Senior Web Content & Analytics Manager

Zelis-posted 5 days ago
$105,000 - $140,000/Yr
Full-time • Mid Level
Hybrid
1,001-5,000 employees
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Senior Web Content and Analytics Manager Responsible for leading the strategy, creation, and performance optimization of digital content across web platforms. This role combines content governance, UX enhancement, and data-driven decision-making to improve engagement and conversion. Key responsibilities include managing web content, analyzing user behavior, driving SEO and CRO initiatives, and collaborating cross-functionally to support marketing campaigns. The ideal candidate brings expertise in web analytics, CMS platforms, A/B testing, and personalization, with a strong ability to translate insights into impactful digital experiences. This role is responsible for overseeing the creation, optimization, and performance tracking of digital content across web platforms. This role blends strategic onsite content management with data-driven decision-making to enhance user engagement and support business goals. Key duties include managing website updates, analyzing user behavior, traffic patterns and overall site performance using analytics tools, and generating actionable insights to improve site performance. The manager also collaborates with cross-functional teams to support marketing campaigns, SEO initiatives, and conversion rate optimization.

  • Partner with Content team on content strategy and governance to ensure alignment with user personas, journey stages, and business objectives across all digital touchpoints.
  • Oversee the development and optimization of web content to drive engagement, improve UX, and support SEO and conversion goals.
  • Design and manage a robust analytics framework to track user behavior, content performance, and conversion funnels across complex user journeys.
  • Translate data into actionable insights by identifying content gaps, friction points, and opportunities to improve MQL generation and conversion rates.
  • Collaborate cross-functionally with marketing, product, UX, and sales teams to align content initiatives with campaign goals and lead nurturing strategies.
  • Own A/B and multivariate testing programs to continuously optimize landing pages, CTAs, and content layouts for higher conversion performance.
  • Own taxonomy, tagging standards, and UTM governance to ensure accurate attribution and data consistency.
  • Develop and maintain dashboards and reporting cadences that clearly communicate KPIs, trends, and ROI to senior stakeholders.
  • Champion personalization and segmentation strategies to deliver tailored content experiences based on audience behavior, intent, and lifecycle stage.
  • Ensure content and analytics platforms are integrated (e.g., CMS, CRM, marketing automation, analytics tools) to support seamless data flow and attribution.
  • Stay ahead of digital trends and technologies to recommend innovations that enhance content delivery, measurement, and user engagement.
  • Bachelor’s degree or higher in Marketing, Communications, Digital Media, Data Analytics, or a related field.
  • At least 7-10 years of overall professional marketing experience
  • 5-7+ years of experience in web content management or web analytics, with proven success in conversion optimization.
  • 5-7+ years of experience with web analytics platforms (e.g., Google Analytics, Adobe Analytics) and tag management systems (e.g., Google Tag Manager).
  • Preference for Digital Experience Platform (DXP) experience
  • Strong proficiency in CMS platforms (e.g., WordPress, Sitecore, and DXP platforms) and familiarity with HTML/CSS.
  • Advanced knowledge of SEO best practices and content performance metrics.
  • Experience with A/B testing and personalization tools (e.g., Optimizely, Adobe Target, VWO).
  • Proven ability to interpret data and translate insights into content strategy and UX improvements.
  • Strong understanding of user journey mapping and persona development, especially in B2B or multi-audience environments.
  • Excellent project management and cross-functional collaboration skills, with experience leading initiatives across marketing, product, and design teams.
  • Clear communication and storytelling abilities, especially when presenting data-driven recommendations to senior stakeholders.
  • Familiarity with CRMs and Marketing automation platforms like Salesforce and HubSpot.
  • Experience integrating, migrating and/or consolidating websites through mergers and acquisitions.
  • Knowledge of accessibility standards and compliance.
  • Background in B2B SaaS or healthcare tech industries.
  • Zelis’ full-time associates are eligible for a highly competitive benefits package as well, which demonstrates our commitment to our employees’ health, well-being, and financial protection.
  • The US-based benefits include a 401k plan with employer match, flexible paid time off, holidays, parental leaves, life and disability insurance, and health benefits including medical, dental, vision, and prescription drug coverage.
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