Director - Marketing (Digital and Web Strategy)

The Director of Digital and Web Strategy owns website, content, and search strategy for the company’s brand, marketing, and commercial digital experience, and sets the technology strategy for the marketing technology stack that Digital and Content Marketing owns. This leader defines how our tools, web properties, content, data flows, and AI capabilities fit together, and is accountable for making that ecosystem scalable, governed, and measurably faster for the teams that depend on it.

This role is also Marketing’s primary liaison to the Digital Commerce organization, which owns platforms we depend on but do not control, including Adobe Experience Manager and Magento. As the primary stakeholder of those systems, the Director is accountable for making them work for Marketing, representing our requirements in their planning and release cycles, and translating marketing priorities into work that gets built.

Responsibilities:

• Owns marketing strategy and execution for assigned portfolios, segments, or functional areas 
• Converts business objectives into integrated marketing plans with clear KPIs, budgets, and delivery timelines 
• Leads cross functional collaboration with Sales, Product, and other stakeholders to ensure alignment and orchestration 
• Manages budgets, vendors, agencies, and external partners to maximize impact and efficiency 
• Governs program performance through dashboards, reporting, and optimization against growth and profitability goals 
• Ensures brand consistency, quality, and effectiveness across internal and external communications 
• Develops managers and teams; drives functional excellence, operational rigor, and continuous improvement

Website Strategy

• Own the strategy, roadmap, and performance of the company’s brand, marketing, and commercial content web experience — including the corporate site, campaign and solution destinations, resource and content hubs, and the journeys that carry customers into the commerce experience.
• Define information architecture, navigation, templating and component standards, and page performance requirements for marketing-owned pages.
• Own the technical foundations that discoverability depends on: site architecture, crawlability, page performance, canonical rules, and metadata standards.

Search and Discoverability Strategy

• Own enterprise search strategy end to end - organic search (SEO), paid search (SEM), answer engine optimization (AEO), and generative engine optimization (GEO) - including standards, targets, roadmap, and investment recommendations.
• Define how the company’s content is structured, marked up, and syndicated so that it is discoverable, citable, and surfaced by AI assistants, answer engines, and generative search, including structured data, entity modeling, and authoritative source management.
• Establish measurement for search visibility across traditional rankings and emerging AI surfaces, including share of visibility against key competitors.
• Own paid search strategy and budget alongside organic so that keyword coverage, spend, and landing experience are managed as one system rather than separate programs; partner with campaign management on execution and calendar alignment.
• Keep the organization ahead of a fast-moving discovery landscape, translating changes in search and AI behavior into concrete changes in how we build and structure content.

Content Strategy

• Define the content strategy and operating model for marketing-owned digital properties: content types, taxonomy and metadata standards, modular and structured content models, and reuse across channels.
• Own content governance - lifecycle, ownership, review cadence, and archiving - so content stays accurate, findable, and compliant at scale.
• Ensure content is structured as reusable data rather than standalone pages, so it can support search, personalization, syndication, and AI-driven discovery.
• Partner with campaign management, brand, product marketing, and business unit teams so that editorial planning and content production are built on the content models, taxonomy, and search priorities defined here.
• Establish measurement for content performance and coverage, and identify gaps against customer needs and buying-stage requirements.

Marketing Technology Strategy and Stack Ownership

• Own the marketing technology stack end to end - including Marketo, Hootsuite, Canva, and adjacent platforms - covering architecture, administration standards, licensing, vendor management, and renewal strategy.
• Rationalize the stack on an ongoing basis, eliminating redundant tools and consolidating spend while closing capability gaps.
• Evaluate emerging platforms and capabilities, and make clear build, buy, or defer recommendations grounded in cost, risk, and time to value.

Digital Commerce and IT Partnership

• Serve as Marketing’s primary liaison to the Digital Commerce team for the platforms and experiences they own, including Adobe Experience Manager, Magento, and the commerce journey from on-site search through checkout and account management.
• Represent marketing requirements in Digital Commerce planning, release cycles, and roadmap prioritization, and bring commitments and constraints back to Marketing leadership clearly and early.
• Partner on the seams between the two organizations, including search and navigation, personalization, and the transition from marketing content into the transactional. Coordinate marketing readiness, testing, and change communication for platform releases, migrations, and major upgrades.

Leadership and Collaboration

• Lead, mentor, and develop a team of technical marketing professionals - platform owners, marketing operations, and web specialists - including managers and senior individual contributors.
• Build the technical capability of the broader marketing organization through enablement, documentation, and training.
• Partner across strategic marketing, commercial excellence, sales, product management, IT, and business unit marketing teams to align digital capability with commercial priorities.
• Manage the marketing technology budget, forecast future needs, and defend investment decisions with clear return on investment.
• Advise the Vice President and senior leadership on digital capability, risk, and where the organization is over- or under-invested.

Qualifications:

• Bachelor’s degree in Marketing, Business, Information Systems, Computer Science, or a related field (Master’s degree preferred).
• 10 years of progressive marketing experience across strategy, execution, and performance management, preferably in digital marketing, marketing technology, or marketing operations.
• 3–5 years leading and developing high performing marketing teams in a B2B environment.
• Demonstrated ownership of programs, budgets, and measurable business outcomes.
• Strong strategic planning, project management, and cross functional leadership capabilities.
• High digital and data fluency, including experience with enterprise marketing platforms.
• Proven ability to operate effectively in complex, matrixed organizations.
• Industry experience in technology, product manufacturing, or supply chain preferred.
• Deep hands-on expertise with marketing automation platforms, with Marketo strongly preferred, including instance architecture and CRM integration preferred.
• Demonstrated ownership of a marketing technology stack: selection, integration, administration, governance, and vendor management preferred.
• Working knowledge of enterprise CMS and commerce platforms, with Adobe Experience Manager and Magento preferred, sufficient to engage credibly with IT on architecture and roadmap decisions preferred.
• Demonstrated ownership of enterprise search strategy across organic and paid, and a working command of how answer engines and generative search are changing discoverability preferred.
• Experience defining content strategy and governance at scale, including taxonomy, metadata, and structured or modular content models preferred.
• Strong technical fluency in web fundamentals: site architecture, performance, technical SEO, APIs and integrations, tag management, and analytics implementation preferred.
• Excellent leadership, communication, and analytical skills, with the ability to translate technical detail for commercial audiences and commercial priorities for technical ones preferred.
• B2B marketing experience in a diverse distribution, industrial, or manufacturing setting, ideally at enterprise scale preferred.
• Practical experience deploying AI tools in a marketing organization, including governance and adoption, not only experimentation preferred.
• Background operating in a matrixed organization where core platforms are owned outside of Marketing preferred.
• Ability to travel 0% - 25%.

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