Website Manager

OpTalent; Toronto; On-site; CAD 120,000 - 160,000; Full time

Benefits offered by this job

3 weeks vacation

Pension contributions

Health, Dental, Life Insurance

Job summary

OpTalent is seeking a Digital Experience Manager to steer the strategy, UX, and performance of a multi-site digital ecosystem serving customers in Canada and the US. You’ll lead a small team and external agencies to deliver data-driven improvements that enhance engagement and lead generation across residential and commercial sites.

You will own the SEO strategy, oversee analytics, and drive CRO initiatives while collaborating with marketing, IT, and content teams to ensure a cohesive digital

Qualifications

• 10+ years of progressive experience in website management, digital experience, digital marketing, or related disciplines.
• 7+ years of leadership experience managing direct reports, external agencies, or cross-functional teams.
• Extensive experience managing complex (ideally WordPress), multi-site website environments, including PIM and ERP integrations.
• Demonstrated success leading website redesigns, large-scale website enhancements, or digital transformation initiatives.
• Strong expertise in UX/UI principles, customer journey mapping, accessibility, information architecture, and conversion optimization.
• Deep knowledge of SEO, including technical SEO, content strategy, and search performance measurement, with experience optimizing content and website architecture for AI-powered search, AI Overviews, and answer engines.
• Strong analytics experience with Google Analytics, Looker Studio, heatmapping tools, and digital performance reporting.
• Strong strategic and operational leadership skills, with the ability to define direction, manage complex projects, influence stakeholders, and successfully execute digital initiatives in a fast-paced environment.

Responsibilities

• Define and lead the website vision, roadmap, and KPIs for the residential and commercial sites, aligned with business objectives and brand standards.
• Lead, mentor, and develop direct reports and agency partners to deliver high-impact digital initiatives.
• Lead UX/UI strategy, customer journey optimization, site redesigns, and digital experience enhancements.
• Drive user research, usability testing, heatmapping, and CRO initiatives to improve site effectiveness.
• Oversee website functionality, maintenance, accessibility, security, and scalable infrastructure.
• Guide content strategy in partnership with Content and Communications, aligned with SEO and brand standards.
• Manage marketing technology integrations and data flows with IT and marketing teams.
• Develop and lead enterprise SEO, GEO/AEO, and AI-driven search readiness strategies.
• Analyze website data to generate insights guiding strategic decisions.

Skills

Leadership experience

UX/UI principles

Customer journey mapping

Conversion optimization

Stakeholder management

Strategic thinking

Data-driven decision making

Collaboration

Digital marketing

Tools

WordPress

Google Analytics

Looker Studio

Heatmapping tools

PIM

ERP integrations

Job description

JOB TITLE: Digital Experience Manager

DEPARTMENT: Corporate, Marketing

REPORTS TO: Director of Marketing Services

JOB SUMMARY

The Digital Experience Manager is a fast paced, ever-changing leadership role that offers a unique opportunity for the right candidate to propel this company to the dominant position in the online environment for hardscaping products in Canada and the United States. With more than a million visitors to their websites annually, further development of the sites that service their residential homeowner, installation contractor and dealer audiences is the primary focus for this role. The Digital Experience Manager will be relied upon to develop a long term vision for these websites and effectively sell the merits of this vision to senior management. Upon executive level buy in, they will be responsible for implementation, project managing large and small development projects to continuously improve the sites’ performance in pursuit of this vision.

With two direct reports (UX Designer; Web Developer & Analytics Lead), and two external agencies (website development; SEO), the Digital Experience Manager will ensure that all company websites (including those serving the commercial business) deliver business objectives, meet customer needs, generate leads and reinforce the company’s brand positioning. They will develop systems to ensure that site performance metrics are monitored and that course correction measures are taken on a timely basis when necessary.

Leading the SEO/GEO/AEO strategy is a critical part of this role. The Digital Experience Manager will be responsible for building and managing the company’s organic web presence in collaboration with the SEO agency and internal stakeholders. This includes ongoing technical and UX implementations, customer journey mapping, and continuous development of web content. You will oversee, strategize, and manage the SEO agency to ensure optimal performance.

