How will this role impact First Command?
The Website Channel Manager will serve as the strategic owner of the company's corporate website, ensuring it delivers an engaging, trusted and effective digital experience for current and prospective clients. This role will drive the evolution of the website as a critical marketing and business channel, supporting brand awareness, lead generation, client engagement and business objectives.
Working across marketing, technology, compliance and other business stakeholders, the Website Channel Manager will champion a customer-first approach to the website experience while balancing business priorities, regulatory requirements and organizational goals. Through data-driven decision making and continuous optimization, this position will identify opportunities to improve website performance, audience engagement and conversion outcomes.
The Website Channel Manager will play a key role in advancing the organization's digital presence by ensuring the website remains relevant, effective and aligned with evolving user expectations and industry best practices. Their contributions will strengthen brand credibility, support business growth initiatives and reinforce the company’s position as the go-to financial resource for our Nation's military families.
What will the employee do in this role?
- Responsible for leading and implementing the strategic roadmap for the corporate website, ensuring alignment with organizational objectives, marketing priorities and regulatory standards.
- Oversee the content governance process for the corporate website, ensuring content remains accurate, current, compliant and aligned with brand standards.
- Manage the organization's content management system (CMS), including user permissions, workflow processes, publishing standards and platform best practices.
- Coordinate, review and publish website content updates across multiple stakeholders, departments and business units while maintaining quality and consistency.
- Define and maintain website governance standards, content lifecycle processes and editorial calendars to support ongoing website management.
- Partner closely with campaigns, brand reputation, content, graphics, compliance, product, technology, field marketing and subject matter experts (SMEs) to ensure strategic alignment and execution.
- Monitor website performance, user behavior, engagement metrics and conversion rates utilizing web analytics platforms to identify opportunities for optimization.
- Provide actionable insights and strategic recommendations through regular reporting on website performance, traffic trends, lead generation and customer experience metrics.
- Define performance indicators and success metrics for website content, user engagement and conversion optimization initiatives.
- Support search engine optimization (SEO), Answer Engine Optimization (AEO), Generative Engine Optimization (GEO) and other AI-driven search visibility initiatives, including content optimization, structured data recommendations, technical SEO guidance, site architecture improvements, AI readability, search performance analysis and optimization for emerging answer-based and generative search experiences.
- Partner with technology teams and external vendors to evaluate, prioritize and implement website enhancements, new functionality, integrations and platform updates.
- Manage relationships with external website agencies, development partners, consultants and vendors, ensuring deliverables are completed on time, within scope and aligned with business objectives.
- Partner with UX, IT and compliance to conduct regular audits of website content, functionality, usability, SEO/AI performance, accessibility compliance and user experience to identify opportunities for improvement.
- Collaborate across stakeholders to support campaign landing pages, lead generation initiatives, personalization efforts and conversion rate optimization strategies.
- Ensure website experiences are optimized across desktop, mobile and tablet devices while adhering to accessibility standards and best practices.
- Monitor industry trends, competitive activity, emerging technologies and digital experience best practices to recommend innovative solutions and enhancements.
- Support website-related project planning, budgeting, prioritization and stakeholder communications.
- Maintain documentation, workflows, governance policies and operational procedures related to website management and content publishing.
Supervisory Responsibility
- May oversee external agency resources, contractors and/or consultants
Skills & Qualifications
Education
- Bachelor’s degree in Marketing, Communications, Digital Marketing, Business, Information Systems or equivalent experience/training.
Work Experience
- At least 5-7 years of experience in digital marketing, website management, web content strategy, digital communications or related disciplines.
- Experience managing enterprise-level websites and content management systems.
- Experience with lead generation, conversion optimization and website analytics.
- Project management experience in situations where deadlines had to be met.
- Experience coordinating cross-functional initiatives involving marketing, technology, compliance and business stakeholders.
- Client service experience preferred where support was provided to internal or external clients.
- Marketing and/or communications experience within the financial services industry is preferred.
- Experience working with external agencies, development partners or digital vendors preferred.
Required Knowledge, Skills and Abilities
- Demonstrated ability to develop and execute website strategies that support business objectives.
- Strong understanding of website governance, content management, SEO, user experience, accessibility and conversion optimization.
- Experience managing enterprise CMS platforms, digital publishing workflows and website optimization initiatives.
- Expertise in website analytics, performance reporting and translating data into actionable recommendations.
- Strong project management, organizational and prioritization skills with the ability to manage multiple initiatives simultaneously.
- Excellent written, verbal and stakeholder communication skills.
- Ability to collaborate effectively with cross-functional teams, technical partners and external vendors.
- Strong judgment, attention to detail and ability to ensure accurate, compliant and brand-consistent digital experiences.
- Experience presenting performance results, insights and recommendations to leadership.
- Proficiency with website analytics, CMS, SEO and digital optimization tools.
- Results-driven, innovative and adaptable, with a commitment to continuous improvement; staying current on digital marketing trends and emerging technologies.
- Ability to build strong working relationships across all levels of the organization.
- Organized, creative, energetic and committed to helping the team succeed.
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