Website Performance Manager

Description

Company Overview:

Cedarhurst Senior Living is an experienced operator of independent living, assisted living and memory care communities across the Midwest, Mid-South, and Southeast. Cedarhurst Senior Living is part of the Dover Companies, a vertically integrated healthcare organization established in 2007 to develop, construct, acquire, own, and operate high-quality senior living communities. In addition to Cedarhurst Senior Living, the Dover Companies include Dover Development, Brahms Construction, Dover Capital, Dover Health, and Medicine Express.

Cedarhurst Senior Living and the Dover Companies are mission driven — everything we do is grounded in our higher purpose of caring for seniors. Our decision making is informed by our mission “to create communities where each person feels loved, valued, supported and able to live life to the fullest.” Each business unit and each team member have a unique ability and responsibility to impact the lives of seniors, and we take that responsibility very seriously. We also embody an entrepreneurial spirit that has fueled our growth and continues to drive us forward.

Position Summary:

The Website Performance Manager owns the health, performance, and conversion of Cedarhurst's website and community microsites. This position owns the day-to-day management and optimization of the organization's web properties, focused exclusively on the website itself rather than the broader marketing channels. The role localizes and maintains community microsites, owns the performance of the lead-generation tools, builds new web experiences in HubSpot, publishes content directly, and owns the reporting that drives decisions across the portfolio. This position partners with the Director of Digital Marketing, who owns digital strategy, CRM, and the agency relationship, and who sets cross-channel priorities against a fixed agency retainer. Within that frame, this position owns execution and outcomes: deciding what the site needs, building what is handled in-house, directing the agency on the rest, and owning the data that reports performance. Where work runs through the agency, this position diagnoses what is needed, decides the fix, and directs the agency to execute it, bringing only capacity and prioritization tradeoffs to the Director, who manages the agency's retainer and overall channel priorities.

Why Work for Cedarhurst:

• At Cedarhurst, our core values guide how we work together and how we care for those we serve. We expect every team member to be passionate, trustworthy, empathetic, positive, respectful, and approachable. Being part of Cedarhurst means making a meaningful difference every day. 
• We believe our team is our greatest strength. That’s why we invest in comprehensive training, as well as opportunities for both personal and professional growth. We’re committed to promoting from within and supporting team members who want to build their careers with us. 
• Cedarhurst offers a competitive benefits package, including medical insurance, life insurance, long-term disability coverage, and a 401(k) plan with company match (after one year of service) for eligible employees. 
• Additional Benefits Include:
• Work that makes a difference in the lives of our residents and community 
• An on-site gym with brand-new equipment 
• A personal trainer offering daily group classes, stretching sessions, and one-on-one training 
• Catered lunches twice a week, prepared by our on-site chef 
• Monthly team events and more 

Essential Duties:

The following duties are normal for this position. This list is not to be construed as exclusive or all-inclusive. Other duties may be required and assigned. Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions of this role.

• Localize and maintain community microsites independently, keeping each discoverable and relevant with local information, events, imagery, and product specifics.
• Own the performance of the lead-generation tools (assessments, chatbot, gated content): diagnose underperformance, decide the optimization, and direct the agency to implement it, escalating only where work exceeds agency capacity and must be prioritized against other channels.
• Take content management on agency-built templates in-house, maintaining it independently going forward.
• Conduct and publish content updates autonomously across all communities.
• Drive website and landing page performance: analyze trends, diagnose what is underperforming, and decide the optimizations worth pursuing, sequencing agency-dependent work with the Director against retainer capacity.
• Safeguard the integrity of tagging and attribution: audit how data flows, identify gaps or breaks, and resolve or direct resolution of issues affecting reporting accuracy.
• Lead community-level local search reviews, compiling location data against high-volume senior living queries, and determining which locations need attention.
• Define Cedarhurst's emerging AEO and GEO approach, setting the structural standards for how the portfolio shows up in AI-driven and generative search across all web properties; direct cross-functional partners who execute listings, reviews, and PR mentions by providing the data and strategy they need to deliver results.
• Own the creation of new pages and microsites in HubSpot for new developments, acquisitions, and product extensions, building them out end to end in staged environments with SEO and brand consistency built in, then handing off to the agency for launch and QA.
• Deliver executive-level performance reporting that drives strategic decisions.
• Shape Cedarhurst's point of view on how search and discovery are changing, especially AI-driven search, bringing forward recommendations that influence the team's approach.
• Other duties as assigned.

Qualifications, Education and/or Experience:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skills, and abilities required.

• 5+ years experience in digital marketing or web management, including 3+ years hands-on experience in a CMS. HubSpot CMS experience strongly preferred. 
• Bachelor’s degree or equivalent practical experience. 
• Proven experience independently building and maintaining CMS pages, including comfort working in templates, modules, and page structure without developer or agency support.
• Working knowledge of SEO fundamentals and how on-page structure, metadata, and content affect discoverability, applying best practices by default when building.
• Strong command of web analytics and reporting, with the ability to navigate HubSpot and GA4 independently. 
• A solid grasp of tagging and attribution, with the ability to independently audit how data flows across the site, identify where it breaks, and resolve or direct the fix. 
• Genuine curiosity about how search and discovery are changing, including AI-driven and generative search (AEO and GEO). 
• Strong attention to detail and follow-through, with ownership of accuracy and timeliness across many communities and pages. 
• Clear communication, with the ability to frame a recommendation, own a concern, and report performance in a way that lands with both peers and executives. 
• Experience with senior living, healthcare, or another regulated, multi-location industry. 
• Familiarity with CRO and A/B testing concepts. 
• Experience working alongside marketing agencies. 

Working Conditions:

As part of the Company’s commitment to providing outstanding care and support, it ensures that staff work under conditions that prioritize safety, collaboration, and professional growth. The conditions listed below define the experience of working in the Home Office.

• This position may involve a range of physical activities, including those outlined in the Essential Duties, but is not limited to them. This position may need to walk or stand for extended periods. 
• This position may need to lift or carry up to twenty (20) pounds. 
• This position may need to move through areas of the home office or other worksites of the organization.
• Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception and ability to adjust focus.
• This role involves actively participating in all staff activities aimed at fostering teamwork, unity, and morale. The individual will contribute as a collaborative team player, working alongside colleagues to create a supportive and cohesive work environment. 
• Individuals in this position are required to stay current on all training and ongoing education initiatives. They are expected to actively pursue self-improvement and embrace opportunities for continuous learning to enhance their skills and knowledge.
• This position is required to work onsite at the St. Louis Cedarhurst Home Office full time, Monday through Friday. 
• Travel for this position is minimal and limited to occasional company retreats, conferences, and similar events.

We are an Equal Opportunity Employer. In compliance with the Americans with Disabilities Act, we will provide reasonable accommodations to qualified individuals with disabilities and encourages prospective employees and incumbents to discuss potential accommodations with the employer.