{"id":1721861,"url":"https://alion.io/job/human-appeal-uk-website-content-manager","title":"Website Content Manager","company":{"id":2172948,"name":"Human Appeal UK","domain":"humanappeal.org.uk","url":"https://alion.io/company/humanappeal","size_band":"5000+","is_staffing_agency":false,"employer_type":"direct","is_intermediary":false,"listed_via":null,"ats_vendor":"BambooHR","truth_index":null},"role":"Marketing","role_family":"Marketing","seniority":"middle","employment_type":"full_time","work_mode":"on_site","remote_scope":null,"remote_scope_basis":null,"remote_working_hours":null,"hiring_geo_confidence":"structured","locations":["Cheadle, United Kingdom"],"countries":["GB"],"hiring_countries":[],"hiring_countries_total":0,"salary":null,"salary_estimate":{"min_usd":45000,"max_usd":104000,"period":"year","method":"role_country_seniority_unknown","sample_n":493},"experience_years_min":3,"visa_sponsorship":false,"relocation_package":false,"has_equity":false,"technologies":[{"name":"Agile","optional":false},{"name":"Ahrefs","optional":false},{"name":"Asana","optional":false},{"name":"ChatGPT","optional":false},{"name":"ClickUp","optional":false},{"name":"Copilot","optional":false},{"name":"GA4","optional":false},{"name":"Gemini","optional":false},{"name":"LLM","optional":false},{"name":"Perplexity","optional":false},{"name":"Salesforce","optional":false},{"name":"Screaming Frog","optional":false},{"name":"Scrum","optional":false},{"name":"Semrush","optional":false},{"name":"Trello","optional":false},{"name":"Wikipedia","optional":false}],"status":"live","first_seen_at":"2026-10-01T00:00:00Z","employer_posted_date":"2026-10-19","last_verified_at":"2026-10-24T15:20:35Z","board_verified":true,"closed_at":null,"days_open":23,"trust":{"level":"ok","repost_count":null,"flags":[],"days_open":23},"description":"Who We Are\n\nHuman Appeal is a global non-profit humanitarian and development organisation. We deliver life-saving emergency assistance such as food, medical aid, and disaster relief. At the same time, we run sustainable, community-led programmes in healthcare, education, and livelihoods to build resilience and self-reliance. Our experienced local teams work in vulnerable, hard-to-reach areas. Guided by a vision of a just, caring, and sustainable world, our mission is to save lives, alleviate poverty, and empower communities in line with the core humanitarian principles of humanity, impartiality, neutrality, and independence.\nPosition Overview\nWe have an exciting opportunity for a Website Content Managerposition within the Communications (Digital) department based at Cheadle UK. The Website Content Manager plays a key role in actioning Human Appeal’s website content strategy, editing content on-site as directed by the Associate Director of Communications (Digital) and our digital agency of choice. The role drives LLM-aware content (AEO/GEO) and SEO strategy, ensuring our digital content is discoverable by both human audiences and AI systems, and partners with design and UI teams to evolve our modular component library and design system - ensuring consistency, accessibility and responsiveness across all digital touchpoints. You will be responsible for the day-to-day operations and optimisation of the Human Appeal website, working within Umbraco CMS to manage content across a large, multi-section site. Your primary focus will be to optimise the content, enhance the user experience, increase conversion rates and maximise product and donation sales, while protecting and growing organic and AI-referral visibility across search engines and large language models (LLMs).\nMain Responsibilities \nWebsite Operations & Ecommerce\nManage and maintain the overall operations, functionality and performance of the Human Appeal (HA) website in coordination with the Director.\nConduct regular audits to ensure product information, pricing and integration with Salesforce (SF) are to specification.\nOptimise website content, navigation and search functionality to improve user experience and increase conversions and sales, meeting frictionless customer experience needs based on Digital Experience team recommendations backed by research.\nIdentify technical issues or bugs on the website and log them on the project management board for the website development team to action.\nMonitor website analytics and generate reports to track key performance indicators (KPIs) across the RACE Framework, such as traffic, conversion rate, average order value and customer engagement.\nSEO, AEO, GEO & AI Visibility\nDrive LLM-aware content (AEO/GEO) and SEO strategy, ensuring digital content is discoverable by both human audiences and AI systems.