Web Content Specialist - Strategy & Marketing

Essential Job Statements

Create website content to effectively market VCU Health services and providers.

Work with Web manager to optimize website performance and create larger more complex content and web pages or sections

Utilize tools and digital analytics to monitor and improve website performance with SEO optimizations such as enhanced metadata, keyword research, improved internal linking, image size corrections, etc.

Organizes, plans, and schedules website content in support of marketing and cross department projects.

Contributes to new digital offerings, including tools, design changes, and content changes to increased lead generation opportunities.

Partners closely with internal and external digital partners, IT and VCU for the introduction and development of new vcuhealth.org initiatives.

Works with marketing, communications and public relations teams to develop and maintain websites (VCUHS, CHoR, Massey, etc.) and consistently updating web content for various partners.

Manages VCU Health provider and location data across platforms to be consistent and accurate on website, google listings, VCU Wayfinding app, and other third-party sites.

Manages website projects independently.

Creates training materials and delivers training CMS users and other content contributors across the Health System.

Patient Population: N/A

Employment Qualifications

Required Education: Bachelor's degree in related field such as communications, marketing, public relations, web administration, computer science/information systems, business.

Preferred Education: N/A

Licensing/ Certification

Licensure/Certification Required: N/A

Licensure/Certification Preferred: N/A

Minimum Qualifications

Years and Type of Required Experience: Minimum of three years of experience: Demonstrating knowledge of web site structure, user experience (UX), web accessibility standards, industry trends and best practices for large-scale, high traffic websites. Working in website content management systems (CMS) Experience with SEO tools such as SEMRush, Moz, Brightedge, or similar Working with basic html code, and css in a CMS environment, with resizing images and creating redirects and adding metadata. project management experience, organizational skills and an aptitude for managing time, working independently, meeting deadlines, upwardly managing approvals and handling multiple projects simultaneously. Working collaboratively and effectively in a diverse team setting (e.g., medical providers, administration, external vendors). Must be able to work in a diverse environment. Strong communication skills including listening, writing and speaking. Working with Google My Business to manage listings.

Experience Preferred: Measures, analyzes, and optimizes website performance using analytic tools. Working in the TerminalFour CMS or similar enterprise CMS. Adherence to high standards of excellence regarding visual design, attention to details and accuracy. Analytical skills and use of analytic tools (GA4, heat mapping, etc.) Experience with Google My Business (GMB) and online listing management.

Knowledge, Skills & Abilities: Basic UX and web programming/coding skills. Understanding of the role of design in the web user experience Minimum of three years of experience. creating strategy and managing content for large-scale, high traffic websites. working in website content management systems (CMS) particularly with TerminalFour (T4) platforms with basic html source code in a CMS environment. with resizing images. project management experience, organizational skills and an aptitude for managing time, meeting deadlines, upwardly managing approvals and handling multiple projects simultaneously. working within Google Workspace and Microsoft Office 365 Analytical skills and use of analytic tools (GA4, heat mapping, etc.) Knowledge of digital communications.

Supervisory responsibilities (if applicable): N/A

Independent Action(s) required: N/A

Combination of education and experience in lieu of a degree.

Working Conditions

Periods of high stress and fluctuating workloads may occur. General office environment. May have periods of constant interruptions.

Physical Demands: Lifting/ Carrying (0-50 lbs.), Push/ Pull (0-50 lbs.)

Work Position: Sitting, Walking, Standing

Additional Physical Requirements/ Hazards

Physical Requirements: Manual dexterity (eye/hand coordination), Finger Dexterity, Color Vision, Acuity - far, Acuity - near

Hazards: N/A

Mental/Sensory -Emotional

Mental / Sensory: Strong Recall, Reasoning, Problem Solving, Hearing, Speak Clearly, Write Legibly, Reading, Logical Thinking

Emotional: Fast-paced environment, Steady Pace, Able to Handle Multiple Priorities, Able to Adapt to Frequent Change

The Digital Marketing Specialist develops strategies to attract external customers to VCU Health's online presence. focuses on wayfinding, online presence of VCU Health services, providers and locations, search engine optimization and search marketing all working to drive traffic and interactions to VCU Health system websites. This role will focus on managing and optimizing provider and location profiles on the site and on the web, optimizing landing pages for SEM campaigns, improving overall website performance by focusing on search engine optimization techniques. Analyzes online statistic and helps identify the best practice to optimize online marketing performance.

EEO Employer/Disabled/Protected Veteran/41 CFR 60-1.4.