Senior Director, Web Content and Strategy

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Job Description:

Position Overview: The Senior Director of Web Content & Strategy provides strategic leadership for ABA’s digital content ecosystem, advancing user-centered, data-driven content strategies that support business objectives, deepen member engagement, and enhance the digital experience across ABA’s web properties. This role oversees content strategy and publishing for ABA.com, including content governance, standards, workflows, and archive/data retention, while ensuring the site evolves to meet the needs of ABA’s audiences, customers, stakeholders, and partners.

The position plays a key leadership role in the transition to and optimization of ABA’s enterprise content management system, helping establish scalable content and governance practices. It also champions ABA’s web personalization strategy and identifies opportunities to leverage AI, analytics, and automation to improve content performance, findability, and operational efficiency.

In partnership with internal stakeholders, technical teams, consultants, and subject matter experts, the Senior Director, Web Content & Strategy provides strategic oversight of web production processes, including Adobe Workfront intake and workflow integration, ensuring digital content is accurate, accessible, brand-aligned, well-governed, and aligned with audience needs.

Key Responsibilities:

Digital Content Strategy and Audience Engagement

Develop and execute data-driven content strategies that support user needs, advance business objectives, and deepen member engagement across ABA’s digital properties.

Maintain visibility into upcoming content cycles, marketing campaigns, member communications, and business-unit priorities to ensure the web team can proactively plan, sequence, and prepare content updates, personalization opportunities, and production support.

Champion ABA’s evolving web personalization strategy by partnering with marketing, technology, UX, and business stakeholders to leverage CMS capabilities, audience segmentation, behavioral data, and campaign priorities to deliver more relevant digital experiences.

Identify and integrate appropriate AI and machine learning tools into the content lifecycle, including content optimization, metadata and tagging support, semantic search improvement, content performance analysis, and scalable recommendations for future enhancements.

Translate web analytics, search data, content performance metrics, and user behavior insights into actionable recommendations that identify content gaps, intent-based keyword opportunities, personalization opportunities, and conversion optimization strategies.

Platform, Workflow and Governance Leadership

Provide strategic oversight of CMS and web production tickets, ensuring requests are prioritized, tracked, and completed in alignment with business needs and governance standards.

Play a lead strategic role in ABA’s transition to and optimization of a new enterprise content management system, helping define how components, templates, workflows, taxonomy, and digital asset management capabilities are used to scale high-quality content production.

Serve as the web team’s strategic lead for the organization-wide Workfront integration initiative, partnering with internal stakeholders and an outside consultant to integrate web content workflows, intake processes, approvals, campaign planning, and reporting into a more standardized, scalable operating model.

Provide strategic oversight of the team’s Adobe Workfront intake process for new web projects, ensuring requirements gathering, scope definition, level-of-effort assessment, and prioritization practices support efficient web production and effective use of resources.

Guide the optimization of Adobe Workfront request queues, intake forms, and submission workflows in partnership with direct reports, internal stakeholders, and implementation partners to ensure web projects enter production with complete, actionable, and appropriately prioritized information.

Establish, evolve, and enforce a modern digital governance framework, including editorial standards, cross-department workflows, taxonomy, accessibility and brand requirements, and end-to-end content lifecycle policies for retention, archiving, sunsetting, and ongoing maintenance.

Content Operations and Team Leadership

Partner with UX designers, developers, and internal stakeholders to continuously refine site architecture, taxonomy, navigation, and content models so information is intuitive, discoverable, scannable, and optimized for digital consumption.

Oversee a structured system of automated and manual content audits to reduce redundant, outdated, or low-value content; retire content that no longer serves user or business needs; optimize underperforming content; and ensure adherence to accessibility, governance, and brand standards.

Collaborate closely with internal communications, marketing, business units, and subject matter experts to ensure digital content is accurate, cohesive, high-quality, brand-aligned, and optimized for audience needs and business priorities.

Carry out complex, high-priority content requests when needed, including structuring, editing, optimizing, and publishing content that requires advanced CMS knowledge, stakeholder coordination, judgment, and adherence to governance standards.

Manage, mentor, and develop a team of Web Content specialists, overseeing day-to-day web operations, administrative workflows, and content publishing support.

Oversee the team’s handling of inbound webmaster and web support communications, ensuring user issues are triaged, resolved, documented, or escalated appropriately in alignment with service standards and internal workflows.

Requirements:

Bachelor’s degree required; business development or IT-related degree preferred.

10+ years of experience required with at least 6-8 years in a general business environment, 5 years of Internet technology and Web development experience, and experience developing/managing database applications is required.

Marketing and /or Business Development experience required.

Experience in project management and the ability to lead large projects that require coordination of website content and technical requirements between ABA departments as well as with outside vendors. 

Strong knowledge of digital content strategy, information architecture, taxonomy, content modeling, and user-centered digital experience best practices.

Demonstrated experience leading content strategy and governance for enterprise CMS platforms, including Sitecore and/or comparable systems.

Ability to provide strategic oversight for CMS production workflows, web requests, intake processes, prioritization, and cross-functional delivery.

Experience using web analytics, search data, SEO insights, and content performance metrics to inform strategy, prioritization, and continuous improvement.

Understanding of personalization, audience segmentation, metadata, structured content, and content optimization practices.

Working knowledge of AI-enabled content tools, automation, semantic search, tagging, and emerging digital content technologies.

Experience with Adobe Workfront or comparable project/work management platforms, including request queues, intake forms, workflow design, prioritization, and reporting.

Excellent communication, presentation, facilitation, organizational, and stakeholder management skills, with the ability to align cross-departmental teams and outside partners.

Proven ability to manage multiple priorities in a fast-paced, deadline-driven environment while balancing strategic initiatives and operational needs.

Strong attention to detail and commitment to content quality, accessibility, brand standards, and governance compliance.

Ability to manage, mentor, and develop direct reports and guide cross-functional contributors with varying levels of digital and technical expertise.

Strong customer service orientation and ability to ensure web support communications, requests, and escalations are handled professionally and efficiently.

Base salary for role:

$160,000.00 - $170,000.00

Salary Band Range:

$129,220.00 - $178,930.00 - $228,640.00

American Bankers Association (ABA) is an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, age, sex, marital status, gender identity, sexual orientation, disability, protected Veteran status, personal appearance, political affiliation, family responsibilities, or any other characteristic protected by applicable law.