Overview
The Manager, Web Content & CMS is responsible for day-to-day website content operations, publishing quality, and content management system (CMS) administration across Dental Care Alliance (DCA)'s portfolio of locally branded dental practice websites. This hands-on role ensures that patients can find current, accurate, useful, and consistent information while preserving the local identity, services, and operating realities of individual practices. Reporting to the Director, Digital Experience & Web Strategy, this manager will help prepare content and publishing workflows for DCA's planned 2027 website rebuild, then support the transition from agency-led website content maintenance to a scalable, internally managed CMS operation. The role combines enterprise-wide publishing efficiency with disciplined local customization, cross-functional coordination, quality assurance, and measurable digital performance.
Responsibilities
Own day-to-day content publishing and maintenance for assigned practice websites, including location and service pages, provider profiles, contact information, forms and calls to action, and approved campaign landing pages.
Coordinate accurate and timely updates across a large portfolio of locally branded websites, using reusable content, shared templates, and centralized publishing for common updates while maintaining approved local exceptions.
Develop and maintain a content inventory, update calendar, change log, and standardized request intake, prioritization, editorial review, and approval process.
Serve as the hands-on CMS power user and day-to-day functional administrator for Marketing-managed content, including page assembly, content entries, taxonomies, reusable components, assets, workflows, and approved user roles.
Document and enforce content governance standards, including naming conventions, template usage, version control, publishing permissions, content ownership, approval checkpoints, and archiving practices.
Perform pre- and post-publication quality assurance across desktop and mobile experiences: content accuracy, links, calls to action, page formatting, accessibility basics, tracking requirements, and brand consistency.
Support content discovery and migration planning for the 2027 website transformation, including content inventories, page mapping, asset preparation, editorial cleanup, content entry, staging reviews, and acceptance testing.
- Help operationalize the chosen commercial CMS through scalable content models, reusable publishing processes, staff training, operating procedures, and practical user documentation, under the Director's platform leadership.
- Work with SEO and Digital Experience partners to preserve important page content, local relevance, metadata, redirect requirements, and conversion elements during migration and launch.
- Implement approved SEO recommendations from the Manager, SEO & Local Search, including page titles, headings, internal links, location and service content, structured content inputs, and metadata within the CMS.
- Partner with the Manager, Conversion Rate Optimization and Paid Media teams to publish and QA approved landing-page variations, conversion elements, and campaign-specific content without independently owning experimentation strategy.
- Collaborate with Creative and Brand stakeholders on visual assets, writing quality, accessibility, and approved practice-level brand standards; ensure required clinical, advertising, and compliance approvals are obtained.
- Provide responsive, consultative content support to assigned stakeholders, translating business requests into well-scoped work, realistic timelines, and clear status communication; challenge unnecessary or inconsistent updates constructively.
- Build efficient workflows and repeatable SOPs that reduce turnaround time and errors without sacrificing content quality or appropriate approvals.
- Follow applicable DCA policies for HIPAA-related website risks, patient privacy, consent, healthcare advertising, clinical claims, accessibility, and content security; involve Legal, Compliance, Clinical Leadership, and IT where appropriate.
- Content Accuracy Keeps practice information current, consistent, and correct across the website portfolio. CMS Administration Manages publishing workflows, permissions, templates, and quality checks in the CMS. Attention to Detail Catches errors before publishing through disciplined QA and documentation. Prioritization Manages high volumes of competing requests while setting clear expectations with stakeholders. Migration Readiness Prepares content inventories and workflows that support a smooth 2027 rebuild and in-house transition.
Qualifications
- Education: Bachelor's degree in Marketing, Communications, Digital Media, Information Systems, or a related field required; an equivalent combination of education and directly relevant experience may be considered.
- Experience: 5+ years of hands-on website content management, CMS administration or content publishing operations, including accountability for production accuracy, content governance, and cross-functional delivery.
- Demonstrated experience working in an enterprise or multi-site CMS environment with reusable components, structured content, templates, approval workflows, and varied local or business-unit content needs.
- Advanced hands-on proficiency with at least one modern enterprise CMS, such as Contentful, Contentstack, Drupal, Sitecore, Adobe Experience Manager, or a comparable platform; willingness to learn DCA's selected system.
- Experience coordinating high-volume content updates, QA, information architecture, content inventories, publishing processes, and stakeholder approvals across multiple websites or complex digital properties.
- Working knowledge of on-page SEO, accessibility principles, basic HTML/CSS, website analytics, and the content implications of website migration and conversion optimization.
- Preferred: Experience supporting a large multi-location, multi-brand website portfolio in dental, healthcare, veterinary, or another regulated service industry.
- Preferred: Direct involvement in a substantial CMS migration, website rebuild, or transition of website maintenance from an agency to an internal team.
