Our industry needs a new position. A person whose entire job is owning, directing and overseeing a website. We need a new title for them. I propose we call them Digital Experience Directors. 

The current landscape for smaller companies

At best, people who currently do this work are called Web Master, Site Administrator or Marketing Coordinator—all titles which are low on the political totem pole. At worst (and more commonly), it’s a task tacked on to someone’s job, often forgotten or ignored.

How this hurts companies

Businesses suffer because of this hierarchy. The lack of long-term strategic oversight devalues the investments companies make in websites. Relegating content upkeep to roles without director-level authority creates headless websites. This usually produces sites with: