Director, Digital Product (Website & Conversion)
Our client, a global leader in luxury travel is looking for a Director, Digital Product (Website & Conversion) to develop, implement, track and optimize the website and digital marketing campaigns across all digital acquisition and conversion channels. Our clients prides themselves on being travel experts and leading the way when it comes to providing outstanding travel experiences.
Location: Toronto, Ontario, Canada
The Opportunity
We are looking to hire a Director, Digital Product (Website & Conversion) to join our client’s team! You will be responsible for the commercial performance and customer experience of the company website, setting the strategy and prioritizing the plans to improve sessions to high quality lead conversion. This role sits at the intersection of business, technology, and user experience, and is a critical position shaping the direction of direct-to-consumer digital product for the company.
Reporting to the VP Marketing, you lead a two team members within the client’s Marketing team, in order to own and execute on a strategic conversion rate optimization testing roadmap and own day-to-day web updates. You will also partner with a Product Owner (within their Tech team) who will lead a team of developers and designers to oversee and deliver on the digital product roadmap, build product requirements, manage the delivery process, and optimize the website experience. You will be involved in the daily stand ups where required, to provide business direction into the team and/or for key prioritization decisions.
What You Will Be Doing
Website Analytics: Using the tools available (including Google Analytics, Glassbox, usertesting.com and other reporting tools), you will monitor and analyze website performance, including tracking and analyzing user behavior in detail to make informed decisions and find opportunities to improve customer experience and conversion, including building hypotheses for A/B testing by the CRO manager. This will advise the priorities for the Digital Product Owner and development squad for improvements in session to lead conversion rates. KPI
Ownership & Measurement: You will translate data into meaningful insights to inform stakeholders and leadership of the website’s contribution to business results. You will own conversion as a core KPI, deeply understand its impact on the bottom line, clearly communicate reasons behind performance, and create plans for continuous improvement.
Website/Digital Product Development: Create and manage the website product backlog through partnership with business stakeholders, including BAU maintenance and content updates, a CRO testing roadmap, and a main roadmap of tech projects and initiatives to prioritize with the DX team. From data and insights, you will lead on all business (sales, marketing, ops, other) requirements for any web product development - both transformation and optimization, website, and apps - with a mobile first perspective. You will own web roadmap and its vision for development of new features and capabilities, to deliver a best-in-class user experience that converts into business results. BAU Content Management: Responsible for maintaining and updating website content, together with the BAU Manager. This includes overseeing the creation of engaging and informative text, images, videos, and other multimedia elements. Content management also involves ensuring that the website is optimized for search engines (SEO) to improve visibility and attract organic traffic as well as implementing our key promotional period pricing updates and launches.
End-to-End User Experience: Partner with the Director of Acquisition, Manager of CRM, and other members of the Marketing team to own the end-to-end user experience and landing page strategy, as well as monitor marketing attribution and conversion. This will include search (SEM), social media marketing, email campaigns, and other digital advertising designed to drive traffic and increase conversions.
Collaboration and Coordination: Collaborate with other teams across the company in marketing and will be a strong partner to the DX Product Manager who will work with the DX squad to deliver both transformation and optimization of the website or departments within the organization.
Staying Updated on Industry Trends: Stay informed about the latest trends and advancements in web design, development, and online marketing. This involves continuous learning and adapting strategies to keep the website driven and relevant.
What We Are Looking For
Bachelor’s Degree required in Marketing or related field.
Experience in digital product ownership/management, ecommerce management,
and/or conversion rate optimization.
Experience working with cross-functional business stakeholders and a variety of partners regarding content, analytics, design, testing, and development.
Experience owning and prioritizing a roadmap, and practical understanding of Agile
principles and practices.
High level of understanding of technical SEO, CRO, customer experience, and website design/development.
Strong ability to produce and analyze data to make sound product decisions.
Experience in optimizing landing pages and user funnels.
Understanding of digital marketing channels and campaigns
Experience with A/B and multivariate experiments.
Excellent knowledge of website analytics tools (e.g., Google Analytics).
A keen eye for excellent user experience design and a vision for best-in-class website experience.
Solid understanding of HTML, CSS, and JavaScript development and constraints.
Strong analytical skills and data-driven thinking.
