JOB SUMMARY
The Senior Digital Content Strategist is responsible for developing and optimizing digital content and conversion experiences that support Baylor Genetics’ growth marketing and commercial objectives. This role owns the content-to-conversion layer of the integrated campaign model, ensuring that digital experiences, campaign assets, landing pages, and customer journeys effectively engage target audiences and drive measurable conversion outcomes.
Working closely with Growth Marketing, Product Marketing, Corporate Affairs & Communications, and external creative partners, this role translates messaging and campaign strategy into compelling digital experiences that improve engagement, conversion, and pipeline performance across the customer journey.
This position requires a strategic and analytical marketer with expertise in digital content strategy, conversion optimization, customer journey mapping, and performance-driven content execution.
KEY RESPONSIBILITIES
Content-to-Conversion Strategy
- Develop digital content strategies aligned to commercial growth priorities, integrated campaigns, and buyer journey stages
- Translate product positioning and campaign strategy into conversion-oriented digital experiences
- Support development of audience-specific content journeys designed to improve engagement and lead conversion
- Ensure consistency of messaging and user experience across digital channels and campaign touchpoints
Campaign Assets & Digital Experiences
- Own development and optimization of campaign assets including landing pages, emails, digital content across channels, nurture assets, and conversion experiences
- Partner with Growth Marketing to support integrated campaign execution across digital channels
- Collaborate with Product Marketing to align content to GTM priorities, messaging frameworks, and customer needs
- Coordinate asset development with internal creative resources and external agencies
Website & Conversion Optimization
- Support website engagement and conversion strategies focused on lead capture, CRO, and user experience optimization
- Monitor website and landing page performance metrics and recommend optimization opportunities
- Execute A/B testing and performance optimization initiatives to improve engagement and conversion rates
- Help improve digital customer journeys based on behavioral insights and engagement data
Content Performance & Analytics
- Analyze content and engagement performance across digital channels
- Track metrics related to engagement, conversion, content effectiveness, and user behavior
- Develop insights and recommendations to improve digital performance and campaign effectiveness
- Partner with Growth Marketing and Marketing Operations to align content performance to pipeline and attribution reporting
Cross-Functional Collaboration
- Partner closely with Growth Marketing team members on campaign execution, nurture journeys, and digital activation
- Collaborate with Corporate Affairs & Communications on website content, thought leadership, brand alignment, and digital storytelling
- Work with Product Marketing to align messaging and content to product launches and commercial priorities
- Support scalable content operations and digital best practices across the marketing organization
QUALIFICATIONS
Required
- Bachelor’s degree in Marketing, Communications, Digital Media, Journalism, or related field
- 5–8+ years of experience in digital content strategy, digital marketing, conversion optimization, or content marketing
- Strong experience developing digital campaign assets, landing pages, nurture content, and conversion-focused experiences
- Experience with CMS platforms, marketing automation tools, website optimization, and analytics platforms
- Strong understanding of CRO, SEO, customer journey mapping, and digital engagement strategies
- Experience collaborating across marketing, creative, and commercial teams
- Strong writing, editing, and content strategy skills
- Analytical mindset with ability to use performance insights to drive optimization
- Equivalent combination of education and experience may be considered.
Preferred:
- Healthcare, diagnostics, biotech, medtech, or life sciences experience strongly preferred
COMPETENCIES
- Digital Content Strategy
- Conversion-Focused Writing & Storytelling
- Customer Journey Mapping
- Website & Landing Page Optimization
- Content Analytics & Performance Measurement
PHYSICAL DEMANDS AND WORK ENVIRONMENT
- Location: Remote
- Frequently required to remain in a stationary position (sitting) for extended periods of time.
- Frequently required to use a computer, monitor, and standard office equipment.
- Frequently required to utilize hand and finger dexterity for typing.
- Frequently required to talk or hear.
- Travel Requirements: Up to 15%
EEO STATEMENT
Baylor Genetics is proud to be an equal opportunity employer committed to fostering an inclusive and diverse workplace. We welcome and encourage applicants from all backgrounds to apply. We do not discriminate on the basis of race, color, religion, national origin, sex, sexual orientation, gender identity, age, veteran status, disability, genetic information, pregnancy, childbirth, or any other status protected by applicable federal, state, or local law. If you need an accommodation during the application process, please contact our Human Resources team.
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