Website Content & Analytics Sr Manager

About the role

The Senior Manager, Website Content & Analytics is a strategic and hands-on digital operations leader responsible for the performance, health, and visibility of The Freeman Company's brand web portfolio. This role directly owns content operations for four brands — The Freeman Company, Sparks, Studio Blue, and 3D Exhibits — while serving as the LLM visibility implementation coordinator for technical work across the full TFC portfolio, including Freeman, mdg, Alford, and BaAM.

Essential Duties & Responsibilities

• Own the publishing lifecycle across four TFC brand web properties (thefreemancompany.com, wearesparks.com, studioblueav.com, 3dexhibits.com) — receiving content from brand and marketing stakeholders and getting it live, well-structured, and optimized.
• Act as the in-house digital journey expert — using behavioral analytics, SEO data, and LLM visibility signals to identify where journeys break down, where content is stale, and what structural or placement changes would improve engagement, conversion, and findability.
• Translate findings into a prioritized content refresh roadmap and work with stakeholders to act on it.
• Partner with IT on all custom development needs — new WordPress block patterns, hosting, DNS, plugin governance, and CMS changes go through IT; this role owns the brief, the business requirements, and the 24-hour SLA coordination to keep work moving.
• Lead SEO strategy across owned TFC brand properties in partnership with manager — keyword prioritization, on-page optimization, and technical SEO health — directing IT on implementation of schema markup, crawlability fixes, and Core Web Vitals improvements.
• Contribute to GEO strategy with manager, applying approaches to improve TFC brand presence across AI-powered discovery platforms (ChatGPT, Perplexity, Gemini, Claude) and ensuring site content is structured to support that visibility.
• Serve as the ongoing coordination lead for LLM visibility technical website audit recommendations across the full TFC portfolio — owned brands (TFC, Sparks, Studio Blue, 3D Exhibits) and coordinated brands (Freeman, mdg, Alford, BaAM) — translating findings into implementation briefs for IT and keeping execution on track across all brands.
• Use GA4, GTM, and Google Search Console across all TFC brand properties to monitor performance and surface actionable insights.
• Report regularly to marketing leadership on organic performance — rankings, organic sessions, click-through rates, channel source trends, and GEO brand mention share — with recommendations clearly connected to observed data.
• Support the transition to an enterprise GA4 setup by defining cross-brand measurement requirements.
• Work with the Freeman.com Commerce Web lead to ensure organizer-facing content — strategy resources, thought leadership, industry insights — is current, findable, and sequenced into a journey that moves visitors from awareness to action.
• Manage web publishing requests across all TFC brand teams, including new landing pages — managing prioritization and expectation-setting — and present performance updates, SEO roadmaps, and visibility findings to marketing leadership on a regular cadence.
• Use AI tools to efficiently develop new landing pages and ensure visibility.

Qualifications

• 7+ years of experience in web publishing, digital content operations and/or web analytics — ideally in a B2B, multi-brand, or agency environment
• Bachelor's degree in Marketing, Communications, Journalism, English, or a related field required. Equivalent professional experience considered
• Proven SEO expertise: keyword strategy, on-page optimization, technical SEO, and performance reporting
• Working knowledge of GEO principles and how AI-powered platforms surface and cite content — with the ability to apply those principles to page structure and optimization decisions
• Strong analytical instincts — comfortable interpreting GA4, behavioral analytics, and search data to diagnose journey issues and prioritize improvements
• Demonstrated experience managing multiple brand websites simultaneously, with strong WordPress proficiency
• Proven ability to manage complex, multi-stakeholder workloads and cross-functional partnerships (including IT and agency) in a fast-paced environment
• Familiarity with HTML/CSS and WordPress block development; experience with AI coding tools (e.g., Claude Code) for publishing and front-end tasks preferred
• Background in events, trade shows, experiential marketing, or B2B professional services preferred
• Knowledge of structured data/schema markup and its application to SEO and AI-driven discovery preferred

Travel Requirements

Travel up to 25%