Specialist, Digital Platforms

Job Purpose

The Specialist, Digital Platforms is responsible for the overall management, functionality, and growth of LT’s external digital presence through its websites, primarily onipaa.org. This position combines strategic content development responsibilities with technical website administration to ensure websites remain accurate, engaging, accessible, discoverable, and aligned with organizational goals, brand standards, and emerging AI-powered search experiences. The role encompasses creating, editing, and publishing compelling web content that supports communications, marketing, and organizational objectives while overseeing website performance, user experience, maintenance, and optimization; the ideal candidate possesses both strong storytelling capabilities and basic to intermediate-level technical proficiency. This role also serves as the technical business owner and support for ‘Ipukukui, LT’s internal intranet system, and Bynder, LT’s digital asset management system, and excludes social media responsibilities.

Essential Responsibilities

Web Content Development

• Develop, write, edit, and publish website content aligned with organizational messaging and brand voice.
• Translate organizational initiatives, programs, and priorities into engaging digital content.
• Collaborate with the Communications team and others to gather information and develop web-ready content.
• Create landing pages, feature stories, campaign pages, FAQs, and digital resources.
• Ensure content is clear, audience-focused, accessible, and optimized for search visibility, AI-assisted discovery, and user engagement.
• Maintain website content calendars and publishing schedules.
• Conduct regular content audits and recommend improvements.
• Support multimedia integration, including images, videos, graphics, and interactive content.
• Apply SEO and Generative Engine Optimization (GEO) best practices, metadata standards, and structured content strategies to maximize discoverability and optimize for both traditional search engines and emerging AI-driven search and answer platforms (e.g., Google AI Overviews, ChatGPT, Perplexity, Gemini).

Website Management & Administration

• Manage day-to-day operation, maintenance, and administration of organizational websites and related digital platforms.
• Monitor website functionality and refer technical issues to IT.
• Maintain website architecture, navigation, page structures, and user experience standards.
• Ensure websites are optimized for speed, responsiveness, accessibility, search engine performance, and AI-readable content indexing.
• Perform routine quality assurance testing and monitor for broken links, errors, and outdated content.
• Manage Content Management System (CMS) updates.
• Support implementation of structured content, schema markup, and metadata standards that improve search visibility and AI-generated search results.
• Coordinate website enhancements, upgrades, and feature implementations.
• Track and analyze website performance metrics and user behavior using analytics tools.

Digital Strategy & Optimization

• Recommend website improvements based on analytics and user experience insights.
• Support digital campaigns and organizational initiatives through web strategy and content execution.
• Develop content strategies that increase the organization’s presence within search engines, AI-generated summaries, and answer-based discovery platforms.
• Monitor evolving trends in search behavior, including AI-assisted and conversational search, and recommend strategies to improve organizational visibility and discovery.
• Develop recommendations for improving engagement and audience experience.

Collaboration & Project Management

• Serve as the primary point of contact for website-related requests across the organization.
• Manage web projects from concept through launch.
• Coordinate with communications, marketing, IT, and external vendors.
• Train internal stakeholders on website content submission processes and best practices.

Other Duties

• Contribute to the Trust’s success by accepting new assignments, helping team members, learning new skills, and striving to improve team and organization results.

Qualifications

• Bachelor’s degree in Communications, Marketing, Journalism, Digital Media, Information Technology, Web Design, or a related field; equivalent experience may be considered.
• At least one year of experience in website administration, digital communications, or related work.
• Strong writing, editing, and proofreading skills.
• Strong project management and organizational abilities.

Preferred Qualifications

• Experience using CMS platforms such as WordPress or Squarespace (preferred).
• Experience developing and editing digital content (preferred).
• Familiarity with HTML, CSS, and website publishing practices (preferred).
• Knowledge of UX/UI best practices (preferred).
• Experience with email marketing and digital campaign tools (preferred).
• Familiarity with web accessibility guidelines (WCAG) (preferred).
• Experience with nonprofit, education, or mission-driven organizations (preferred).
• Understanding of basic photo and video editing (preferred).
• Experience with website analytics platforms such as Google Analytics (preferred).
• Understanding of SEO, GEO, content discoverability strategies, and accessibility standards (preferred).

