Digital Strategist

Manhattan Strategy Group (MSG) is seeking an experienced Digital Strategist to support anticipated U.S. Department of Labor (DOL), Employment and Training Administration (ETA) initiatives involving Workforce GPS, Work.gov, Career One Stop .gov, and other workforce-related public-facing digital platforms and resources.

The Digital Strategist will lead and support the development of data-informed strategies to increase the visibility, discoverability, engagement, usability, and utilization of digital workforce content and resources. The individual will combine expertise in digital strategy, search engine optimization (SEO), taxonomy and information architecture, audience research, behavioral analytics, and performance measurement to better understand user intent and improve how job seekers, workers, employers, workforce professionals, and other audiences find and engage with workforce information.

The Digital Strategist will collaborate with workforce subject matter experts and web, UX/UI, analytics, communications, content, research, and technology teams to translate user needs, workforce insights, and performance data into actionable improvements to digital products, content, search experiences, and outreach strategies.

• Develop and implement comprehensive digital strategies to increase the visibility, discoverability, engagement, and utilization of workforce development content, tools, and digital resources.
• Evaluate and optimize content taxonomy, metadata, information architecture, content organization, and search experiences to improve users' ability to locate relevant information and resources.
• Develop and apply SEO strategies and best practices to improve content discoverability across general and specialty search engines and other internet-based information sources.
• Conduct audience research and analyze user behaviors, information needs, search queries, engagement patterns, referral activity, and other digital interactions to better understand user intent.
• Develop audience segments, personas, user journeys, and engagement strategies for key audiences, including job seekers, workers, students, employers, workforce professionals, educators, and other workforce system stakeholders.
• Develop digital outreach, messaging, content, and engagement strategies informed by audience research, behavioral insights, workforce information, and performance data.
• Analyze structured and unstructured datasets using data mining, data modeling, and other analytical methods to identify trends, user needs, and opportunities for improving digital experience.
• Apply natural language processing (NLP), machine learning, artificial intelligence, and other advanced analytical approaches, as appropriate, to analyze large datasets, search behavior, content performance, and user interactions.
• Analyze web, search, social media, referral, content, and other digital performance data to identify opportunities to improve user experiences, content discoverability, audience targeting, and platform utilization.
• Translate analytics, research findings, workforce insights, and behavioral data into actionable recommendations for digital products, content, search functionality, outreach, and ongoing optimization.
• Develop and monitor key performance indicators (KPIs) related to search effectiveness, digital engagement, content performance, referral traffic, task completion, conversions, platform utilization, and other user outcomes.
• Collaborate with web development, UX/UI, analytics, communications, IT, content, research, and program teams to incorporate audience needs and workforce insights into public-facing digital products and resources.
• Collaborate with workforce development and labor market subject matter experts…