Matriix showing relation shio if Unit Web Leadership team with Site Teams UNIT WEB LEADERSHIP TEAM Senior Communicator Unit Web Leader (UWL) Unit Technical Lead SITE TEAM Site Owner Site Manager Site Technical Lead .

Defining Roles and Responsibilities

Websites are strategy-driven projects. This means they’re more about communication than technology. Unit-based cross functional teams provides leadership, coordination and brand voice to sites that are owned managed autonomously. Roles on the site level 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 Web Leadership Roles

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

Unit Web Leadership (Required)

Senior Communicator

The Unit Senior Communicator is bottom line responsible for unit-wide digital communications strategy and successful outcomes. They are usually also charged by their unit executive with the leading the communications and marketing efforts for their unit. They have appointed (and empowered) the Unit Web Leader (UWL) for each unit.

Unit Web Leader (UWL)

A DCT Unit Web Leader (UWL) manages the web portfolios of each of the major units on campus and serve as our single point of contact for a decanal unit. UWLs get strategic directions and authority from Senior Communicators. While some are also site owners, their primary role is about the strategy and leadership of overall units digital communication 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 including:
    • Developing effective content strategy
    • Advising sites on best practices in utilizing the UBCMS
    • Leveraging unit efficiencies through consistent approach
    • Strategizing use of shared content
  • Owns unit outcomes

Unit Technical Lead

  • Lead contact for all unit-wide technical opportunities and issues
  • Owns outcomes and approach to unit upgrade testing
  • Liaison to Unit Accessibility Liaison for technical aspects of accessibility in UBCMS

Site Ownership and Stewardship Roles

This is the core team that owns, creates and stewards the site.

Site Leadership Roles (Required)

Site Owner

  • Site Owners are directly responsible for the purpose strategy, and successful performance of the site.
  • Responsible for their site resourcing.
  • Sets expectations and coordinates with the Site Manager.
  • Communicates outcomes with the Unit Web Leader.

Site Manager

  • In charge of the day to day management through planning, producing and stewarding the site
  • Responsible for creating and stewarding 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.)
  • Develops and resoruces stewardship plans
  • Ensures that updates are executed in a timely manner
  • Responsible for staying on top of relevant operational communications, new site features
  • Liaison to Web Strategist for website assessments
  • Keeps Site Owner informed of outcomes

Site Technical Lead

  • Lead contact for all site-wide technical opportunities and issues
  • Supports Unit Technical Lead in upgrade testing
  • Liaison to Unit Accessibility for technical aspects of accessibility in UBCMS

Site Content Development Roles (Suggested)

Content Owner (Author)

  • “Owns” informational pages within the site
  • Creates content (words, images and multimedia)
  • 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


  • 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)


  • gives final approval of content and makes it visible


  • 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)

Developers (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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