Senior Assistant Director of Web Content

University of North Carolina at Greensboro; Greensboro (NC); On-site; USD 72,000 - 81,000; Full time

Job summary

UNC Greensboro is seeking a Senior Assistant Director of Web Content to lead the web content strategy across the University's digital presence. You will supervise the Web Content – SEO/GEO specialist, drive editorial standards, UX writing, and content governance to support enrollment marketing and brand goals.

Close collaboration with marketing, ITS, and school partners is essential. The role emphasizes accessibility, data-driven optimization, and leadership of a team dedicated to high-quality,

Qualifications

• Bachelor’s degree in communications, English, marketing, journalism, or a closely related field.
• Four+ years of experience in web content strategy or a closely related role.
• Demonstrated expertise in web content strategy, UX writing, and content management for marketing-focused websites.
• Proficiency with content management systems and web publishing workflows.
• Working knowledge of SEO principles, tools, and best practices.
• Experience with Google Analytics or comparable web analytics platforms.

Responsibilities

• Develop and maintain a comprehensive web content strategy for the University’s primary marketing and communications websites, aligned with enrollment marketing goals, brand identity, and audience needs.
• Establish and enforce web content standards, editorial guidelines, and UX writing principles that ensure a high-quality, user‑centered digital content experience.
• Lead web content audits and gap analyses, identifying opportunities to improve content quality, audience relevance, and search performance across University web properties.
• Develop and maintain the web content calendar, coordinating content updates, new page development, and campaign‑related content with marketing, communications, and school‑based partners.
• Partner with school‑based communications staff and the Communications Manager team to ensure school and program web content meets University standards and effectively serves prospective student audiences.

Skills

Content strategy

UX writing

Web analytics

Editing

Audience engagement

Education

Bachelor's degree in communications, English, marketing, journalism, or a closely related field

Tools

Google Analytics

Content Management System (CMS)

SEO tools

Job description

Position Number:

998584

Functional Title:

Senior Assistant Director of Web Content

Position Type:

Staff

Position Eclass:

EP - EHRA 12 mo leave earning

University Information:

Located in North Carolina’s third largest city, UNC Greensboro is among the most diverse, learner-centered public research universities in the state, with 18,000 students in eight colleges and schools pursuing more than 150 areas of undergraduate and over 200 areas of graduate study. UNCG continues to be recognized nationally for academic excellence, access, and affordability. UNCG is ranked No. 1 most affordable institution in North Carolina for net cost by the N.Y. Times and No. 1 in North Carolina for social mobility by The Wall Street Journal — helping first‑generation and lower‑income students find paths to prosperity. Designated an Innovation and Economic Prosperity University by the Association of Public and Land‑grant Universities, UNCG is a community‑engaged research institution with a portfolio of more than $67M in research and creative activity. The University’s 2,600 staff help create an annual economic impact for the Piedmont Triad region in excess of $1B.

Primary Purpose of the Organizational Unit:

University Advancement elevates UNCG’s reputation, advances institutional strategy, and fosters community pride through integrated communications aligned with its public mission as a student‑centered research university. The department develops and executes strategic communications and marketing initiatives that enhance visibility, engage key audiences, and convey the University’s distinctive value. Working across schools, colleges, and administrative units, University Communications manages media relations, marketing campaigns, content strategy, branding, digital engagement, sponsorships, and crisis communications.

Position Summary:

The Senior Assistant Director of Web Content is the University’s lead digital content strategist, responsible for developing and executing a comprehensive web content strategy that advances enrollment marketing, brand awareness, and institutional communications goals across the University’s digital presence. Reporting to the Director of Marketing Strategy, this position oversees the strategic development, production, optimization, and governance of web content across the University’s primary marketing and communications websites, directly supervising the Web Content – SEO/GEO specialist.
The Senior Assistant Director of Web Content brings expertise in content strategy, UX writing, search engine optimization, and digital audience engagement to the marketing team, ensuring that the University’s web presence effectively serves prospective students, current students, alumni, and other key audiences. This position works closely with the Copywriter, Optimization & Testing Manager, creative team, and school‑based communications partners to maintain a high‑quality, brand‑consistent, and continuously improving digital content environment.

