Web Experience & Digital Content Strategist

Summary

The Web Experience & Digital Content Strategist ensures that California Baptist University’s digital presence is future-ready, discoverable and aligned with the university’s mission. The strategist leads efforts in content design, AI search optimization and web experience improvements to drive student recruitment and engagement. This role goes beyond updating pages — it blends strategy, analytics and innovation to ensure CBU is visible in traditional search, emerging AI search engines and across digital recruitment channels.

Essential Duties And Responsibilities

Other duties may be assigned.

• Assist the Director of Web Services and other members of the marketing unit in maximizing the internet marketing efforts for the www.calbaptist.edu website.
• Develop, edit and optimize web content to guide prospective students and families through the recruitment funnel, ensuring content is clear, persuasive and aligned with the CBU brand voice and mission.
• Collaborate with admissions, academic and creative teams to create integrated content experiences across web and digital platforms.
• Monitor how CBU appears in AI Overviews (Google SGE, Perplexity, etc.) and optimize content for AI-driven search. Implement structured data (schema), FAQs and conversational copy to increase discoverability.
• Conduct keyword and audience research to ensure alignment with prospective student search behavior. Translate data into actionable insights to reduce bounce rates, increase inquiries and improve the application journey.
• Develop dashboards and reports for leadership that demonstrate content performance and ROI.
• Ensure message consistency across CBU-owned web properties, InstaPage landing pages and advertising copy.
• Support paid and organic campaigns by creating and optimizing web landing pages. Partner with marketing colleagues to test and improve conversion-focused content.
• Use Google Analytics 4, Tag Manager and other tools to measure engagement, track conversions and recommend improvements.
• Use AI tools to accelerate workflows (drafting metadata, creating variations of content, accessibility checks) while ensuring accuracy and brand alignment.
• Stay ahead of emerging trends in AI, SEO and digital marketing; recommend proactive strategies to keep CBU competitive in search and serve as a resource to other staff on how to structure content for both human and machine audiences.
• Partner with creative, video and social teams to repurpose content across channels.
• Ensure CBU’s mission and Christian identity are clearly reflected in digital storytelling. Consistently model the division’s commitment to service, excellence, humility and dignity in interactions with faculty, staff, students and external audiences.
• Meet project deadlines set by supervisor. Proactively communicate with supervisor when completion by deadline in jeopardy.
• Work on multiple concurrent projects while maintaining high standards of excellence, conformity to University standards and positive, cooperative attitude.
• Share and consistently express division’s commitment to express Christ’s attitude of service, excellence, humility and dignity in each interaction with University clients and external vendors.
  
  

Supervisory Responsibilities

This position could be responsible for assigning work and/or giving direction to part-time Student Workers, in order to complete work assignments.

Other Knowledge Skills And Abilities

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required.

• Demonstrated ability and willingness to live and uphold the University’s Christ-centered mission and values.
• Strong writing and editing skills with ability to adapt for multiple audiences.
• Proficiency with SEO, web analytics (GA4), CMS platforms and schema/structured data.
• Familiarity with AI tools for content production, auditing and optimization.
• Experience in conversion optimization and A/B testing.
• A thorough knowledge of: Business English and arithmetic; general office methods, procedures and practices.
• Strong project management and organizational skills; ability to manage multiple projects.
• Ability to gather data, compile information, and prepare reports.
• Strong interpersonal skills and ability to collaborate across departments.
• Strong organizational skills and detail oriented.
• Analytical mindset with ability to interpret data and recommend action.
  
  

PHYSICAL DEMANDS: The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. While performing the duties of this job, the employee is regularly required to stand, walk, and sit; and requires sufficient hand, arm, and finger dexterity to operate computer keyboard or other office equipment. Requires visual acuity to read words and numbers; and speaking and hearing ability sufficient to communicate in person or over the phone. The employee must occasionally lift and/or move up to 25 pounds. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

WORK ENVIRONMENT: The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. The noise level in the work environment is usually moderate. Work normally performed in a typical interior/office work environment, with minimal exposure to health or safety hazards.

Education and/or Experience

Bachelor’s degree in marketing, communications, digital media or related field; 2–4 years of experience in web content strategy, SEO/SEM or digital marketing; higher education experience preferred but not required.