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Key Responsibilities and Required Skills for Website Producer

💰 $ - $

DigitalWebContentMarketingProduct

🎯 Role Definition

The Website Producer is a hands-on digital content and project delivery specialist responsible for planning, creating, publishing and optimizing website content and features. This role combines content strategy, content production, quality assurance, CMS administration, SEO and analytics to maintain an engaging, accessible, high‑performing web presence. The Website Producer partners with marketing, product, design, engineering and compliance teams to execute prioritized web roadmaps, manage editorial calendars, and ensure pages meet brand, legal and technical requirements.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Junior Web Producer / Web Editor
  • Digital Content Specialist / Content Coordinator
  • Marketing Coordinator with CMS experience

Advancement To:

  • Senior Website Producer / Web Content Lead
  • Digital Content Manager / Web Manager
  • Product Manager (Web/Digital) or Head of Web Experience

Lateral Moves:

  • UX / Content Designer
  • SEO Specialist / Digital Marketing Manager
  • Frontend Developer or Technical Content Strategist

Core Responsibilities

Primary Functions

  • Plan, produce and publish high-quality web pages and campaign microsites using the organization’s CMS (e.g., WordPress, Drupal, AEM), ensuring accurate structure, metadata, templates and URL conventions to maximize discoverability.
  • Manage the editorial calendar and coordinate cross-functional stakeholders (marketing, legal, product, design, engineering) to scope, prioritize and deliver content releases on time and on budget.
  • Own end-to-end QA for all web releases including functional testing, responsive checks across devices and browsers, link validation, broken asset remediation and sign-off before publishing.
  • Implement and maintain on-page SEO best practices: keyword mapping, title tags, meta descriptions, structured data (schema.org), H1–H6 hierarchy, internal linking and canonicalization to improve organic search performance.
  • Configure and maintain CMS user roles, permissions and workflows; train editors and content authors to use templates, style guides, and publishing procedures to ensure content governance and editorial quality.
  • Create and edit copy, multimedia assets and page templates to meet brand voice, accessibility standards (WCAG 2.1 AA) and legal/compliance requirements; coordinate with designers for visual fidelity.
  • Coordinate content migrations, large-scale site restructures and template refactors; create migration playbooks, content inventories and validation scripts to preserve SEO value and user experience.
  • Monitor site performance and availability with analytics and monitoring tools (e.g., Google Analytics, GA4, Search Console, New Relic) and act on KPIs such as pageviews, bounce rate, conversion funnels, and load times.
  • Collaborate with UX and product teams to translate wireframes and designs into functional pages, advise on feasibility and propose content-first solutions that improve findability and engagement.
  • Execute A/B tests, personalization experiments and content performance analyses to iterate on page layouts, CTAs and content strategies that drive conversion and retention.
  • Manage image, video and downloadable asset libraries; enforce compression, responsive breakpoints, CDN usage and copyright compliance to optimize performance.
  • Troubleshoot and collaborate with engineering to resolve site errors (500/503), form failures, analytics breakages, and third-party integration issues (payment gateways, CRMs, ad servers).
  • Maintain documentation and runbooks for publishing processes, technical dependencies, content taxonomies, redirects and canonical rules to reduce operational risk and ramp new team members faster.
  • Run periodic content audits and prune or consolidate low-performing pages, implementing 301 redirects and content refreshes to improve site relevance and search traffic.
  • Ensure proper implementation of tracking, campaigns UTM parameters and event tracking for marketing and product experiments to enable accurate attribution and reporting.
  • Manage accessibility remediation projects including alt-text audits, semantic HTML improvements, color-contrast fixes and keyboard navigation testing to meet legal and UX standards.
  • Lead small project teams or vendor partners for web initiatives; manage scope, timelines, deliverables and budgets and provide regular status updates to stakeholders.
  • Implement and manage site search optimizations (site search tuning, synonyms, facets) to improve on-site discovery and conversion rates.
  • Coordinate localization and translation workflows for multi-lingual sites, ensuring content parity, hreflang implementation and culturally appropriate copy.
  • Maintain redirect maps and URL lifecycle management to preserve inbound equity during page deprecations, migrations or taxonomy changes.
  • Prepare executive-ready reports and dashboards summarizing web performance, traffic trends, SEO health and campaign outcomes, providing actionable recommendations.
  • Support incident response for site outages or critical defects, participating in on-call rotations or urgent cross-functional war-rooms as needed.
  • Evaluate and recommend third-party tools (A/B testing platforms, CMS plugins, DAM systems) and integrations to streamline publishing efficiency and measurement.

