Senior Assistant Director of Web Content

Responsibilities

• Develop and maintain a comprehensive web content strategy for the University’s primary marketing and communications websites, aligned with enrollment marketing goals, brand identity, and audience needs.
• Establish and enforce web content standards, editorial guidelines, and UX writing principles that ensure a consistent, high-quality, and user-centered digital content experience.
• Lead web content audits and gap analyses, identifying opportunities to improve content quality, audience relevance, and search performance across University web properties.
• Develop and maintain the web content calendar, coordinating content updates, new page development, and campaign-related content with marketing, communications, and school-based partners.
• Partner with school-based communications staff and the Communications Manager team to ensure school and program web content meets University standards and effectively serves prospective student audiences.
• Write, edit, and produce web content for University marketing pages, program pages, campaign landing pages, and other digital properties, applying UX writing principles and audience-centered content approaches.
• Oversee the optimization of web content for search engines and generative AI platforms, integrating SEO and GEO best practices into content development and maintenance workflows in partnership with the Web Content – SEO/GEO specialist.
• Collaborate with the Optimization & Testing Manager to develop and execute content tests for landing pages and marketing web pages, using data to drive continuous improvement.
• Ensure all web content is accessible, meeting WCAG standards and University digital accessibility requirements.
• Manage web content production for major enrollment marketing campaigns, coordinating with the Copywriter, design team, and digital partners to deliver campaign landing pages on time and to brief.

Requirements

• Bachelor’s degree in communications, English, marketing, journalism, or a closely related field.
• Minimum of four (4) years of experience in web content strategy, digital content management, or a closely related role.
• Demonstrated expertise in web content strategy, UX writing, and content management for marketing-focused websites.
• Proficiency with content management systems and web publishing workflows.
• Working knowledge of SEO principles, tools, and best practices.
• Experience with Google Analytics or comparable web analytics platforms.
• Strong writing and editing skills with attention to clarity, str1ucture, and digital audience engagement.

Preferred

• Experience in higher education enrollment marketing or digital communications.
• Familiarity with generative engine optimization (GEO) and AI-driven search.
• Experience with digital accessibility standards (WCAG) and accessible content development.
• Background in conversion rate optimization and landing page testing.
• Experience supervising digital content or communications staff.