Job Competencies

Attention to Detail: Strong attention to detail and quality control.

Technical & Creative Balance: Able to balance technical and creative responsibilities.

Communication & Collaboration: Strong communication and collaboration skills.

Project Management: Able to manage multiple projects and deadlines simultaneously.

Problem-Solving: Strong problem-solving and analytical skills.

Versatile Writing: Able to write for diverse audiences and digital platforms.

Digital & AI Fluency: Understands how evolving AI and search technologies impact digital content strategy and audience discovery.

User Experience Focus: Committed to creating a positive and engaging user experience.

Organization Competencies

• Alignment with Queen’s legacy: Understanding and appreciation of Queen Liliuokalani’s story, her legacy, and Hawaiian culture is foundational to staff’s commitment to working with our Hawaiian children, families, and communities. Demonstrates respect for and appreciation of Hawaiian values, history, and culture, understanding its implication in one’s work, fostering meaningful relationships, and embracing the community served.
• Hoʻomau i ka ʻImi Naʻauao (Continuous Learning and Improvement): Committed to creating and reinforcing an environment of continuous learning and improvement.
• Hoʻike i na Manaʻo Pono (Effective Communication): Communicates with those we serve and each other in a consistent manner that results in mutual understanding, harmony, and action.
• Noʻonoʻo loi (Critical Thinking and Problem Solving): Actively and skillfully understands, conceptualizes, applies, analyzes, synthesizes, and/or evaluates information and develops and supports fact-based analyses and recommendations.
• Hoʻokumu aʻe or ʻImi hakuhia (Innovation): Identifies and integrates creative ideas into new or existing services and promotes effective problem-solving.
• Pilina Hoʻohana a me ka Hana Hilinaʻi (Building Relationships and Creating Trust): Manages relationships to create optimal opportunities and move the organization forward.
• Alu Like i ka Hana (Teamwork): Works cooperatively and collaboratively with others throughout the organization in alignment with the organization’s objectives.
• Hoʻonui i ka ʻIke (Capacity Building): Encourages personal growth by exhibiting trust and a belief in the capacity of others.

Travel Requirements

• Ability to travel to kīpuka and other locations, both in and out of state, as required for meetings, conferences, trainings, and events.

Mental and Physical Demands

Ability to lift 25+ pounds. Requires sitting indoors for extended periods of time. Ability to work weekends when needed.

Terms and Conditions of Employment

As a condition of employment, employee will be subject to LT’s policies and procedures.

Job Title

Specialist, Digital Platforms

Reports to

Managing Director, Strategy and Communications

FLSA Status

Exempt

Aligned Executive

President and Chief Executive Officer

Kīpuka

Liliʻuonamoku

Department

Communications and Strategic Partnerships

Liliʻuokalani Trust is an Equal Opportunity Employer. We strive to recruit, train, and retain innovative talent from a diverse candidate pool. All employment decisions will be based on merit, competence, performance, and business needs. Applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity or expression, religion, ancestry, genetic information, citizenship, marital/civil union status, arrest and court record, domestic or sexual violence victim status, credit history, disability or veteran/military status or other applicable legally protected characteristics.

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Bachelor’s degree in Communications or related field
Strong writing, Project management, Attention to detail, UX/UI concepts
Develop, write, edit, and publish website content aligned with organizational messaging and brand voice., Translate organizational initiatives, programs, and priorities into engaging digital content., Collaborate with the Communications team and others to gather information and develop web-ready content., Ensure content is accessible and optimized for search visibility and AI-assisted discovery., Oversee website performance, maintenance, and CMS updates., Track and analyze website performance using analytics tools.