Web Content Team Lead

The Web Content Lead is responsible for overseeing the strategy and execution of building and publishing pages on WGU's marketing site for assigned vertical and functional areas. This role provides guidance and expertise to Content Specialists, ensuring site content is complete, accurate, and consistently updated. This position is an expert in CMS (content management system) who supports, trains, and coaches other team members. The Web Content Team Lead, works with user experience and customer journey experts to improve and personalize customer journeys on the website, understand and shift user behavior, and improve conversion rates.

The Web Content Team Lead is responsible for building and maintaining relationships with key stakeholders in their assigned School and other areas of the organization. The role is responsible for relationship management and meeting the needs of assigned areas. The Web Content Team Lead uses deep knowledge of website strategy to meet stakeholder needs within the constraints of the website, and create effective webpages that align with team, stakeholder, and organizational goals.

Essential Functions and Responsibilities

• Provides direction to content specialists to create pages, meet needs, and fulfill critical functions of the AEM website.
• Works with senior stakeholders and participate in meetings with other members of the marketing team to estimate and plan for site-based projects, providing feedback on AEM capabilities and limitations, and identifying potential tasks that will involve the development team.
• Utilizes design strategy and working with UX team, testing team, and personalization team to come up with best practices and outcomes for the website.
• Strategically evaluates and designs site directory structures to support future growth, enhance efficiency, and optimize resource allocation
• Leads new program launches, paid media multi-funnel landing pages, and in-person and virtual event landing pages in your assigned School.
• Collaborates with the user experience and testing team to strategize, implement, and evaluate new personalized website experiences, ensuring innovation and effectiveness of the WGU website.
• Monitors content across the site and brainstorm ideas to optimize pages, experiences and flows toward key metrics.
• Manages relationships with SEO, Website, and Paid teams to help match audience targeting with correct calls to action and journey progression.
• Monitors page analytics and work with analytics team to understand users and their behaviors.
• Optimizes current pages as well as approving future pages and their purposes.
• Other duties as assigned

Qualifications

Knowledge, Skills, and Abilities

• Deep knowledge in website management, driving conversion improvements, SEO performance, and content strategy.
• Ability to prioritize projects daily and help lead team to set and deliver upon realistic timelines.
• Ability to interpret complex content for general audiences.
• Ability to build web pages and experiences with the user/client audience in mind.
• Ability to train and teach others basic content management system skills.
• Exceptional knowledge of Adobe Analytics, Adobe Experience Manager, VWO or Optimizely, Tealium, or other related software programs.
• Proven track record of driving successful outcomes in optimizing customer journeys and improving conversion rates on site.
• Strong analytical skills, strong data skills and experience with analytics platforms.
• Ability to coach, mentor, and guide team members to achieve goals
• Collaborative team player with a strong ability to partner across teams, fostering synergy and shared success

Education

Bachelor's Degree in a related field

Experience

• 6+ years of experience with CMS required (preferably AEM)
• 5+ years of in-house or agency experience in website management, driving conversion improvements, SEO performance, and content strategy.
• 5+ years of website content experience required

Experience in lieu of education: Equivalent relevant experience performing the essential functions of this job may substitute for education degree requirements. Generally, equivalent relevant experience is defined as 1 year of experience for 1 year of education and is the discretion of the hiring manager.

Preferred Qualifications

• Industry experience in higher education
• Working knowledge of HTML or markdown
• Master's Degree in a related field

This position requires occasional travel of up to 20%, including required attendance at designated company summits (typically one to two per year). Additional travel may include conferences, visits to company locations, and other business-related events as needed. Additional travel may be assigned as needed to support business requirements.