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I’m a Web Strategy, Content and Analytics Specialist with experience across public higher education websites and private-sector organizations. I focus on structuring digital channels, content governance, and measuring performance. I simplify complex navigation and user flows, support paid and organic marketing, establish clear content ownership, and translate analytics into practical improvements. I work cross-functionally with marketing, communications and web teams to improve information architecture, content planning, and long-term maintenance, driving better content clarity, engagement, and search visibility.…I’m a Web Strategy, Content and Analytics Specialist with experience across public higher education websites and private-sector organizations. I focus on structuring digital channels, content governance, and measuring performance. I simplify complex navigation and user flows, support paid and organic marketing, establish clear content ownership, and translate analytics into practical improvements. I work cross-functionally with marketing, communications and web teams to improve information architecture, content planning, and long-term maintenance, driving better content clarity, engagement, and search visibility.

Lance Singbeil

Content Strategist, Web Designer, UX Designer, +2

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I’m a Web Strategy, Content and Analytics Specialist with experience across public higher education websites and private-sector organizations. I focus on structuring digital channels, content governance, and measuring performance. I simplify complex navigation and user flows, support paid and organic marketing, establish clear content ownership, and translate analytics into practical improvements. I work cross-functionally with marketing, communications and web teams to improve information architecture, content planning, and long-term maintenance, driving better content clarity, engagement, and search visibility.…I’m a Web Strategy, Content and Analytics Specialist with experience across public higher education websites and private-sector organizations. I focus on structuring digital channels, content governance, and measuring performance. I simplify complex navigation and user flows, support paid and organic marketing, establish clear content ownership, and translate analytics into practical improvements. I work cross-functionally with marketing, communications and web teams to improve information architecture, content planning, and long-term maintenance, driving better content clarity, engagement, and search visibility.

Available to hire

I’m a Web Strategy, Content and Analytics Specialist with experience across public higher education websites and private-sector organizations. I focus on structuring digital channels, content governance, and measuring performance. I simplify complex navigation and user flows, support paid and organic marketing, establish clear content ownership, and translate analytics into practical improvements.

I work cross-functionally with marketing, communications and web teams to improve information architecture, content planning, and long-term maintenance, driving better content clarity, engagement, and search visibility.

Skills

Experience Level

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Work Experience

Marketing Specialist, Web & Digital (Term) at University of Victoria – Continuing Studies

January 1, 2024 - January 1, 2025

Managed day-to-day web content operations within Umbraco CMS, supporting multiple stakeholders and priorities. Provided SharePoint-related support and development. Developed SEO initiatives with clearly defined KPIs and performance baselines. Monitored and analyzed content and search performance using GA4 and SE Ranking. Provided usability guidance and front-end template support to improve content clarity and engagement.

Web Content Strategist (Term) at University of Victoria

January 1, 2023 - January 1, 2024

Provided guidance to copywriters and communications officers on page structure, UX, and landing-page effectiveness. Conducted keyword research using Search Console and Semrush to support strategic content and marketing goals. Used analytics to track performance trends and inform content improvements.

Web Strategy, Content & Analytics Specialist at Pharos Internet Solutions

January 1, 1996 - Present

Lead work to improve how websites are organized, maintained and measured. Work with partners to turn organizational goals into clear, usable website changes and content plans. Improve website information architecture and page structure so people can find information more easily and complete key tasks. Set up analytics reporting tools such as GA4 and Search Console to understand user behaviour, track performance and identify areas for improvement. Provide practical guidance to marketing, communications and web teams on content ownership, publishing practices and long-term maintenance.

Web Administrator at Capilano University

January 1, 2017 - January 1, 2023

Provided leadership, training, and ongoing support to approximately 100 departmental and faculty content editors. Coordinated web publishing across multiple university properties in collaboration with Marketing & Digital, Curriculum, and Registrar’s Office. Managed CMS operations and publishing workflows, troubleshooting issues and recommending improvements to UX and content structure. Worked with external design agencies to ensure site design and structure aligned with institutional needs.

Service Desk Analyst at Capilano University

January 1, 2016 - January 1, 2017

Provided Tier 1 IT phone and field support to employees and students. Troubleshoot hardware, software, account access and connectivity issue. Contributed to the development of a technical knowledge base. Documented support processes and helped improve consistency in issue resolution.

Web Development & Administration at VECO Corporation

December 29, 2000 - December 29, 2004

Developed corporate standards for web publishing and development. Guided regional webmasters and collaborated with department content owners. Worked closely with leadership and technology teams on content strategy and publishing practices. Managed IIS server maintenance and coordinated hardware and software updates.