About JMC Academy
Founded in 1982, JMC Academy has spent over 40 years producing the graduates who shape Australian and global creative industries. Our alumni include award-winning musicians, film directors, sound engineers, animators, game designers, actors and entertainment executives. Our campuses in Sydney, Melbourne and Brisbane are purpose-built creative environments equipped with world-class studios, production facilities and performance spaces.
We are now at an inflection point, with a desire to grow our student body, expand our program portfolio, and build the digital, brand and commercial infrastructure that will define JMC’s next decade. This role is central to that ambition.
OUR PURPOSE: We educate, nurture, and inspire creative minds through innovative and globally connected learning.
OUR VISION: To be Australia’s most recognised and connected educator of creative minds.
OUR VALUES: Quality | Excellence | Innovation | Collaboration | Academic Rigour | Cultural and Social Diversity | Honesty and Integrity | Equity
The Opportunity
JMC Academy is at an inflection point. We are migrating from Umbraco to HubSpot CMS, building a HubSpot CRM and Microsoft Fabric data lake around it, refreshing our brand, and building a Customer function with the people, capability and tools to scale how JMC reaches, recruits and supports its students. The Digital Experience and Content Specialist is the role at the centre of the digital surface where most of that work shows up.
This is a hands-on, execution-led role at a pivotal moment. You will maintain JMC’s current Umbraco site, contribute to the migration to HubSpot CMS, and then own the site on HubSpot going forward as the platform from which JMC scales its digital experience, its event hub, its application journey, and its personalisation. You will work alongside a Head of Brand, a Design Coordinator, a Copywriter, a Marketing Coordinator and a CRM Specialist, with the support of executive leadership behind the broader digital transformation
ROLE SUMMARY
The Digital Experience and Content Specialist is the digital content operations engine of JMC’s customer function, reporting to the Head of Digital.
This hands-on role owns the day-to-day management of JMC Academy’s website and digital content surfaces, building pages, publishing content, maintaining product information, configuring landing pages, supporting personalisation, and keeping the event hub and application journey accurate, performant and on-brand.
The Specialist translates briefs from the Head of Brand, the Marketing Coordinator, the Copywriter, the Design Coordinator, Admissions, Academic and Industry teams into live, well-built digital experiences. They partner with the CRM Specialist on personalisation, smart content and journey-aligned delivery; with the Design Coordinator on the design system; and with IT on the HubSpot platform itself.
THIS IS A HANDS-ON ROLE WITH SOPHISTICATED SCOPE. You will execute and improve a complex digital ecosystem in partnership with more senior roles, not set overall strategy. The craft, the platform fluency and the customer instinct are yours.
This role plays a critical part in solving some of JMC’s most important digital challenges: scaling our website as a managed experience layer rather than a page-by-page asset; making our product information rigorous and trustworthy; getting our landing pages, event hub and application journey to perform; bringing personalisation to life on HubSpot; and embedding a managed design system, quality assurance and Voice of Customer feedback loops across the JMC digital ecosystem
Key Responsibilities
Website Management & Content Publishing
- Own the day-to-day management of JMC Academy’s website across all campus markets, including accuracy, freshness, consistency and performance.
- Build, maintain and publish pages, components and content blocks within the CMS to support scalable, consistent web experiences (Umbraco today; HubSpot CMS post-migration).
- Contribute to the Umbraco to HubSpot migration: content migration planning, asset transfer, QA and go-live activities; then own the site on HubSpot going forward.
- Run regular content audits to identify outdated, underperforming or inconsistent content, and implement improvements.
- Triage and coordinate incoming content requests from across JMC, communicating timelines and trade-offs clearly to the Marketing Coordinator and broader Marketing team.
PRODUCT INFORMATION & COMPLIANCE
- Maintain the accuracy and currency of program and course information on digital channels, including fees, intakes, durations, structure, accreditation and entry requirements.
- Operate change-control on compliance-critical content (course details, regulatory statements, ESOS and TEQSA-relevant copy), with clear approvals before publication.
- Ensure all published content meets JMC’s brand, tone-of-voice, editorial and accessibility standards (WCAG 2.1 AA), in partnership with the Head of Brand, Copywriter and Design Coordinator.
- Maintain a quality-assurance routine across the digital ecosystem covering broken links, outdated dates, stale references and brand drift, and close issues in a defined cadence.
CAMPAIGN LANDING PAGES & OPTIMISATION
- Build and maintain purpose-built campaign and recruitment landing pages briefed by the Head of Brand and the Marketing Coordinator, including form flows, CTAs and tracking.
- Apply on-page SEO best practice across landing and core pages (metadata, headings, internal linking, alt text, URL conventions).
- Configure and run A/B and multivariate tests on key recruitment, enquiry and application pages; document results and apply learnings.
- Monitor performance using GA4, Google Search Console and HubSpot analytics, and partner with the Data & Performance Analyst on reporting and insight.
- Support performance-marketing campaigns with landing-page templates and asset patterns that the Marketing team can re-use at speed.
PERSONALISATION, TARGETING & JOURNEYS
- Build and configure dynamic and segment-specific content (HubSpot smart content) using audience segments defined with the CRM Specialist.
- Implement and maintain targeting rules and personalisation logic for priority audiences such as prospective domestic, international, agent-referred, applied-not-enrolled and alumni.
- Support journey-aligned content delivery by ensuring web pages, forms and CTAs match the stage of the customer journey designed by the Head of Brand and orchestrated by the CRM Specialist.
- Measure the impact of personalisation in production and feed learnings back into segment design and content patterns.
EVENT HUB & DIGITAL EVENTS EXPERIENCE
- Maintain and improve JMC’s event hub for Open Days, info sessions, alumni events and industry events, using consistent templates and content standards.
