Web Marketing Manager

Accountabilities:: Web Project Execution and IT Coordination Lead website projects from initial requirements and technical specifications through IT and developer coordination, user acceptance testing (UAT), and implementation across more than 200 websites. Act as the primary liaison between the Marketing team and IT or engineering resources, translating business needs into actionable technical requirements. Maintain technical SEO health across the website portfolio through audits, sitemap management, site structure improvements, and oversight of page changes that could affect search performance. Collaborate with the Director, Content team, and external SEO consultants to establish SEO and AI search priorities and implement recommendations across multiple brands. Work with Content and Marketing partners to communicate keyword, topic, and page-level optimization priorities. Experimentation and Conversion Optimization Own the end-to-end conversion rate optimization (CRO) and experimentation roadmap, including testing strategy, prioritization, design, development, analysis, and implementation of successful variations. Direct the execution of A/B tests using Optimizely, ensuring experiments are structured to generate actionable insights. Partner with Paid Media and Content teams to align user journeys, calls to action (CTAs), and website experiences with conversion objectives. Identify high-impact funnel opportunities and behavioral insights, prioritizing tests and directing analyst resources accordingly. Use GA4, heatmaps, and session recordings to understand visitor behavior and identify points where prospective families abandon the website journey. Present test findings and analytics insights as clear recommendations for stakeholders and leadership. Data and Analytics Extract and analyze website performance data from Google Analytics 4 (GA4), Google Search Console, Domo, and Google Business Profile. Use data to inform SEO, content optimization, and conversion improvement decisions. Translate performance trends into practical recommendations that support digital marketing objectives. Team Leadership Manage, coach, and mentor a team of Analysts responsible for website governance, SEO execution, A/B testing, directory management, and ongoing digital marketing operations. Set priorities, guide daily execution, and support the team's professional development and delivery standards. Requirements: Bachelor's degree in Business, Marketing, Analytics, or a related discipline, or equivalent professional experience. At least 5 years of experience in web management, conversion rate optimization, experimentation, and web analytics. Demonstrated experience managing A/B tests from hypothesis development through final analysis and reporting. Working knowledge of sample size, test duration, and statistical significance, with the ability to guide and teach others on effective experiment design. Required experience running experiments on websites with relatively low traffic volumes. Strong hands-on expertise with Google Analytics 4 (GA4) and experience using a business intelligence platform such as Domo or an equivalent tool. Experience collaborating with IT teams or developers on technical specifications, project prioritization, and user acceptance testing. Practical SEO knowledge, including experience conducting SEO audits, collaborating with SEO specialists, or resolving technical SEO issues. Strong organizational and project management skills, with the ability to coordinate multiple initiatives and competing priorities. Excellent cross-functional communication and collaboration skills, including the ability to explain technical and analytical findings to non-technical stakeholders. Preferred qualifications: Experience with Answer Engine Optimization (AEO) or AI-powered search. Background working in a multi-brand or multi-location marketing environment. Basic user experience and user interface (UX/UI) knowledge, with the ability to brief and evaluate external design partners. Additional experience designing and evaluating experiments for lower-traffic websites. Benefits: Annual salary range of $90,000–$105,000 USD. Full-time employment. Home-office-based position. The role offers opportunities to lead a broad digital portfolio, develop team capabilities, and influence website performance and marketing strategy across multiple brands.