\nOwn day-to-day SEO activity in conjunction with our SEO Team - technical, on-page and keyword research - across the wider site, from on-page to technical SEO, to ensure the site grows in both AI and organic search.\nCrawl the current site, benchmark rankings, traffic and Core Web Vitals, and flag high-value and high-traffic pages that need particular care.\nValidate technical SEO, including XML sitemaps, robots.txt, canonical tags, structured data, metadata and internal linking.\nCarry out keyword research to identify opportunities across the Human Appeal brand, the not-for-profit sector and the Islamic giving sector.\nResearch and optimise on-page SEO - page titles, meta descriptions, header structure, internal linking and content optimisation - across a large, multi-section website.\nRun regular technical SEO audits and work with developers to fix issues affecting crawlability, indexing and site performance.\nKeep on top of search engine changes, including how AI-generated answers (e.g. AI Overviews) and other search features are affecting visibility, and adjust approach accordingly.\nContent Creation & Governance\nCreate, edit and publish high-quality, high-performing content, including:\nCommercial and landing pages aligned with the commercial digital marketing strategy\nInformational and educational pages such as blogs, insight articles, reports, publications and thought leadership pieces\nEvent and lead-generation landing pages\nInsight articles, reports, interviews and thought leadership pieces\nProject impact stories\n\nIdentify content opportunities based on stakeholder needs.\nMaintain content governance, brand tone of voice, writing guidelines and brand guidelines.\nManage and optimise website content using the Content Management System (Umbraco) for on-page SEO.\nDesign & User Experience Collaboration\nPartner with design and UI teams to evolve the component modular library and design system, ensuring consistency, accessibility and responsiveness across all digital touchpoints.\nSEO & Content Analytics\nOptimise content for search, working with the digital marketing team, our digital agency of choice, and third-party platforms such as Semrush and other AI tools.\nMonitor content performance, provide insightful feedback and use it to inform strategy.\nTrack KPI performance for the website.\nContinuously refine content based on data, insights and performance trends.\nStrategic Priorities - Organic, AEO, GEO & AI Search\nDrive more donations from organic search.\nProtect and grow peak-period organic revenue - apply the Ramadan 12-week campaign model to all major giving periods (Ramadan, Qurbani/Dhul Hijjah and Winter Emergency), with dedicated organic landing pages, LLM optimisation and performance tracking for each.\nAudit and control the AI narrative - understand what every major LLM says about Human Appeal today, establish a baseline, produce one citable data asset per quarter for LLMs to cite as a primary source, and monitor and correct our AI narrative on an ongoing basis.\nIncrease AI Overview (AIO) appearances - for informational queries where AIOs appear and suppress clicks, ensure Human Appeal is the cited source inside the AIO box through schema, structured content formats, FAQ content and featured snippet ownership.\nIncrease brand citations in LLMs - become the most-cited UK Islamic charity in LLM responses through original research, comparison content, Islamic giving taxonomy ownership, community presence and integrated PR/SEO/social amplification.\nBuild long-term, compounding brand authority - through original research, thought leadership, author entities, Wikipedia presence and earned media.\nExploit AIO-free zones - build content and landing page strategies around transactional, navigational and local queries where AI Overviews do not appear and clicks still go directly to websites.\nIncrease AI referral traffic - build the technical and content foundations that drive referral traffic from Perplexity, ChatGPT, Gemini and Copilot; track it as a distinct channel in GA4; and optimise toward the platforms with the highest donation-conversion ROI.\nIncrease brand visibility in LLMs - build the off-page authority layer (digital PR, community citations, author entities, review platforms, Wikipedia) that leads AI systems to include Human Appeal in responses to Islamic giving queries.\nEnsure content supports SEO, LLM, lead generation and thought leadership positioning, linking activity to organic income, revenue, rankings and brand citations in AEO/GEO/AIOs.\nCMS Management (Umbraco)\nDevelop and maintain the structured content strategy for Umbraco CMS, aligned with business objectives and user needs across key stakeholders, with a focus on increasing donation revenue and lead generation.