Website Channel Manager

First-Command-Financial-Services; Fort Worth (TX); On-site; USD 90,000 - 150,000; Full time

Job summary

First Command Financial Services, based in Fort Worth, TX, seeks a Website Channel Manager to own the corporate website, delivering a trusted digital experience for clients and driving marketing objectives. You will align with marketing, technology, compliance and business stakeholders to balance brand, regulatory requirements and growth goals.

You will manage CMS, governance, content publishing, SEO, analytics, and conversion optimization, collaborating with campaigns, product and external

Qualifications

• Bachelor’s degree or equivalent experience in marketing, communications or digital fields.
• 5+ years in digital marketing, website management, or content strategy.
• Experience with enterprise CMS, content publishing workflows and governance.
• Experience with lead generation, conversion optimization and website analytics.

Responsibilities

• Lead and implement the strategic roadmap for the corporate website.
• Oversee content governance, accuracy, compliance and brand alignment.
• Manage CMS, including permissions, workflows and publishing standards.
• Coordinate updates across multiple stakeholders and business units.
• Define governance standards and editorial calendars for ongoing site management.
• Collaborate with campaigns, brand, content, compliance and technology teams.
• Monitor website performance and user behavior using analytics tools.
• Provide insights and recommendations on performance, traffic and conversions.
• Define KPIs for content, engagement and conversion optimization.
• Support SEO and AI-driven optimization initiatives and best practices.
• Partner with tech and vendors to evaluate enhancements and integrations.
• Manage relationships with external agencies and partners.
• Conduct regular audits of content, usability, accessibility and performance.

Skills

Digital marketing

Website management

SEO & analytics

CMS governance

Cross-functional collaboration

Project management

Content strategy

Lead generation

Education

Bachelor’s degree in Marketing/Communications/Digital Marketing or related field

Tools

Google Analytics

SEO tools

CMS platforms

Job description

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.

Investment and insurance products are not deposits, are not insured by the FDIC, and may lose value. A financial plan, by itself, cannot assure that retirement or other financial goals will be met.

First Command Financial Services, Inc. and its related entities are not affiliated with, authorized to sell or represent on behalf of or otherwise endorsed by any federal employee benefit program, the U.S. government, the U.S. Armed Forces or any other third-party mentioned on this site.

In the United Kingdom, investment and insurance products and services are offered through First Command Europe Ltd. First Command Europe Ltd. is a wholly owned subsidiary of First Command Financial Services, Inc. and is authorized and regulated by the Financial Conduct Authority. Certain products and services offered in the United States may not be available through First Command Europe Ltd.

SIPC - Securities Investor Protection Corporation

Securities Investor Protection Corporation