Web Marketing Manager

Responsibilities

• Web Project Execution and IT Coordination (about 50%)
• - Lead web projects from specifications through IT and developer coordination, user acceptance testing (UAT), and implementation across 200+ sites.
• - Own technical SEO health across our sites: audits, sitemaps, site structure and making sure page changes don't hurt search performance.
• - Serve as the team’s primary interface with IT and engineering resources.
• - Partner with the Director, our content lead and an outside SEO consultant on SEO and AI search priorities, and help roll out their recommendations across our brands.
• - Partner with the Content team to brief Marketing partners on keyword, topic, and page-level optimization priorities.
• Experimentation and Conversion (about 30%)
• - Own the CRO and experimentation roadmap from end to end: establish testing priorities and strategy, then direct team execution from test design and development in Optimizely through analysis and rollout of winning variants.
• - Partner with Paid Media and Content teams to align user journeys, calls to action (CTAs), and page experiences with conversion goals.
• - Identify and prioritize the highest-impact funnel and behavioral insights to test, and direct Analyst efforts accordingly.

Requirements

• Bachelor’s degree in Business, Marketing, Analytics, or a related field, or equivalent experience.
• 5+ years of experience in web management, conversion optimization, experimentation, web analytics.
• Experience running A/B tests from hypothesis through readout, with a working grasp of sample size, test duration and statistical significance. You should be able to teach test design to someone newer to it.
• Experience running experiments on websites with low traffic volumes is required.
• Hands-on analytics skills in GA4 and a business intelligence (BI) tool, such as Domo or a comparable platform.
• Experience working with IT or developers through specs, prioritization and UAT.
• Working knowledge of SEO: you’ve done an SEO audit, worked with an SEO team or fixed technical SEO issues.
• Strong organizational, project management, cross-functional communication, and collaboration skills.
• Strong GA4 skills.

Preferred

• Experience with answer engine optimization (AEO) or AI search.
• Experience in a multi-brand or multi-location marketing environment.
• Basic user experience and user interface (UX/UI) literacy sufficient to brief and evaluate external design partners.
• Testing on lower-traffic sites.