Website Content Manager

Responsible to Head of Communications

Key working Engagement and External Affairs Directorate, Chief Executive, College President and Officers, relationships other RCEM teams, RCEM members and fellows, Committee Chairs, media, external stakeholders., Job Purpose The Website Content Manager is a senior management role within the Communications directorate, accountable for the strategic ownership, governance, and continuous improvement of the College's website content.

Reporting to the Head of Communications, the post holder will ensure the website operates as a core communications channel, supporting engagement, reputation, and trust with members and stakeholders. The role is content-led rather than technical, requiring deep expertise in content strategy, user experience, audience insight, editorial governance, and digital communications. However, some technical experience would be beneficial. The Website Content Manager will act as the senior content owner for the website, ensuring a coherent, organisation-wide approach to content creation, prioritisation, publishing, and lifecycle management moving the organisation away from fragmented, tactical, or siloed web content., Content Strategy, Governance & Senior Leadership Digital Communications Enablement & Integration

• Own and lead the strategic direction for website content, ensuring alignment with the College's corporate plan, communications strategy, and agreed senior management priorities.

• Act as the senior authority on website content, providing clear advice, assurance, and constructive challenge to directors, senior managers, and College officers.

• Establish and maintain robust editorial governance, including content ownership, approval processes, publishing standards, tone of voice, and content lifecycle management.

• Ensure website content is coherent, consistent, and prioritised across the organisation, avoiding duplication, inconsistency, or unmanaged reputational risk.

• Advise on the organisation's strategic planning for any website redesign, rebuild, or platform migration, acting as the senior content owner throughout discovery, procurement, implementation, and transition phases.

Website Content Delivery (Core Deliverable)

• Be accountable for the end-to-end delivery, quality, and continuous improvement of website content.

• Oversee information architecture, navigation, and taxonomy for the website, ensuring a coherent and intuitive structure across all content areas. Own and manage the content roadmap, prioritising activity based on user need, communications impact, organisational priorities, and capacity.

• Oversee the use of the CMS from a content governance and publishing perspective, ensuring content is accurate, timely, accessible, and wellstructured.

• Ensure content is written, presented, and structured to support clarity, usability, and reuse across the site.

Content Operations & Organisational Support

• Work with teams across the College to improve content planning, prioritisation, and quality, reducing reactive or ad-hoc publishing.

• Act as owner for CMS governance, including roles, permissions, and workflows, while providing guidance and frameworks to help colleagues create and maintain content that meets agreed editorial standards.

• Ensure website content reflects organisational priorities and supports effective decision-making by users.

Performance, Insight & Continuous Improvement

• Define, monitor, and report on content performance, including engagement, clarity, accessibility, and effectiveness.

• Provide clear and insightful reporting to senior management, translating data into practical recommendations.

• Lead continuous improvement activity, drawing on sector best practice in content design and digital communications, making use of use of GA4, Google Tag Manager, Search Console, and related tools.

• Ensure the website delivers strong performance across technical SEO metrics, including indexing health, page speed, structured data, and mobile-first optimisation.

People Management & Capability Development

• Provide visible leadership to staff within the website content function.

• Set clear objectives aligned to organisational priorities, manage performance, and support development and progression.

• Build a strong culture of editorial excellence, accountability, and continuous improvement.

• Position the website as a central communications platform, supporting campaigns, corporate messaging, and member engagement.

• Translate communications objectives into effective content journeys, landing pages, and structured content.

• Work in close partnership with the Head of Communications to ensure consistency of messaging, tone of voice, brand, and narrative across all website content.

• Support communications colleagues across the organisation to publish high-quality, user-focused content that meets agreed standards.

• Work with the IT Department and developers to ensure the website integrates effectively with CRM systems, marketing automation platforms, and other digital infrastructure, enabling seamless user journeys and high-quality data capture.

User Experience, Audience Insight & Accessibility

• Lead the development and implementation of a usercentred content approach, informed by audience needs and behaviours.

• Define and apply audience segmentation (including member segmentation) to ensure content is relevant, targeted, and meaningful to distinct user groups.

• Define and maintain the organisation's information architecture standards, ensuring content is structured, tagged, and categorised for findability, personalisation, and reusability.

• Map and continuously improve content journeys, identifying friction points and improving clarity and accessibility.

• Champion inclusive and accessible content, ensuring compliance with accessibility standards and best practice.

• Use analytics, UX research, journey testing, and behaviour analysis to inform evidence-based improvements to content performance.

• Ensure the website is optimised for search discoverability, covering both on-page and technical SEO elements.

Risk, Compliance & Quality Assurance

• Identify and manage risks associated with website content, including reputational risk, accessibility, and information governance.

Ensure compliance with GDPR, accessibility regulations, and College policies as they relate to content.

• Embed quality assurance processes to ensure content accuracy, consistency, and reliability.

