Channel Specialist - Direct Marketing

Optum is a global organization that delivers care, aided by technology to help millions of people live healthier lives. The work you do with our team will directly improve health outcomes by connecting people with the care, pharmacy benefits, data and resources they need to feel their best. Here, you will find a culture guided by inclusion, talented peers, comprehensive benefits and career development opportunities. Come make an impact on the communities we serve as you help us advance health optimization on a global scale. Join us to start Caring. Connecting. Growing together.

The Channel Specialist - Direct Marketing is an offshore execution role responsible for day-to-day delivery of 1:1 communications across email, SMS, and direct mail for B2B, B2C, and Provider audiences. Reporting to the Channel Lead - Direct Marketing (Offshore), this role turns approved strategies, calendars, journeys, and templates into accurate, compliant, and optimized sends, ensuring audit-ready operations, reliable performance signals, and continuous improvement within defined guardrails.

Primary Responsibilities

• Content Assembly & Readiness
• Execute 1:1 direct marketing content (email, SMS, direct mail) against approved channel plans and calendars
• Partner with creative teams to assemble copy, assets, and templates; maintain brand-safe tone and accessibility standards
• Build and maintain content components (modules, snippets, dynamic blocks) with clear version control, tagging, and reuse conventions
• Workflow Orchestration & Quality Assurance
• Set up and QA campaigns and journeys, including audience selection, personalization rules, links/UTMs, fallbacks, and deliverability checks
• Steward approvals routing and documentation; ensure audit-ready records for all sends
• Run pre-send QA for copy accuracy, disclosures, alt text, accessibility (ADA), suppression lists, and consent adherence
• Channel Operations & Optimization
• Manage day-to-day send execution, scheduling, cadence, and format/versioning within defined guardrails
• Monitor in-flight performance with campaign teams; make approved in-flight adjustments (timing, audience slices, content blocks)
• Maintain list hygiene (bounce handling, complaint monitoring, opt-in/opt-out management) and SMS consent mechanics
• AI-Enabled Workflows
• Support AI-assisted drafting, variation generation, and content summaries, always with human-in-the-loop review for brand, accuracy, and compliance
• Tag content for structured reuse; help automate repetitive assembly and QA tasks to improve speed and consistency
• Testing & Playbooks
• Run A/B and approved multivariate tests within guardrails; document learnings and outcomes
• Update playbooks, template libraries, and operating guides based on performance insights and delivery learnings
• Performance Tracking & Reporting Support
• Track and report channel KPIs (deliverability, open/click rates, CTR-to-conversion, opt-in/opt-out trends, bounce/complaint rates)
• Surface anomalies, remediation suggestions, and early risk signals to the Channel Lead for optimization and decision-making
• Compliance & Governance
• Partner with Compliance and Legal to ensure adherence to HIPAA, TCPA, CAN-SPAM, ADA accessibility, and internal policies
• Maintain clean audit trails (approvals, versions, send logs) and enforce suppression/consent rules across channels
• Comply with the terms and conditions of the employment contract, company policies and procedures, and any and all directives (such as, but not limited to, transfer and/or re-assignment to different work locations, change in teams and/or work shifts, policies in regards to flexibility of work benefits and/or work environment, alternative work arrangements, and other decisions that may arise due to the changing business environment). The Company may adopt, vary or rescind these policies and directives in its absolute discretion and without any limitation (implied or otherwise) on its ability to do so
  

• Bachelor's degree in marketing, communications, or related field
• 7+ years of overall experience with 3+ years in direct marketing content operations (email/SMS/direct mail) within a regulated environment (healthcare experience a plus)
• Practical proficiency with journey tools, content management/tagging, QA checklists, and analytics dashboards
• Comfort using AI tools for drafting and optimization, with solid attention to detail and governance discipline
• Proven solid organization and project management skills with the ability to juggle multiple campaigns and deadlines
• Proven to be a clear communicator and collaborative partner with creative, analytics, product, and compliance teams