VP, Enterprise Web Strategy & Analytics

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 fina

Benefits

Additional Information

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. 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.

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