Web Marketing Manager

Responsibilities

• Own and optimize the end-to-end web experience for Payroll (Workforce Solutions) and Payments.
• Dig into website performance, customer behavior and conversion funnels to find ways to improve engagement and conversion.
• Use behavioral analytics tools such as FullStory to see how customers interact with web experiences.
• Track key metrics, including bounce rate, click-through rate, conversion rate, customer engagement and services attach rate.
• Find friction points in customer journeys and recommend improvements.
• Make sure paid marketing campaigns lead to relevant landing pages, including mobile pages built for specific campaigns and audiences.
• Build and manage a high-velocity web testing and optimization roadmap.
• Rank opportunities using quantitative and qualitative insights, and form data-driven hypotheses.
• Design, launch and evaluate A/B tests and web experiments, from hypothesis through performance readout.
• Lead CRO work to increase Payroll and Payments services attachment and sign-ups.

Requirements

• 5+ years of professional experience in web marketing or digital marketing, preferably in SaaS, financial services or B2B.
• Experience working in an outcome-oriented marketing organization.
• Proven ability to analyze website and conversion funnel performance, and to identify and prioritize ways to improve engagement and conversion.
• Strong understanding of conversion rate optimization (CRO).
• Hands-on experience with A/B testing, experimentation and personalization.
• Experience building and managing web experimentation roadmaps, taking tests from hypothesis through analysis and readout.
• Track record of measurable improvements in conversion rates or services attachment.
• Strong understanding of audience segmentation and customer journey optimization, including tailoring web messaging for specific audiences.
• Ability to work with Product Marketing teams to turn product positioning into effective web experiences.
• Experience collaborating with Integrated Marketing, Media, Analytics, Web Operations and Engineering.

Preferred

• Experience optimizing websites for SaaS or subscription-based products.
• Experience supporting Payroll, Payments or other financial services products.
• Familiarity with mobile-first website optimization.
• Experience matching paid media campaigns to targeted landing pages.
• Knowledge of SEO, GEO and AEO practices.
• Experience using behavioral analytics to find website friction and conversion opportunities.
• Experience building personalized customer journeys based on acquisition source and intent.