Director, Website Strategy

The Role

We’re seeking a Director, Website Strategy to join our growing global marketing team! Reporting directly to the VP Acquisition, you’ll be responsible for contributing to the company's revenue growth through user experience, capturing demand through our non-paid channels, and maximizing the impact of our digital presence.

As the Director, Website Strategy you will be the owner of two websites that drive millions of new users each month, is a leader in its category, and work with a globally recognized brand.

The ideal candidate for this role will thrive in a high-growth culture, drive strategies that grow quality traffic to each of our main sites, and increase the efficiency of each site to grow our base of users.

You’ll be a good mix of confidence and humility to drive our business forward. You also have a knack for numbers and growth and are excited to dive in and be accountable for growing and reporting on our non-paid acquisition engine for two of the world's leading brands.

What You'll Do

• Strategic Planning : Develop and execute comprehensive website strategies across all sites that align with Bitly's overall business objectives.
• Develop, execute, and scale our website strategy across all Bitly brands; driving qualified traffic, performance growth, and overall acquisition for all non-paid efforts
• Oversee the strategy to scale international expansion into new markets, languages, and regions
• Partner with Product and Sales to support the growth of our Product Led and Sales Assisted signups of both our websites, driving qualified signups and leads and seeing them through to upgrade to paid plans
• Drive new feature / product launch initiatives that support our website strategy
• Partner closely with our brand creative and content marketing teams to develop an ongoing website that aligns with both our growth goals and brand vision
• User Experience Optimization : Lead initiatives to enhance the user experience on the Bitly websites, ensuring a seamless and engaging journey for visitors to the product.
• Building free tools that highlight the value of our products to new users
• Creating user journeys through the website for our best customers
• Traffic Generation : Implement strategies to drive organic traffic to the Bitly websites, maximizing visibility and reach.
• Partner and manage the relationship with our SEO agency while also scoping the organizational design needed to match our growth goals for non-paid acquisition
• Work with the Web Development team to ensure the websites are built with best in class performance and SEO best practices in place
• Drive and execute the creation of SEO content that will drive users based on their intent at the top, mid, and bottom of the funnel
• Research and identify opportunities to leverage AI in our overall SEO content strategy
• Scale our quality traffic and signups YoY through a robust SEO strategy, as created by you!
• Conversion Rate Optimization (CRO) : Collaborate with cross-functional teams to optimize website conversion rates, turning visitors into customers and advocates.
• Partner with our CRO agency to create a testing plan and align resources to execute CRO tests while also scoping the organizational design needed to match our growth goals for CRO long term
• Communicate the results of the test and next steps to a larger audience across Leadership, Product, and Marketing teammates
• Identify and build our website CRO roadmap in partnership with Product to enhance quality top of funnel signups through both our websites
• Data-Driven Insights : Leverage analytics tools to gather insights into website performance, user behavior, and trends.

Use data to inform decision-making and continuous improvement.

• Own and implement weekly, monthly, quarterly, and annual reporting that showcases channel performance for all non-paid growth (organic, direct) and recommend strategies needed to improve or scale where needed
• Present strategies and progress toward goals to many different audiences including Marketing, Global Leadership team, and our Executive Team
• Create reports that can shared across the marketing team and used for presentation to leadership and board slides
• Team Leadership : Manage, mentor, and advise the team to grow their skills and knowledge.
• Look to build scalable processes that allow the team to execute and make quick decisions based on imperfect data
• Identify long term organization design, determining where we need to continue leveraging agencies vs building the team inhouse
• Collaboration : Work closely with the broader marketing, product, and design teams to align website initiatives with company goals.
• In partnership with the Product Marketing Team, establish the value of our platform and products to both new and existing users of the websites
• Work with SR Leaders in Marketing to set priorities for website updates that align with the business goals
• Enable the entire marketing team to safely make updates across the two websites through the site CMS tool

Who You Are

• Proven experience in a leadership role focused on website strategy and digital marketing.
• Strong understanding of website analytics tools and data-driven decision-making.
• Demonstrated success in driving traffic, improving user experience, and optimizing conversion rates in a Product Led environment
• Excellent communication and interpersonal skills.
• Ability to collaborate effectively with cross-functional teams.
• Strategic thinker with a track record of developing and executing successful website strategies.
• Comfortable with operating in a remote-working environment where you’ll be expected to proactively take charge of strategy and ownership over key success metrics.
• Ability to thrive in a fast-paced environment and prioritize work according to its potential impact on the metrics you are responsible for.

US Employee Benefits

Your benefits start on Day 1!

Health :

• Inclusive health, dental, vision built to support diverse lifestyles through Aetna & Kaiser
• One Medical membership : Doctors you can text, call or email 24 / 7 and receive access to expert insurance guidance

Wellbeing :

• Wellness reimbursement program
• Enhanced care for reproductive health, family planning, pediatrics with Maven
• Robust mental health support and Employee Assistance Program (EAP) with confidential counseling services through Lyra.
• Impactful community building through our Employee Resource Groups
• Global DEI training programs and guest speakers throughout the year

Financial :

• Generous HSA Contribution from Bitly
• 401k with up to 4% employer match through Betterment, access to a financial professional to offer our employees the opportunity to plan-ahead for a strong financial future well beyond their working years
• Company Stock Options
• Life Insurance - Company provided and supplemental
• Short-term and Long-term Disability
• Unlimited PTO Policy (vacation, sick, & personal), including Mental Health days and 2 annual Recharge weeks
• Partial cell phone and WiFi service reimbursement
• Full support for remote work, including a $500 home office stipend
• Voluntary Benefits : Pet Insurance, LegalShield, IDShield, Hospitalization, and Accident coverages
• Generous parental leave policies; maternity and parental leave for growing families
• Budget for professional development opportunities, including courses and conference attendance
• Coworking reimbursement - $350 on a quarterly basis

Eligibility &