Manager, Web Strategy and Digital Experience

Manager, Web Strategy and Digital Experience Department Marketing Technology

Reports To Associate Director, Marketing Technology

Employment Type Full-Time

Location Remote, US.

Position Summary Medforth Global Healthcare Education is seeking a Manager, Web Strategy and Digital Experience to own the strategy, content and performance of the websites of St. George’s University (SGU) and Rocky Vista University (RVU). This role is a high-impact individual contributor role during a significant period of digital transformation, will be responsible for building and leading a continual web roadmap, setting clear priorities that position the website to support enrollment goals and objectives. Working closely with the Associate Director of Marketing Technology, external agencies and the broader Marketing organization, the Manager will play an active role in the day-to-day website operations, leading the content planning, web strategy, site performance and experience enhancements for the SGU and RVU web experiences. The person in this role will be tasked with delivering clear, accessible, high-performing websites that engage prospective students and support enrollment objectives. The ideal candidate has a strong background in web content strategy and management, with working knowledge of technical search engine optimization (SEO) and the ability to lead answer engine optimization (AEO). Experience in front-end web development and UX/UI design, including Figma, is valuable but not required. The Manager will collaborate with Marketing, Content, Analytics, IT, the SEO agency and other external partners to implement new digital capabilities, support content strategies and continually improve the digital student journey. This position will also play an important role in improving website performance, technical SEO, content discoverability and conversion. We are looking for a proactive problem-solver who can independently manage website priorities, make informed decisions and take projects from concept through implementation.

