Senior Manager, Digital Content Strategy & Operations

Global Roles; Northern (KY); Hybrid; USD 120,000 - 170,000; Full time

Job summary

Global Roles seeks a Senior Manager, Digital Content Strategy & Operations to lead content strategy, optimization, and operations across key Biomedical Services digital properties including RedCrossBlood.org and the Blood Donor App.

You will manage complex initiatives from strategy through implementation, collaborating with UX, SEO, analytics, and marketing to drive engagement and measurable outcomes.

Qualifications

• Bachelor's degree or equivalent in communications, marketing, digital media, or a related field.
• 6-10+ years of experience in digital marketing, digital experience, content strategy, web, or related disciplines.
• Experience leading complex web or digital initiatives from strategy through launch and optimization.
• Experience managing cross-functional digital programs with multiple stakeholders and without direct authority.
• Experience with CMS; Adobe Experience Manager (AEM) strongly preferred; analytics experience a plus.

Responsibilities

• Serve as the primary content strategy and project management lead for the website redesign and re-platforming (RedCrossBlood.org and related content).
• Lead the content workstream from discovery through planning, migration, localization, implementation, QA, launch, and post-launch optimization.
• Translate complex initiatives into clear strategies, workplans, milestones, dependencies, owners, and next steps.
• Establish processes enabling stakeholders to participate in content planning, review, migration, and implementation.
• Manage timelines, deliverables, dependencies, risks, resources, and stakeholder reviews.
• Partner with UX, design, technology, SEO, analytics, marketing, product, engagement, and business stakeholders for aligned decisions.
• Drive content strategy via creation and review of content briefs, ensuring brand and digital best practices.
• Support multilingual and Spanish-language content requirements with translation partners.
• Own end-to-end content process across RedCrossBlood.org, Blood Donor App, and other digital properties from discovery to optimization.
• Develop and execute content strategies to achieve measurable objectives like increasing blood donation appointments and engagement.
• Lead promotional content across web and app (home page experiences, campaigns, in-app promotions, badges, terms, etc.).
• Evaluate content requests through user needs, journeys, content strategy, UX, SEO, accessibility, and conversion best practices.
• Partner with UX and design to develop user journeys, wireframes, page structures, components, and experiences.
• Ensure content is structured and optimized for modern search including SEO and AI search optimization.
• Identify opportunities to connect web and app capabilities including deep linking and personalization.
• Write, edit, or direct content development ensuring it is compelling, concise, on-brand, and action-oriented.
• Serve as a hands-on digital content leader ensuring strategy and execution meet high standards.
• Establish and monitor KPIs for digital content with marketing, analytics, and business teams.
• Translate data into insights, recommendations, and prioritized actions.
• Develop dashboards and recurring performance reporting for actionable visibility.
• Serve as digital content accessibility lead and ensure accessibility standards.
• Conduct content audits to improve accessibility, usability, content quality, SEO, and overall digital experience.
• Develop documentation, governance, workflows, templates, and operating processes for efficiency and scalability.
• Additional duties as assigned by the Senior Director, Digital Marketing.

Skills

Digital Content Strategy

Content Operations

Web analytics

Adobe Experience Manager

Google Analytics

SEO

Information Architecture

UI Design

Content Development

Copywriting

Digital marketing

Project Management

Digital Product Management

Performance Data Analysis

Accessibility Standards

Cross-functional Program Management

Digital Experience Optimization

Education

Bachelor's degree or equivalent

Tools

Adobe Experience Manager

Google Analytics

Adobe Analytics

Job description

The Senior Manager, Digital Content Strategy & Operations leads digital content strategy, experience optimization, and operations across key Biomedical Services digital properties including RedCrossBlood.org and the Blood Donor App. This role manages complex digital initiatives from strategy through implementation, focusing on content strategy, project management, and continuous optimization to enhance digital experiences and engagement.

