Vice President, Enterprise Web Strategy & Analytics
American Bankers Association
Type: Full Time
Want to work for a great Organization?
The American Bankers Association is the banking industry's champion. Joining ABA makes you part of a team that: • has Extraordinary People - ABA experts are the "go to" sources for bankers, policy makers and the media for credible information and insights for the banking industry. • has Unmatched Scope and Scale - ABA's unparalleled information and services keep members current, knowledgeable and prepared. • is Impact-Driven - ABA has a proven record of bringing about positive change for our members and the industry. We take action and achieve results. Plus competitive pay, an outstanding benefits package, a convenient DC location, a professional collegial work environment and an opportunity to work on issues of national significance equals a winning combination!
The Vice President for Enterprise Web Strategy and Analytics oversees ABA’s Website strategy and sets priorities across ABA’s digital platforms based on key analytics and data. This position manages a team of seven to oversee design and development efforts on ABA’s website and several other related ABA Web Properties such as ABA’s intranet site, two advocacy sites, and all future sites. This person provides leadership, strategic planning and expertise to assess, evolve and optimize the Web experiences for ABA members, customers, partners and other key audiences, while balancing the need to communicate association information with driving site registrations, member engagement and selling products and services. This position manages the web team’s budget and tool provisioning such as analytics software and project management systems. Manage and grow ABA’s online community platform of 13 different bank topic specific discussion groups.
This position requires a user-centric mindset, a focus on continuous improvement and a willingness to keep up with new technology and take risks. Effective communication skills are vital as this person must collaborate effectively with colleagues across the association, vendors and members. The successful candidate will need to manage multi-departmental projects, understand each area’s individual business objectives and embrace solutions that are in the best interest of the ABA and web users while meeting budget goals.
This position manages the ever-growing need for advanced data analytics for ABA's marketing efforts for Membership, Training & Education, Foundation Programs, Endorsed Products and Advocacy campaigns. This includes reporting for Google Ads, Paid and Organic Social Media, email marketing, and other digital marketing efforts, including ecommerce revenue attribution. Knowledge of the shifting digital marketing landscape and familiarity with enterprise content management systems and customer relationship manager systems is vital.
Define and optimize the user experience for ABA websites and be the Association-wide leader championing user experience best practices and consistent information architecture across the organization.
Drive member engagement and revenue for ABA’s resources and products.
Oversee user testing plans to drive content and user experience enhancements on ABA.com and sub-sites.
Drive implementation of personalization and A/B testing.
Optimize the integration of the web site with ABA’s digital media platforms.
Manage a large budget for website consultants, software and maintenance fees.
Monitor, measure, recommend and implement reporting enhancements to support website analytics and conversion optimization goals.
Use data to drive overarching web strategy and recommendations.
Oversee development of overarching content governance strategy.
Manage staff who are responsible for web governance process, enhancements, and all publishing to ABA’s sites.
Collaborate with marketing and communications team to ensure targeted messages are distributed in correct channels.
Work with IT to evaluate technologies and strategies to further engage Web visitors and optimize efficiencies across ABA websites, including data and content management.
Work with IT to manage the development and implementation of Web content policy, procedures and standards to ensure aba.com is secure, reliable and that there is data integrity.
Work with IT to establish an annual plan for the technical development and maintenance of ABA.com to ensure ABA maintains a highly reliable and functioning website.
12+ years of experience managing Web and digital marketing initiatives, including experience with large, or multiple sites within a single brand.
Experience with Sitecore or a comparable .net CMS platform like Episerver.
Familiarity with Salesforce Marketing Cloud or enterprise marketing automation system.
Demonstrable understanding of all aspects of Web strategy, including but not limited to information architecture, user experience, web design, content strategy, search, conversion optimization, analytics.
Experience managing an Ecommerce site.
Experience developing and overseeing execution of personalization strategy.
Focus on ongoing, continuous improvement and willingness to “roll up your sleeves” to achieve results.
Demonstrable experience working cross-functionally and vertically, successfully communicating, collaborating and influencing effectively with executive team and all other levels across an organization.
Strong team focus.
Excellent project management skills and commitment to deadlines, processes and budgets.
Experience with digital marketing data and analytics.
Experience leading and managing a team.
American Bankers Association (ABA) is an Equal Opportunity/Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race, religion, color, national origin, age, sex, marital status, gender identity, sexual orientation, disability, protected Veteran status, personal appearance, political affiliation, family responsibilities, or any other characteristic protected by applicable law.
ABA encourages and celebrates diversity so if you are motivated, hardworking and want to make a difference, come as you are!
The American Bankers Association is the united voice of America’s hometown bankers—small, regional and large banks that together employ more than 2 million women and men, hold nearly $17 trillion in assets, safeguard $12.8 trillion in deposits and extend more than $9 trillion in loans. ABA believes that government policies should recognize the industry’s diversity. Laws and regulations should be tailored to correspond to a bank’s charter, business model, hometown markets and risk profile. This policymaking approach avoids the negative economic consequences of burdensome, unsuitable and inefficient bank regulation. Through a broad array of information, training, staff expertise and other resources, ABA supports America’s hometown bankers as they perform their critical role as drivers of America’s economic growth and job creation.