Digital Search & Web Operations Analyst

UPS

1d•Onsite

About The Position

The Digital Search and Web Operations Supervisor manages content maintenance, organic and paid media channels, and web analytics for UPS Supply Chain Solutions (SCS) digital properties. This role is responsible for optimizing website content performance, managing CMS capabilities, overseeing content deployment and translations, and driving organic traffic growth through SEO best practices. The position partners closely with the Digital Experience Sr. Manager and the digital marketing team, and cross-functionally with product marketing and communications groups, development agency, analytics, and external vendors to ensure content is accurate, discoverable, scalable, and aligned with UPS brand and business objectives. This role may supervise Content Maintenance Specialists and SEO-related vendor resources.

Requirements

Strong understanding of content strategy, SEO fundamentals, and digital brand positioning.
Demonstrated ability to manage moderately complex, medium-duration projects using established project management practices.
Ability to translate business needs into functional requirements and executable plans.
Experience working with CMS platforms, frontend technologies, and digital analytics tools.
Demonstrates cultural awareness and supports global content and SEO considerations.
Effectively collaborates with internal teams and external vendors to deliver measurable business value.
Bachelor’s Degree – Required
Must be a U.S. Citizen or National of the U.S., an alien lawfully admitted for permanent residence, or an alien authorized to work in the U.S. for this employer.

Nice To Haves

Adobe Experience Manager (AEM) and Adobe Analytics experience are a plus, but not required.
Preferred fields of study include: Marketing Communications, Digital Media, Computer Science, Management Information Systems.

Responsibilities

Manage organic optimization (SEO, AEO, GEO) in partnership with the vendor to improve organic search rankings, traffic, and conversion across the SCS website.
Identifies new AEO/GEO opportunities and emerging search trends (e.g., featured snippets, localized results, voice search) to optimize site.
Performs keyword research and SEO analysis to inform new content creation and content enhancements.
Optimizes internal site architecture, internal linking, indexation, and crawlability to support SEO best practices.
Uses SEO performance tools and dashboards to identify high-impact opportunities and prioritize initiatives.
Partners with the paid search agency to optimize campaign performance aligned to traffic, lead, and revenue goals.
Reviews performance data, search queries, and landing page alignment to identify improvement opportunities.
Guides optimization of keyword strategy, ad relevance, and user experience in coordination with SEO and content efforts.
Communicates insights and recommendations to stakeholders and incorporates learnings into broader digital optimization plans.
Scopes projects and defines business and functional requirements (e.g., project documentation, wireframes, page specifications).
Develops and manages project plans, timelines, resources, and cross-functional dependencies from initiation through deployment.
Partners with managing editors, frontend developers, analytics, and UX teams to execute content and SEO initiatives efficiently.
Communicates project status, risks, and milestones to stakeholders and secures approvals as required.
Develops and executes content maintenance and optimization strategies to support business initiatives and global consistency.
Creates, edits, and publishes content within the UPS SCS Content Management System (CMS), including complex page types and multilingual support.
Develops hand-coded HTML and XML to support advanced content requirements.
Reviews and updates existing content to improve accuracy, usability, conversion, and search performance.
Solicits and incorporates feedback from sponsors (e.g., product managers, marketing, and business stakeholders) to ensure content accuracy and relevance.
Manages content deployment schedules and represents the Digital Marketing team in deployment planning discussions.
Troubleshoots issues related to content publishing and CMS-to-site deployment to ensure successful releases.
Develops and improves deployment processes to increase efficiency and self-sufficiency.
Performs quality assurance testing across multiple environments to ensure accuracy, functionality, and expected results prior to production release.
Provides second-level CMS support as needed by researching issues, identifying root causes, and prioritizing defect resolution.
Partners with development teams to resolve production issues while minimizing customer impact.
Communicates system issues and resolution status to impacted stakeholders.
Identifies enhancement opportunities and provides recommendations to the CMS development team.
Interprets website and search analytics to evaluate page effectiveness, user behavior, and search performance.
Uses analytics insights to inform content prioritization and change requests.
Documents process improvements, lessons learned, and system changes to keep editorial and technical documentation current.
Prepare report of site performance on a monthly basis to be shared with leadership and team.
Shares new CMS and SEO methods with peers to improve overall digital publishing practices.