Senior Communications Specialist, GEO Content

At UnitedHealthcare, we're simplifying the health care experience, creating healthier communities and removing barriers to quality care. The work you do here impacts the lives of millions of people for the better. Come build the health care system of tomorrow, making it more responsive, affordable and optimized. Ready to make a difference? Join us in making healthcare work better for everyone through people-led, responsible AI while Caring. Connecting. Growing together. The Senior Communications Specialist, GEO Content will support the UnitedHealthcare Corporate Communications Newsroom and broader digital content strategy by developing and optimizing content that helps consumers find clear, credible answers to their healthcare and health benefits questions. This role will focus on content opportunities identified through generative engine optimization (GEO), search trends, audience insights and digital performance data. Working with Newsroom leadership and partners across digital product, SEO, analytics, social and subject-matter expert teams, this position will translate identified content gaps into high-quality content designed to perform effectively for both consumer audiences and large language models (LLMs). The ideal candidate is an exceptional writer and editor who can take complex healthcare information and make it clear, conversational, authoritative and easy to understand. This person will also understand how content structure, clarity and authority can influence discoverability across traditional search and emerging generative AI experiences. You'll enjoy the flexibility to work remotely * from anywhere within the U.S. as you take on some tough challenges. For all hires in the Minneapolis or Washington, D.C. area, you will be required to work in the office a minimum of four days per week. Primary Responsibilities: Develop GEO-informed content Develop new content in response to identified GEO, search and consumer information opportunities Translate content gaps and consumer questions into clear, useful and actionable UHC Newsroom and UHC.com content Research healthcare, health benefits and consumer topics to develop accurate, authoritative and relevant content Write and edit articles, explainers, FAQs and other digital content designed to directly address the questions consumers are asking Refresh and optimize existing content when GEO or search insights identify opportunities to improve visibility, relevance or usefulness Support rapid-response content development when new questions, trends or information needs emerge Help build depth around priority topics by identifying related questions and supporting content needs Write for consumers and LLM discovery Create content that is engaging and understandable for consumers while being structured for effective search and generative AI discovery Translate complex healthcare and health insurance concepts into clear, conversational language without sacrificing accuracy Apply GEO, SEO and digital-content best practices to content development and optimization Structure content so key questions and answers are clear, accessible and easy to identify Develop effective headlines, subheads, summaries, FAQs and other content elements that improve comprehension and discoverability Maintain UHC editorial, brand and voice standards across content Balance optimization needs with a human-first approach, ensuring content provides genuine value rather than writing exclusively for search engines or LLMs Support GEO content opportunities Work with Newsroom leadership to execute against identified GEO content priorities and channel action plans Monitor assigned priority topics and recommend content updates or new content based on emerging questions and information needs Identify opportunities to connect related Newsroom and UHC.com content to create a solider overall consumer information experience Partner with channel owners to adapt or extend priority content for social, video or other owned channels when appropriate Help maintain a pipeline of GEO-driven content opportunities and track content from development through publication Collaborate across teams Partner with digital product, SEO, analytics, social, communications and subject‑matter experts to develop and optimize content Work with subject‑matter experts to validate information and translate technical or complex concepts into understandable consumer language Collaborate with digital product teams on content gaps identified across UHC.com and support the development of appropriate content solutions Participate in editorial planning and provide recommendations based on consumer questions, search behavior and GEO insights Coordinate content reviews and approvals to support timely publication Measure and optimize content Review content performance to understand whether published content is helping improve visibility and address identified information gaps Use GEO, search, traffic and engagement insights to recommend updates to existing content Support tracking of measures such as AI visibility, share of voice, citation or answer presence, organic search visibility, traffic and engagement Identify patterns and learnings from content performance that can improve future writing and optimization Provide content-level results and insights to support broader UHC Newsroom and GEO reporting You’ll be rewarded and recognized for your performance in an environment that will challenge you and give you clear direction on what it takes to succeed in your role as well as provide development for other roles you may be interested in. Required Qualifications: 5+ years of experience in communications, journalism, digital content, editorial, content marketing or related work Experience translating complex or technical subject matter into understandable, accessible content Experience applying SEO, audience insights or digital-content best practices to writing and content development Demonstrated experience writing and editing clear, compelling digital content for consumer audiences Demonstrated experience managing multiple assignments and meeting deadlines in a fast-moving environment Demonstrated solid research, fact-checking and editorial judgment Demonstrated solid collaboration skills and experience working with subject‑matter experts and cross‑functional partners Willing and able to travel 10% +/- depending on business need Preferred Qualifications: Experience with GEO, generative AI, LLM optimization or AI-powered search. Experience using SEO analytics, web analytics, search or content intelligence tools Experience optimizing existing digital content based on audience, search or performance insights Experience writing about healthcare, health insurance, health benefits or other complex consumer topics Experience working in a regulated industry or environment with significant content review requirements Understanding of how authoritative digital content is discovered, interpreted and surfaced within search engines and generative AI experiences Familiarity with content management systems and digital publishing workflows Key competencies Exceptional consumer writing: Turns complex information into content that is clear, conversational, useful and actionable Digital and GEO fluency: Understands how structure, authority, relevance and clarity can help content perform across search and AI-powered discovery Editorial judgment: Identifies the most important information and organizes it around consumer needs Curiosity: Investigates emerging consumer questions and continually looks for opportunities to strengthen existing content Data-informed decision-making: Uses performance insights to inform content recommendations and optimization Agility: Can quickly turn an identified content opportunity into accurate, publishable content Collaboration: Works effectively across communications, digital product and subject‑matter teams to move content from insight to publication Measures of success Success in this role may include: Increased visibility of content developed or optimized against priority GEO opportunities Improved presence of UHC content for priority consumer questions across search and generative AI experiences Growth in organic visibility, traffic and engagement for assigned content Closure of priority content gaps identified through GEO and search insights Increased quality, usefulness and discoverability of Newsroom and UHC.com content Timely development of content in response to emerging GEO opportunities Effective translation of complex healthcare subjects into consumer-friendly information Demonstrated improvement in content performance following optimization *All employees working remotely will be required to adhere to UnitedHealth Group's Telecommuter Policy Pay is based on several factors including but not limited to local labor markets, education, work experience, certifications, etc. In addition to your salary, we offer benefits such as, a comprehensive benefits package, incentive and recognition programs, equity stock purchase and 401k contribution (all benefits are subject to eligibility requirements). No matter where or when you begin a career with us, you'll find a far-reaching choice of benefits and incentives. The salary for this role will range from $91,700 - $163,700 annually based on full-time employment. We comply with all minimum wage laws as applicable. Application Deadline: This will be posted for a minimum of 2 business days or until a sufficient candidate pool has been collected. Job posting may come down early due to volume of applicants. At UnitedHealth Group, our mission is to help people live healthier lives and help make the health system work better for everyone. Together, we are shaping the future of healthcare by harnessing technology and innovation to make care simpler to navigate, more affordable and more connected for the people we serve. We are committed to creating an inclusive workplace where everyone feels welcomed, valued, heard and respected, empowering people to bring their authentic selves to work and strengthening our collective impact through diverse talents, backgrounds, experiences and perspectives. UnitedHealth Group and its affiliated brands are an Equal Employment Opportunity employer under applicable law and qualified applicants will receive consideration for employment without regard to race, national origin, religion, age, color, sex, sexual orientation, gender identity, disability, or protected veteran status, or any other characteristic protected by local, state, or federal laws, rules, or regulations. UnitedHealth Group and its affiliated brands are a drug-free workplace. Candidates are required to pass a drug test before beginning employment. #J-18808-Ljbffr UnitedHealth Group