Demand Generation Manager Jobs in Springfield, MA

Great storytelling at The Cigna Group doesn't just inform, it builds trust, simplifies complexity, and inspires better health outcomes. Our Newsrooms play a central role in advancing our mission by translating enterprise strategy into clear, credible, and compelling stories that reach and resonate with our audiences.

We are seeking a seasoned Senior Manager, Newsroom & Enterprise Content Strategy to lead our Newsroom function across The Cigna Group, Cigna Healthcare, and Evernorth Health Services. This leader will shape and elevate our editorial voice, expand audience reach and engagement, and ensure content supports enterprise priorities through modern, insights-driven, audience-first storytelling.

This role combines editorial excellence with enterprise content strategy. Success requires a leader who can connect storytelling with audience growth, business objectives, reputation building, and demand generation while driving integrated execution across owned, earned, paid, and social channels.

• Define and evolve the editorial vision, voice, and content strategy across all Newsroom channels, ensuring content aligns with enterprise priorities and is delivered through an integrated audience engagement framework spanning owned, earned, paid, and social channels.
• Translate enterprise priorities into clear, engaging narratives that support growth, reputation, trust, and business objectives.
• Bring strategy to life through compelling storytelling tailored to diverse audiences, including patients, clients, clinicians, policymakers, and other key stakeholders.
• Lead enterprise content strategy and editorial planning, ensuring content is thoughtfully planned, activated, distributed, and measured to maximize audience reach, engagement, and business impact.
• Oversee the creation of high-quality, multi-format content, including articles, video, thought leadership, executive storytelling, and integrated content series.
• Ensure content aligns with key audiences, customer moments, and business priorities, supported by clear performance objectives, distribution plans, and success measures.

• Serve as the final editorial authority, reviewing and approving content prior to publication.
• Maintain consistency with brand voice, enterprise messaging, and compliance requirements.
• Act as the primary decision-maker for high-visibility and high-risk content.
• Establish and uphold a high standard for quality, accuracy, clarity, and credibility.
• Develop and maintain editorial governance frameworks, standards, and best practices that support consistency across channels and teams.

• Collaborate with business and functional leaders to identify compelling story opportunities and surface insights that advance strategic priorities and strengthen reputation.
• Interview senior executives and subject matter experts, translating complex concepts into clear, accessible, and engaging narratives.
• Partner across Communications, Marketing, Social Media, Paid Media, Public Affairs, and other stakeholders to develop integrated content distribution and amplification strategies that maximize audience reach, engagement, and business impact.
• Build strong cross-functional partnerships to ensure coordinated storytelling and consistent execution across owned, earned, paid, and social channels.
• Align newsroom priorities with broader enterprise marketing, communications, and business initiatives.

• Establish content governance, editorial planning processes, and channel activation strategies that connect storytelling with audience growth, thought leadership, reputation, demand generation, and enterprise objectives.
• Leverage analytics, audience insights, SEO/GEO best practices, and AI-enabled tools to improve content effectiveness, discoverability, engagement, and operational efficiency.
• Monitor and evaluate content and campaign performance across channels, translating insights into actionable recommendations and continuous optimization.
• Identify opportunities to innovate content formats, distribution approaches, and audience engagement strategies to drive stronger outcomes.

• Lead, coach, and develop a team of content and editorial professionals.
• Foster a culture of creativity, curiosity, accountability, experimentation, and continuous learning.
• Create an environment that is collaborative, inclusive, and energizing.
• Establish clear expectations and hold the team accountable for delivering measurable business impact.
• Champion modern content practices, audience-centric thinking, and data-driven decision-making.

• 10+ years of experience in journalism, brand journalism, content marketing, content strategy, editorial leadership, or related communications disciplines within corporate, agency, media, or healthcare environments.
• Experience leading enterprise content strategy and editorial operations across owned, earned, paid, and social channels.
• Proven success developing and executing integrated storytelling and content strategies that drive audience engagement, influence, reputation, and business results.
• Strong writing, editing, and verbal communication skills, with the ability to simplify complex ideas and craft compelling narratives.
• Experience influencing and advising senior leaders, including C-suite executives.
• Demonstrated ability to operate effectively in highly matrixed, fast-paced environments.
• Experience connecting business strategy to communications, content, and audience engagement outcomes.
• Demonstrated success developing content distribution, amplification, and audience growth strategies.
• Familiarity with content performance measurement, analytics platforms, SEO/GEO best practices, and AI-enabled content tools.
• Strong understanding of modern content ecosystems and emerging trends in digital publishing, search, social, and AI-assisted discovery.
• Background in healthcare or a related highly regulated industry is preferred.
• Strong relationship-building skills with the ability to influence across functions and organizational levels.
• Excellent organizational and project management skills, with the ability to manage multiple priorities simultaneously.
• Ability to work from a The Cigna Group office three days per week, as directed by the business.