Brand Content and Thought Leadership Manager

Job Description

• Shape the voice of Cigna Healthcare’s International Health business
• Develop and deliver impactful content supporting business priorities, engaging key audiences, and strengthening Cigna’s position as a trusted leader in international healthcare
• Own and evolve the International Health thought leadership and content programme
• Develop and manage an editorial roadmap and content calendar
• Research, write, edit, and publish articles, reports, white papers, campaign assets, executive content, and thought leadership materials
• Translate complex healthcare, clinical, and business topics into engaging, accessible content for global audiences
• Lead content projects from concept through publication with subject matter experts, stakeholders, agencies, and external partners
• Apply SEO, AEO, and content performance insights to optimise content effectiveness
• Manage content publishing and governance processes to meet brand, compliance, and quality standards
• Build relationships across International Health, providing editorial guidance
• Support executive visibility initiatives, campaign content development, and broader brand priorities
• Report to the Head of Brand

Requirements

• Significant experience in content marketing, editorial, thought leadership, corporate communications, or a related field
• Exceptional writing, editing, and storytelling skills, with experience creating long-form, research-led, and digital-first content
• Experience developing content strategies, editorial plans, and thought leadership programmes aligned to business objectives
• Strong ability to translate complex technical, healthcare, commercial, or specialist information into engaging content for non-specialist audiences
• Experience using content management systems and managing content through publication workflows
• Knowledge of SEO, AEO, content performance measurement, and digital publishing best practices
• Strong stakeholder management and project management skills, with the ability to manage multiple priorities across a complex organisation
• Experience evaluating content performance and using insight and data to inform future content decisions
• Ability to work independently while collaborating effectively across cross-functional teams
• Portfolio of content personally developed, submitted alongside CV
• Nice to have: experience within healthcare, health insurance, employee benefits, wellbeing, or related industries
• Nice to have: experience creating content for B2B audiences, including employers, brokers, HR leaders, or benefits decision-makers
• Nice to have: experience supporting executive thought leadership, PR activity, or senior leadership communications
• Nice to have: experience working in international organisations or across multiple markets and cultures
• Nice to have: familiarity with regulated environments and complex approval processes
• Nice to have: experience with content analytics platforms, SEO tools, and AI-enabled content workflows

Core Competencies

Demonstrates expertise in content marketing and editorial strategy, with a strong ability to create engaging, research-led content for diverse audiences. Proficient in managing content workflows and applying SEO and content performance insights to enhance effectiveness.

Highest-signal resume keywords

• Content Marketing
• Editorial Strategy
• SEO Knowledge
• Stakeholder Management
• Project Management

Hard Skills

• Writing
• Editing
• Content Strategy Development
• Content Performance Measurement
• Digital Publishing
• Research
• Storytelling
• Content Management Systems
• Thought Leadership
• Campaign Development

Soft Skills

• Collaboration
• Relationship Building
• Independent Work
• Communication
• Adaptability

Industry Keywords

• Healthcare
• Health Insurance
• Employee Benefits
• Wellbeing
• B2B Content Creation
• International Organisations
• Regulated Environments

Tools & Technologies

• Content Analytics Platforms
• SEO Tools
• AI-Enabled Content Workflows