Senior Website Marketing Manager

Position Overview:

BARBRI is seeking a dynamic and results-driven Senior Website Marketing Manager to oversee the development, optimization, and performance of our websites. This individual will be responsible for driving web traffic, improving user engagement, and supporting e-commerce growth through effective marketing strategies and website management. The ideal candidate will have a strong understanding of digital marketing, e-commerce, conversion strategy, user experience (UX) principles, and website analytics.

This role directly reports to our VP of Creative Brand Strategy and will be part of a dynamic and supportive team that includes expert branding and marketing designers, copywriters, video editors, product strategists and organic social media specialists. Key 

Key Responsibilities

Website Strategy and Planning:

• Develop and implement a comprehensive digital marketing strategy to drive website traffic, improve conversion rates, and enhance user experience.
• Collaborate with product, design, sales, and development teams to ensure the website meets B2C and B2B business objectives and aligns with branding standards and marketing goals.
• Analyze competitive landscape and market trends to inform website content and design decisions.
• Manage migration strategy of multiple websites to a unified barbri.com domain.
• Help oversee the creation and CRO of Paid Landing Pages in collaboration with Paid Media and product marketing leads.
• Gather requirements and write briefs/user stories (Jira tickets) for development teams.

Content and SEO Management:

• Oversee the creation and optimization of website content to ensure it aligns with SEO best practices and engages target audiences.
• Work with SEO specialists to identify opportunities for improving organic search rankings and visibility.
• Regularly update website content to reflect the latest products, services, and promotions.

Website Performance and Analytics:

• Monitor, analyze, and report on website performance metrics (traffic, engagement, conversion rates, etc.).
• Use tools like Google Analytics, Google Search Console, heat-maps, SEMRush, and A/B testing to gain insights and optimize the website for better performance.
• Identify opportunities to improve website functionality, loading speed, and user experience based on data-driven insights.

E-commerce Integration and Optimization:

• Manage the e-commerce component of the website, ensuring a seamless shopping experience for customers.
• Collaborate with the sales and product teams to ensure accurate product information, promotions, and pricing are reflected on the website.
• Implement strategies to drive conversions, such as up-selling, cross-selling, and personalized recommendations.

User Experience and Design:

• Ensure the website design is user-friendly, mobile-optimized, meets WCAG accessibility guidelines, and provides a seamless customer experience, collaborating with our UX team.
• Work closely with UX/UI designers to improve website navigation, layout, and usability.
• Unite UX mock-ups with on-page and SEO content and design inputs to build stories (ticketed briefs) that can be assigned to development teams for implementation.
• Help facilitate User Acceptance Testing (UAT) on Marketing Development projects.

Cross-functional Collaboration:

• Collaborate with internal teams (sales, content, customer service, IT) to ensure the website supports business goals and customer needs.
• Coordinate with external vendors, agencies, and third-party partners to implement website features, integrations, content and marketing initiatives.

Project Management:

• Manage multiple website-related projects, from ideation through execution, ensuring on-time delivery, branding adherence, and quality standards.
• Track project progress, manage resources, and communicate project updates to stakeholders.

Customer Insights and Feedback:

• Gather customer feedback and analyze website usage patterns to identify areas for improvement.
• Implement strategies to increase customer engagement, reduce bounce rates, and drive repeat visits.

Requirements

• Bachelor's degree in marketing, business, or related field.
• Minimum 3+ years of experience in website management, digital marketing, or e-commerce marketing.
• Strong knowledge of website analytics and testing tools (Google Analytics, SEMrush, etc.)
• Demonstrated exp