Secondary Functions

  • Provide subject-matter expertise and training to cross-functional teams on content best practices, SEO fundamentals, and CMS workflows.
  • Assist with paid media landing page builds and optimization to maximize campaign ROI and ensure tracking accuracy.
  • Support user research initiatives by implementing feedback loops, heatmaps and session recordings to inform content and UX improvements.
  • Contribute to the content strategy roadmap and editorial guidelines, aligning digital content efforts with business goals and brand standards.
  • Participate in sprint planning and agile ceremonies, providing technical acceptance criteria for content-related tickets and user stories.

Required Skills & Competencies

Hard Skills (Technical)

  • Content Management Systems: hands-on experience with WordPress, Drupal, Adobe Experience Manager (AEM) or similar enterprise CMS platforms, including templating and authoring workflows.
  • HTML5 and CSS3: ability to edit and troubleshoot markup, structure content correctly and ensure responsive behavior.
  • Basic JavaScript / DOM troubleshooting: understanding to implement tracking snippets, interactive components or simple script fixes.
  • On-page SEO: keyword optimization, meta-data management, structured data (JSON-LD), canonicalization and site architecture best practices.
  • Web analytics: Google Analytics (Universal & GA4), Google Search Console, and event tracking implementation and interpretation to drive decisions.
  • Accessibility (WCAG): practical knowledge of accessibility requirements, tools for auditing (axe, Lighthouse) and remediation techniques.
  • Performance optimization: image optimization, lazy loading, CDN configuration, and techniques to minimize page weight and improve LCP/CLS scores.
  • Quality assurance and cross-browser testing: tools and processes for regression testing and release validation.
  • CMS configuration and governance: user roles, workflows, taxonomy, redirects and version control for content lifecycle management.
  • A/B testing and experimentation platforms: experience with Optimizely, VWO, Google Optimize or similar to run experiments and evaluate results.
  • Basic SQL or familiarity with data exports: ability to run simple queries or work with CSV exports for content audits and analytics joins.
  • Digital asset management (DAM) and multimedia handling: organizing, compressing and serving imagery and video assets.
  • Localization & hreflang implementation: experience managing multi‑language sites and SEO considerations for global content.
  • Integration knowledge: working with marketing automation, CRM, tag managers and third-party marketing/analytics tools.
  • Project management tools: Jira, Trello, Asana or equivalent for backlog management and sprint tracking.

Soft Skills

  • Strong communication: capable of explaining technical and editorial issues clearly to non-technical stakeholders and senior leadership.
  • Cross-functional collaboration: proven ability to coordinate designers, developers, marketers and legal to deliver web projects.
  • Detail-oriented: rigorous focus on QA, compliance and content accuracy.
  • Problem-solving: analytical mindset to troubleshoot production issues and propose pragmatic solutions under time pressure.
  • Time and prioritization management: ability to juggle simultaneous deadlines, releases and ad-hoc requests with clear prioritization.
  • Editorial judgment: strong copy-editing skills, attention to tone of voice and brand consistency.
  • Customer-focused: uses data and user feedback to drive content decisions that improve user experience and conversion.
  • Adaptability: comfortable working in fast-changing environments and learning new platforms quickly.
  • Leadership: capable of leading small project teams, mentoring junior producers and driving continuous improvement.
  • Stakeholder management: negotiates tradeoffs and manages expectations to keep projects on track.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree or equivalent practical experience in Communications, Journalism, Marketing, Information Technology, Human-Computer Interaction, or a related field.

Preferred Education:

  • Bachelor’s or Master’s degree in Digital Media, Web Design, Computer Science, Marketing, or Communications.
  • Certifications in SEO, Google Analytics (GA4), accessibility (IAAP or similar), or relevant CMS platforms.

Relevant Fields of Study:

  • Digital Media / Web Development
  • Journalism / Communications
  • Marketing / Business
  • Human-Computer Interaction / UX

Experience Requirements

Typical Experience Range: 2–5+ years in web production, digital content operations, or CMS-centric roles; enterprise website experience preferred.

Preferred:

  • 3–7 years of progressive experience producing and managing websites in a fast-paced corporate, agency or product environment.
  • Demonstrated experience leading content migrations, SEO initiatives and multi-stakeholder web projects.
  • Prior work with enterprise CMS (AEM, Drupal) or high-traffic WordPress sites and familiarity with CI/CD release cycles and staging/production workflows.
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