Director, Web & Digital Strategy

Reports to: Senior Director of Marketing

Department:  Marketing and Communications

Status: Full-time, Regular, Exempt

NOTE:  We are accepting applications for this position through June 30, 2026.

About Central Park and the Central Park Conservancy

Central Park is one of the world's most famous and beloved public spaces. Designed by Frederick Law Olmsted and Calvert Vaux in 1858, the 843-acre Park was the country's first purpose-built public park and is a National Historic Landmark and a New York Scenic Landmark. The Central Park Conservancy, a private, not-for-profit organization, was founded in 1980 to rescue the Park, which had fallen into serious disrepair. Since then, the Conservancy has overseen the investment of nearly $2 billion in the restoration of the Park, which now sees over 40 million visits a year.

The Conservancy is one of the largest and most successful public-private partnerships in New York City and is considered a major civic institution given its impact on the health and vibrancy of both the Park and the City. The Conservancy’s mission is to preserve and celebrate Central Park as a sanctuary from urban life. The City of New York has formally entrusted the care of the Park to the Conservancy, which is responsible for every aspect of its care, including landscape maintenance, capital improvements, and the visitor experience. The Conservancy employs roughly 400 people and has an annual operating budget of $120 million.

The Director, Web & Digital Strategy leads the development and management of the Central Park Conservancy’s main website (www.centralparknyc.org), the primary gateway for information and awareness of both the Park and the Conservancy, and a crucial hub for the online giving that supports the Conservancy’s ongoing operations.

The Director creates and executes strategy for our flagship digital properties against the institution’s strategic plan and the Communications and Marketing blueprint. This makes the  Director a key collaborator in the organizational effort to refine and raise the Conservancy’s public profile, and in doing so will be charged with leading major front- and back-end updates to increase site utility and enhance UX. This scope of responsibilities includes front-end development, digital strategy, vendor oversight, and cross-platform campaign support.

The ongoing management of centralparknyc.org also includes the site ticketing system and fundraising platforms. The Director will build and own in-house technical capabilities, lead site improvements, and implement new tools, with the goal of increasing the team’s speed, independence, and impact.

The Director will also roll out technology solutions to address internal challenges and business needs, staying up to date on the latest innovations and acting as a technical resource for staff, and a system administrator for teams across the organization.

This role reports to the Senior Director of Marketing and works in close collaboration with the SVP for Communications and Marketing to ensure digital initiatives are aligned with broader strategic priorities and goals.

• Own and drive the website roadmap and annual operating plan — setting clear priorities, maintaining timelines, and aligning the site with organizational goals and audience needs.
• Implement best-in-class digital experiences across all web platforms, with hands-on involvement in front-end development, CMS management, and cross-platform technical integrations.
• Evaluate emerging platforms and tools, recommend solutions that serve organizational goals, and lead implementation — working with stakeholders to drive adoption and establish governance plans.
• Manage external vendor and agency relationships across web development and platform support. Own project scoping, timelines, and delivery accountability.
• Own SEO and GEO (generative engine optimization) strategy — including metadata, content optimization, internal linking, and performance tracking in GA4 and Looker Studio. Lead the team’s adaptation as AI-driven search continues to evolve.
• Oversee QR code and pixel tracking infrastructure to support organic and paid campaign measurement.
• Act as internal system administrator and point of contact for the Marcom stack — including CMS, donation, ticketing, analytics, and consent management tools. Ensure access, renewals, and governance are managed proactively.
• Develop governance documentation to ensure a high level of consistency across the website. Ensure that updates and enhancements conform with established online style guide, follow best practices, and are executable within the website’s backend structure.
• Collaborate with IT on management of back end infrastructure, data, and security. Work with digital team to ensure that web properties are tagged properly to support data and tracking needs.
• Manage the Assistant Manager, Web & Digital who handles day-to-day web production: content updates, web request fulfillment, donation form updates, HubSpot form and landing page builds, and SEO and analytics production.

Requirements

• Bachelor’s Degree or higher, and 10+ years digital experience
• Experience with Craft CMS required; familiarity with Luminate Online, Ticketure, HubSpot, and OptinMonster a strong plus
• Understanding of usability, best practices and optimization for websites, with a focus on responsive design
• Demonstrated ability to manage external development vendors, scope and prioritize work, and build a high-functioning in-house team
• Proficiency in GA4 and Looker Studio; ability to build dashboards, interpret traffic and conversion data, and translate findings into site improvements.
• Strong working knowledge of SEO fundamentals and tools (SEMrush); familiarity with the shift toward GEO (generative engine optimization) as AI-driven search evolves
• Strong attention to detail and QA discipline; comfortable catching errors across CMS, code, and analytics implementations
• A director who thinks in roadmaps and strategy, not just requests — able to push back on low-priority work and maintain focus on the initiatives that move the needle
• Front-end coding proficiency required: HTML, CSS, and JavaScript. Ability to execute routine development tasks in Craft CMS without relying on an external agency.
• Familiarity with HubSpot (forms, landing pages) and marketing automation.

Salary range:  $139K - $179,200 (based on level of experience)

NOTE:  We are accepting applications for this position through June 30, 2026.

DIVERSITY, EQUITY & INCLUSION

The Central Park Conservancy’s work is guided by the belief that Central Park, and all public parks, must be managed and actively protected as an inclusive and democratic space for all.

Working closely with our New York City partners, we will always strive towards creating and sustaining a sense of belonging for all visitors and advocating for equitable and accessible public use of the Park.

In service of this belief, we are committed to fostering a workforce and organizational culture that is as diverse as Central Park itself and the dynamic city it serves.

Safety Requirements

Establishment and maintenance of a safe work environment is the shared responsibility of this organization and employees at every level. The Conservancy will make every effort to assure a safe environment and be in compliance with federal, state, and local safety regulations.  Employees are expected to obey safety rules and to exercise caution in all their work activities.  Accordingly, employees should be aware of any hazards, which could cause an injury or accident (e.g., spills, obstacles in walkways, etc.).  If an employee discovers a potential dangerous condition, he/she should alert other employees and notify his/her supervisor immediately.

Disclaimer

The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification.  They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified.  All personnel may be required to perform duties outside of their normal responsibilities from time to time, as needed.