The Knot Worldwide is seeking a talented Sr. Web Optimization Manager to join the B2B Marketing team and accelerate our growth for WeddingPro. In this role, you will focus on conversion rate optimization, A/B testing, personalization/customization, and have experience in digital marketing focused on web channels. You will partner with a team of talented B2B marketers, marketing operations, creative, and external agencies to deliver a high growth testing roadmap. You will identify areas of opportunity based on data, insights and industry best practices, and develop test plans to optimize the web experience for our prospects, and drive conversion rate improvements for the WeddingPro website/brand.

You will focus on A/B testing landing pages, targeting criteria & content placement, optimizing lead generation forms, and you'll be the expert on audience conversion strategy and objectives. You'll partner with marketers to understand the strategy and business needs and with design, data engineering, and marketing operations teams on UX enhancements.

This role will drive large parts of our website initiatives, providing optimal user experiences aligned with our marketing strategies and goals.

Responsibilities:

• Partner with marketing operations, creative, product, performance, and external agencies to develop a test roadmap for the site that works to achieve incremental growth for the business via testing and personalization initiatives.
• Develop and refine test strategy, A/B Tests, personalization and user flow experiences to drive growth including creating and executing test plans for a/b testing and personalization, and monitoring and reporting on results
• Execute tactical initiatives based on analysis of performance, marketing technology, market opportunities, and best-practices/industry developments
• Optimize the WeddingPro experience (traffic, conversion, revenue, visitor engagement, time on site, and technical site performance)
• Identify high-growth and high-revenue opportunities, take the lead on executing them, measuring them, and optimizing their performance
• Brief and work with external agencies on design and implementation of projects
• Partner with analytics/operations teams to set and measure goals/KPIs to measure efficacy of programs and campaigns on the website.
• Provide visibility and socialize program performance with actionable insights to key stakeholders across the organization.

Qualifications

• BA/BS degree
• 10+ years of web optimization, marketing, and other relevant digital marketing experience
• 10+ years of experience building and optimizing web pages and their features collaboratively with acquisition/new business teams, operations, product management and design teams
• Experience with hypotheses-driven A/B testing, experiment design, and basic statistical analysis
• Demonstrated track record of building and optimizing web experiences to drive growth
• Excellent communication, project management, and interpersonal skills
• Ability to analyze data and translate web findings clearly for both technical and non-technical audiences
• Experience partnering with marketing stakeholders across demand generation, product, and revenue
• Understanding of customer journeys and how to optimize paths for user engagement and conversions
• Data-driven storyteller who can articulate key needs, rationale and findings to management/executives. Comfortable leading meetings, retros and business reviews.
• Ability to build a roadmap - in collaboration with key stakeholders while also managing hands-on day-to-day execution.
• Experience with, or proficient in: Google Analytics, Google Suite, Project Management tools (Asana), BI/reporting/visualization tools (Data studio, Looker), A/B testing tools, SEO/SEM tools & Marketo.