Responsibilities

• Develop and own the University's web content strategy, including voice, structure, and editorial standards across all digital platforms.
• Build and enforce a centralized content intake and governance model to manage requests from departments across the University.
• Execute hands-on website updates and page builds using WordPress and Elementor, reorganizing content for web best practices and audience clarity.
• Audit, map, and continuously improve site navigation and information architecture to reduce friction for prospective students and other key audiences.
• Manage the WP Engine hosting environment, including staging and production workflows, server-side performance optimization, and plugin governance.
• Establish and maintain global Elementor templates and design guidelines to ensure a cohesive brand presence across all web platforms.
• Ensure 100% of site content meets WCAG 2.1 AA accessibility standards and own the annual audit and remediation process.
• Optimize content for both traditional organic search and AI-discovery engines, including structured data, FAQ strategy, and entity-based content approaches.
• Own GA4 implementation and deliver monthly analytics reports to leadership connecting web performance to enrollment funnel metrics.
• Identify and implement AI-assisted tools to accelerate content production, metadata generation, and A/B testing while maintaining brand and accuracy standards

Requirements

• Minimum of 5 years of experience in website management or digital content strategy.
• Advanced proficiency in WordPress and Elementor.
• Demonstrated knowledge of SEO best practices and GA4 analytics.
• Working knowledge of WCAG 2.1 AA accessibility standards.
• Experience/Skills:
• Minimum of 5 year of progressive experience in website management, digital content strategy, or web marketing, preferably in higher education or a mission-driven organization.
• Demonstrated experience owning a large, multi-stakeholder website (500+pages) from both a strategic and technical standpoint.
• Proven track record of developing and executing a content strategy that improved measurable outcomes such as traffic, leads, time-on-site, or enrollment inquires.
• Background working in environments with decentralized content contributors and centralized governance, ideally in higher education, healthcare, or government.
• Advanced, hands-on experience with WordPress and Elementor, including custom CSS, template hierarchy, and plugin management.

Preferred

• Preferred qualifications in higher education marketing or communications environment, fluency in the enrollment funnel as it applies to prospective students.
• Familiarity with CRM integrations such as Slate or Salesforce and how web forms connect to enrollment systems.
• Experience with heatmap and UX research tools such as Hotjar or Microsoft Clarity.
• Working knowledge of email marketing platforms and how web content connects to audience nurture campaigns.
• Experience with AI-powered SEO tools such as Surfer, Clearscope, or SEMrush AI, and an understanding of how large language models surface institutional content.
• Background in brand management or experience maintaining a design system or style guide at scale.
• Certifications in Google Analytics, HubSpot Content, or a recognized SEO platform.
• Experience with video, podcast, or multimedia content strategy as the University expands its content formats.

Benefits

• Generous paid vacation, personal days, paid sick time and family leave, comprehensive insurance (medical, dental, vision, etc.) and retirement plans, flexible spending account, tuition remission, life and long-term disability insurance, and more. Learn more about employment benefits at the University of Lynchburg.