Digital Search & Web Operations Analyst- Hybrid

Job Summary

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 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.

• Manage organic optimization (SEO, AEO, GEO) in partnership with the vendor to improve organic search rankings, traffic, and conversion across the SCS website.

• Identify new AEO/GEO opportunities and emerging search trends (e.g., featured snippets, localized results, voice search) to optimize site.

• Perform keyword research and SEO analysis to inform new content creation and content enhancements.

• Optimize internal site architecture, internal linking, indexation, and crawlability to support SEO best practices.

• Use SEO performance tools and dashboards to identify high‑impact opportunities and prioritize initiatives.

• Partner with the paid search agency to optimize campaign performance aligned to traffic, lead, and revenue goals.

• Review performance data, search queries, and landing page alignment to identify improvement opportunities.

• Guide optimization of keyword strategy, ad relevance, and user experience in coordination with SEO and content efforts.

• Communicate insights and recommendations to stakeholders and incorporate learnings into broader digital optimization plans.

• Scope projects and define business and functional requirements (e.g., project documentation, wireframes, page specifications).

• Develop and manage project plans, timelines, resources, and cross‑functional dependencies from initiation through deployment.

• Partner with managing editors, frontend developers, analytics, and UX teams to execute content and SEO initiatives efficiently.

• Communicate project status, risks, and milestones to stakeholders and secure approvals as required.

• Develop and execute content maintenance and optimization strategies to support business initiatives and global consistency.

• Create, edit, and publish content within the UPS SCS Content Management System (CMS), including complex page types and multilingual support.

• Review and update existing content to improve accuracy, usability, conversion, and search performance.

• Solicit and incorporate feedback from sponsors (e.g., product managers, marketing, and business stakeholders) to ensure content accuracy and relevance.

• Manage content deployment schedules and represent the Digital Marketing team in deployment planning discussions.

• Troubleshoot issues related to content publishing and CMS‑to‑site deployment to ensure successful releases.

• Develop and improve deployment processes to increase efficiency and self‑sufficiency.

• Perform quality assurance testing across multiple environments to ensure accuracy, functionality, and expected results prior to production release.

• Provide second‑level CMS support as needed by researching issues, identifying root causes, and prioritizing defect resolution.

• Partner with development teams to resolve production issues while minimizing customer impact.

• Communicate system issues and resolution status to impacted stakeholders.

• Identify enhancement opportunities and provide recommendations to the CMS development team.

• Interpret website and search analytics to evaluate page effectiveness, user behavior, and search performance.

• Use analytics insights to inform content prioritization and change requests.

• Document process…