Web & Digital Experience Strategist

National Life Insurance Company • Montpelier, VT

11h • Hybrid

About The Position

The Web & Digital Experience Strategist is responsible for shaping and optimizing content for NLG’s digital ecosystem to deliver a seamless, compliant, and measurable digital experience for customers, agents, and other users. This role bridges marketing, technology, and user experience to ensure that every interaction on NLG’s digital properties reflects the brand, meets business and compliance requirements, and supports growth objectives.
Reporting to the Director – Digital Marketing, this individual will serve as NLG’s webmaster and CMS subject matter expert from a content authoring and performance perspective. Working closely with IT, Creative Services, Compliance, and agency partners, the Web and Digital Experience Strategist will be the Digital Marketing owner of the CMS environment, including Sitecore, WordPress, and Adobe Experience Manager (AEM). They will partner with IT, Creative Services, Compliance, Business Architecture and other business units to plan and execute the evolution of the user experience on NLG’s digital properties, including the corporate website, agent portal, and customer portal.
This role is the primary lead for search engine optimization (SEO) and site analytics. The strategist will manage technical and content SEO across the enterprise, serve as NLG’s SEM Rush power user, conduct keyword research, and partner with the Digital Content & Insights Lead to implement data-driven content and optimization strategies. They will monitor and report on site performance using Google Analytics 4 (GA4), Google Tag Manager (GTM), and related tools, ensuring that data insights translate into measurable improvements in traffic, engagement, and conversion.
The strategist will design and document end-to-end digital user journeys across the corporate website, agent portal, and customer portal, as well as the various WordPress microsites focused on marketing content, aligning user pathways to site architecture, compliance requirements, and business goals. They will manage and optimize lead generation forms, coordinating with IT to connect web experiences to Salesforce and other systems that support automation, reporting, and conversion tracking. This individual will also oversee the intake and execution of web requests from across the enterprise, ensuring quality execution, brand consistency, and alignment with NLG’s digital strategy.
The ideal candidate is a hands-on digital strategist who understands both the technical and creative sides of web management. They are an excellent communicator and collaborative team player who thrives in a fast-paced, data-driven environment. High energy and proactive, they bring a solutions-oriented mindset to every project. They are fluent in CMS operations, analytics, and SEO, and work effectively across marketing, IT, and creative functions to deliver seamless digital experiences. Success in this role will be measured by a high-performing, compliant web ecosystem that drives lead generation, improves customer experience, and enables scalable digital growth across the enterprise.

Requirements

• 7+ years experience in web management, digital experience, or digital strategy.
• Bachelor’s degree in Marketing, Web Development, Computer Science, Digital Marketing or a related field; equivalent combination of education and relevant experience may be considered.
• Advanced proficiency with content management systems (CMS)--such as Sitecore, WordPress, and Adobe Experience Manager--with the ability to manage templates, metadata, and content workflows.
• Strong knowledge of SEO and web analytics, including hands-on experience with Google Analytics 4 (GA4), Google Tag Manager (GTM), Google Search Console, and SEM Rush (or equivalent).
• Demonstrated ability to analyze digital performance, build dashboards, and translate data into actionable insights that improve engagement, conversion, and site performance.
• Proficiency in UX analytics and CRO tools such as Hotjar, Crazy Egg, or equivalent for heat mapping, A/B testing, and journey optimization.
• Familiarity with accessibility and privacy standards, including WCAG, GDPR, CCPA, and cookie consent management.
• Exposure to AI-driven search, personalization, and digital experience technologies, with a curiosity to innovate and modernize.
• Working knowledge of Adobe Experience Manager (AEM), Adobe Creative Cloud, and related digital asset management tools.
• Working knowledge of HTML/CSS,
• Understanding of UX principles, responsive design, and accessibility best practices (WCAG).
• Excellent organizational, communication, and stakeholder management skills with the ability to balance multiple priorities in a fast-paced environment.

