Web Director

Description

The Web Director is responsible for driving the strategic planning, development, execution and implementation related to the association’s web properties.  They manage and mentor a team of web specialists who are responsible for day-to-day web operations and the planning and execution of web projects. They collaborate with team members and internal stakeholders to successfully plan, prioritize and guide key web initiatives. They work closely with AAPA’s IT department and establish and maintain relationships with external technology and professional services vendors. They chair an internal steering committee that is responsible for evaluating, approving, and prioritizing web projects and initiatives.

The ideal candidate possesses a strong business acumen and deep web expertise. They understand the big picture and are effective at leading discovery efforts to understand customer goals and shape them into digital initiatives aligned with the association’s larger strategies. They serve as an evangelist for user-centered design principles and apply that knowledge to ensure web solutions are optimized to best serve the needs of both the organization and its diverse user audiences. They also understand how to balance the strategic values associated with revenue generation and engagement for multiple audiences. They bring a deep understanding of analytics to drive ongoing changes to optimize site performance and to take advantage of unique opportunities to increase revenue or engagement.

Key Responsibilities

• Leads definition and implementation of an enterprise web strategy
• Aligns and prioritizes website initiatives to achieve defined strategies and objectives
• Works consultatively with internal stakeholders to develop effective web solutions for key initiatives
• Chairs internal web steering committee and directs related activities
• Mentors web team members and monitors the team’s growth to meet changing needs
• Provides an influential voice for best practices in design, web development and technology

• Manages budget resources for the web including hiring decisions for third party vendors
• Defines key performance indicators and other success factors to measure the impact of the website and related initiatives
• Initiates user research efforts to better understand customer audiences and their behaviors
• Maintains awareness of web trends and best practices, current and future technologies
• Establishes, maintains, and continually evolves a web governance framework

• Collaborates with executive leadership to identify and maximize opportunities to use web-based technologies to improve business processes and support critical business strategies.
• Nurtures positive, collaborative working relationships with internal clients to define goals, troubleshoot issues and implement solutions in all web properties and products, such as microsites and mobile app.
• Leverages a wide range of tools to highlight services, extend reach, build customer engagement and increase preference for the AAPA brand.
• Develops and maintain the web team operating budget.
• Promotes and facilitates healthy collaboration and appropriate division of responsibilities among the Web Team, its internal customers, and other operations groups who help support the website including Marketing, Communications, and IT.
• Directs and manages the creation and maintenance of a website style guide.

Skills

• 10+ years progressive experience in web/marketing/strategy roles with 5+ years experience leading and managing engaged teams
• In-depth digital and web experience required, with proven success in overseeing website development and day-to-day management of web operations
• Excellent interpersonal skills and experience building and managing high-performing, multi-disciplinary web teams
• Experience facilitating discovery sessions, identifying and documenting goals and requirements
• Deep expertise in UX design and one or more of the following: web governance, web content management systems, content strategy, social media
• Ability to anticipate potential issues and use proactive problem solving skills to ensure timely solutions
• Strong presentation skills with an ability to communicate technical principles effectively between technical and non-technical groups, and to share data, findings, and recommendations appropriate for senior management
• Demonstrated ability to establish and meet work schedules within limited timeframes and under tight deadlines and a willingness to work off hours as the need arises in support of web projects and emergencies.
• Strong analytical skills
• Effective verbal, writing, strategic thinking, conceptualization, presentation and facilitation skills.
• Knowledge of industry standards and best practices.
• A proven track record of successfully strategizing and executing digital programs that drive business growth
• Proven expertise in technology, all things digital, and a proactive desire to keep well-versed on new digital trends and technologies
• Proficient with Microsoft Office
• Familiarity with HTML, CSS, Wordpress, Google Analytics, Agile methodologies is desired
• Previous experience in the healthcare industry and/or a consulting background is a plus