Director of Web Strategy and Optimization

We are seeking a strategic, hands-on Director of Web Strategy and Optimization to own and evolve our website into a high-performing, lead-generating growth engine. In this pivotal role, you'll manage all aspects of the website from backend systems to frontend content and conversion optimization. You'll work across departments to ensure the website is current, engaging, compliant with SEO & AIO best practices, and aligned with brand messaging and performance goals.

Key Responsibilities Website Performance

• Serve as the single point of accountability for the website's health, performance, and effectiveness, including conversion and engagement KPIs
• Manage and prioritize all incoming content, update, and feature requests across the company
• Oversee day-to-day operations of the site and ensure content accuracy, relevance, and alignment with marketing campaigns and business priorities

Optimization & Experimentation

• Develop and execute A/B and multivariate tests to continuously improve page layout, messaging, conversion rates, and user experience
• Leverage analytics tools such as Microsoft Clarity to monitor and report on user engagement and performance metrics (bounce rate, time on site, form submissions, etc.) and optimize accordingly
• Identify trends, anomalies, and opportunities in website performance data
• Map and analyze user journeys from initial visit through conversion and retention
• Identify friction points, drop-off areas, and optimization opportunities in the customer journey
• Implement data-driven improvements to website design and functionality
• Conduct user behavior analysis through heatmaps, session recordings, and user feedback
• Ensure website experience aligns with target user personas and customer segments

Technical Excellence & SEO Compliance

• Maintain a technically sound website architecture that ensures optimal SEO performance, fast page load speeds, mobile responsiveness, and accessibility.
  
  
• Partner with SEO, content, and analytics teams to implement best practices for crawlability, including structured data markup, and oversee tools such as Google Search Console (GSC) and Bing Webmaster Tools (BWT).

Technical & Platform Management

• Maintain and enhance the WordPress and WP Engine environment, ensuring updates, patches, and backups are executed regularly
• Execute code-level updates and enhancements, including headless CMS architecture, plugins, and code repositories

Collaboration & Project Management

• Work cross-functionally with design, product marketing, demand gen, and organic teams to ensure the website reflects the latest messaging, campaigns, and go-to-market priorities
• Partner with IT and MarOps for execution of complex technical builds or integrations (e.g., CRM, CMS, marketing automation)

Reporting & Communication

• Prepare comprehensive weekly reports including traffic analysis, user behavior insights, and performance recommendations
• Present actionable insights and strategic recommendations based on data analysis
• Communicate website performance impact on business objectives and customer acquisition
• Provide monthly deep-dive analysis of website performance and optimization initiatives
• Alert leadership to significant trends, issues, or opportunities requiring immediate attention

Leadership

• Manage and mentor a small web team responsible for UX / UI, production and content updates
• Build scalable processes for intake, prioritization, and publishing of content and site updates

Qualifications

• 8–10 years of experience managing B2B or SaaS websites, with at least 3 years in a leadership role
• Expertise in WordPress (including backend and theme/code-level customization)
• Understanding of headless CMS architecture and modern front-end technologies
• Proven experience running A/B tests and optimization programs (e.g., Google Optimize, Optimizely, VWO)
• Deep knowledge of SEO best practices, schema markup, and technical SEO tools (e.g., Screaming Frog, GSC)
• Strong understanding of UX principles, information architecture, and customer journey mapping
• Demonstrated ability to manage cross-functional projects and communicate with technical and non-technical stakeholders alike
• Experience working with analytics platforms (e.g., GA4, Looker Studio)

Bonus qualifications

• Experience with marketing automation platforms (e.g., HubSpot, Marketo)
• Familiarity with CRM and web integrations (e.g., Salesforce, Drift, Calendly)
• Experience in SaaS for salon, spa, fitness, medspa
• Background in conversion copywriting or brand messaging strategy

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