Nice To Haves

• 10+ years of experience in digital strategy, web experience management, or digital marketing, with direct responsibility for large-scale website operations, modernization, or replatforming projects.
• Prefer experience within a regulated or complex multi-site environment (financial services, insurance, or professional services)
• Demonstrated success leading CMS replatforming or digital transformation initiatives, such as migration from Sitecore to Adobe Experience Manager (AEM) or equivalent enterprise CMS.
• Advanced UX/UI sensibility, with a portfolio demonstrating hands-on experience designing and optimizing user journeys, landing pages, and interactive web elements.
• Expert-level technical proficiency in HTML5, CSS3, and JavaScript, with the ability to troubleshoot, test, and maintain responsive, accessible pages.
• Strong SEO and AI search optimization expertise, including experience adapting sites for AI-driven search visibility, structured data, and answer engine optimization (AEO).
• Deep knowledge of accessibility standards (WCAG) and experience implementing compliant, user-friendly digital experiences.
• Mastery of web analytics tools (e.g., Google Analytics, Adobe Analytics) and A/B testing platforms (e.g., Optimizely, VWO);
• Familiarity with B2B or professional services industries, particularly in financial or tax services, with the ability to balance marketing goals and regulatory compliance.
• Proficiency in project management tools (e.g., Workfront and Jira) and experience working in Agile or hybrid environments.
• Experience collaborating with IT and business units to define functional requirements, support integrations, and manage site performance.
• Excellent communication and presentation skills, with the ability to clearly explain data insights, technical issues, and strategy to both technical and non-technical stakeholders.

Responsibilities

• Lead website execution, governance, and optimization: Support the direction, design, and performance evolution of NLG’s corporate website and related digital properties, including the corporate website, WordPress microsites, and agent and customer portals. Ensure the sites reflect brand standards, supports lead generation and agent enablement, and delivers a seamless, compliant user experience across devices.
• Own and evolve the CMS ecosystem: Serve as the marketing lead and subject matter expert for Sitecore, WordPress, and Adobe Experience Manager (AEM). Partner with IT and Business Architecture on defining requirements for functionality enhancements and platform modernization to ensure scalability, usability, personalization and AI integration.
• Oversee day-to-day web operations and governance: Act as NLG’s webmaster, managing the intake, prioritization, and execution of web requests across the enterprise. Coordinate cross-functional work with Compliance, Creative Services, and other business units to ensure timely, accurate, and consistent updates that meet accessibility, SEO, and disclosure standards.
• Lead user journey design and experience optimization: Map and document end-to-end user journeys for key personas (prospects, policyholders, advisors, etc.) to align navigation, CTAs, and site architecture with business goals and compliance standards. Collaborate with UX and design partners to improve usability, page flow, and conversion funnels across NLG’s digital experience.
• Drive SEO strategy and execution: Serve as NLG’s enterprise SEO owner, responsible for both technical and content optimization. Conduct and maintain keyword research, manage SEM Rush, and work with the Digital Content & Insights Lead to implement keyword strategies across digital marketing channels. Monitor SEO health and search visibility, providing insights and recommendations to drive growth.
• Own marketing web analytics and performance measurement: Manage Google Analytics 4 (GA4), Google Tag Manager (GTM), and related tracking systems to monitor site traffic, behavior, and conversion. Build and maintain reporting dashboards, conduct A/B testing, and translate insights into actionable improvements that enhance user engagement and digital ROI.
• Manage and mentor the digital production assistant: Oversee the Digital Production Assistant, guiding workload prioritization, execution, and professional development. Ensure Digital Production Assistant delivers high-quality, compliant digital outputs that meet business objectives.
• Advance form management and digital integrations: Oversee and optimize lead generation and inquiry forms across web properties, ensuring they are secure, functional, and integrated with Salesforce and Marketing Cloud for accurate data capture and automation. Partner with IT to define technical specifications for new functionality and ensure reliable data flow across systems.

Benefits

• Your benefits start day one and are flexible and customizable to your and your family’s specific needs.
• Check out the BENEFITS of a Career at National Life!

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level