Digital Services Specialist

About the job
We are seeking an experienced Digital Services Specialist to manage and optimize a tourism program’s digital presence. The role will be responsible for website management, technical administration, SEO and AI-search optimization, analytics, email marketing support, digital innovation, and ongoing technical improvements.

The ideal candidate combines strong web development and digital marketing expertise with a strategic, data-driven approach to improving user experience, website performance, search visibility, and visitor engagement.

Key Responsibilities

Website Management & User Experience
Manage and maintain the official tourism website.
Build and maintain new pages, landing pages, seasonal campaigns, and visitor resources.
Update website content in coordination with the program and content team.
Improve website navigation, usability, engagement, and conversion opportunities.
Ensure mobile responsiveness across devices.
Monitor and maintain digital accessibility/ADA standards.
Coordinate implementation of new website features and functionality.

Technical Website Administration

Manage the website CMS, including WordPress or comparable platforms.
Maintain plugins, integrations, and software updates.
Coordinate hosting requirements as needed.
Monitor website security and implement security best practices.
Manage backups and recovery planning.
Troubleshoot technical issues.
Optimize website speed, performance, and overall site health.
Monitor Core Web Vitals.
Perform coding and development as required using HTML, CSS, JavaScript, PHP, or other applicable technologies.
Test new functionality before deployment.
SEO & AI Search Optimization

Develop and implement ongoing SEO strategies.
Perform technical and local SEO.
Conduct keyword research and search-trend monitoring.
Optimize metadata and internal linking.
Implement structured data/schema markup.
Apply Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) strategies.
Optimize website content for AI-powered and voice search.
Improve visibility in featured snippets and emerging search platforms.
Monitor changes in search technology and recommend optimization strategies.
Analytics & Performance

Monitor website traffic, visitor behavior, and performance.
Configure and maintain Google Analytics, Google Search Console, Google Tag Manager, Microsoft Clarity, and similar platforms.
Develop dashboards and performance reports.
Analyze visitor journeys, campaign performance, and conversion opportunities.
Track established KPIs.
Provide data-driven recommendations.
Assist with measuring ROI for digital marketing initiatives.
Digital Innovation & Emerging Technologies

Stay current with developments in AI, digital marketing, and web technologies.
Evaluate new digital tools, software, and platforms.
Identify opportunities for automation and workflow improvements.
Research industry best practices.
Recommend technologies and improvements that enhance the visitor experience and organizational efficiency.
Advise program leadership on emerging trends affecting tourism marketing and website performance.
Email Marketing & Digital Communications
Provide technical support for the email marketing platform.
Build and distribute newsletters.
Maintain email templates and subscriber lists.
Develop automated email workflows when appropriate.
Conduct A/B testing.
Monitor email deliverability and engagement.
Analyze email performance and recommend improvements.

Collaboration

The Digital Services Specialist will work closely with:

Tourism Program Manager
Social Media Manager
Creative Production Specialist
Content Creators
Public Relations Agency
Other contracted vendors and team members
The successful candidate should be comfortable working within a multidisciplinary team and contributing ideas that strengthen the overall digital and visitor experience.

Required Qualifications & Experience

Demonstrated experience in website development and management.
Strong experience with CMS platforms such as WordPress or comparable systems.
Experience with website security, maintenance, and performance optimization.
Strong knowledge of SEO and technical SEO.
Experience with AEO, GEO, AI search optimization, and emerging search technologies.
Experience with website analytics and performance reporting.
Hands-on experience with Google Analytics, Search Console, Tag Manager, or similar tools.
Experience with email marketing platforms.
Working knowledge of HTML, CSS, JavaScript, PHP, and applicable web technologies.
Knowledge of digital accessibility standards.
Understanding of UX and website usability.
Strong technical troubleshooting and problem-solving skills.
Strong project management and organizational abilities.
Ability to research, evaluate, and implement emerging technologies.
Experience in tourism, destination marketing, hospitality, or a related industry is preferred.

Preferred Experience

Experience managing websites for tourism, hospitality, destination marketing, or similar organizations.
Familiarity with Island County and the Whidbey and Camano Islands communities is preferred.
Experience working with local businesses, tourism partners, and destination-marketing stakeholders.