Responsibilities

• Serve as the primary content strategy and project management lead for the organizational website redesign and re-platform, focusing on RedCrossBlood.org and related content.
• Lead the content workstream from discovery and strategy through planning, migration, localization, implementation, QA, launch, and post-launch optimization.
• Translate complex, cross-functional initiatives into clear strategies, workplans, milestones, dependencies, requirements, owners, and next steps.
• Establish processes enabling stakeholders across departments and lines of service to effectively participate in content planning, review, migration, and implementation.
• Manage timelines, deliverables, dependencies, risks, resources, and stakeholder reviews, escalating issues and removing roadblocks as needed.
• Partner with UX, design, technology, SEO, analytics, marketing, product, engagement, and business stakeholders to ensure content and experience decisions are integrated.
• Drive content strategy through creation and review of content briefs, ensuring content meets brand and digital best practices.
• Support multilingual and Spanish-language content requirements in partnership with translation partners.
• Own the end-to-end content process across RedCrossBlood.org, the Blood Donor App, and other digital properties from discovery through ongoing optimization.
• Develop and execute content strategies to achieve measurable business objectives including increasing blood donation appointments and engagement.
• Lead promotional content across web and app including homepage experiences, campaign placements, in-app promotions, badges, feature announcements, terms and conditions, and other high-priority content.
• Evaluate business and stakeholder digital content requests through the lens of user needs, customer journeys, content strategy, UX, SEO, accessibility, platform capabilities, and conversion best practices.
• Partner with UX and design teams to develop user journeys, wireframes, page structures, component requirements, and experiences.
• Ensure content is structured and optimized for modern search experiences including SEO and emerging answer-engine/AI search optimization (AEO).
• Identify opportunities to connect web and app capabilities including deep linking, journey optimization, personalization, and other enhancements.
• Write, edit, or direct content development ensuring content is compelling, concise, user-centered, on-brand, and designed to drive action.
• Serve as a hands‑on digital content leader establishing strategy and ensuring execution meets high standards.
• Establish and monitor KPIs for digital content and experiences in partnership with marketing, analytics, engagement, and business teams.
• Translate data and analytics into clear insights, recommendations, and prioritized actions.
• Develop and maintain reporting dashboards and recurring performance reporting providing actionable visibility into digital performance.
• Serve as a digital content accessibility lead and liaison ensuring digital content and experiences meet accessibility standards.
• Conduct and coordinate regular content audits identifying opportunities to improve accessibility, usability, content quality, SEO, and overall digital experience.
• Develop documentation, governance, workflows, templates, and operating processes to make digital content work more efficient, scalable, and consistent.
• Additional duties as assigned by the Senior Director, Digital Marketing.

Requirements

• Bachelor's degree or equivalent combination of education and experience in communications, marketing, English, digital media, business, or a related field.
• 6-10+ years of relevant experience in digital marketing, digital experience, content strategy, web, digital product, content operations, or related disciplines.
• Demonstrated experience leading complex web or digital initiatives from strategy through implementation, launch, and optimization.
• Experience managing cross-functional digital programs involving multiple stakeholder groups and influencing outcomes without direct authority.
• Experience with content management systems; Adobe Experience Manager (AEM) strongly preferred.
• Strong understanding of digital content strategy and experience best practices, including UX, information architecture, SEO, accessibility, content structure, imagery, and conversion.
• Ability to develop digital content including copywriting, selecting imagery, and having a vision for page content and the action users should take or experience.
• Experience using web analytics and performance data to inform digital strategy and optimization; Adobe Analytics preferred.
• Exceptional project management, organizational, prioritization, problem-solving, and communication skills, with the ability to simplify complex ideas and create clear documentation.
• Demonstrated ability to work effectively in a complex, matrixed organization and build alignment across functions.
• Should be self‑motivated – this position is fully remote.
• Exceptional communication skills and the ability to collaborate effectively across teams.
• Combination of candidate's education and general experience satisfies requirements so long as the total years equates to description's minimum education and general experience years combined (Management experience cannot be substituted).

Skills

• Digital Content Strategy
• Content Operations
• Web analytics
• Adobe Experience Manager
• Google Analytics
• SEO
• Information Architecture
• UI Design
• Content Development
• Copywriting
• Digital marketing
• Project Management
• Digital Product Management
• Performance Data Analysis
• Accessibility Standards
• Cross-functional Program Management
• Digital Experience Optimization

Languages

English