Web Marketing Manager

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.