Digital Platforms Manager

Digital Platforms Manager

Serves as the strategic platform architect and subject matter expert for WELS digital platforms and as a central contributor to the WELS web property portfolio. The Digital Platforms Manager leads the strategic configuration, maintenance, and optimization of the HubSpot ecosystem, and serves as a hands-on lead for migrating WELS ministry websites from WordPress to HubSpot CMS Hub. Operating as a strong business analyst and project manager across the WELS Digital Ministry Transformation initiative, this role gathers requirements from ministry stakeholders, scopes work, manages timelines, and coordinates internal and external resources to deliver measurable ministry outcomes.

This position is structured as a growth role within the WELS Technology team. The immediate focus is leadership of the WELS HubSpot platform and the WordPress-to-HubSpot CMS migration. Over time, the role is designed to develop the breadth of experience needed for advancement into broader Web Services leadership responsibilities. The Digital Platforms Manager will progressively shadow and assume additional responsibilities across the WELS web portfolio in partnership with the Director of Web Services.

Include the following. Other duties may be assigned.

HubSpot Platform Administration and Optimization

• Manage the day-to-day administration and configuration of the HubSpot Enterprise platform, including Marketing, CMS, and Service Hubs, with the CRM as the central source of truth.
• Partner with other technology areas to develop, implement, and maintain complex workflows, automations, and sequences supporting automated nurturing and personalized outreach efforts across WELS ministries.
• Establish global governance, templates, and data standards for system assets including forms, landing pages, and templates. Supervise database integrity practices, providing segmentation rules and property management guidelines for the Digital Services team.

WordPress to HubSpot CMS Migration

• Serve as migration lead for WELS ministry websites from the current WordPress ecosystem to the HubSpot CMS Hub.
• Develop migration plans, sequencing, and rollout schedules in coordination with affected ministry areas, Communication Services, and the Director of Web Services.
• Map content, page templates, navigation structures, forms, and SEO assets from WordPress to HubSpot, preserving search equity and user experience.
• Coordinate technical execution — including theme and template development, content migration, DNS cutover, redirect strategy, and post-launch verification — across internal staff and external partners.
• Provide training and post-migration support to ministry staff to ensure successful adoption of HubSpot CMS as the primary web platform.
• Identify and document migration patterns, decisions, and reusable assets that can accelerate subsequent site migrations.

Business Analysis and Requirements Gathering

• Lead structured discovery sessions with WELS ministry areas to understand operational workflows, pain points, and strategic objectives before recommending technical solutions.
• Translate ministry needs into clear, documented requirements, user stories, and acceptance criteria.
• Maintain a written record of configuration decisions and the rationale behind them so the platform remains supportable as staff and stakeholders change over time.
• Push back constructively on requests that conflict with platform best practices, data governance, or long-term maintainability.

Project Management

• Plan, scope, schedule, and execute HubSpot and web-related projects using a consistent, documented project management methodology.
• Maintain clear project plans, status reporting, risk registers, and stakeholder communications throughout each engagement.
• Coordinate cross-functional contributors across Technology, Communication Services, and ministry areas to keep work moving and dependencies resolved.
• Audit external partner delivery against technical scope and timeline commitments, escalating budget deviations to the Director of Web Services.

Internal Consultation and Support

• Serve as the Tier 2 escalation point and senior engineer for complex platform troubleshooting, while providing advanced training and strategic support documentation.
• Partner with the Communications Digital Strategist to align HubSpot configuration with ministry communications strategy.
• Develop comprehensive documentation, best-practice guides, and training materials to educate users on platform capabilities.

Strategic Implementation and Partner Management

• Collaborate with external consulting partners to ensure the successful architecture, rollout, and strategic alignment of the platform.
• Plan, test, and manage the implementation of new HubSpot features, integrations, and applications.
• Evaluate emerging web and digital marketing technologies and recommend adoption where they advance WELS ministry objectives.

Analytics and Reporting

• Design and maintain dashboards and reports measuring audience engagement, campaign effectiveness, and progress toward ministry goals.
• Analyze digital interaction data to identify trends, provide actionable insights, and inform future communication strategies.

Web Services Growth Responsibilities (developed progressively)

• Develop familiarity with the full WELS web portfolio, including hosting, domain registration, SSL/certificate management, and the overall compliance posture.
• Participate in vendor reviews, contract evaluation, and platform decisions in partnership with the Director of Web Services.
• Build proficiency in information architecture (IA), user experience (UX), and user interface (UI) standards used across WELS web properties.
• Contribute to policy development related to web services, privacy (including GDPR), branding, and content standards.
• Begin representing the Web Services function in selected internal meetings and cross-departmental working groups.

These requirements are representative, but not all-inclusive, of the knowledge, skill, and ability required to perform this job. Other duties may be assigned.

Qualifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and ability required. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

Required

• Bachelor's degree in Technology, Marketing, Communications, Business, or a related field; or an equivalent combination of education and hands-on experience.
• Three or more years of hands-on experience administering a CMS Enterprise environment.
• Demonstrated experience as a business analyst — gathering requirements, documenting workflows, and translating stakeholder needs into technical configurations.
• Demonstrated project management experience using a recognized methodology, with a track record of delivering projects on time and within scope.
• Proven experience building and managing complex workflows, automations, custom reports, and data segmentation strategies.
• Strong understanding of inbound marketing principles and CRM database management.
• Strong written and verbal communication skills, with the ability to translate between technical and non-technical audiences.

Preferred

• Project management or Business Analysis certifications (PMP, CBAP, etc)
• Experience with large-scale website migration projects.
• Familiarity with information architecture, user experience, and user interface design standards.
• Prior experience working with or in a non-profit, ministry, or denominational organization.
• Familiarity with WELS, its ministries, and its communication structures.

Growth-track competencies

• Direct a portfolio of web properties against organizational objectives, escalating platform performance and alignment deviations to executive leadership.
• Manage vendor relationships and contract execution across infrastructure, development, and design partners, escalating budget and SLA variances to the Director.
• Budget development and oversight for web properties, hosting, and development.
• Policy development for web services, privacy/GDPR, branding, and content standards.
• Supervision and development of staff and contractors.
• Representation of the department in management meetings, strategic planning, and goal setting.
• In-depth working knowledge of web development, information architecture, and security/compliance practices.