Senior Web Content & Analytics Manager

Position Overview

Senior Web Content and Analytics Manager
Responsible for leading the strategy, creation, and performance optimization of digital content across web platforms. This role combines content governance, UX enhancement, and data-driven decision-making to improve engagement and conversion. Key responsibilities include managing web content, analyzing user behavior, driving SEO and CRO initiatives, and collaborating cross-functionally to support marketing campaigns. The ideal candidate brings expertise in web analytics, CMS platforms, A/B testing, and personalization, with a strong ability to translate insights into impactful digital experiences.

The Role

This role is responsible for overseeing the creation, optimization, and performance tracking of digital content across web platforms. This role blends strategic onsite content management with data-driven decision-making to enhance user engagement and support business goals. Key duties include managing website updates, analyzing user behavior, traffic patterns and overall site performance using analytics tools, and generating actionable insights to improve site performance. The manager also collaborates with cross-functional teams to support marketing campaigns, SEO initiatives, and conversion rate optimization.

Responsibilities

• Partner with Content team on content strategy and governanceto ensure alignment with user personas, journey stages, and business objectives across all digital touchpoints.

• Oversee the development and optimization of web contentto drive engagement, improve UX, and support SEO and conversion goals.

• Design and manage a robust analytics frameworkto track user behavior, content performance, and conversion funnels across complex user journeys.

• Translate data into actionable insightsby identifying content gaps, friction points, and opportunities to improve MQL generation and conversion rates.

• Collaborate cross-functionallywith marketing, product, UX, and sales teams to align content initiatives with campaign goals and lead nurturing strategies.

• Own A/B and multivariate testing programsto continuously optimize landing pages, CTAs, and content layouts for higher conversion performance.

• Own taxonomy, tagging standards, and UTM governance to ensure accurate attribution and data consistency.

• Develop and maintain dashboards and reporting cadencesthat clearly communicate KPIs, trends, and ROI to senior stakeholders.

• Champion personalization and segmentation strategiesto deliver tailored content experiences based on audience behavior, intent, and lifecycle stage.

• Ensure content and analytics platforms are integrated(e.g., CMS, CRM, marketing automation, analytics tools) to support seamless data flow and attribution.

• Stay ahead of digital trends and technologiesto recommend innovations that enhance content delivery, measurement, and user engagement.

What You'll Bring

• Bachelor's degree or higherin Marketing, Communications, Digital Media, Data Analytics, or a related field.

• At least 7-10 years of overall professional marketing experience

• 5-7+ years of experiencein web content management or web analytics, with proven success in conversion optimization.

• 5-7+ years of experience with web analytics platforms(e.g., Google Analytics, Adobe Analytics) and tag management systems (e.g., Google Tag Manager).

• Preference for Digital Experience Platform (DXP) experience

• Strong proficiency in CMS platforms(e.g., WordPress, Sitecore, and DXP platforms) and familiarity with HTML/CSS.

• Advanced knowledge of SEO best practicesand content performance metrics.

• Experience with A/B testing and personalization tools(e.g., Optimizely, Adobe Target, VWO).

• Proven ability to interpret data and translate insightsinto content strategy and UX improvements.

• Strong understanding of user journey mapping and persona development, especially in B2B or multi-audience environments.

• Excellent project management and cross-functional collaboration skills, with experience leading initiatives across marketing, product, and design teams.

• Clear communication and storytelling abilities, especially when presenting data-driven recommendations to senior stakeholders.

Nice to Have

• Familiarity with CRMs and Marketing automation platforms like Salesforce and HubSpot.

• Experience integrating, migrating and/or consolidating websites through mergers and acquisitions.

• Knowledge of accessibility standards and compliance.

• Background in B2B SaaS or healthcare tech industries.

Base Salary Range

$105,000.00 - $140,000.00

At Zelis we are committed to providing fair and equitable compensation packages. The base salary range allows us to make an offer that considers multiple individualized factors, including experience, education, qualifications, as well as job-related and industry-related knowledge and skills, etc. Base pay is just one part of our Total Rewards package, which may also include discretionary bonus plans, commissions, or other incentives depending on the role.

Zelis' full-time associates are eligible for a highly competitive benefits package as well, which demonstrates our commitment to our employees' health, well-being, and financial protection. The US-based benefits include a 401k plan with employer match, flexible paid time off, holidays, parental leaves, life and disability insurance, and health benefits including medical, dental, vision, and prescription drug coverage.

Equal Employment Opportunity
Zelis is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.

We welcome applicants from all backgrounds and encourage you to apply even if you don't meet 100% of the qualifications for the role. We believe in the value of diverse perspectives and experiences and are committed to building an inclusive workplace for all.

Accessibility Support
We are dedicated to ensuring our application process is accessible to all candidates. If you are a qualified individual with a disability or a disabled veteran and require a reasonable accommodation with any part of the application and/or interview process, please email TalentAcquisition@zelis.com.

Disclaimer

The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. All personnel may be required to perform duties outside of their normal responsibilities, duties, and skills from time to time.