\nOversee the creation, editing, publishing and maintenance of all website content using Umbraco, ensuring adherence to brand guidelines, SEO and AI best practices, and accessibility standards (WCAG).\nExecute content updates and new initiatives in close collaboration with digital, volunteer and fundraising teams.\nMeet content governance rules, taxonomy, metadata standards and branded page templates to ensure consistency and quality.\nOptimise on-page commercial and informational pages for LLMs.\nAct as the primary point of contact for content requests, collaborating with UX designers, developers and other stakeholders.\nConduct regular content review sessions to gather approvals and feedback, ensuring content relevance and accuracy.\nMaintain robust content workflows and permissions, and perform regular content audits to identify areas for improvement.\nMonitor and optimise site performance metrics - including page speed, user engagement, SEO trends and LLM visibility - implementing data-driven improvements, resolving content cannibalisation, and implementing SEO audit findings to improve baseline scores.\nLead, mentor and provide guidance to content editors, writers and junior CMS users, fostering a collaborative, high-performing team.\nWebsite Migration\nLead and manage the migration of website content from the previous version of Umbraco when required, ensuring smooth and seamless integration of existing data, media and assets.\nConduct thorough testing and quality assurance checks during migration to ensure content is correctly transferred, formatted and functional.\nImplement a structured approach to content updates, ensuring deadlines and objectives are consistently met.\nTroubleshoot and resolve content-related issues independently, with a positive, solutions-driven mindset.\nStakeholder Management\nForm strong relationships with Fundraising, Donor Care, Volunteers, PR, and the Research and Advocacy team to collaborate and drive the content development process, with a focus on commercial and lead-generation goals.\nManage multiple stakeholders and prioritise requests based on business priorities aligned with Human Appeal's 2030 strategy.\nCollaborate with senior stakeholders and subject matter experts across the organisation.\nNB:Employee duties are not limited only to the above-mentioned responsibilities; they may perform other duties as assigned\nCandidate essential criteria\nBachelor's degree in Marketing, Communications, Digital Media or a related field.\n3-5 years' progressive experience in digital content management and content marketing, with proven ecommerce and website management experience and significant, hands-on experience using Umbraco CMS (or a similar ecommerce-driven/enterprise CMS).\nProven ecommerce and website management experience, including a strong understanding of ecommerce platforms, best practice and growing revenue.\nStrong, hands-on experience using Umbraco CMS (content editing, component management, publishing) or a similar enterprise/ecommerce CMS.\nExceptional writing, editing and storytelling skills, with an excellent command of written and verbal English and professional proofreading skills.\nSolid understanding of SEO, AEO, GEO, AIO and LLM best practices, and content analytics.\nExperience working on large, multi-section, multi-brand or multi-region websites, comfortable prioritising where hundreds or thousands of pages are involved.\nA well-rounded SEO skill set covering technical SEO, keyword research and on-page optimisation.\nConfident using Google Search Console, GA4 and a crawling/auditing tool such as Screaming Frog or Ahrefs.\nUnderstanding of how AI-generated answers (e.g. AI Overviews) are changing organic search, and how to optimise for them.\nFamiliarity with digital marketing, marketing automation tools and third-party platforms such as Semrush.\nExcellent analytical skills, including web page style analysis using browser developer tools (e.g. checking font properties and padding values).\nBasic understanding of HTML/CSS and website structure.\nStrong project management skills; comfortable with Agile/Scrum or similar methodologies and tools (e.g. Trello, ClickUp, Asana), able to prioritise tasks and meet deadlines in a fast-paced environment, including a fixed timeline and managing risk during periods of significant technical change.\nAbility to collaborate effectively with senior stakeholde...","description_format":"text","description_chars":13846,"description_truncated":true,"requirements":{"experience_years_min":3,"management_years_min":null,"team_size_min":null,"manages_managers":false,"education":{"level":"bachelor","optional":false},"security_clearance":false,"languages":[{"language":"Arabic","level":"All levels","optional":false},{"language":"English","level":"All 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