SUMMARY
The Digital Experience and Web Strategy Lead is responsible for leading the strategy, planning, execution, and ongoing concepting for Wisconsin Ev. Lutheran Synod (WELS) department web needs and digital experiences within our HubSpot-powered product suite.
The ideal candidate would be a hybrid digital strategist, web experience lead, project manager, and hands-on web builder. The position serves as the primary owner of the website experience from initial discovery through strategy, migration, design, build, launch, and ongoing optimization.
A significant component of this position will be leading the organizations website migration initiative, including developing migration plans, prioritizing websites, coordinating internal resources, managing timelines and dependencies, communicating with departments, and ensuring websites are successfully transitioned to the appropriate HubSpot and digital solutions.
The ideal candidate understands that a website is not always the answer. They will work with departments to understand their goals, target audience needs, marketing objectives, and technical requirements, and then determine whether a website, landing page, HubSpot functionality, automation, content experience, or another communication solution is the best approach.
This role provides direct supervision and oversight to the Web Communications Specialist, including establishing priorities, providing guidance and feedback, and ensuring alignment with digital communications strategy, standards, and organizational goals.
KEY RESPONSIBILITES
Website Migration Leadership
- Serve as the project lead/owner for the website migration initiative, establishing processes, priorities, timelines, and standards for migrating department websites.
- Develop and maintain migration plans for individual ministries, including scope, requirements, milestones, dependencies, risks, and launch schedules.
- Work directly with departments to understand their existing website, objectives, target audience, content needs, and expectations for the migration.
- Assess existing websites and work with the Web Communications Specialist to determine what should be migrated, redesigned, rewritten, consolidated, removed, or rebuilt.
- Determine the appropriate HubSpot or digital solution for each department rather than automatically replicating the existing website.
- Coordinate the content, graphic design, and technical needs with Communication Services and Technology team members throughout the migration.
- Own the website project timeline and ensure deliverables stay on track.
- Lead website reviews, approvals, testing, launch preparation, and post-launch follow-up.
Digital and Web Strategy
- Act as a strategic digital advisor to departments, helping them determine the right digital solution for their target audience.
- Evaluate whether a full website, landing page, HubSpot tool, content experience, automation, or another digital solution is appropriate for a particular need.
- Develop website and page strategies that support web experience journeys, usability, accessibility, SEO, lead generation, conversion, and overall business objectives.
Website Design and Build
- Lead the information architecture, navigation, page structure, user experience, and overall web strategy for department websites.
- Design and build pages and website experiences within HubSpot.
- Translate approved designs, and content into functional, polished web pages.
- Establish and maintain web standards for usability, consistency, responsiveness, accessibility, and conversion.
- Review websites from the perspective of the end user and identify opportunities to improve the web user experience.
- Balance department requests with usability, marketing strategy, technical requirements, and organizational standards.
These requirements are representative, but not all-inclusive, of the knowledge, skill, and ability required to perform this job. Other duties may be assigned.
QUALIFICATIONS/EDUCATION
- Bachelors degree in web design, digital communications, marketing, computer science, information technology, or a related field.
- Five or more years of experience in web design, website management, digital communications, or related fields.
- Demonstrated experience managing complex website redesign or migration projects.
- Proficiency with HubSpot content management systems (CMS) and marketing platform.
- Experience with modern CMS.
- Strong understanding of HTML, CSS, responsive web design, SEO, accessibility standards, and user experience principles.
- Experience using Google Analytics or similar web analytics platforms.
- Excellent written, verbal, organizational, and presentation skills.
- Strong project management skills with the ability to manage competing priorities and deadlines.