Digital Services Specialist

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.