• Working with developers, oversee compliance relating to cookie consent, analytics tracking, privacy controls, and data governance, ensuring all digital tracking is compliant with regulatory requirements.

• Ensure strong governance for CMS user management, including permissions, auditability, publishing rights, and security protocols.

• Maintain an awareness of emerging technologies, including AI-driven search and content automation tools, to make recommendations that will future-proof the RCEM website.

• Degree-level qualification or equivalent professional* Qualification or formal training in content design, UX experience in communications, content, web design and writing, digital communications, or service design. management, digital publishing, or a related discipline.* Management or leadership qualification, or

• Evidence of ongoing professional development relevant equivalent experience. to content strategy or digital communications., * Significant senior-level experience managing content for* Experience in a membership, healthcare, or regulated complex, high-traffic websites. environment.

• Proven experience of using digital content to deliver* Experience developing or leading organisation-wide strong communications outcomes. content standards and governance.

• Sound understanding of how to structure and organise * Experience with personalisation, dynamic content, or large, complex websites, ensuring information is segmentation driven content models, particularly in presented logically and can be easily navigated and membership or CRM heavy environments. found by users. * Some exposure to LLM powered search and AI driven

• Experience contributing to or leading significant websitediscovery, and an interest in how emerging change projects, such as redesigns, platform upgrades, technologies impact search, findability, and content or migrations, with a particular focus on content strategy. planning, quality, and transition. * Basic understanding of SEM (paid search) and how it

• Proven ability to work effectively with digital agencies,integrates with organic search and website content developers, and technical partners, translating strategy. organisational and user needs into clear, actionable requirements.

• Demonstrable management experience, including line management and team development.

• Experience working with and influencing senior stakeholders., * Strong editorial judgement and excellent written communication skills

• Strong organisational and prioritisation skills, with the ability to manage competing demands

• Proficiency in using website analytics tools (e.g., GA4, Google Tag Manager) with the ability to analyse user behaviour and performance data

Knowledge

• Advanced understanding of content strategy, UX Understanding of how websites integrate with CRM* Understanding of how websites integrate with CRM writing, and user-centred content design systems, including online forms, data capture,systems, including online forms, data capture,

• Strong grasp of effective search optimisation (SEO),segmentation, and automated communicationssegmentation, and automated communications

including factors influencing content discoverability and performance

• Knowledge of accessibility standards and inclusive content practices

Personal Attributes

• Strategic, credible, and confident operating at senior level.

• Pragmatic and resilient, comfortable managing ambiguity.

• Collaborative, inclusive, and confident in providing constructive challenge.

• Committed to high professional standards and continuous improvement.

the RCEM ecosystem - employees, members and stakeholders. We respect each other's experience, meeting each other with dignity and humanity at all times.

Act with integrity, always.

We hold ourselves to the highest ethical standards, fostering trust and transparency within our College and with our members.

Collaborate for growth.

We know that teamwork and initiative are the key to achieving our strategic aims, and we actively seek opportunities to work together and leverage our diverse perspectives.

Innovate relentlessly. We create the conditions for a culture of continuous improvement, nurturing creativity and the pursuit of new ideas to drive positive change within our organisation.

This comes to life when we:

• Each contribute actively to strengthening a culture where different perspectives are expressed, encouraged and heard.

• Treat colleagues, members and stakeholders as valued equals.

• Do our best to be present for each other, interacting in an open and transparent manner.

• Acknowledge & challenge inappropriate behaviours and practices, offering support and seeking solutions.

This comes to life when we:

• Do what we say we will do, communicating clearly and openly.

• Take responsibility and accountability for our actions, celebrating when things go well and staying curious about how we can learn from mistakes.

• Demonstrate patience and flexibility, even when things don't quite go to plan.

• Commit to a strong work ethic, striving to produce high quality work that is consistently delivered on time.

This comes to life when we:

• 'Collaborate by default', continually looking for ways in which we can join forces with colleagues, members and stakeholders to meet the College's objectives.

• Pay attention to the quality of our relationships, cultivating connection and fostering a positive working environment grounded in respect and integrity.

• Ask for feedback, reflect on it and learn from our personal and collective experiences.

This comes to life when we:

• Identify creative ways to optimise our resources by planning ahead and anticipating organisational, operational and customer needs and demands.

• Anticipate and welcome change as an inherent part of a growing, evolving organisation, and meet this change with hope and optimism.

• Acknowledge the importance of psychological safety as a prerequisite for innovation, actively encouraging risk-taking and creating a 'no-blame' culture.

• Have the courage to step outside our comfort zones, learning new skills and trying new approaches.

• Prioritise sustainable solutions, with choices that are in the long term interest of the College and our organisational objectives.

• Embrace the value of automation, by refining and automating processes

• personally and operationally - wherever possible, to improve efficiency and effectiveness.