Director of Content & Ecommerce

Description

Do you thrive at the intersection of digital strategy, content creation, and mission-driven work? The YMCA seeks a dynamic Digital Marketing & E-Commerce Specialist to drive our mission through compelling content and data-powered strategies. You'll lead our digital ecosystem-crafting engaging, SEO-optimized content while leveraging Google Tag Manager, Google Analytics 4, and cross-domain tracking to optimize performance. Your expertise in user experience design will shape intuitive journeys that connect audiences to our programs, from youth development to healthy living initiatives.

In this role, you'll:
Develop high-impact content strategies that align with business goals and community needs
Implement robust tracking (GTM/GA4) to measure content engagement and refine approaches
Design seamless UX flows that elevate storytelling and drive conversions
Partner across teams to ensure content resonates with diverse audiences

Ideal candidates blend analytical rigor with creative storytelling-turning insights into action while advancing social responsibility. If you're passionate about building digital experiences that educate, inspire, and deliver measurable impact, let's create change together.

ESSENTIAL FUNCTIONS include the following, other duties may be assigned:

• Thinks, communicates and behaves as a cause-driven leader and role model for other staff and members when it comes to desired staff behaviors; promotes youth development, healthy living, and social responsibility in all job-related functions.
• Develop and implement search engine optimization (SEO) and content strategies to align with overall business goals.
• Create engaging content and implement strategies that are relevant and optimized for SEO, user experience and improved conversion rates.
• Create and manage site content calendar and online sales strategy to support campaigns and promotions, optimizing for new customer acquisition, site experience and drive engagement.
• Develop and implement e-commerce strategies to drive online sales and revenue.
• Manage website updates, functionality and maintenance in collaboration with our web developer.
• Lead email and short message service (SMS) marketing strategy and provide guidance on automated flows and campaigns.
• Collaborate with advancement team members, external contractors and cross-functional teams throughout the Y to ensure alignment with business objectives and priorities.
• Leverage Google Analytics and webmaster tools to monitor site performance, user behavior, website traffic, irregularities, issues, trends and identify opportunities for optimization/improvement, especially for improving answer engine optimization (AEO), SEO and search engine marketing (SEM) results and rankings; Recognize and define opportunities and tools for cross-selling and up-selling.
• Track and analyze key performance indicators (KPIs) to measure the effectiveness of content and e-commerce strategies.
• Partner with other YMCA leaders on the Martech roadmap and future user experience enhancements
• Develop and implement analytics reporting from Google Analytics 4 and communications systems.
• Adheres to policies related to boundaries with youth. Participates in required abuse risk management training.
• Reports suspicious and inappropriate behaviors. Follows mandated abuse reporting requirements. Adheres to job specific abuse risk management responsibilities.
• Ability to work effectively with diverse groups and viewpoints from all social and economic segments of the organization and community.

Requirements

• Bachelor's degree in E-commerce, Marketing, or related field
• 5-7 years of hands-on experience in direct to consumer (DTC) e-commerce, UX design and content development
• Strong understanding of content marketing, SEO/AEO, and digital marketing principles.
• Experience in e-commerce management, SEO strategy, and online sales.
• Strong proficiency in Google Analytics 4 and Meta Analytics (certification highly preferred)
• Excellent analytical, communication, interpersonal, and leadership skills.
• Ability to thrive in a fast-paced environment and manage multiple projects and priorities simultaneously.
• Must possess an awareness of web and app development skills with HTML/CSS, JavaScript, Drupal, PHP and XML, along with a keen understanding of directing development resources in the areas of design standards, page speed and more.
• Problem Solving & Critical Thinking- collects and researches data; assesses and implements workflows and procedures; gathers and analyzes information skillfully, develops alternative solutions; works well in group problem-solving situations.
• Interpersonal skills - focuses on building positive relationships across all levels of the organization.
• Adaptability - adapts to changes in the work environment; can deal with frequent change, delays, and unexpected events; and has the ability to work during non-traditional hours and emergency situations if needed.