VP, Enterprise Web Strategy & Analytics

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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!

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Employer of Choice: ABA is recognized with a 2025 Great Company Culture Award and 2025 Great Place to Work designation!

Job Description:

The VP, Enterprise Web Strategy & Analytics, leads digital strategy for ABA’s website and related properties to create tailored, dynamic personalized experiences to drive engagement and conversions.

The VP oversees the design, vendor selection, development, optimization, budget, and maintenance of ABA’s flagship site, ABA.com, and a dozen additional related sites.

This role combines technical depth and marketing strategy to shape a vision for personalized customer journeys aligned to business goals, translating that vision into a scalable technical roadmap and driving execution end-to-end.

Personalization & Optimization Strategy:

• Develop the web strategy roadmap to enhance user experience and drive engagement and conversions. Create high-impact personalization, moving beyond A/B tests to complex automated personalization leveraging agentic AI.
• Lead site refresh and platform migration/upgrade to SaaS platform. Define the target state architecture to support one-to-one multichannel personalization, levering agentic AI capabilities to deliver at scale.
• 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. 
• Oversee user testing plans to drive content and user experience enhancements on ABA.com and sub-sites.
• Optimize the integration of the website with ABA’s digital media platforms.  
• Define and build high-value audiences leveraging usage patterns, profiles, CRM data, and agentic AI to deliver tailored content and product recommendations. Direct data analytics for digital marketing (SEO, social, email) and e-commerce. Embrace A/B testing to refine campaign results.
• Monitor, measure, recommend, and implement reporting enhancements to support the website analytics and conversion optimization goals. 
• Use data to drive overarching web strategy and recommendations.

Web Content Management & Maintenance:

• Plan, implement, and maintain website content, functionality, security, and performance.
• Oversee development of overarching content governance strategy.
• Manage staff responsible for web governance process, enhancements, and publishing to ABA’s sites.
• Develop and oversee the annual roadmap for ABA.com’s technical development and maintenance, ensuring a stable, reliable, and high-performing web experience.

Cross-Functional Collaboration:

• Partner with Marketing, Product, Policy, IT, and other teams to align website experience with broader business goals, such as conversion and engagement.
• Evaluate technologies and strategies to further engage Web visitors and optimize efficiencies across ABA websites, including data and content management.
• Collaborate with IT, Privacy, and Legal to establish and enforce web content policies, procedures, and standards that ensure ABA.com remains secure, reliable, and compliant with data integrity requirements.
• Collaborate with the Marketing and Communications team to ensure targeted messages are delivered through the appropriate channels.

Lead adoption and engagement of ABA Communities, ABA’s online collaboration platform:

• Set strategic direction for the platform to outline ABA’s strategic goals and KPIs.
• Create plans to deliver those KPIs.
• Lead implementation and adoption for ABA stakeholders to create new communities on the platform and drive member engagement.
• Own and manage vendor relationships.

Team Leadership:

• Manage a 10-person team covering development, design, and community management.
• Manage a seven-figure budget and oversee multiple vendors.

Requirements:

Education & Experience

• Bachelor’s Degree Required: Preferably in Marketing, Communications, Journalism, Computer Science, or a related field.
• Professional Experience: Minimum of 12 + years in web content management, digital governance, or technical writing, with at least 5 years in a leadership or project management capacity.
• Industry Knowledge: Experience within financial services or member-based associations is highly preferred.
• Must be a strong, professional team player who can communicate, collaborate, and influence effectively with the executive team and all other levels of the organization.
• Experience managing Web and digital marketing initiatives, including experience with large sites or multiple sites within a single brand.
• Experience leading multi-million dollar budgets and multiple vendor relationships.
• Familiarity with Salesforce Marketing Cloud or an 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, and analytics. 
• Focus on ongoing, continuous improvement and willingness to “roll up your sleeves” to achieve results. 
• Excellent project management skills and commitment to deadlines, processes, and budgets. 
• Experience with digital marketing data and analytics.

Technical Skills & Proficiency

• Deep expertise leveraging web performance analytics to make data-driven, informed decisions. Experience with Google Analytics, Adobe Analytics or related digital or web analytics platforms strongly preferred. 
• Experience leading a website refresh and platform migration/upgrade (preferably to a SaaS platform).
• Familiarity with Saas/subscription model, pricing, and Agentic AI capabilities preferred.
• Deep experience with systems such as Optimizely, Adobe Experience Manager (AEM), SitecoreAI, Acquia/Drupal preferred.
• Mastery of tools such as Google Analytics (GA4) and Adobe Analytics to monitor traffic, conversions, and behavior.
• Experience configuring and deploying audience segmentation, behavioral targeting, and content personalization tools (e.g., Optimizely, Salesforce Personalization, Sitecore Personalization).

Target base salary:

230,000.00 – 240,000.00

Salary Band Range:

$175,280.00 - $245,420.00 - $315,560.00

American Bankers Association (ABA) is an Equal Opportunity 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.