Key Responsibilities

Web strategy and roadmap

• Develop and own a multi-year web roadmap for SGU and RVU that aligns with enrollment, marketing and institutional priorities
• Define web strategy, goals and success measures, and report progress to senior leaders
• Lead website campaign initiatives and incoming requests from requirements gathering through design, development, testing and launch, directing agency and development partners
• Prioritize incoming website requests and coordinate available design and development resources
• Build business cases and recommendations for new website capabilities, tools and investments
• Evaluate competitor and peer institution websites for emerging design, functionality and optimization opportunities
• Work with IT and Marketing Technology on content management system (CMS) enhancements, integrations and platform modernization Web content strategy and management
• Serve as the content strategy lead for the website redesign, defining information architecture, content hierarchy, URL structure, metadata frameworks and navigation logic
• Lead a full content audit of existing web properties, with clear recommendations on what to keep, combine, rewrite or retire
• Lead large-scale content migration, restructuring and cleanup in coordination with UX, development and agency partners
• Own web content strategy: what is published, where it lives, how it is written and how it is kept accurate and current
• Establish content governance frameworks, including standards, ownership, taxonomy, metadata, tagging, content lifecycle and review workflows across SGU and RVU
• Define content models, reusable components and page templates within the CMS to support personalization and scalable publishing, and build publishing experiences for content editors
• Drive large-scale content production by coordinating subject matter experts, legal and compliance reviewers and copywriters, using editorial calendars and review workflows that keep work on deadline without sacrificing quality
• Work with Marketing, Content, Recruitment and other partners on website content strategies aligned with institutional and enrollment objectives Personalization and enrollment journey content
• Partner with Marketing Technology, CRM and customer data platform (CDP) teams to support personalization and audience-specific content experiences
• Develop content aligned to lifecycle stages, personas, geographic audiences and behavioral segments
• Build content structures and tagging that enable dynamic delivery and AI-driven personalization Search and AI visibility
• Lead implementation of technical SEO best practices across site structure, templates, structured data, metadata and internal linking, in partnership with the SEO agency
• Guide keyword research, on-page optimization and content gap analysis with the SEO agency
• Lead answer engine optimization (AEO) and generative engine optimization (GEO) in partnership with the SEO agency and Content team, improving how SGU and RVU content is structured and discovered by AI-powered search and answer tools such as ChatGPT, Gemini, Perplexity and Google AI Overviews
• Build structured content frameworks that improve machine readability, including schema markup (labels that help search engines and AI tools understand a page), FAQ structure, entity-based content and concise, authoritative answers
• Keep SEO and AEO strategy unified so each reinforces the other in how content is structured, written and published
• Establish ways to monitor SGU and RVU visibility in AI-generated answers, and act on the findings
• Partner with the SEO agency and Content team to grow organic search visibility, traffic and content discoverability Performance, analytics and optimization
• Define and own key performance measures for content, including organic traffic, search rankings, AI platform visibility, engagement and conversion
• Use analytics and user behavior data to identify improvements, and support A/B testing, usability testing and conversion rate optimization (CRO) with Marketing Technology and Analytics
• Monitor and improve page speed, Core Web Vitals (Google’s measures of loading speed and stability), mobile responsiveness, accessibility and overall technical health
• Maintain quality assurance processes to keep content accurate, usable and high quality across the site
• Prepare clear performance reports and recommendations for senior leadership, including progress on the web transformation Design and front-end development oversight
• Oversee the day-to-day design, front-end development, maintenance and continuous improvement of the SGU and RVU websites, working hands-on where needed
• Review and, where needed, create wireframes, page designs and prototypes in Figma
• Maintain a scalable design system and consistent UX/UI standards across web properties
• Use version control and collaborative development workflows to maintain code quality and consistency
• Continuously improve navigation, usability and the prospective student journey Website operations and partner management
• Manage website operations, enhancements and development priorities across SGU and RVU
• Plan and coordinate projects, including timelines, technical requirements, resources, quality assurance and deployment
• Serve as the primary day-to-day contact for website strategy, design, development and technical optimization
• Manage third-party agencies and development partners, including project deliverables, timelines and quality of work
• Maintain website development standards, documentation, code review practices, quality assurance and release processes
• Coordinate website quality assurance, production deployments, issue triage and post-launch validation with internal and external technical partners
• Ensure implementations meet accessibility, privacy, security, brand and organizational standards Cross-functional collaboration
• Work with Marketing, Content, Recruitment, Admissions, Analytics, IT and Marketing Technology to deliver effective digital experiences
• Translate stakeholder needs into clear priorities and actionable requirements, and provide guidance to internal teams and partners
• Communicate project status, recommendations and improvement opportunities, and look for ways to streamline workflows Required Qualifications
• Bachelor’s degree in Marketing, Communications, Digital Media, Web Development, Web Design, Computer Science, UX/UI Design or a related field, or equivalent professional experience
• 5 or more years of experience in web content management, web strategy, SEO or digital marketing, preferably within a marketing or digital experience organization
• Demonstrated experience leading or contributing significantly to a website redesign or large-scale digital transformation
• Demonstrated experience building and carrying out a web strategy or roadmap
• Strong experience in web content strategy, including content audits, information architecture, content modeling and governance at scale
• Strong command of SEO fundamentals, including on-page optimization, technical SEO, keyword strategy, internal linking and structured data (schema markup)
• Working knowledge of answer engine optimization (AEO), including how AI-powered search and answer tools discover and cite website content, and the ability to lead an AEO program
• Experience managing websites with enterprise-level content management systems
• Proficiency with tools such as Google Search Console, Google Analytics 4 (GA4), SEMrush or Ahrefs, and AI search visibility platforms such as Profound, and using data to inform improvements
• Understanding of web accessibility standards (WCAG), Core Web Vitals and website performance basics
• Understanding of UX/UI design principles, usability and how websites are designed and built
• Experience partnering with UX, development and agency partners and internal teams, and managing website projects through design, development, testing and deployment
• Strong project coordination skills, with a track record of driving cross-functional initiatives without formal authority
• Exceptional written communication and editorial judgment, with the ability to write and edit with confidence
• Strong problem-solving and organizational skills, and the ability to independently manage priorities and deliver high-quality work Preferred Qualifications
• Hands-on proficiency with wireframing, interface design, interactive prototyping and design collaboration
• Proficiency in HTML, CSS, JavaScript, responsive design and mobile-first development practices
• Experience using Git or comparable version control and working within structured development, testing and release workflows
• Working knowledge of React, modern JavaScript frameworks and component-based web development.
• Experience developing reusable CMS components, design systems and scalable website templates.
• Experience with enterprise CMS or digital experience platforms.
• Familiarity with headless or hybrid CMS architectures
• Experience applying AEO and generative engine optimization (GEO) practices or other emerging AI-powered search optimization approaches
• Experience with A/B testing or personalization platforms, and supporting usability testing and conversion rate optimization (CRO)
• Familiarity with behavioral analytics, heatmapping and session replay tools
• Experience with Google Tag Manager or other web analytics and optimization tools
• Experience or familiarity with customer data platforms (CDPs), CRM and marketing automation systems and web personalization technologies, including how they integrate with CMS and digital experience platforms
• Experience supporting CMS migrations or digital modernization initiatives
• Experience managing complex, multi-site or global websites
• Familiarity with privacy regulations, digital governance and accessibility compliance requirements
• Experience in higher education, enrollment marketing, healthcare, B2B or another regulated or complex customer journey environment
• Portfolio or work samples demonstrating personally completed UX/UI designs and front-end development projects Key Competencies
• Strategic thinking: connects website priorities to enrollment and institutional goals and turns them into a clear roadmap
• Content leadership: sets standards for quality, accuracy and consistency across multiple sites and contributors
• Ownership and accountability: takes responsibility for website quality, priorities and successful project delivery
• Technical fluency: understands web design and front-end development well enough to guide partners and review their work
• Problem solving: proactively identifies content, usability and performance issues and develops effective solutions
• Data-driven optimization: uses analytics, testing and user insights to recommend meaningful improvements
• Collaboration and communication: partners effectively with technical and nontechnical colleagues
• Adaptability: stays current with evolving web technologies, search trends and AI-powered discovery

The anticipated salary range for this position is $100,000–$120,000 per year. The final salary offered may vary and will be determined based on factors such as job-related knowledge, skills, experience, location, and education of the successful candidate. This information is provided per local law.

USS is an equal opportunity employer. As such, it is company policy to fill positions with qualified candidates regardless of race, color, sex (including sexual orientation and gender presentation), age, religion, ancestry, national origin, citizenship status, pregnancy, marital status, medical condition, genetic information, disability, status in the Uniformed Services of the United States (including veteran status) or status as a victim of domestic violence, except where there is a bona fide occupational qualification. This policy protects applicants and employees from discrimination in the hiring process.