Responsibilities

• Website Behavior, Testing & Conversion Optimization
• Analyze website user behavior across organic (SEO and AI-driven), brand, referral, and direct traffic sources.
• Evaluate engagement metrics, user journeys, drop-off points, and conversion paths.
• Identify high-impact optimization opportunities across landing pages, content, and user flows.
• Develop data-backed hypotheses and partner with UX and Product teams to design, measure, and scale A/B tests, UX experiments, and content optimization initiatives.
• Measure and communicate the impact of testing initiatives on engagement, conversion, and business outcomes.

Organic Search & AI Performance

• Collaborate with the SEO Specialist to measure the impact of optimization initiatives.
• Track organic rankings, impressions, AI-driven search visibility, and downstream engagement trends.
• Analyze generative AI search traffic behavior and identify emerging performance patterns.
• Surface data-driven content and technical opportunities that improve discoverability and engagement.

Brand Campaign & Brand Impact Measurement

• Measure the impact of brand campaigns on website traffic, search demand, engagement, and conversion behavior.
• Track and analyze branded search volume, branded keyword performance, and shifts in direct and organic traffic following brand initiatives.
• Develop brand performance reporting frameworks that connect brand activity to measurable digital outcomes.
• Partner with Brand and Marketing teams to align campaign objectives with digital KPIs and website performance metrics.
• Monitor and report on brand lift indicators within digital channels, including engagement quality and conversion influence.
• Identify correlations between brand campaigns and organic search growth, AI visibility trends, and website engagement improvements.

Cross-Channel Correlation & Insights

• Partner with the Paid Media Analytics team to correlate paid search activity with organic traffic and conversions;