Senior Website Marketing Manager

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.

• 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 experience with SEO, Content Management Systems (CMS — Liferay, WordPress) and e-commerce platforms.
• Strong understanding of website user experience (UX) and conversion rate optimization (CRO).
• Proven ability to manage and execute digital marketing campaigns (PPC, email marketing, social media).
• Excellent communication and project management skills.
• Working proficiency in Project Management tools (Jira)
• Strong attention to detail, with a focus on continuous improvement and data-driven decision-making.
• Ability to collaborate across teams and manage multiple priorities in a fast-paced environment.

Preferred Qualifications

• Experience with website optimization tools (Optimizely, VWO).
• Knowledge of paid media strategies, including paid search (Google Ads), display ads, and social media advertising.
• HTML/CSS proficiency is a plus, but not required
• Familiarity with marketing automation and CRM platforms (Marketo, Salesforce) is a plus, but not required
• Certification in GA4, CRO, SEO, or Project Management

• 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.