Senior Director, Web Content and Strategy

Job Description:

Position Overview:

The Senior Director of Web Content & Strategy provides strategic leadership for ABA’s digital content ecosystem, advancing user-centered, data-driven content strategies that support business objectives, deepen member engagement, and enhance the digital experience across ABA’s web properties. This role oversees content strategy and publishing for , including content governance, standards, workflows, and archive/data retention, while ensuring the site evolves to meet the needs of ABA’s audiences, customers, stakeholders, and partners.

The position plays a key leadership role in the transition to and optimization of ABA’s enterprise content management system, helping establish scalable content and governance practices. It also champions ABA’s web personalization strategy and identifies opportunities to leverage AI, analytics, and automation to improve content performance, findability, and operational efficiency.

In partnership with internal stakeholders, technical teams, consultants, and subject matter experts, the Senior Director, Web Content & Strategy provides strategic oversight of web production processes, including Adobe Workfront intake and workflow integration, ensuring digital content is accurate, accessible, brand-aligned, well-governed, and aligned with audience needs.

• Develop and execute data-driven content strategies that support user needs, advance business objectives, and deepen member engagement across ABA’s digital properties.
• Maintain visibility into upcoming content cycles, marketing campaigns, member communications, and business-unit priorities to ensure the web team can proactively plan, sequence, and prepare content updates, personalization opportunities, and production support.
• Champion ABA’s evolving web personalization strategy by partnering with marketing, technology, UX, and business stakeholders to leverage CMS capabilities, audience segmentation, behavioral data, and campaign priorities to deliver more relevant digital experiences.
• Identify and integrate appropriate AI and machine learning tools into the content lifecycle, including content optimization, metadata and tagging support, semantic search improvement, content performance analysis, and scalable recommendations for future enhancements.
• Translate web analytics, search data, content performance metrics, and user behavior insights into actionable recommendations that identify content gaps, intent‑based keyword opportunities, personalization opportunities, and conversion optimization strategies.

• Provide strategic oversight of CMS and web production tickets, ensuring requests are prioritized, tracked, and completed in alignment with business needs and governance standards.
• Play a lead strategic role in ABA’s transition to and optimization of a new enterprise content management system, helping define how components, templates, workflows, taxonomy, and digital asset management capabilities are used to scale high-quality content production.
• Serve as the web team’s strategic lead for the organization‑wide Workfront integration initiative, partnering with internal stakeholders and an outside consultant to integrate web content workflows, intake processes, approvals, campaign planning, and reporting into a more standardized, scalable operating model.
• Provide strategic oversight of the team’s Adobe Workfront intake process for new web projects, ensuring requirements gathering, scope definition, level‑of‑effort assessment, and prioritization practices support efficient web production and effective use of resources.
• Guide the optimization of Adobe Workfront request queues, intake forms, and submission workflows in partnership with direct reports, internal stakeholders, and implementation partners to ensure web projects enter production with complete, actionable, and appropriately prioritized information.
• Establish, evolve, and enforce a modern digital governance framework, including editorial standards, cross‑department workflows, taxonomy, accessibility and brand requirements, and end‑to‑end content…