Responsibilities

• Own the website content strategy with a clear inbound marketing lens ensuring content actively attracts, engages, and converts target audiences rather than just informing them
• Develop and maintain website content architecture, including topic clusters and pillar content frameworks that drive organic discovery and support the full customer journey
• Manage a comprehensive content calendar integrating assets from brand, LoB, and creative studio teams
• Collaborate with the Web Experience Optimization team on cross-linking strategies that maximize content visibility, improve site authority, and guide users toward conversion
• Identify content gaps and coordinate with the right teams to fill them particularly in high-intent areas of the site
• SEO & AEO Performance
• Collaborate with the website team to implement SEO best practices across the site, with a focus on driving measurable organic traffic growth
• Use keyword and prompt insights provided by the Web Experience Optimization team to inform content planning.
• Apply Answer Engine Optimization (AEO) principles across website content, structuring copy to be surfaced by AI-powered search tools. Note: AEO strategy and standards are defined by a dedicated team; this role is responsible for putting those guidelines into practice across the website
• Track, analyze, and report on content performance, using insights to continuously optimize what’s working and fix what isn’t

Requirements

• Proven experience in website content strategy, content operations, or digital marketing with a demonstrated focus on inbound or organic growth
• Strong understanding of SEO best practices and a working familiarity with AEO concepts (answer optimization, structured content, AI search visibility)
• Experience working in decentralized content environments and comfortable setting standards and enabling others, not just executing yourself
• Demonstrated ability to develop and execute customer journey-informed content strategy, including topic clustering and pillar content approaches
• Experience working with content management systems (CMS) and digital asset management systems (DAM)
• Analytical mindset who is comfortable using data to make decisions, report on performance, and optimize continuously
• Excellent project management, communication, and cross-functional collaboration skills
• Strategic thinker who can connect website content initiatives to broader marketing objectives and business outcomes