Director of Digital Growth & Web Conversion

Location: Denver, Colorado preferred, but open to candidates within the United States. 

 

Position Summary: 

 

The Director of Digital Growth & Web Conversion is responsible for optimizing the company’s digital storefront and lead generation engine. This role drives measurable growth across traffic, conversion rate, online store sales, and full-funnel performance optimization. 

 

This leader will bring deep expertise in eCommerce and lead generation, combining data-driven experimentation with strong cross-functional collaboration across Marketing, Sales, Product, IT, Analytics, and Creative. We are looking for someone who sees every metric as an opportunity for improvement is data-obsessed and customer-centric, comfortable with rapid iteration and blends strategy with hands on execution. 

 

Responsibilities: 

 

• Website Traffic & Acquisition Growth 

• • Develop and execute strategies to grow qualified traffic across paid, organic, direct, referral, and partner channels 

• • Partner with global campaigns, paid media, and content teams to increase high-intent visitor acquisition 

• • Improve traffic quality through audience segmentation, intent modeling, and channel performance optimization 

• • Monitor traffic KPIs and continuously optimize toward revenue and pipeline impact 

• Conversion Rate Optimization (CRO) 

• • Own and scale a structured experimentation program (A/B testing, multivariate testing, personalization) while establishing best practices & frameworks across the organization 

• • Optimize landing pages, product pages, checkout flows, forms, and CTAs and reduce friction in both eCommerce and lead generation journeys 

• • Utilize user behavior analysis tools (heatmaps, session recordings, funnel analysis) to identify drop-offs and opportunities 

• eCommerce Performance & Store Sales 

• • Drive measurable increases in website store revenue, average order value (AOV), and customer lifetime value (LTV) 

• • Optimize merchandising, pricing display, bundling, upsell/cross-sell tactics 

• • Improve cart completion rates and reduce abandonment 

• • Partner with Product and Sales on promotions, campaigns, and seasonal initiatives and on in-period digital revenue forecasting 

• • Business Lead to inform roadmap prioritization balancing revenue impact, technical feasibility, and customer experience 

• Lead Generation & Funnel Optimization 

• • Oversee optimization of page performance,  content engagement and nurture pathways in collaboration with Marketing Automation 

• • Improve MQL volume and quality through journey mapping and behavioral targeting 

• • Align with Sales to improve lead-to-opportunity conversion and revenue attribution 

• Full-Funnel Performance Ownership 

• • Create an end-to-end website performance dashboard connecting traffic → engagement → conversion → revenue 

• • Define and manage attribution frameworks 

• • Identify friction points across awareness, consideration, purchase, and retention 

• • Foster a culture of experimentation and data-driven decision making 

• • Align with Analytics and Ops teams to ensure accurate measurement and reporting. 

• This role requires communication with Managers, peers and other colleagues of the company in person, and/or by utilizing Microsoft Teams chat, calling and meeting functions.  

• Minimal travel required.

• Requires sitting or standing at will while performing work on a computer (or any other physical requirements). 

 

Qualifications: