Senior Director, Web Content and Strategy

**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! [Click Here to review ABA's holistic approach to Benefits and Total Rewards.](https://www.aba.com/about-us/work-at-aba/benefits) **Employer of Choice:** ABA is recognized with a *2025* *Great Company Culture Award* and *2025 Great Place to Work* designation! **Job Description:** **Position Overview:** The Senior Director of Web Content & Strategy provides strategic leadership for ABA’s digital content ecosystem, advancing user-centered, data-driven content strategies that support business objectives, deepen member engagement, and enhance the digital experience across ABA’s web properties. This role oversees content strategy and publishing for ABA.com, including content governance, standards, workflows, and archive/data retention, while ensuring the site evolves to meet the needs of ABA’s audiences, customers, stakeholders, and partners. The position plays a key leadership role in the transition to and optimization of ABA’s enterprise content management system, helping establish scalable content and governance practices. It also champions ABA’s web personalization strategy and identifies opportunities to leverage AI, analytics, and automation to improve content performance, findability, and operational efficiency. In partnership with internal stakeholders, technical teams, consultants, and subject matter experts, the Senior Director, Web Content & Strategy provides strategic oversight of web production processes, including Adobe Workfront intake and workflow integration, ensuring digital content is accurate, accessible, brand-aligned, well-governed, and aligned with audience needs. **Key Responsibilities:** **Digital Content Strategy and Audience Engagement** Develop and execute data-driven content strategies that support user needs, advance business objectives, and deepen member engagement across ABA’s digital properties. Maintain visibility into upcoming content cycles, marketing campaigns, member communications, and business-unit priorities to ensure the web team can proactively plan, sequence, and prepare content updates, personalization opportunities, and production support. Champion ABA’s evolving web personalization strategy by partnering with marketing, technology, UX, and business stakeholders to leverage CMS capabilities, audience segmentation, behavioral data, and campaign priorities to deliver more relevant digital experiences. Identify and integrate appropriate AI and machine learning tools into the content lifecycle, including content optimization, metadata and tagging support, semantic search improvement, content performance analysis, and scalable recommendations for future enhancements. Translate web analytics, search data, content performance metrics, and user behavior insights into actionable recommendations that identify content gaps, intent-based keyword opportunities, personalization opportunities, and conversion optimization strategies. **Platform, Workflow and Governance Leadership** Provide strategic oversight of CMS and web production tickets, ensuring requests are prioritized, tracked, and completed in alignment with business needs and governance standards. Play a lead strategic role in ABA’s transit…