Director Web Strategy Performance

Remote work is not available in the following States: Alabama, Alaska, Arkansas, California, Connecticut, Delaware, Georgia, Hawaii, Idaho, Kansas, Maine, Michigan, Mississippi, Montana, New Hampshire, New Mexico, New York, North Dakota, Ohio, Oklahoma, Rhode Island, South Dakota, Utah, Vermont, Virginia, W Virginia, and Wyoming

Digital Platform Strategy

• Develop and execute digital strategies that result in meaningful customer acquisition growth from our digital platforms.
• Continually refine and optimize digital experiences to meet customers' evolving needs, leveraging virtual research tools, user testing, and focus groups as necessary.

• Drive customer and revenue growth in our digital purchase/e-commerce platforms.

• Collaborate with Website team members (UX, SEO managers), marketing analytics, internal and external technical teams, legal business partners, and leadership to articulate and drive overall website strategy and identify website and landing page opportunities to enhance our web presence and drive customer sales.
• Stay abreast of website best practices of both competitors and non-competitive in other industries to keep our sites at the forefront of performance and a frictionless experience.

Digital Platform Management and Development

• Oversee the development and maintenance of digital platforms, including websites, landing pages, e-commerce experiences, and API-driven integrations, ensuring they align with industry best practices and compliance requirements.
• Develop and maintain detailed plans to articulate our brand’s website development roadmaps; including timelines, milestones, key features, and dependencies. Ensure the roadmap aligns with the website strategy and communicate the website's direction to stakeholders.

• Collaborate with cross-functional teams to identify, prioritize, and implement improvements to the user interface, experience, and lead generation/purchase effectiveness on digital platforms.
• Work closely with IT teams and vendor partners to implement and integrate new digital tools and solutions.

• Ensure the efficient day-to-day operations and uptime reliability of digital properties.
• Develop processes to ensure the testing and communications of ongoing deployments.
• Recommend and deploy tools and functionality (calculators, chat, etc.) for use on proprietary sites or embedded on partner websites to add value to users.

Digital Platform Performance

• Own the website ecosystem to drive organic lead acquisition and optimize the lead capture rate across channels with an intuitive and frictionless customer experience
• Apply SEO techniques to drive growth in organic customer acquisition.
• Develop strategies to manage and improve technical performance, website stability, and uptime.

• Use data and other insights to develop the web page optimization roadmap, execute on this roadmap, and track the performance of digital initiatives.
• Develop best practices and guidance for building and optimizing websites and landing pages using a mobile-first approach.
• Partner with marketing insights, analytics, and UX to build a deeper understanding of visitor behavior on our websites, utilize data analytics, key performance indicators, and user testing to measure the effectiveness of digital initiatives.
• Drive the digital experimentation agenda, identify areas for improvement, and make data-driven decisions to enhance the overall digital experience to drive an increase in profitable policies.
• Address inconsistencies in data collection, experience, and other marketing practices across various direct-to-consumer websites and landing pages.

Compliance and Security:

• Ensure digital initiatives comply with relevant industry regulations and cybersecurity standards, working closely with compliance and security teams to mitigate risks.

Qualifications:

• Bachelor's Degree in a Business, Information Technology, or related field required; MBA a plus
• 10 years of hands-on experience managing and optimizing B2C websites and delivering a measurable impact on business results; direct-to-consumer life insurance distribution experience a plus
• Experience managing a headless CMS and integrating user experience considerations into a website strategy
• In-depth knowledge of digital trends, technologies, regulations, and best practices
• Excellent project and time management skills, with the ability to distill many opportunities into the highest impact priorities
• Ability to work hands-on and in collaboration with cross-functional teams and leadership
• Experience with tools including Cloudflare, Spyfu, and project management tools, including Asana and Jira

Essential Functions: This section is to outline the physical expectations of a job to ensure clear and fair hiring practices as well as to accommodate candidates with potential disabilities.

Skills:

• In-depth knowledge of eCommerce platforms, technologies, direct response lead generation best practices, and SEO
• Basic knowledge of web applications and web services, such as APIs, cross-browser compatibility, HTML, HTML5, JavaScript, and security principles
• Familiarity with GA4 and Google Tag Manager
• Business and P&L orientation to invest enterprise resources for the highest return

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