Reporting to the Director of Integrated Content, this role will lead our direct-to-consumer storytelling across channels—driving awareness, engagement, and conversion among individuals seeking mental health support. This role blends editorial excellence and audience development to expand our brand message and reach across digital channels. The ideal candidate will bring a deep understanding of mental health storytelling along with strong SEO, GEO, and social experience to create best-in-class content that converts.

This is a full-time position based in NYC. The role operates under a hybrid model, with three days per week in our HQ at 60 Madison Ave office required.

What you’ll do:

• Own and execute the D2C content strategy across formats (written, video, social, and newsletter) to attract and convert high-intent audiences.
• Oversee all on-site D2C content production, including blogs, landing pages, and resource guides to drive organic traffic and booked appointments.
• Write, assign, and edit up to 10 pieces of content per week, maintaining high standards of accuracy, empathy, and engagement. Collaborate with mental health professionals to ensure content is clinically sound and approachable.
• Lead D2C social strategy across Instagram, Facebook, TikTok, and YouTube—growing our presence, engagement, and community. Ideate, create, and post original social content (including short-form video, graphics, and captions) designed to educate, inspire, and convert.
• Develop and manage a cross-channel content calendar, working with in-house and freelance creators to test new formats and optimize based on engagement metrics and audience feedback.
• Collaborate with the Social Media Lead to identify and act on social trends and cultural moments that position the brand as a relatable, accessible voice in the mental health space.
• Pitch, script, and execute original video content, both short-form (for social) and long-form (for YouTube or the site).
• Drive SEO and GEO best practices for all D2C content to enhance discoverability, brand visibility, and qualified traffic from search and LLMs. Collaborate with growth and product teams to refine landing page performance and search intent targeting.
• Track and analyze content performance metrics (traffic, engagement, conversion rates, time on page, etc.) to optimize strategy, constantly testing new formats and approaches.

What success looks like in this role:

• Increase qualified traffic to D2C content from organic search and social, driving an increase in conversions to booked appointments.
• Improve Spring Health’s visibility by creating content that increases brand mentions, citations, and traffic from LLMs.
• Grow social following across Instagram, Facebook, and YouTube, in addition to launching and growing our audience on TikTok.
• Develop and launch a clear and successful strategy for D2C newsletters, creating nurture journeys for subscribers not yet ready to book an appointment.

What you’ll bring:

• 8+ years of experience in content marketing, editorial, or audience development; preferably in the mental health, wellness, or healthcare space.
• Proven success in D2C content and social strategy that converts followers and readers into users.
• Expertise in SEO and GEO, including keyword strategy, on-page optimization, and the best-in-class tools we should be using for competitive intel and performance analytics.
• Exceptional writing and editing skills, with a portfolio of engaging, empathetic, and high-performing consumer content.
• Experience ideating and scripting short- and long-form video content across platforms.
• Proficiency in Canva or similar tools for social content design.
• Strong creative instincts and understanding of social-first storytelling across visual and video formats.
• Comfortable using AI tools to support content development processes
• Comfortable analyzing content data and using insights to inform strategy.
• Deep understanding of social and audience development for consumer-facing brands.
• Passion for improving access to mental health resources and reducing stigma through thoughtful content.

The target base salary range for this position is $147,140 - $183,930, and is part of a competitive total rewards package including stock options and benefits. Individual pay may vary from the target range and is determined by a number of factors including experience, location, internal pay equity, and other relevant business considerations. We review all employee pay and compensation programs annually using Radford Global Compensation Database at minimum to ensure competitive and fair pay.

Benefits provided by Spring Health:

Note: We have even more benefits than listed here and below, your recruiter will provide more in-depth information as you continue in the interview process. Benefits are subject to individual plan requirements and eligibility criteria.

• Health, Dental, Vision benefits start on your first day at Spring. You and your dependents also receive access to One Medical accounts HSA and FSA plans are also available, with Spring contributing up to $1K for HSAs, depending on your plan type.
• Employer sponsored 401(k) match of up to 2% for retirement planning
• A yearly allotment of no cost visits to the Spring Health network of therapists, coaches, and medication management providers for you and your dependents.
• We offer competitive paid time off policies including vacation, sick leave and company holidays.
• At 6 months tenure with Spring, we offer parental leave of 18 weeks for birthing parents and 16 weeks for non-birthing parents.
• Access to Noom, a weight management program—based in psychology, that’s tailored to your unique needs and goals.
• Access to fertility care support through Carrot, in addition to $4,000 reimbursement for related fertility expenses.
• Access to Wellhub, which connects employees to the best options for fitness, mindfulness, nutrition, and sleep in one subscription
• Access to BrightHorizons, which provides sponsored child care, back-up care, and elder care
• Up to $1,000 Professional Development Reimbursement a year.
• $200 per year donation matching to support your favorite causes.