Digital Strategy & Web Manager

Job Summary:

The Digital Strategy & Web Manager oversees The Hermitage’s digital ecosystem, optimizing website performance, user experience, integrations, analytics, e-commerce, and digital strategy to drive visitation, revenue, and overall engagement.

Primary Job Responsibilities:

• Manages and optimizes The Hermitage website, including content, navigation, landing pages, digital forms, media assets, and overall site architecture.
• Maintains accurate, accessible, brand-aligned website content while establishing publishing standards, approval workflows, ownership, and routine content audits.
• Improves desktop and mobile user journeys, navigation, accessibility, and conversion pathways to reduce friction and increase online engagement and revenue.
• Serves as the technical lead for SiteWrench and Tessitura/TNEW integrations, troubleshooting issues and coordinating solutions with developers, platform engineers, and IT vendors.
• Develops and executes SEO and Answer Engine Optimization (AEO) strategies to strengthen visibility across traditional and AI-powered search platforms.
• Builds and analyzes dashboards tracking website traffic, engagement, conversions, e-commerce sales, ticket purchases, and other key digital performance metrics.
• Develops an annual digital strategy and prioritized roadmap for website, e-commerce, analytics, and UX initiatives based on organizational goals, ROI, and audience impact.
• Partners across Marketing, Programs, Retail, Café, Sales, Development, Visitor Experience, and creative/communications teams to support digital campaigns, sales, and organizational needs.
• Maintains digital accessibility, privacy, cookie management, data security, and compliance standards while using A/B testing, user feedback, and emerging trends to drive continuous improvement.
• Performs other duties as assigned.

Required Qualifications & Skills:

• Deep operational experience managing enterprise content management systems (CMS), website architecture, and digital publishing tools.
• Strong working knowledge of modern Search Engine Optimization principles, technical SEO audits, keyword research, and emerging Answer Engine Optimization (AI search) paradigms.
• Proven ability to manage or integrate e-commerce engines, web ticketing workflows, payment gateways, and customer databases (experience with SiteWrench and Tessitura/TNEW strongly preferred).
• Advanced proficiency in web analytics tools, data visualization, conversion tracking, tagging implementation, and translating raw data into business intelligence.
• Superior verbal and written communication skills with a proven ability to translate complex technical concepts into clear, non-technical terms for organizational leadership.
• Exceptional project management capabilities, with the ability to balance long-term strategic roadmaps with immediate tactical web requests independently.
• Meticulous attention to detail regarding web copy accuracy, broken link checking, formatting, visual aesthetics, and brand consistency.
• Strong interpersonal skills to effectively partner across multiple internal departments and manage external technical software vendors.

Education & Experience:

• Bachelor's degree in Marketing, Digital Marketing, Communications, Information Technology, Business, or a related field preferred.
• At least 4 years of progressively responsible experience in website management, digital marketing, e-commerce, or digital strategy.
• Demonstrated experience managing digital platforms, analytics, website optimization, and SEO/AEO initiatives, with experience in CMS, e-commerce, ticketing systems (Tessitura/TNEW and SiteWrench preferred), and museum, nonprofit, hospitality, tourism, or destination environments considered a plus.

Physical Requirements:

• Ability to sit or stand at a desk and work on a computer for extended periods.
• Ability to navigate and participate in meetings, events, and operational walk-throughs across the historic multi-acre campus.
• Precise visual acuity required for digital design reviews, code editing, data analytics monitoring, and detailed web auditing.
• Ability to occasionally work off-hours, evenings, weekends, or holidays to support critical digital launches or organizational events.
• Ability to maintain focus, cognitive stamina, and productivity while managing multiple competing deadlines in a dynamic setting.
• Ability to communicate clearly via voice, video conferencing, written email, and messaging platforms with internal teams and external technical vendors.