Description
About the Role:
We are seeking a Senior Manager, Website Strategy to transform our website into a high-performance, revenue-generating engine built for modern B2B buying in the AdTech space.
This is not a maintenance role. You will own the full website lifecycle across strategy, experimentation, personalization, and measurement, with direct accountability to pipeline outcomes. Success in this role requires a modern command of AI-era search optimization (AEO/GEO), intent-based personalization, and signal-driven conversion suited to the complexity of programmatic advertising buyers.
What You'll Do:
Website Strategy & Revenue Accountability
- Own the website as a primary growth channel with accountability for pipeline sourced, conversion rates, and revenue influence
- Define and maintain a rolling 180-day website roadmap tied to GTM priorities across new business, expansion, and partner acquisition
- Translate sales intelligence and buyer research into web experiences that accelerate sales cycles
- Partner with Product Marketing and Sales to ensure the website supports every stage of the revenue motion
Conversion Rate Optimization (CRO) & Experimentation
- Own end-to-end funnel optimization across the full visitor → MQL → SQL → Opportunity journey
- Build and execute a structured A/B and multivariate testing roadmap as a systematic program
- Optimize high-intent conversion surfaces including landing pages, CTAs, form strategy, progressive profiling, and demo/trial flows
- Implement behavioral triggers and exit-intent personalization to capture demand that would otherwise leave the site
- Apply CRO discipline to ABM landing experiences tailored by account, vertical, or buying stage
AI-Era Search: AEO, GEO & Technical SEO
- Lead Answer Engine Optimization (AEO) by structuring site content to appear as authoritative responses in AI-generated answers
- Execute Generative Engine Optimization (GEO) to ensure brand visibility within LLM-generated results
- Optimize structured data, schema markup, and entity relationships to improve LLM citation and surface ranking
- Maintain technical SEO fundamentals including crawl health, core web vitals, site architecture, canonical structure, and on-page optimization
- Partner with Content and Product Marketing to identify and close high-intent content gaps across buyer-facing topics
Analytics, Attribution & Revenue Measurement
- Own website performance reporting across traffic quality, engagement depth, conversion rates, and pipeline contribution
- Build and maintain executive-ready dashboards focused on revenue impact, not just traffic volume
- Leverage GA4, Salesforce, Pardot/Account Engagement to generate actionable insights
- Manage Google Tag Manager for consistent, accurate tracking across all site properties
- Partner with Operations to ensure clean data flow between web, CRM, and MAP, and close gaps
Personalization & ABM Web Experiences
- Develop dynamic personalization strategies segmented by account tier, vertical, buyer stage, and intent signal
- Build ABM web experiences that reflect account-specific messaging for key targets
- Develop personalized nurture paths that bridge marketing automation and on-site behavior
Martech Stack & Data Integration
- Manage the website-adjacent martech ecosystem spanning analytics, personalization, chat/conversational tools, and automation integrations
- Ensure clean, reliable data flow across the website stack through Salesforce and Pardot
- Evaluate and recommend emerging tools, whether AI-native or otherwise, that improve conversion intelligence or operational efficiency
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