Web Manager

Role Overview

The Web Manager is responsible for the performance, usability, and optimization of all websites and campaign landing pages across our portfolio of brands. With more than 30 brand websites and numerous campaign-specific pages in play, this role is essential to ensuring that web experiences are fast, conversion-optimized, and aligned with marketing and sales objectives.

This is a hands-on executional role that requires strong collaboration across the digital, creative, SEO, and CRM teams, as well as external vendors. The Web Manager will serve as the internal lead for web infrastructure, content updates, technical SEO, and—most critically—conversion rate optimization (CRO).

Key Responsibilities

Conversion Rate Optimization (CRO)

• Develop and manage a structured CRO testing roadmap across key service lines and campaign types.
• Plan, implement, and analyze A/B and multivariate tests on page layout, forms, CTAs, copy, and creative elements.
• Utilize/leverage behavioral analytics tools (e.g., Hotjar, Google Optimize, VWO) to identify friction points and areas for improvement.
• Partner with the across the marketing team to align CRO efforts with paid media strategy and lead quality goals.

Web & Landing Page Management

• Own day-to-day operations and maintenance of all brand and campaign websites.
• Lead the development and optimization of landing pages to support paid media and SEO efforts.
• Build and maintain local service pages as directed by SEO strategy, ensuring consistency, technical soundness, and alignment with CRO best practices.
• Ensure all web assets are mobile-responsive, fast-loading, and technically sound.
• Maintain CMS environments (e.g., WordPress or HubSpot CMS), including updates, page builds, and template governance.
• Partner with the SEO Manager to implement structured data, metadata, and other technical SEO elements.

Cross Functional Support

• Support campaign planning by building and updating landing pages tied to seasonal, regional, or brand-level initiatives.
• Collaborate with the creative QA and deploy digital assets (e.g., banners, images, copy blocks).
• Work with the HubSpot team to ensure proper form setup, lead routing, tagging, and integration.
• Coordinate with external developers or vendors as needed to scale web projects or troubleshoot technical issues.

Governance & Reporting

• Maintain a consistent UX/UI framework across all websites.
• Establish and enforce QA protocols for content accuracy, link tracking, and performance compliance.
• Provide regular performance reporting on key metrics such as bounce rate, form completion rate, conversion rate, and site speed.
• Support campaign-level performance reviews by delivering page-specific insights and CRO findings.

Success Measures

• Measurable improvement in conversion rates on key landing pages and paid media paths.
• Reduction in page errors, performance issues, or CRM lead capture problems.
• Increased efficiency in web execution timelines (brief to launch).
• Strong collaboration and alignment across paid, CRM, creative, and analytics teams.

Qualifications

• Minimum 5 years of experience in web management, digital marketing, or CRO roles.
• Strong working knowledge of CMS platforms (e.g., WordPress, HubSpot CMS).
• Demonstrated experience with A/B testing tools and web analytics platforms.
• Working understanding of HTML/CSS (enough to troubleshoot or QA).
• Experience managing or coordinating with external development resources.
• Ability to balance short-term execution with long-term infrastructure improvements.

Key Attributes

• Performance-Driven – Focused on delivering measurable conversion improvements.
• Detail-Oriented – Ensures web assets are accurate, functional, and optimized.
• Collaborative – Partners with creative, paid, CRM, and analytics.
• Execution-Focused – Delivers on-time launches with strong QA.
• Technically Capable – Adept with CMS, testing tools, and troubleshooting.