- Configure event pages, registration flows and confirmation experiences in partnership with the CRM Specialist, ensuring data flows cleanly into HubSpot and downstream journeys.
- Apply pre-event, event-day and post-event content patterns that maximise conversion and capture audience data.
- Coordinate with the Marketing Coordinator, Copywriter and Design Coordinator on event creative, copy and assets.
DIGITAL DESIGN SYSTEM & UX COLLABORATION
- Build and maintain JMC’s library of reusable web components, page patterns and templates within HubSpot, with clear documentation.
- Partner with the Design Coordinator to extend the design system as new patterns are required, ensuring visual and interaction consistency across the digital ecosystem.
- Work with UX and UI contributors (internal, agency or freelance) to bring journey, content and interface design together, and apply usability learnings to published pages.
- Champion accessible, inclusive and performant design choices across every page build.
APPLICATION & ADMISSIONS FLOW SUPPORT
- Maintain the application and enquiry pathways on the website in partnership with Admissions, including copy, page flows, form fields, error states and confirmation messages.
- Identify, propose and test improvements that reduce drop-off and decrease avoidable enquiries (self-service content, FAQs, help patterns).
- Coordinate with Admissions on seasonal updates (intakes, scholarship cycles, key dates) and ensure changes are reflected on digital channels on time.
VOICE OF CUSTOMER & CONTINUOUS IMPROVEMENT
- Capture and act on customer voice from on-site feedback, user testing, search behaviour, analytics and Admissions or Recruitment teams.
- Maintain a backlog of digital improvements and partner with the Head of Brand and the CRM Specialist to prioritise it against campaign and product calendars.
- Proactively raise opportunities to improve content quality, page structure and user experience, even where not explicitly briefed.
REPORTING & RELATIONSHIPS
- Reports to: Head of Digital.
- Direct reports: None. This is a Specialist role.
- Team context: Sits within JMC’s Customer function and partners daily with the Marketing team (Head of Brand, Design Coordinator, Copywriter, Marketing Coordinator) and with the CRM Specialist.
- Key internal partners: Data & Performance Analyst, Market Intelligence & Proposition Manager, Admissions, IT, Academic leadership, Compliance, Industry Partnerships and Alumni.
- Key external partners: HubSpot and Umbraco platform support, digital and design agencies, web development and production partners.
WHAT WE ARE LOOKING FOR
This role suits someone who likes building, publishing and improving live digital experiences, equally comfortable in a CMS, a brief, an analytics dashboard and a stand-up with designers, Admissions and CRM colleagues.
ESSENTIAL REQUIREMENTS
- 3 to 5 years of experience in web content management, digital experience, digital marketing, UX content or a closely related role.
- Hands-on experience publishing and managing content in a modern CMS. HubSpot CMS strongly preferred; Umbraco or another enterprise CMS relevant given the migration context.
- Strong working knowledge of on-page SEO and digital content best practice (metadata, structure, internal linking, accessibility, performance).
- Experience configuring landing pages, forms and CTAs and running A/B or multivariate tests to improve conversion.
- Exposure to personalisation, segmentation or smart-content tooling, and a working understanding of customer journeys.
- Comfortable using web analytics (GA4, Google Search Console, HubSpot analytics) to interpret performance and prioritise improvements.
- Excellent written communication, editorial and proofreading skills for a web audience.
- Strong attention to detail in both content quality and technical implementation, with the discipline to operate change-control on compliance-critical content.
- Confident communicator and collaborator, able to triage requests, manage timelines and work across Brand, CRM, IT, Admissions and Academic teams.
- Existing, unrestricted full working rights in Australia. This role is unable to provide visa sponsorship.
HIGHLY REGARDED
- Experience working within higher education, ed-tech or another regulated, considered-purchase sector.
- Exposure to UX and UI collaboration, journey mapping, usability testing or Voice of Customer programs.
- Experience contributing to or maintaining a digital design system (components, patterns, documentation).
- Familiarity with WCAG 2.1 AA accessibility standards and inclusive content practice.
- Understanding of HTML and CSS sufficient to make minor page edits and troubleshoot display issues.
- Familiarity with project management tools (Jira, Asana, Monday.com or similar).
WHY THIS ROLE
- A PLATFORM TO BUILD ON, you arrive as JMC migrates to HubSpot and stays on it. You will own the site on the new platform and shape how JMC uses it for years.
- REAL DIGITAL SCOPE, you will work across website experience, product information, landing pages, personalisation, event hub, design system, application flow and Voice of Customer. Not just publishing.
- SENIOR PARTNERS AROUND YOU, you will work alongside a Head of Brand, a Design Coordinator, a Copywriter, a Marketing Coordinator and a CRM Specialist, with a Data & Performance Analyst and a Market Intelligence & Proposition Manager at the table.
- A FUNCTION ON THE RISE, JMC’s Customer function is being built out around you, with executive backing and a clear transformation mandate.
- A CREATIVE, MISSION-DRIVEN INSTITUTION, you will apply your craft to an institution full of musicians, filmmakers, animators, game designers and actors. The work matters.
- FLEXIBLE CAMPUS BASE, this role can be based in Sydney, Melbourne or Brisbane, with hybrid working and some in-office presence to collaborate with campus teams and attend key marketing events.
HOW TO APPLY
To apply, please submit your CV and a brief cover note outlining your experience with web content management and CMS platforms. Applications that include examples of work (portfolio, published URLs, or case studies) are strongly encouraged.
In your note, tell us briefly:
• The most sophisticated digital experience you have built or contributed to, and what made it work.
• How you have improved a customer or user journey on a website, with the data to show it.
• Why this kind of role in a creative education institution interests you.
JMC Academy is committed to diversity, equity and inclusion. We encourage applications from people of all backgrounds, identities, and experiences.
