Senior Marketing Specialist - Global Social Media and Influencer Marketing

LOCATION: Hybrid – 8 days a month in the office (Waltham MA, New York City NY, Philadelphia PA, Madison WI, St. Cloud MN, Minneapolis MN, Chicago IL OVERVIEW Wolters Kluwer Health is seeking a Global Social Media & Influencer Marketing Specialist, B2C to lead the development and execution of global social media, paid digital, and influencer marketing strategies supporting UpToDate Expert AI and Lexidrug. This role will report into the Director, Marketing and will be responsible for building meaningful engagement with healthcare professionals across international markets through social media, paid digital campaigns, influencer marketing, localized content, and emerging communication channels in key global markets, including Latin America, Asia-Pacific, and select European markets, but will be based in the US. The ideal candidate enjoys hands-on execution, brings a solid understanding of digital strategy, and can manage global campaigns, agency and vendor coordination, localization, performance reporting, and multiple social and digital platforms. This individual will also help identify and test new approaches for reaching clinicians, including influencer marketing, AI-enabled content development, and region-specific social platforms. Role Impact This position plays an important role in expanding the global digital presence of UpToDate Expert AI and Lexidrug, helping Wolters Kluwer engage healthcare professionals through the channels, platforms, voices, and content formats most relevant to them. The role will also help bring together global strategies and regional execution, identifying opportunities to scale successful programs while maintaining the level of localization needed to engage healthcare professionals effectively in individual markets. By bringing together social media, paid digital, influencer marketing, regional expertise, localization, analytics, and emerging channels, this role will help strengthen global brand engagement and support B2C customer acquisition and growth. RESPONSIBILITIES Global Social Media Strategy & Execution Develop and execute the global B2C social media strategy for UpToDate Expert AI and Lexidrug, aligning social programs with broader acquisition, engagement, and brand objectives. Drive localized social media strategy, campaign calendar, and advertising across global markets, evolving strategies and messaging as business needs change. Partner with regional marketing teams to adapt global strategies and messaging to local market needs, cultural considerations, platform usage, and customer behaviors. Be a contributing B2C member of the Wolters Kluwer social media working group, sharing best practices and helping advance social media capabilities across the organization. Paid Social & Meta Strategy &Execution Run Meta paid initiatives, including campaign planning, audience development, retargeting, localization, creative testing, Stories and Reels. Develop and execute testing strategies designed to improve engagement and campaign effectiveness, including creative, messaging, and format testing. Leverage tools such as Jasper, Canva, and Adobe to accelerate content and creative development while maintaining brand consistency. Collaborate with internal partners and external vendors to execute campaigns efficiently and consistently across markets. Influencer & Emerging Channel Marketing Lead the development and execution of the global healthcare professional influencer marketing strategy, including program proposals, influencer activation concepts, content approaches, and measurement. Identify opportunities to incorporate credible healthcare professional voices into B2C marketing programs and campaigns. Explore and evaluate emerging social and digital channels that can strengthen engagement with healthcare professionals. Support testing and expansion of new digital marketing approaches as clinician media and communication behaviors evolve. International Market Collaboration Serve as an international market specialist and collaborate with in-market representatives to gather information to inform audience strategy, messaging, creative development, campaign execution, and channel selection. Partner closely with regional stakeholders to ensure campaigns reflect local market needs while remaining aligned with global positioning and brand strategy. Manage and optimize international digital and social advertising programs in support of B2C growth objectives. Support market-specific opportunities across in-country digital platforms by adapting campaign approaches to regional audiences and digital ecosystems. Apply learnings from regional campaigns to inform broader global social and digital strategy. Analytics, Reporting & Optimization Analyze paid social performance to identify trends, opportunities, and recommendations for optimization. Translate campaign data into actionable insights for marketing leadership. Partner with internal stakeholders to continuously improve digital reporting and performance measurement. Social Community Management Monitor and manage social media comments on designated days each week, escalating customer questions or issues to appropriate internal teams as needed. Help ensure social interactions reflect Wolters Kluwer brand standards and provide a consistent experience for healthcare professional audiences. Identify recurring themes, questions, or audience feedback that can inform future messaging and content strategy. Cross-Functional Collaboration The Global Social Media & Influencer Marketing Specialist will work closely with: Global and regional B2C marketing teams Creative and content teams Digital marketing and analytics Regional teams across LATAM, APAC, and Europe External agencies, technology platforms, influencers, and media partners QUALIFICATIONS Education: Bachelor’s degree in marketing, communications, business, digital media, or a related field. Re