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Digital Strategist

Date: May 13, 2022

Location: Atlanta, GA, US, 30308

Company: Norfolk Southern Corp.

Requisition 28358:

#LI-EB23 #LI-Hybrid


The ideal candidate is an experienced web strategist with a proven track record of managing website development, optimizing web content, and utilizing search engine optimization tools to improve page ranking. They are proficient at utilizing analytic tools to manage, track and report on website key performance indicators (KPIs) and know how to integrate learnings into strategy. Leads digital communication initiatives, including HTML e-mails, digital campaigns, and other targeted content development. They will oversee web management, operations, and search engine optimization for up to 3 websites. They will need a strong knowledge of AEM, Wordpress, Wordpress Plugins, and Themes. They will have a clear understanding of website security and the importance of keeping the web ecosystem up to date, and able to spot irregularities in website performance that may be a result of possible plugin performance or exploitation.


Required Experience

  • Minimum 5+ years professional work experience with web strategy, website design, development, monitoring, and reporting
  • Proven strategic success in leveraging web properties to deliver results
  • Possess a firm grasp of SEO concepts and implementation practices to monitor website performance and make recommendations for upgrades
  • Proficiency with the following suite of tools:
      • JQuery/Javascript, Wordpress, MySQL, MariaDB, dynamic content, forms, back-end REST APIs, and databases
      • Photoshop and Illustrator or equivalent
      • Google Analytics, Webmaster Tools, Adwords, Tag Manager
      • Use UTM codes to track visits to the website from external sources (ad campaigns, search engine results, blog posts, etc)
      • Strong knowledge of AEM, Wordpress and Wordpress Plugins and Themes
      • WorkFront
      • WebDAM
  • Website Security -- Understanding the importance of keeping the web ecosystem that is WP up to date and being able to spot irregularities in website performance that may be a result of possible plugin performance or exploitation
  • Knowledge of web programing and scripting languages (PHP, JS, NodeJS, HTML5, CSS)


Preferred Experience

  • Designed and conducted rigorous A/B experiments on the effectiveness and efficiency of different SEO actions that will inform long-term strategy
  • Applicant should be able to demonstrate experience designing responsive mobile and desktop websites
  • Proficient in best practice UI guidelines, styling, and security practices
  • Applicant should be very experienced in front end public website design
  • Must be able to provide examples of previous work, either on existing public websites, or private demos
  • Intermediate to an advanced working knowledge of Google analytics with the ability to create custom reports, create goals and analyze data for website optimizations or issues in SEO campaigns
  • Fluent in traditional SEO core elements including, but not limited to: Keyword Research, Technical SEO (UX, site architecture, URL structure, XML sitemaps, canonical tags, dynamic/static pages, etc.), On-Page Optimization (Metadata, Headings, Content, Anchor Links, Navigation, etc.), Local Search and Off-Page Optimization (social media, outreach, earned media placements, etc.)
  • Experience working with paid campaigns across multiple platforms and tracking performance from the first impression to sale
  • Experience working with retargeting campaigns with multiple platforms (Facebook, Google)
  • Familiar with general cloud computing and storage environments



  • Leads management of and strategy for all NS web properties and our digital presence, ensuring optimization and that our web presence helps drive achievement of the organization’s objectives
  • Manages redesign of web properties to ensure site is best-in-class, intuitive for users, and will help deliver company business objectives
  • Provides strategic recommendations on changes to increase traffic and provide better UE
  • Interact with back-end REST APIs and databases, for integrating data from and into other systems
  • Applicant will be required to manage and improve existing websites and public content as well as creating new sites
  • Analyze and maintain keyword analysis and plan
  • Drives SEO initiatives, including site audits, keyword research, content and technical recommendation
  • Works cooperatively with key internal stakeholders to execute effective digital initiatives ensuring digital support of larger company initiatives is consistent and reliable
  • Proficient with website reporting to manage, track, and report of website KPIs, including, but not limited to landing page evaluation, monitor new vs. returning visitor conversion, volume on site, top performing keywords (gain/loss), influencer traffic, referrals, and niche keyword performance
  • Work cooperatively with Brand Strategy team to ensure digital metrics woven into strategy at all times
  • Perform keyword research in coordination with business objectives to optimize existing content and uncover new opportunities
  • Review weekly report data on traffic and rankings, analyzes the results, document observations, and makes recommendations for adjustments in strategy
  • Research and evaluate keywords, market behavior, trends, and competitors to identify opportunities to maximize marketing effectiveness
  • Identify areas for on-site improvements in site structure, internal linking, and information architecture
  • Ensure all content is optimized for search and user experience across all channels




Company Overview

Norfolk Southern Corporation (NYSE: NSC) is a Fortune 300 organization and one of the nation’s premier transportation companies. Its Norfolk Southern Railway Company subsidiary operates approximately 19,500 route miles in 22 states and the District of Columbia, serves every major container port in the eastern United States, and provides efficient connections to other rail carriers. Norfolk Southern is a major transporter of industrial products, including chemicals, agriculture, and metals and construction materials. In addition, the railroad operates the most extensive intermodal network in the East and is a principal carrier of coal, automobiles, and automotive parts.


At Norfolk Southern, we believe in celebrating our individuality. By leveraging the unique backgrounds and viewpoints of our employees, we can create a culture of innovation, respect, and inclusion. We know that employees thrive in a workplace where differing viewpoints, ideas, and experiences are freely shared and valued. As such, we encourage all employees to contribute their distinctive skills and capabilities to our organization.


Equal employment opportunities are available to all applicants regardless of race, color, religion, age, sex, national origin, disability status, genetic information, veteran status, sexual orientation, and gender identity. Together, we power progress.

Nearest Major Market: Atlanta