Web Development & Production Manager

Posted Date: November 5, 2018
Location: San Francisco, California
A s a member of our growing Digital Team, the Web Development & Production Manager will lead digital brand and design
consistency, optimization of user-interface (UI) and user-experience (UX), and reinforce our purpose—we are “ land for
people ”. This position will play a key role in maintaining and evolving The Trust for Public Land’s digital presence to help
ensure consistent identity expression across all digital properties. We want you to have a passion for the mission of The
Trust for Public Land, embrace the entrepreneurial nature of this role, and be excited by the opportunity to “ create parks ”
and “ protect land ” in a digital function.

The ultimate goal of the Web Development & Production Manager is to achieve conversion rate optimization, whether that
means launching site enhancements, driving online donations, enticing petition signatures, increasing blog readership and
reader-flow, or any variety of actions to successfully reach our KPIs.

Design & Development
● Ensure that TPL.org is a “ land for people ” destination, on-trend, donor-centric, and furthers the visual narrative
and digital engagement of The Trust for Public Land.
● Provide site recommendations and guidance on digital development and experience, propose designs and UI
through wireframes, develop functional requirement briefs, etc.
● Maintain existing websites (e.g. migrating existing sites to Drupal, helping internal partners with troubleshooting or
posting content via our CMS, or creating sitemaps and user accounts).
● Implementation of third-party service tools (e.g. OptinMonster).
● Drive metrics-based development and optimization of UX for maximum engagement.
● Produce digital design and content for implementation on site to ensure consistency across organization.
Research and source photography selections and assist in curating website galleries.
● Checklist graphics and provide quality assurance for all deliverables—digital products produced by the GIS and
Planning Team, digital agencies, etc.
● Maintain and improve internal templates and provide support and education for internal partners.
● Serve as lead on technical expertise, security updates, and site functional capability.

Production Management
● Manage production calendar, workflow, and internal processes—create, manage and oversee key project plans
and documentation, including: scope, schedule, and relevant technical/creative requirements.
● Manage the full cycle of preparation and production of a wide range of diverse content for publication on TPL.org.
● Work closely with Content and Creative Teams to ensure overall messaging/site content is consistent with Brand
Advancement Calendar.
● Collaborate on all creative projects in support of our digital properties. Partnering with Digital Marketing Manager,
Creative Services Team, and digital agencies to design experiences that connect across TPL.org, social media,
email, and more.
● Oversee planning of new features and other digital products, including: documentation, user access testing
(UAT), reporting, and project team meetings.
● Manage digital products such as campaign websites through the product development lifecycle from conception to
marketing, launch, and beyond.
● Work with Creative Services Team to devise new templates, graphics, and editorial content treatments for
● Responsible and accountable for resolving defect/bug issues by implementing a tracking process (e.g. monitor
site content and functionality for quality assurance and troubleshoot or escalate).
● Assist with project management and budget management, as needed.

Site Optimization
● Support the organization’s digital transformation using a blend of technology, innovation, and platform and
performance management.
● Closely partner with Director of Digital Strategy & Engagement to develop our Digital Scorecard and Digital
Roadmap to further refine and evolve our digital presence—making improvements to the web production process,
as well as enhancements to the UX, recommendations for evergreen content, and tracking and making use of
new website technologies.
● Interface with stakeholders to ensure mission delivery of Digital Roadmap, campaign/project alignment, and drive
marketing conversions on the site .
● Partner with Digital Marketing Manager to set-up GoogleAnaytics tracking and goals to deliver on our Digital
Scorecard (e.g. acquisition, behavior, and conversion).
● Lead strategies for efficient and effective SEO.
● Leverage tools/features from Google Analytics to improve SEO and organic vs. direct traffic.
● Pull and compile analytics to use toward retention and conversion rate optimization—requesting data from social
and other digital engagement efforts; evaluating conversion points and optimizing user funnels; and analyzing and
summarizing qualitative and quantitative user-testing or user-survey results.
● Assist Digital Marketing Manager and Director of Online Giving on SEM and other digital advertising efforts to
deliver acquisition and retention targets.
● Perform segmentation analysis and brand affinity category analysis to identify opportunities for campaign
● Create, update, and maintain website content in content management system (Drupal), serve as department
expert on content management system.
● Ideate and execute impactful Test & Learn campaigns that will define and influence TPL.org’s overall digital
experience and engagement.
● Plan, execute, and measure experiments and conversion tests. Conduct UAT, follow-up to resolve issues, and
deploy site content.
● Keep current on best practices in regard to data capture, segmentation, analysis, and emerging trends.
● Be the primary liaison with content and technology groups, both internal and external. Managing partnerships
and processes with digital agencies and cross-functional teams for both design and development. Including
project timelines, monitoring agency utilization, and overseeing design work done by internal and external
partners (e.g. ensuring all individuals featured in photography are properly vetted).

● 5+ years digital production experience, with proven website design/redesign experience.
● Digital experience: evolving digital UX, conversion, emerging technologies, and understanding
nonprofit/environmental motives for online giving.
● Nonprofit marketing experience is a plus.
● Comprehensive understanding of the lifecycle of web development and marketing initiatives.
● Knowledge of current content management systems and digital asset managers.
● Knowledge of nonprofit CMS (Drupal) and CRM applications (Blackbaud CRM) for online fundraising and
communications is a plus (Drupal and Convio strongly preferred).
● Technical knowledge and competency, implementation skills, and design strategy—use of the paragraphs tool,
adding functionality and effects to make landing pages visually dynamic ( HTML, CSS, JavaScript, and Flash).
● Extensive experience working in Adobe Creative Suite (esp. Photoshop, Illustrator, InDesign) and have a deep
understanding of the nuances of web vs. print typography, web design and layout skills, and digital graphic
● Broad experience with implementing a wide-range of modern web technologies and a thorough understanding of
● Familiar with the latest trends in social media including an evolving expertise in the sizes and formats to optimize
art for each channel.
● Proficient in SEO best practices and Google Analytics, Adwords.
● Excellent collaboration and project management skills, with knowledge of project management principles,
processes and relevant software (e.g. JIRA, Basecamp, RedMine, Coda).
● Strong UAT, problem identification and resolution skills.
● Consistently meets deadlines and flexible when things change.
● Experience working in an environment with team members in different time zones.
● Excellent attention to detail.
● Experience implementing and managing multiple complex projects, with the ability to manage a high volume of
creative projects and campaign projects simultaneously with diverse geographically dispersed teams.
● Think creatively and critically to identify new opportunities for meaningful impact throughout various marketing
team initiatives.
● Excellent communications skills, with the ability to articulate ideas across disciplines and balance the needs of
stakeholders (e.g. with environmental/land protection colleagues as well as development /content specialists