Defining Roles and Responsibilities

Websites are strategy-driven projects. This means they’re more about communication than technology. Roles are needed for planning, content development, site building and stewardship. Those staffing a website may have more than one role, but all roles need to be considered.

On this page:

Unit Leadership Roles

Unit Executive

  • Provides strategic direction and authority

Unit Web Leader (UWL)

A DCT Unit Web Leader (UWL) manages the portfolios of each of the major units on campus and serve as our single point of contact for a decanal unit. They are usually also charged by their unit executive with the leading the communications and marketing efforts for their unit.UWLs get strategic directions and authority from executives. While some are also site owners, their primary role is about the strategy and leadership of overall units digital communication efforts.

  • Lead the communications/marketing efforts.
  • Represent their decanal units interest in the DCT
  • Weigh in on strategic direction and business decisions for the DCT as appropriate
  • Lead/coordinate efforts (as appropriate to their units) for the digital communications to reflect UB’s and Unit strategies.
  • Kept informed of issues and/or opportunities regarding DCT
  • Responsible for the overall performance of their product lines

Every site falls into the portfolio of one of our 24 designated UWLs.

Site Ownership and Stewardship Roles

Site Owner

  • Site Owners are directly responsible for the performance of one or more sites
  • Every site has a designated Site Owner.
  • Site Owners are responsible for their site staffing, strategy, performance and integrity of it's content.

Site Manager

  • In charge of the day to day management through planning, producing and stewarding the site
  • Responsible for creating and maintaining content (editorial, visual, multimedia)
    • Assigns ownership and accountability for content
    • Empowers the owner to publish the information on a defined schedule
    • Coordinates content development to leverage and share content within the unit and university-wide (UBCMS technology makes it much easier to publish and edit content one time and have it automatically appear everywhere we need.)
  • Ensures that updates are executed in a timely manner
  • Responsible for staying on top of relevant operational communications, new site features

Assessment Strategist

  • Reviews site performance
  • Assesses whether goals are being met (reviews site performance and metrics against success measurements)
  • Suggests changes, which may trigger the development of new content or site revisions (or gets consultation)

Content Owner

  • Reviews content on regular basis
  • Publishes updates on a defined schedule
  • Proactively updates content as major changes occur
  • Content includes
    • website informational pages
    • calendar entries
    • faculty/staff profiles (encouraging people to keep them up to date)
    • news and announcements

Planning And Assessment Roles

Critical during initial business strategy development and and strategic guides.

Unit Stakeholders

  • Stakeholders are key decision makers and are directly affected by the performance of the site.
  • They can be part of the unit, or are directly affected by the unit’s performance.
  • Stakeholders are interviewed to help establish a framework for the business case. 
  • Stakeholder interviews align expectations by using a common structure and identifying problems.

Business Strategist

  • Strategist planner or communications leader should be someone who understands your department.
  • The strategic planner is influential within the department, as well as the university community, and provides the department with the support needed to complete discovery.
  • The strategic planner guides the stakeholder selection process.
  • The strategist reviews the interviews for common themes or problems that need to be discussed, resolved or affirmed as a group.
  • These themes inform the site objectives, key messages and measurements used to define success.

Site Content Workflow Roles


  • gives final approval of content and makes it visible


  • edits content (first level of approval)
    • copyedits for style and tone
    • reviews to incorporate key messages (words, images and multimedia)
    • migrates content into the UBCMS system (if it is not there already)


  • creates content (words, images and multimedia)
  • “owns” informational pages within the site
  • serves as point person for:
    • calendar entries
    • faculty/staff profiles (encouraging people to keep them up to date)
    • news and announcements

Technical Development Roles

Developer (optional)

  • Has a higher-level technological skill set for more complex site setup needs
  • Can work with Computing and Information Technology (CIT) to integrate complex programming from third-party sources through embedding

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