Director, Web & Conversion Optimization

Facet was founded in 2016 on the belief that objective, personalized financial advice is essential to living well. Our mission is to empower people to live more enriched lives by delivering a new standard of advice. By removing asset minimums, we provide holistic planning that goes far beyond investments to address every way money impacts life. Our team of CFP® professionals are at the core of our service and are empowered by our best-in-class support teams and proprietary technology platform. This model allows Facet to integrate advice into our members’ entire financial picture—all for an affordable, flat membership fee.

Our commitment to innovation and member success has earned national recognition, including being ranked the #1 Best Financial Advisory Firm 2025 by USA TODAY and named to Newsweek’s list of America’s Top Financial Advisory Firms 2025. With an A+ BBB Rating and a Trustpilot “Excellent” score (as of Sept. 16, 2025)*, we are proud to be redefining the industry for our members and our team alike.

The Role 

We’re hiring a Director of Web & Conversion Optimization to own the strategy, design, and performance of our website and landing pages. Sitting at the intersection of brand, product marketing, media, and web engineering, you’ll build a digital storefront that reflects our brand, delivers a best-in-class user experience, and drives a qualified, high-intent pipeline. You’ll lead a website transformation including an end-to-end redesign, ownership of the ongoing roadmap, and continual optimization for search and conversion.

• Strategic Website Leadership: Direct content strategy, oversee testing frameworks, and drive high-level strategic updates across our entire site. Lead the strategic rollout and launch of the remainder of our website before EOY, building upon our successful new homepage launch.
• Conversion & Performance: Drive CRO programs, continuous A/B testing, personalization, and web analytics to optimize funnel conversion and pipeline generation. Work closely with performance and organic marketing leads to design, tailor, and optimize landing page experiences from top-of-funnel (e.g., Instagram video, paid search,etc.) and nurture campaigns ensuring distinct best practices are applied to drive maximum revenue and conversion.
• Search Visibility (SEO/AEO/GEO): Own on-site search optimization across traditional and AI-driven search. Ensure the site’s structure, content architecture, and technical foundation are built so Facet ranks in search engines and is cited and surfaced by answer engines and generative AI platforms, partnering with the Content team on the editorial strategy that feeds it.
• E-commerce Strategy & Build: Define and lead Facet’s path to e-commerce, from strategy through execution. Design the transactional journeys, infrastructure, and optimization practices that let members discover, select, and purchase directly on-site, laying the foundation for a scalable, self-serve growth channel.
• Collaborative Partnership: Take a hands-on approach to leading cross-functional project squads and managing external agency partners, with the potential opportunity to build, mentor, and lead a high-performing digital team as we scale.
• AI & Personalization: Use AI and modern web practices to deliver personalized experiences across the site, tailoring content, journeys, and offers to each visitor’s intent, segment, and stage. Partner with the website engineering and product team to build the tooling, and experimentation infrastructure that makes personalization scalable rather than one-off.
• Platform, Performance & Accessibility: Partner with Engineering to set the direction for the website platform — CMS, tooling, and infrastructure — and own the standards the site must meet for speed, reliability, mobile performance, and accessibility (WCAG). Engineering builds; you define what good looks like, prioritize the roadmap, and hold the site to it.
• Measurement & Analytics: Define the measurement framework for the site — KPIs, funnel metrics, tagging and event protocols, and attribution logic — and own reporting on web performance and pipeline contribution to leadership. Partner with Data Science & Analytics, who build the tooling and dashboards, and Engineering, who implement tracking on-site, to ensure every page and journey is instrumented and measurable.
• Compliance & Privacy: Partner Compliance to ensure every web experience meets fiduciary and regulatory standards, including SEC Marketing Rule requirements for disclosures, testimonials, and performance claims, as well as consent management, cookie policy, and data privacy obligations. 

Requirements

• 10+ years of progressive experience in digital marketing, specifically focused on website strategy, CRO, or e-commerce leadership

• You are a CRO expert and know how to build and scale high-performing landing page programs that lead to optimal conversion rates across various traffic sources
• You possess a deep, strategic understanding of the evolving search landscape, with specific knowledge of AEO and GEO strategies
• You have a proven ability to lead complex web content projects, from overarching testing strategies to large-scale, enterprise-level site launches before strict deadlines
• You have proven experience hiring, developing, and leading high-performing teams
• You are a highly quantitative marketer - you excel at defining KPIs, measuring the effectiveness of web strategies, A/B tests, and funnel drop-offs, and translating data into executive-level insights
• You have an entrepreneurial mindset - you are a builder at heart and are excited by gray space and endless opportunity
• Deep knowledge of CMS platforms, web analytics, and enterprise optimization tools
• You have a strong desire to partner cross-functionally with Marketing, Design, and Product leadership - collaboration is part of your DNA

Preferred Qualifications:

• Previous e-commerce leadership experience is highly desired to help shape our future digital capabilities
• You are willing to fully adopt and champion the Facet brand internally and externally
• You have superb executive communication, organizational, and project management skills
• You understand the strategic value of building seamless digital experiences that foster long-term relationships
• You have excellent technical acumen along with the ability to master in-house software and testing tools
• You have the ability to provide and receive constructive feedback: we continue to enhance our platform and rely on our leaders' feedback for improvement
• You are able to operate independently while driving team alignment, balance multiple strategic priorities simultaneously, and demonstrate exceptional time and resource management
• You constantly push the upper bound and are innovative in how you think about solving complex business problems

Benefits

• $165,000 - $185,000 base salary + bonus
• Equity (ISOs): it is important to us that all employees are shareholders in our mission.
• Flexible PTO
• All the benefits: medical, dental, and vision insurance, 401(k) with employer match, short and long term disability coverage (paid by Facet), life insurance options, and paid parental leave.
• Certification reimbursement program.
• Work from anywhere in the US.