Website Content Manager

Who We Are

Human 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.

Position Overview

We have an exciting opportunity for a Website Content Manager position 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).

Main Responsibilities

Website Operations & Ecommerce

• Manage and maintain the overall operations, functionality and performance of the Human Appeal (HA) website in coordination with the Director.
• Conduct regular audits to ensure product information, pricing and integration with Salesforce (SF) are to specification.
• Optimise 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.
• Identify technical issues or bugs on the website and log them on the project management board for the website development team to action.
• Monitor 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.

SEO, AEO, GEO & AI Visibility

• Drive LLM-aware content (AEO/GEO) and SEO strategy, ensuring digital content is discoverable by both human audiences and AI systems.
• Own 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.
• Crawl the current site, benchmark rankings, traffic and Core Web Vitals, and flag high-value and high-traffic pages that need particular care.
• Validate technical SEO, including XML sitemaps, robots.txt, canonical tags, structured data, metadata and internal linking.
• Carry out keyword research to identify opportunities across the Human Appeal brand, the not-for-profit sector and the Islamic giving sector.
• Research and optimise on-page SEO – page titles, meta descriptions, header structure, internal linking and content optimisation – across a large, multi-section website.
• Run regular technical SEO audits and work with developers to fix issues affecting crawlability, indexing and site performance.
• Keep 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.

Content Creation & Governance

• Create, edit and publish high-quality, high-performing content, including:

• • Commercial and landing pages aligned with the commercial digital marketing strategy
  • Informational and educational pages such as blogs, insight articles, reports, publications and thought leadership pieces
  • Event and lead-generation landing pages
  • Insight articles, reports, interviews and thought leadership pieces
  • Project impact stories

• Identify content opportunities based on stakeholder needs.
• Maintain content governance, brand tone of voice, writing guidelines and brand guidelines.
• Manage and optimise website content using the Content Management System (Umbraco) for on-page SEO.

Design & User Experience Collaboration

• Partner with design and UI teams to evolve the component modular library and design system, ensuring consistency, accessibility and responsiveness across all digital touchpoints.

SEO & Content Analytics

• Optimise 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.
• Monitor content performance, provide insightful feedback and use it to inform strategy.
• Track KPI performance for the website.
• Continuously refine content based on data, insights and performance trends.

Strategic Priorities – Organic, AEO, GEO & AI Search

• Drive more donations from organic search.
• Protect 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.
• Audit 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.
• Increase 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.
• Increase 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.
• Build long-term, compounding brand authority – through original research, thought leadership, author entities, Wikipedia presence and earned media.
• Exploit 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.
• Increase 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.
• Increase 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.
• Ensure content supports SEO, LLM, lead generation and thought leadership positioning, linking activity to organic income, revenue, rankings and brand citations in AEO/GEO/AIOs.

CMS Management (Umbraco)

• Develop 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.
• Oversee 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).
• Execute content updates and new initiatives in close collaboration with digital, volunteer and fundraising teams.
• Meet content governance rules, taxonomy, metadata standards and branded page templates to ensure consistency and quality.
• Optimise on-page commercial and informational pages for LLMs.
• Act as the primary point of contact for content requests, collaborating with UX designers, developers and other stakeholders.
• Conduct regular content review sessions to gather approvals and feedback, ensuring content relevance and accuracy.
• Maintain robust content workflows and permissions, and perform regular content audits to identify areas for improvement.
• Monitor 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.
• Lead, mentor and provide guidance to content editors, writers and junior CMS users, fostering a collaborative, high-performing team.

Website Migration

• Lead 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.
• Conduct thorough testing and quality assurance checks during migration to ensure content is correctly transferred, formatted and functional.
• Implement a structured approach to content updates, ensuring deadlines and objectives are consistently met.
• Troubleshoot and resolve content-related issues independently, with a positive, solutions-driven mindset.

Stakeholder Management

• Form 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.
• Manage multiple stakeholders and prioritise requests based on business priorities aligned with Human Appeal's 2030 strategy.

• Collaborate with senior stakeholders and subject matter experts across the organisation.

NB: Employee duties are not limited only to the above-mentioned responsibilities; they may perform other duties as assigned

Candidate essential criteria

• Bachelor's degree in Marketing, Communications, Digital Media or a related field.
• 3–5 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).
• Proven ecommerce and website management experience, including a strong understanding of ecommerce platforms, best practice and growing revenue.
• Strong, hands-on experience using Umbraco CMS (content editing, component management, publishing) or a similar enterprise/ecommerce CMS.
• Exceptional writing, editing and storytelling skills, with an excellent command of written and verbal English and professional proofreading skills.
• Solid understanding of SEO, AEO, GEO, AIO and LLM best practices, and content analytics.
• Experience working on large, multi-section, multi-brand or multi-region websites, comfortable prioritising where hundreds or thousands of pages are involved.
• A well-rounded SEO skill set covering technical SEO, keyword research and on-page optimisation.
• Confident using Google Search Console, GA4 and a crawling/auditing tool such as Screaming Frog or Ahrefs.
• Understanding of how AI-generated answers (e.g. AI Overviews) are changing organic search, and how to optimise for them.
• Familiarity with digital marketing, marketing automation tools and third-party platforms such as Semrush.
• Excellent analytical skills, including web page style analysis using browser developer tools (e.g. checking font properties and padding values).
• Basic understanding of HTML/CSS and website structure.
• Strong 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.
• Ability to collaborate effectively with senior stakeholders and subject matter experts.
• Self-motivated, able to work independently and manage multiple tasks effectively to time and budget, with a positive, proactive approach to solving challenges.
• Demonstrated ability to manage multiple projects concurrently and work effectively with cross-functional teams.

Candidate desirable criteria

• English essential. Knowledge of additional languages such as Arabic/Urdu/Gujarati/Hindi/Punjabi an advantage.

• Experience with AI content generation and review.
• Experience in a leadership or mentoring role within a content team.
• Certifications in Umbraco or related CMS platforms.
• Proficiency with image optimisation tools and UI/UX adjustment tools.
• PRINCE2 or an equivalent project management qualification.

• Experience with content analytics and reporting tools.

How to apply

We are keen to appoint the right person for this position as soon as possible and will be considering applications as they are received. To maximise your opportunity, please submit your CV by clicking the link provided to apply. We look forward to receiving your application and hearing from you.

If you have any questions about the position, please do contact Human Appeal on recruitment@humanappeal.org.uk

Please note that we will only be contacting the shortlisted candidates. Applying candidates must have the legal authorisation or right to work in the designated work location/duty station.

Disclaimer: Human Appeal is committed to diversity, social inclusion, and gender equality/balance, and strongly encourages applications from underrepresented groups. The organisation maintains a zero-tolerance policy toward Sexual Exploitation and Abuse and Sexual Harassment (SEA/SH), with all staff required to comply with Preventing Sexual Exploitation and Abuse and Sexual Harassment (PSEA/SH) standards and safe recruitment procedures.