Sr. Manager, Web Strategy & Experience

At Colgate-Palmolive, Digital Transformation is at the heart of how we connect with consumers. We are seeking a high-energy, strategic leader to serve as Sr. Manager, Web Strategy & Experience, driving the evolution, integration, and operational growth of our North American web ecosystem.

Overseeing a network of 20+ websites and DTC businesses, including flagship properties like Colgate.com, Tomsofmaine.com, and hello-products.com, this role follows a tiered prioritization framework to drive a cohesive web strategy while unlocking portfolio synergies across content, technology platforms, consumer data, DTC capabilities, and AI search readiness.

You will direct a team of digital support resources and collaborate closely with North America Marketing, Global IT, Scientific Affairs, Knowledge Management, and external agencies to advocate for divisional strategic needs, shape global platform capabilities, and maximize brand visibility across modern AI LLMs.

Key Responsibilities

Generative Engine Optimization (GEO) & Search Strategy

• Partner with the North America GEO lead to establish a strategic roadmap across site technology and content architectures to maximize brand visibility within AI models, LLMs, and search engines.

• Define and oversee the execution of SEO/GEO frameworks across other web platforms and external discovery channels (e.g., Reddit, Wikipedia) to feed generative search sources.

• Partner with GDIO, Scientific Affairs, Knowledge Management and Legal teams to ensure the publication of high-quality, scientifically sound, and compliant brand content.

• Partner closely with PR, IBE, EOC, and other cross-functional stakeholders to align web initiatives with broader business priorities.

• Direct a team of digital support resources (including business partners and possible direct reports) and manage external agency performance to oversee end-to-end workflows, maintain site governance, and drive search optimization efforts.

Platform Integration & Roadmap

• Own the unified North America website strategy and roadmap aligning DTC and brand platforms with broader business objectives and digital marketing initiatives.

• Partner cross-functionally with GIT to leverage efficiencies across a shared technology stack, streamline tools, and scale capabilities enterprise-wide.

• Drive 1st-party and user data capture across all web properties to feed the broader audience data strategy and expand our consumer intelligence assets.

Operations, Demand Planning & Merchandising

• Maintain operational discipline and P&L oversight across DTC and brand web channels.

• Drive demand planning, site merchandising, and digital commerce operations to preserve margin and maintain operational stability.

• Uncover and bridge user journey gaps across touchpoints to deliver friction-free digital brand experiences.

• Manage budget, resource allocation, and oversight for extended agency and freelancer networks.

Incubation & Innovation Testbed

• Develop a pipeline of incubation concepts through collaboration with Global and North America innovation teams for a learning framework.

• Scale A/B testing and personalization capabilities across digital touchpoints to capture authentic consumer behavior and share learnings as we scale new product concepts.

• Track real-world behavioral insights from pilots and package key learnings to scale across the global organization.

Required Qualifications

• Education: Bachelor’s degree in Marketing, Digital Marketing, Business, or a related field.

• Experience: 10+ years of experience in digital marketing, DTC operations, and website ecosystem management.

Preferred Qualifications

• Leadership: Demonstrated ability to lead cross-functional matrix teams, agency partners, and dedicated digital support resources (with potential direct reports), effectively delegating execution to maintain a strategic focus.

• Search & AI Readiness: Deep knowledge of SEO, GEO/LLM search shifts, AEO, and technical search engine capabilities.

• Technical & Platform acumen: Hands-on understanding of CMS platforms, shared tech stacks, information architecture, functional UX/UI, and web performance optimization in close partnership with IT departments.

• Commercial & Data Insight: Experience with digital commerce/DTC operations, P&L management, demand planning, 1st-party audience data collection, and analytics.