Specialist, Digital Platforms

Job Purpose

The Specialist, Digital Platforms is responsible for the overall management, functionality, and growth of LT’s external digital presence through its websites, primarily onipaa.org. This position combines strategic content development responsibilities with technical website administration to ensure websites remain accurate, engaging, accessible, discoverable, and aligned with organizational goals, brand standards, and emerging AI-powered search experiences. The role encompasses creating, editing, and publishing compelling web content that supports communications, marketing, and organizational objectives while overseeing website performance, user experience, maintenance, and optimization;

the ideal candidate possesses both strong storytelling capabilities and basic to intermediate-level technical proficiency. This role also serves as the technical business owner and support for ‘Ipukukui, LT’s internal intranet system, and Bynder, LT’s digital asset management system, and excludes social media responsibilities.

• Develop, write, edit, and publish website content aligned with organizational messaging and brand voice.
• Translate organizational initiatives, programs, and priorities into engaging digital content.
• Collaborate with the Communications team and others to gather information and develop web-ready content.
• Create landing pages, feature stories, campaign pages, FAQs, and digital resources.
• Ensure content is clear, audience-focused, accessible, and optimized for search visibility, AI-assisted discovery, and user engagement.
• Maintain website content calendars and publishing schedules.
• Conduct regular content audits and recommend improvements.
• Support multimedia integration, including images, videos, graphics, and interactive content.
• Apply SEO and Generative Engine Optimization (GEO) best practices, metadata standards, and structured content strategies to maximize discoverability and optimize for both traditional search engines and emerging AI-driven search and answer platforms (e.g., Google AI Overviews, ChatGPT, Perplexity, Gemini).

• Manage day-to-day operation, maintenance, and administration of organizational websites and related digital platforms.
• Monitor website functionality and refer technical issues to IT.
• Maintain website architecture, navigation, page structures, and user experience standards.
• Ensure websites are optimized for speed, responsiveness, accessibility, search engine performance, and AI-readable content indexing.
• Perform routine quality assurance testing and monitor for broken links, errors, and outdated content.
• Manage Content Management System (CMS) updates.
• Support implementation of structured content, schema markup, and metadata standards that improve search visibility and AI-generated search results.
• Coordinate website enhancements, upgrades, and feature implementations.
• Track and analyze website performance metrics and user behavior using analytics tools.

• Recommend website improvements based on analytics and user experience insights.
• Support digital campaigns and organizational initiatives through web strategy and content execution.
• Develop content strategies that increase the organization’s presence within search engines, AI-generated summaries, and answer-based discovery platforms.
• Monitor evolving trends in search behavior, including AI-assisted and conversational search, and recommend strategies to improve organizational visibility and discovery.
• Develop recommendations for improving engagement and audience experience.

• Serve as the primary point of contact for website-related requests across the organization.
• Manage…