Digital Strategist

Manhattan Strategy Group (MSG) is seeking an experienced Digital Strategist to support anticipated U.S. Department of Labor (DOL), Employment and Training Administration (ETA) initiatives involving WorkforceGPS, Work.gov, CareerOneStop.gov, and other workforce-related public-facing digital platforms and resources.

The Digital Strategist will lead and support the development of data-informed strategies to increase the visibility, discoverability, engagement, usability, and utilization of digital workforce content and resources. The individual will combine expertise in digital strategy, search engine optimization (SEO), taxonomy and information architecture, audience research, behavioral analytics, and performance measurement to better understand user intent and improve how job seekers, workers, employers, workforce professionals, and other audiences find and engage with workforce information.

The Digital Strategist will collaborate with workforce subject matter experts and web, UX/UI, analytics, communications, content, research, and technology teams to translate user needs, workforce insights, and performance data into actionable improvements to digital products, content, search experiences, and outreach strategies.

Key Responsibilities

• Develop and implement comprehensive digital strategies to increase the visibility, discoverability, engagement, and utilization of workforce development content, tools, and digital resources.
• Evaluate and optimize content taxonomy, metadata, information architecture, content organization, and search experiences to improve users' ability to locate relevant information and resources.
• Develop and apply SEO strategies and best practices to improve content discoverability across general and specialty search engines and other internet-based information sources.
• Conduct audience research and analyze user behaviors, information needs, search queries, engagement patterns, referral activity, and other digital interactions to better understand user intent.
• Develop audience segments, personas, user journeys, and engagement strategies for key audiences, including job seekers, workers, students, employers, workforce professionals, educators, and other workforce system stakeholders.
• Develop digital outreach, messaging, content, and engagement strategies informed by audience research, behavioral insights, workforce information, and performance data.
• Analyze structured and unstructured datasets using data mining, data modeling, and other analytical methods to identify trends, user needs, and opportunities for improving digital experiences.
• Apply natural language processing (NLP), machine learning, artificial intelligence, and other advanced analytical approaches, as appropriate, to analyze large datasets, search behavior, content performance, and user interactions.
• Analyze web, search, social media, referral, content, and other digital performance data to identify opportunities to improve user experiences, content discoverability, audience targeting, and platform utilization.
• Translate analytics, research findings, workforce insights, and behavioral data into actionable recommendations for digital products, content, search functionality, outreach, and ongoing optimization.
• Develop and monitor key performance indicators (KPIs) related to search effectiveness, digital engagement, content performance, referral traffic, task completion, conversions, platform utilization, and other user outcomes.
• Collaborate with web development, UX/UI, analytics, communications, IT, content, research, and program teams to incorporate audience needs and workforce insights into public-facing digital products and resources.
• Collaborate with workforce development and labor market subject matter experts to translate complex workforce, employment, training, career development, and apprenticeship information into accessible, user-centered, and actionable digital content.
• Identify and recommend innovative digital approaches, technologies, analytics capabilities, behavioral insights, and emerging tools that can improve user engagement and mission effectiveness.
• Use performance data, user feedback, and research findings to support continuous improvement of digital platforms, content, search experiences, and outreach strategies.

Required Qualifications

• Bachelor's degree in communications, marketing, digital media, information science, data analytics, computer science, human-centered design, human-computer interaction, public policy, business, or a related field with at least five (5) years of relevant professional experience; or at least seven (7) years of relevant professional experience without a bachelor's degree .
• Demonstrated experience developing and implementing digital strategies for public-facing websites, digital services, platforms, knowledge repositories, or large-scale information resources.
• Demonstrated experience with SEO, search analytics, content discoverability, taxonomy, information architecture, metadata, or digital content optimization.
• Experience conducting audience research and analyzing user behavior, search patterns, engagement trends, or other behavioral data.
• Experience developing audience segments, personas, user journeys, or audience engagement strategies.
• Demonstrated experience using web, search, content, and digital performance data to inform strategy and optimize user experiences and engagement.
• Experience working with and analyzing structured and/or unstructured datasets.
• Experience collaborating across multidisciplinary teams, including web development, UX/UI, analytics, communications, content, research, technology, and program teams.
• Strong analytical, strategic thinking, problem-solving, written communication, and stakeholder engagement skills.
• Ability to translate complex technical, analytical, and research findings into practical recommendations for nontechnical stakeholders and digital teams.

Preferred Qualifications

• Experience with data mining, data modeling, natural language processing, machine learning, artificial intelligence, or other advanced analytics techniques.
• Experience developing or optimizing taxonomy, metadata, search functionality, or information architecture for large websites, digital platforms, knowledge repositories, learning platforms, or resource libraries.
• Experience with SEO, web analytics, search performance measurement, content management systems, behavioral analytics, audience segmentation, and digital performance reporting.
• Experience supporting workforce development, employment and training, career development, economic mobility, education, technical assistance, or Registered Apprenticeship programs.
• Experience supporting federal government agencies, federally funded programs, or large public-sector digital platforms.
• Familiarity with WorkforceGPS, Work.gov, CareerOneStop.gov, American Job Centers, and other workforce-related digital resources and services.
• Familiarity with Section 508 accessibility requirements, plain-language principles, and federal digital experience requirements.
• Experience developing KPI and performance measurement frameworks and evaluating outcomes such as referral traffic, conversions, task completion, content engagement, search performance, and platform utilization.
• Experience applying advanced analytics, artificial intelligence, machine learning, or behavioral insights to improve content discoverability, digital engagement, and user experiences.

EEO Statement: Manhattan Strategy Group (MSG) is an Equal Opportunity Employer and considers all qualified applicants for employment without regard to race, color, religion, sex, national origin, age, disability, veteran status, or any other characteristic protected by law. Our hiring decisions are based solely on merit and qualifications, ensuring a fair and competitive selection process.