Website Content Manager

Responsibilities

• Website Operations & Ecommerce
• Manage and maintain the overall operations, functionality and performance of the Human Appeal (HA) website in coordination with the Director.
• Conduct regular audits to ensure product information, pricing and integration with Salesforce (SF) are to specification.
• Optimise website content, navigation and search functionality to improve user experience and increase conversions and sales, meeting frictionless customer experience needs based on Digital Experience team recommendations backed by research.
• Identify technical issues or bugs on the website and log them on the project management board for the website development team to action.
• Monitor website analytics and generate reports to track key performance indicators (KPIs) across the RACE Framework, such as traffic, conversion rate, average order value and customer engagement.
• SEO, AEO, GEO & AI Visibility
• Drive LLM-aware content (AEO/GEO) and SEO strategy, ensuring digital content is discoverable by both human audiences and AI systems.
• Own day-to-day SEO activity in conjunction with our SEO Team – technical, on-page and keyword research – across the wider site, from on-page to technical SEO, to ensure the site grows in both AI and organic search.
• Crawl the current site, benchmark rankings, traffic and Core Web Vitals, and flag high-value and high-traffic pages that need particular care.

Requirements

• Bachelor's degree in Marketing, Communications, Digital Media or a related field.
• 3–5 years' progressive experience in digital content management and content marketing, with proven ecommerce and website management experience and significant, hands-on experience using Umbraco CMS (or a similar ecommerce-driven/enterprise CMS).
• Proven ecommerce and website management experience, including a strong understanding of ecommerce platforms, best practice and growing revenue.
• Strong, hands-on experience using Umbraco CMS (content editing, component management, publishing) or a similar enterprise/ecommerce CMS.
• Exceptional writing, editing and storytelling skills, with an excellent command of written and verbal English and professional proofreading skills.
• Solid understanding of SEO, AEO, GEO, AIO and LLM best practices, and content analytics.
• Experience working on large, multi-section, multi-brand or multi-region websites, comfortable prioritising where hundreds or thousands of pages are involved.
• A well-rounded SEO skill set covering technical SEO, keyword research and on-page optimisation.
• Confident using Google Search Console, GA4 and a crawling/auditing tool such as Screaming Frog or Ahrefs.
• Understanding of how AI-generated answers (e.g. AI Overviews) are changing organic search, and how to optimise for them.

Preferred

• English essential. Knowledge of additional languages such as Arabic/Urdu/Gujarati/Hindi/Punjabi an advantage.
• Experience with AI content generation and review.
• Experience in a leadership or mentoring role within a content team.
• Certifications in Umbraco or related CMS platforms.
• Proficiency with image optimisation tools and UI/UX adjustment tools.
• PRINCE2 or an equivalent project management qualification.
• Experience with content analytics and reporting tools.