Minimum Qualifications:

• Bachelor’s degree in communications, English, marketing, journalism, or a closely related field.
• Minimum of four (4) years of experience in web content strategy, digital content management, or a closely related role.
• Demonstrated expertise in web content strategy, UX writing, and content management for marketing‑focused websites.
• Proficiency with content management systems and web publishing workflows.
• Working knowledge of SEO principles, tools, and best practices.
• Experience with Google Analytics or comparable web analytics platforms.
• Strong writing and editing skills with attention to clarity, str1ucture, and digital audience engagement.

Preferred Qualifications:

• Experience in higher education enrollment marketing or digital communications.
• Familiarity with generative engine optimization (GEO) and AI‑driven search.
• Experience with digital accessibility standards (WCAG) and accessible content development.
• Background in conversion rate optimization and landing page testing.
• Experience supervising digital content or communications staff.

Recruitment Range:

$72,200 – $81,060

Org #-Department:

University Communications - 33901

Job Open Date:

10/13/2026

Job Close Date:

11/01/2026

Open Until Filled:

No

FTE:

1.000

Type of Appointment:

Permanent

Number of Months per Year:

12

FLSA:

Exempt

Percentage Of Time:

30%

Key Responsibility:

Web Content Strategy & Governance

Essential Tasks:

• Develop and maintain a comprehensive web content strategy for the University’s primary marketing and communications websites, aligned with enrollment marketing goals, brand identity, and audience needs.
• Establish and enforce web content standards, editorial guidelines, and UX writing principles that ensure a consistent, high-quality, and user‑centered digital content experience.
• Lead web content audits and gap analyses, identifying opportunities to improve content quality, audience relevance, and search performance across University web properties.
• Develop and maintain the web content calendar, coordinating content updates, new page development, and campaign‑related content with marketing, communications, and school‑based partners.
• Partner with school‑based communications staff and the Communications Manager team to ensure school and program web content meets University standards and effectively serves prospective student audiences.

Percentage Of Time:

30%

Key Responsibility:

Content Production & Optimization

Essential Tasks:

• Write, edit, and produce web content for University marketing pages, program pages, campaign landing pages, and other digital properties, applying UX writing principles and audience‑centered content approaches.
• Oversee the optimization of web content for search engines and generative AI platforms, integrating SEO and GEO best practices into content development and maintenance workflows in partnership with the Web Content – SEO/GEO specialist.
• Collaborate with the Optimization & Testing Manager to develop and execute content tests for landing pages and marketing web pages, using data to drive continuous improvement.
• Ensure all web content is accessible, meeting WCAG standards and University digital accessibility requirements.
• Manage web content production for major enrollment marketing campaigns, coordinating with the Copywriter, design team, and digital partners to deliver campaign landing pages on time and to brief.

Percentage Of Time:

20%

Key Responsibility:

Staff Leadership & CMS Management

Essential Tasks:

• Directly supervise, mentor, and evaluate the Web Content – SEO/GEO specialist, providing clear direction, regular feedback, and professional development support.
• Manage the University’s content management system (CMS) as it relates to the marketing and communications web properties, establishing workflows, user access, and publishing processes.
• Provide training and guidance to campus partners on CMS usage, web content standards, and digital accessibility requirements.
• Serve as the primary liaison between the marketing team and ITS or the web development function on content‑related technical needs, updates, and platform improvements.

Percentage Of Time:

20%

Key Responsibility:

Analytics & Performance Monitoring

Essential Tasks:

• Monitor web content performance using Google Analytics and related tools, tracking key metrics including page views, time on page, bounce rates, conversion rates, and search rankings.
• Partner with the Data Analyst and Optimization & Testing Manager to analyze web audience behavior, identify content performance issues, and develop data‑informed improvement strategies.
• Prepare regular web content performance reports for the Director of Marketing Strategy, translating analytics into actionable content recommendations.
• Track organic search performance and generative search visibility for key University web pages, working with the SEO/GEO specialist to improve rankings and AI‑generated answer inclusion.

Physical Effort:

Eye‑hand coordination - C, Hearing - C, Talking - C, Standing - O, Sitting - C, Walking - O, Finger Dexterity - F, Vision‑Skilled Trades - F, Reading - F, Writing - F

Work Environment:

Inside - C