Manager, Digital Content Strategy - Web | Full Time

GENERAL SUMMARY:

The Manager, Digital Content Strategy - Web will manage the merchandising and site content for Henryford.com while building and optimizing processes that improve Henryford.com's external website content in support of business objectives. This position will work closely with other cross-functional partners within and outside of Marketing to support our overall content strategy for websites and in the ongoing planning, prioritization, and project management of both small- and large-scale projects. Additionally, and with a strong understanding on-page search optimization and website best practices, this position will establish and communicate guidelines for website content contributors throughout the system, as well as consult with content owners and support website content development as appropriate.

PRINCIPLE DUTIES AND RESPONSIBILITIES:

• Work collaboratively within an omnichannel editorial calendar to map rotating site content based on business needs.
• Partner with content stakeholders throughout organization on any special projects for site & collaborate with Web (DX) team to support implementation process, deadlines, and assets needed.
• Continuously research and seek out new opportunities to innovate site content and performance.
• Manage small team of both in-house contributors and contracted partners.
• Lead search engine optimization efforts and best practices with the support of the Digital Marketing Analyst.
• Consult and collaborate with Marketing and other teams to optimize priority pages and clearly convey the information and next best action a healthcare consumer should take.
• Provide input to and enforce editorial style guides, policies and procedures for webspecific content to ensure consistency in style, tone and quality of websites, in adherence with best practices in healthcare and digital marketing.
• Assess, catalog, and organize website content based on navigational flow models and high-level navigation standards.
• Support the writing and/or editing of web content optimizing for user experience (UX), readability, search engine optimization and appropriateness for target audience.
• Provide feedback and collaborate with writers and content contributors.
• Work within established production schedules and deadlines.
• Work with content owners to maintain adherence to regular content reviews and content aging plans to ensure relevance and timeliness for the audience.
• Create search engine optimization (SEO) plan for content, including keyword research, assessing current landscape, developing a plan, and measuring results based on ongoing changes to the content.
• Work closely with various stakeholders to determine content needs, provide writing assistance and engagement recommendations when necessary and working closely with other HFH staff on stakeholder priorities.
• Ensure website content follows ADA guidelines and regularly conduct ADA audits.
• Work independently utilizing strong project management skills and attention to detail to provide oversight and coordination of multiple cross-functional teams and vendors aimed at improving website strategies and implementations that increases visibility and traffic across the HFH brand and service lines.
• Manage and support website content and design projects collaboratively with external agencies and internal digital teams.
• Deliver data-driven paths to increase quantity and quality of web traffic and engagement that lead to conversions.
• Exercise independent judgment and make difficult decisions.
• Influence the direction of the website engagement strategy based on industry standards, team capabilities and available tools.
• Supervise and manage direct report(s) effectively.
• Support website content development and copywriting as needed.
• Other duties as assigned.