Senior Website Strategy Lead - AI-Driven Growth

tbk Creative; London; Hybrid; CAD 100,000 - 110,000; Full time

Job summary

tbk Creative in London, Ontario, seeks a senior website strategy lead for a hybrid role. You will drive discovery, conversion strategy, IA, content direction, and measurement to optimize client sites from concept to launch and beyond.

You will own funnel design, testing hypotheses, and post-launch optimization, collaborating with design, copy, and development teams to keep projects on strategy and on schedule.

Qualifications

• 8+ years leading website strategy, ideally agency-side, with a portfolio of sites that performed due to strategic thinking.
• Ability to diagnose conversion issues by traffic, message, or friction problems and fix them.
• Experience running end-to-end discovery and translating learnings into sitemaps, wireframes, and content plans.
• Strong information architecture, content strategy, and UI/UX framework knowledge.
• GA4 certification and hands-on measurement framework setup (KPIs, events, funnels).
• Proficiency with GTM and site analytics to drive data-driven decisions.

Responsibilities

• Lead discovery to uncover the real problem and build strategic briefs.
• Set and own conversion targets, funnel design, and ongoing optimization.
• Define competitive positioning to shape overall strategy.
• Craft messaging, page narratives, CTAs, and friction points for action.
• Create sitemap, IA, and content direction aligned to persona and journey.
• Wireframe projects end-to-end, using AI to accelerate layouts.
• Ensure SEO is embedded in site architecture from the start.
• Design and track measurement frameworks (GA4/GTM) and key KPIs.
• Oversee delivery from discovery through launch and post-launch optimization.

Skills

Discovery interviews

Conversion strategy

Funnel analysis

IA & content strategy

GA4 certified

GTM setup

AI wireframing

Tools

GA4

Google Tag Manager

AI wireframe tools

Job description

tbk Creative in London, Ontario, seeks a senior website strategy lead for a hybrid role. You will drive discovery, conversion strategy, IA, content direction, and measurement to optimize client sites from concept to launch and beyond.

You will own funnel design, testing hypotheses, and post-launch optimization, collaborating with design, copy, and development teams to keep projects on strategy and on schedule.