American Federation for Children

Senior Director, Conversion & Web Platform

USA (On-site)

The AFC Scholarship Fund exists to turn a once-in-a-generation policy opportunity—the Education Freedom Tax Credit (EFTC)—into durable, nationwide impact for families. In 2027, up to $1.7 billion in federal tax credits will be available to fund K-12 scholarships. Success requires more than awareness—it requires a conversion engine that works flawlessly when it matters most. We're building a high-trust, high-converting web platform designed to transform understanding into action. This platform must enable hundreds of thousands of donors to redirect their tax dollars to scholarships with complete clarity, confidence, and zero friction. This is a conversion-optimized donation platform that must handle peak traffic during tax season, integrate with payment processors and CRM systems, generate instant tax receipts, ensure compliance with federal regulations, and never go down when donors are ready to act. You will own the strategy, execution, and performance of the web platform that makes a generational policy actually work in the real world. This is a conversion-focused web platform role, not a traditional product management role. Your mandate is to build and optimize a donation website that converts at scale, not to manage an ongoing feature roadmap. Platform & Scope: You're building a WordPress-based (likely) web platform with custom donation flows, payment integrations (Zeffy), CRM automation, and compliance infrastructure The platform is mostly defined in scope—your job is to execute it brilliantly, optimize conversion relentlessly, and ensure flawless reliability Your success is measured by conversion rate (target: 25%+), platform uptime (zero critical outages Jan-Apr 2027), and donor trust You'll partner with a web development agency for technical execution, but you own the vision, requirements, and outcomes Core Responsibilities Conversion Strategy & Optimization Own end-to-end conversion optimization from first visit → completed donation Design and refine every step of the donor journey to reduce friction, build trust, and drive action Conduct continuous A/B testing on messaging, layout, trust signals, donation flows, and CTAs Analyze behavioral data (scroll depth, drop-off points, time-on-page) to identify and eliminate conversion barriers Partner closely with Senior Director, Content to ensure editorial assets (explainers, FAQs, trust signals) are embedded at critical moments in the donor journey Ensure the platform works intuitively for diverse audiences: tax-savvy professionals, faith donors, school choice advocates, HNW philanthropists User Experience & Trust Architecture Own information architecture, content hierarchy, and user flow design across the entire platform Design for cognitive load reduction—make a complex tax credit feel simple and accessible Embed trust signals throughout the experience: transparency commitments, partner credibility, compliance messaging, fraud prevention Lead user research and usability testing to validate design decisions and surface friction points Ensure accessibility, mobile optimization, and intuitive navigation for users with varying levels of digital literacy Work with Legal/Compliance to translate regulatory requirements into clear, user-friendly language and donor-facing systems Web Platform Management & Technical Execution Manage the WordPress-based platform build (or alternative CMS if evaluation determines a better fit) in partnership with web development agency Make informed technical decisions about platform architecture, plugin strategy, performance optimization, and when to extend core functionality vs. build custom solutions Ensure platform performance meets critical thresholds: <2 second page load, zero critical outages during peak (Jan-Apr 2027), instant receipt generation Own donation flow integration with Zeffy, CRM systems (tagging, segmentation, automation), email/SMS platforms, and compliance/reporting infrastructure Build for scale: platform must support 1M+ donors, peak traffic spikes, and state-specific fund selection without breaking Establish monitoring, alerting, and incident response protocols to ensure operational excellence Agency & Vendor Management Manage relationships with web development agency, CMS/hosting providers, payment processors, and analytics platforms Translate business requirements into clear technical specifications and acceptance criteria Ensure agency partners deliver on time, on budget, and aligned with AFC's quality standards Own vendor performance reviews, escalation processes, and course correction when needed You're the accountable owner, not a project manager—the buck stops with you Analytics & Measurement Define and instrument key conversion metrics: page load time, bounce rate, funnel drop-off, donation completion rate, error rates, user flow analytics Build real-time dashboards for performance monitoring and decision-making Conduct systematic A/B testing and multivariate experiments to optimize conversion Use data to inform prioritization, identify friction points, and drive continuous improvement Report on platform performance, conversion trends, and optimization impact to Head of Growth and leadership Compliance Ensure compliance with federal and state SGO requirements, IRS guidance, and donation receipt standards Design and implement CPA-shareable materials, donor tax documentation, and audit trails Partner with Legal/Compliance to build systems that are transparent, defensible, and regulatory-compliant Own fraud prevention, data security, and privacy protections for donor information Who You Are Conversion-Focused Web Platform Leadership 8-10+ years building and optimizing high-converting web platforms for e-commerce, donations, fundraising, fintech, or other high-stakes transaction environments Proven track record of improving conversion rates through data-driven design, A/B testing, and user research (you should be able to cite specific examples and metrics) Experience managing web platforms that serve 100K+ users or process significant transaction volume This is not a traditional "Product Manager" role—you need to be a conversion optimizer who knows how to build trust and reduce friction at scale