must have at least 18 months’ time in position before they can post.  All internal employees must consistently meet performance expectations and have approval from your manager to post (or the approval of your manager and HR if you don’t meet the time in position or performance expectations).

Legal authorization to work in the U.S. is required.  We will not sponsor individuals for employment visas, now or in the future, for this job opening. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status. 

Our Commitment:

When you join us, you’ll be part of an inclusive culture where your individual skills, experience, and voice are not only heard – but valued. Together, we’re building a future where we can all belong, connect, and turn ideals into action. More than 50% of our workforce is engaged in our Employee Resource Groups (ERGs), where community and passion intersect to offer a safe space to learn and grow.

 

This starts when you choose to apply for a role at Synchrony. We ensure all qualified applicants will receive consideration for employment without regard to age, race, color, religion, gender, sexual orientation, gender identity, national origin, disability, or veteran status. We’re proud to have an award-winning culture for all. 

Reasonable Accommodation Notice:

• Federal law requires employers to provide reasonable accommodation to qualified individuals with disabilities. Please tell us if you require a reasonable accommodation to apply for a job or to perform your job. Examples of reasonable accommodation include making a change to the application process or work procedures, providing documents in an alternate format, using a sign language interpreter, or using specialized equipment.

• If you need special accommodations, please call our Career Support Line so that we can discuss your specific situation. We can be reached at 1-866-301-5627.   Representatives are available from 8am – 5pm Monday to Friday, Central Standard Time

Job Family Group:

Marketing