The ideal candidate is a highly collaborative, self-starter who is up for a big challenge. With operations in both Canada and the United States, multiple target audiences and a region-specific product line, the company’s websites are highly complex. However, if you have strong strategic thinking skills, more than a decade’s worth of experience leading teams to turn data-driven insights into concrete action plans and are looking for a role that will give you the authority to make things happen quickly, this opportunity could be the perfect fit.

RESPONSIBILITIES

• Website Strategy: Define and lead the website vision, roadmap, and KPIs for the company’s residential websites, ensuring alignment with business objectives, customer needs, and brand standards. Collaborate with Commercial Marketing (strategic lead for commercial website) and IT Team (strategic lead for e-commerce site), offering strategic input and technical guidance to ensure success of these sites.
• Team & Agency Leadership: Lead, mentor, and develop the Web Development & Analytics Lead and UX/UI Designer while managing agency partners to deliver high-impact digital initiatives and continuous improvement.

Digital Experience, UX & CRO

• Digital Experience Strategy: Lead UX/UI strategy, customer journey optimization, website redesigns, and digital experience enhancements to improve engagement, usability, accessibility, and conversion performance.
• Research & Optimization: Drive user research, usability testing, heatmapping, customer feedback analysis, and CRO initiatives to identify opportunities and continuously improve website effectiveness.

Website Operations & Performance

• Website Operations & Performance: Oversee website functionality, maintenance, accessibility, security, and technical enhancements, ensuring a high-performing and scalable digital experience.
• Content Planning and Optimization: Lead the website content strategy in partnership with the Content and Communications team, ensuring all content is aligned with customer journeys, SEO objectives, brand standards, and website governance best practices. Oversee content prioritization, optimization, approvals, and ongoing performance improvement.
• Marketing Technology & Integration: Oversee website integrations and digital infrastructure, working with agencies, IT, and marketing teams to optimize data flows, lead generation capabilities, and marketing technology performance.

SEO & Organic Growth

• SEO, GEO & Organic Growth: Develop and lead the enterprise search strategy to maximize visibility, traffic, and lead generation across traditional and emerging search ecosystems. Partner with agency teams to drive technical SEO, content optimization, site architecture improvements, and search performance while advancing GEO (Generative Engine Optimization), AEO (Answer Engine Optimization), AI Overview visibility, and AI-powered search readiness.
• Search Innovation: Monitor evolving search technologies, algorithms, and AI platforms to ensure the organization remains at the forefront of organic growth opportunities.

Analytics & Insights

• Analytics & Business Insights: Lead website measurement and reporting, leveraging analytics, customer behavior, and conversion data to generate actionable insights and guide strategic decision-making.

QUALIFICATIONS

• 10+ years of progressive experience in website management, digital experience, digital marketing, or related disciplines.
• 7+ years of leadership experience managing direct reports, external agencies, or cross-functional teams.
• Extensive experience managing complex (ideally WordPress), multi-site website environments, including PIM and ERP integrations.
• Demonstrated success leading website redesigns, large-scale website enhancements, or digital transformation initiatives.
• Strong expertise in UX/UI principles, customer journey mapping, accessibility, information architecture, and conversion optimization.
• Deep knowledge of SEO, including technical SEO, content strategy, and search performance measurement, with experience optimizing content and website architecture for AI-powered search, AI Overviews, and answer engines.
• Strong analytics experience with Google Analytics, Looker Studio, heatmapping tools, and digital performance reporting.
• Strong strategic and operational leadership skills, with the ability to define direction, manage complex projects, influence stakeholders, and successfully execute digital initiatives in a fast-paced environment.

COMPENSATION:

• Competitive salary, with an additional bonus opportunity
• 3 weeks paid vacation, plus December holiday closure
• Escalating employer-match pension contributions after one year of service
• Comprehensive benefits package including Health, Dental, and Life Insurance coverage.