Associate Director of Web Strategy
Job Title: Associate Director of Web Strategy
Department: Membership Growth - Digital Strategies
Location: Sierra Club office, and/or Remote. This position requires an ability to travel.
Reports To: Digital Marketing Director
Supervises: 2 - 4 people
Context: At the Sierra Club, we believe in the power of interdependence. Together, we remain committed to the fight for a healthy climate built on a foundation of environmental, racial, economic, and gender justice – a future where all people benefit from a healthy, thriving planet and a direct connection to nature. As the climate crisis and deeply entrenched systemic racism all fuel injustice, we will continue to fight for a bold, transformational agenda that recognizes the interconnectedness between our planet, our humanity, and our future. By recognizing that our destinies are tied, we continue to name that all things are fundamentally connected, and the overlap between ecology, race, gender, and representative government will move to either advance our collective humanity or to oppress it. Sierra Club has close to 800 staff across the country and a network of 64 local chapters that are led and fueled by thousands of volunteers. We are also proud to be a unionized employer, with three labor unions representing more than half of our employees.
Scope: The Associate Director Web Strategy will oversee all of our web platforms, helping us grow our member and supporter base with dynamic content and conversion strategies. This person will steer, in partnership with other digital channel partners, developers, and communication experts, a multi-channel approach to oversee organic and paid acquisition growth with optimization at the front of their decision making.
This position will lead the web strategy team and partner with the larger digital marketing team, responsible for amplifying the mission and work of the Sierra Club across all owned and influenced platforms. This means you will be an enthusiastic and contributing partner across digital, operations, membership, and Communications stakeholders on the conception, project management, and delivery and maintenance of various types of content and technical experiences to grow our audiences.
Job activities include but are not limited to:
- Oversee the operation of all Sierra Club web properties and web content strategy to meet the organization’s fundraising, advocacy, brand, and communications goals.
- Drive web testing and strategic planning to iterate and optimize all interactions on site, especially user acquisition/list growth and online donation forms. Set roadmaps with internal teams and external vendors, monitor experiments, perform/oversee quality assurance for tests, and share results with other teams. Serve as primary contact and manager for web testing vendors.
- Continually monitor web platform performance and results, presenting analysis regularly and adjusting strategies to increase traffic, signups, and revenue. Provide regular, proactive, and data-based recommendations to teams working on the website.
- Serve as technical project manager for major web technology decisions and new feature development. Gather requirements, weigh in on design and user experience, set project timelines, and coordinate teams across the organization as well as external vendors.
- Coach staff across all departments - including, but not limited to, communications, digital, campaigns, chapters - on web best practices. Serve as an expert and resource for questions around search engines, web analytics, web design, web content, user experience, and more.
- Set the paid search channel strategy, build paid search campaigns as needed, optimize campaigns to further the organization’s goals, manage budgets and set revenue projections, and oversee external vendors supporting paid search.
- Support the web strategy team, which includes product and content managers, in fulfilling requests from across the organization and helping web stakeholders achieve their goals. Reviews their work and provides mentoring, training, and ongoing performance feedback.
- Work collaboratively with web production and IT teams to ensure the website is supporting mission goals. Assist in quality assurance for new features developed by these teams.
- Develop strong, mission-driven content for the web while ensuring all related assets are on brand and to a high standard. Maintain a strong collaborative relationship with the communications and digital marketing teams by providing contributions, shared strategy, and consistency of voice across channels.
The successful candidate must demonstrate the following skills, experience and competencies:
- Deep understanding of content creation with an audience-centric and multi-channel approach.
- Experience managing staff. Demonstrated ability to be a collaborative team leader with a strong understanding of the delegation cycle.
- Experience in Content Management Systems (CMS), digital analytics platforms, and other digital content publishing tools.
- Direct experience managing paid search campaigns.
- Stays current with industry innovations for web design and functionality.
- Strong ability to craft compelling stories using text and digital assets.
- Strong interpersonal and collaboration skills, and able to apply critical thinking and constructive feedback to drive toward solutions and decisions quickly.
- Proven ability using analytics to inform and influence decision-making.
- Knowledge of current trends in content and digital media, applying it to experiment and produce new and fluid types strategies that move people to convert.
- Time management and organizational skills. Ability to manage multiple projects, under deadlines, with changing priorities in a dynamic, fast-paced, environment.
- Committed to evolution. You are committed to continuously deepening and evolving your own understanding of systems of oppression through study, openness, and humility. And you easily recognize your own relationship to privilege and power, examining and shifting your behaviors as appropriate.
- Uplifting and additive. You see mistakes as opportunities for growth; problems as catalysts for solutions, and inspire others along the journey. You carry a constructive approach, can-do attitude, a sense of humor, and authentic kindness wherever you go.
The strongest candidates will also demonstrate the following skills, experience and competencies:
- A solid understanding of front-end web development technology, workflows, and direct experience working with web development teams
- Experience serving as a technical project manager and overseeing web features through the project development life cycle. Familiar with requirement gathering, technical specifications, and quality assurance.
- Hands-on experience with Drupal, Google Analytics, Google Search Console, Convert, Jira, and/or HotJar.
- Proven ability to apply search engine optimization best practices to new and existing web content, resulting in increased organic web traffic.
- Experience managing vendors, keeping all teams on schedule and on budget.
$90,000 - $100,000 a year
Compensation and Benefits
The salary range for this position is $90,000 - $100,000 annually.
This is a category 3, exempt, non-represented, managerial position.
Sierra Club values the expertise and talents of foreign nationals. Sierra Club sponsors both nonimmigrant and immigrant visas when certain criteria are met, based on immigration laws and organizational needs. Such sponsorship is at the discretion of the Department Head and Sierra Club People Department in consultation with the employee’s manager. The Sierra Club cannot guarantee the approval of a visa petition. The Sierra Club is an equal opportunity employer committed to workforce belonging.
To Apply
The Sierra Club provides equal employment and advancement opportunities to all staff members. Employment decisions are based on merit, qualifications, lived experience and skills. The Sierra Club does not discriminate in employment opportunities or practices on the basis of race, color, creed, religion, national origin, immigration status, socioeconomic status, ancestry, age, size, sex, sexual orientation, gender, gender identity, familial status, veteran status, disability, AIDS/HIV status, medical condition, prior conviction, arrest history, traits historically associated with race, including, but not limited to, hair texture and protective hairstyles, or any other characteristic protected by law.
The Sierra Club values applicants who are people that identify as Black, Indigenous, and other minoritized groups; women; queer, transgender, gender non-conforming, and gender fluid people.
Explore, enjoy and protect the planet.
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