Website Strategy Director

We are seeking a Website Strategy Director to set and own the strategy, optimization, and performance of Direct Travel's public websites. This role sits at the intersection of digital marketing, SEO, user experience, analytics, and lead generation. The successful candidate will be responsible for developing a cohesive, conversion-focused website strategy that aligns with business needs. This position will work to continuously improve the website's ability to attract qualified visitors, convert them into marketing-qualified leads, and support overall business growth.

This is a highly collaborative role that partners closely with content, digital marketing, creative, SEO, analytics, and web development teams. The ideal candidate combines strategic thinking with a data-driven approach and is passionate about continuously improving digital experiences through testing and optimization. Modern web strategy roles increasingly combine content strategy, SEO, user journey optimization, experimentation, and performance measurement to improve business outcomes.

This position reports to the Head of Digital Marketing and works closely with the global marketing team.

Key Responsibilities

• Develop and own the overall website content and optimization strategy to increase lead generation, improve visitor engagement, and align to overall business goals.
• Analyze website performance, user behavior, and conversion funnels using analytics platforms to identify opportunities for improvement. Make data-driven adjustments to website strategy and tactics.
• Partner with SEO, Digital Marketing, Content, Creative, and Development teams to prioritize website enhancements that improve traffic, engagement, and conversions.
• Develop recommendations for new website content, landing pages, conversion paths, and calls-to-action based on business priorities and user behavior.
• Lead website conversion rate optimization (CRO) initiatives, including A/B testing, user journey analysis, and landing page optimization.
• Monitor website KPIs including traffic, engagement, bounce rate, form completion, conversion rates, and lead quality.
• Conduct regular website audits to identify content gaps, outdated information, UX issues, and technical improvements.
• Develop content briefs and website recommendations that support SEO, lead generation, and customer education initiatives.
• Collaborate with marketing automation and digital marketing teams to optimize landing pages and campaign experiences.
• Partner with the SEO/SEM Manager to ensure website content aligns with keyword strategy and search intent while supporting evolving AI-driven search experiences and site/page discovery.
• Maintain website governance standards, ensuring content remains accurate, consistent, and aligned with Direct Travel's brand standards.
• Present website performance metrics, insights, and optimization recommendations to marketing leadership.
• Manage migration activities between multiples sites and brands to align to one, unified presence.

Qualifications

• Bachelor's degree in Marketing, Digital Marketing, Communications, Business, or a related discipline.
• 7+ years of experience managing website strategy, digital marketing, web optimization, or content strategy.
• Experience improving website conversion rates and lead generation performance.
• Strong understanding of website analytics, user behavior analysis, and conversion optimization methodologies.
• Experience working with website content management systems, preferably WordPress.
• Experience partnering with design, development, SEO, and marketing teams to implement website improvements.
• Excellent project management and stakeholder management skills.
• Strong analytical mindset with the ability to translate data into actionable recommendations.
• Excellent written and verbal communication skills.

Preferred Qualifications

• Experience using Google Analytics 4, Google Search Console, Microsoft Clarity, SEMrush, or similar analytics and SEO platforms.
• Experience leading A/B testing and conversion rate optimization initiatives.
• Knowledge of UX/UI best practices and customer journey mapping.
• Experience developing SEO-driven content strategies and information architecture.
• Experience working with marketing automation platforms such as Marketo.
• Familiarity with Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) best practices.
• Experience in B2B marketing, SaaS, technology, or business travel industries.
• Experience managing large-scale web migrations.