Website Strategist

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

Role Overview

Company: tbk Location: London, Ontario (hybrid) - Onsite 2-3 days per week Type: Senior, full-time Salary: $100,000 to $110,000

We're tbk.

A digital agency in London, Ontario, 17 years in. We build brands, websites, and marketing programs for brave clients looking to grow.

What sets us apart is that we're ahead. We're first through the gate on AI, and it pays off. The bots and agents we build clear the busywork. That frees us for the big, innovative work, the kind of results our clients take to the boardroom. We're far enough out front that our team consults for those same clients on how to bring AI into their own organizations.

And we like it here. We're a small, senior team that's glad to see each other in the morning, jazzed about the work, and quick to move because it's exciting.

The role.

This role only works for a rare mix of person. You read a funnel like a spreadsheet and you fix it like a creative. You can look at a 2% conversion rate and know whether it's a traffic problem, a message problem, or a friction problem, and you know how to fix each one. Half of you is a numbers person who lives in the data. The other half knows exactly why a page isn't converting and what to change. If that's you, you'll know it by the end of this posting.

Your job is to make sure every website we build starts from the right strategy, not just a good design, and that it earns its keep after launch. You define who the site is for, what it needs to say, how it needs to be structured, and what it has to convert, before a single wireframe gets drawn. Then you stay on the account and hold that strategy all the way to launch and beyond, moving the numbers that matter.

Mostly that means running discovery with our clients, translating what you learn into sitemaps, wireframes, content plans, conversion targets, and a clear point of view on what the site has to do. You partner with our design, copy, and development teams to keep the build on track to the plan, and you make the call when a client request pulls the site off strategy.

What you'll own.

• Discovery that gets to the real problem. Stakeholder interviews, competitive audits, analytics review, and enough digging that you understand a client's business better than they expect you to.
• Conversion strategy and the numbers behind it. You set the conversion targets and you're accountable to them. Funnel design, drop-off analysis, hypotheses, A/B and multivariate testing, and iteration after launch. You don't just report the conversion rate, you own it and move it.
• Competitive and market positioning. You know where a client sits against their competitors and you use that to shape the strategy, not just describe it.
• The persuasion craft that moves people to act. Message hierarchy, page narrative, CTA placement and psychology, and the friction points that hurt conversion. You know what makes a person take the next step, and you build the page around it.
• Site architecture and content strategy. Sitemaps, IA, and page-level content direction built around the persona and the buying journey, not just what the client asked for.
• The wireframes, built by you with AI. You do the wireframing on projects from start to finish. You use AI to work fast and turn the persona, buying journey, and conversion paths into successful page layouts that convert.
• SEO built into the architecture, not bolted on. Site structure, URL strategy, internal linking, and content plans that are strong on search from the first sitemap.
• Measurement that points at conversion, not just dashboards. GA4 frameworks, GTM tag and trigger structure you architect yourself, and KPIs defined before launch. You set it up so you can see exactly where the funnel leaks, then you fix it. Every event, conversion, and funnel is tracked correctly from day one, not patched in after.
• Post-launch as an ongoing discipline. You read the data after launch, catch what's underperforming, run the test, and turn the result into the next round of strategy.
• Client relationships that run deep. You're the person they call with the hard questions, and the one who tells them the truth when the easy answer isn't the right one.
• Handoff that sets the team up to win. Your strategy docs are ones our designers, writers, and developers can actually build from.
• The project itself, start to finish. You run the build, not just the strategy. Timeline, scope, budget awareness, dependencies, client inputs, and the internal handoffs between design, copy, and development. You keep the team moving and the launch date honest, and you're the single point of accountability for getting it delivered.

Are you our person?

• Do you have 8+ years leading website strategy, ideally agency-side, with a portfolio of sites (ranging from $5M to $500M) that performed because of the thinking behind them?
• Can you look at a low conversion rate and diagnose whether it's a traffic, message, or friction problem, then fix it?
• Have you run tests that moved a number you can still point to?
• Can you run a discovery process end to end, from first client call to a strategy document that holds up under scrutiny?
• Do you know information architecture, content strategy, and UI/UX frameworks well enough to wireframe with them in hand, established interaction and usability patterns, design systems, accessibility, and mobile-first, not just describe a build?
• Are you GA4 certified, and can you set up a measurement framework from scratch, not just read a dashboard someone else built?
• Do you know GTM well enough to architect the tag and trigger structure yourself, without waiting on a developer for every event?
• Is your SEO knowledge strong enough to shape a sitemap and content plan, not just run an audit after the fact?
• Are you confident enough to push back on a client when their instinct works against the strategy, and to explain why?
• Do you work well alongside designers, writers, and developers, and do they trust your direction?
• Can you run the project as well as the strategy, keeping a team on time, on scope, and on plan through to launch?
• Do clients describe you as the person who gets it before they've finished explaining it?

The first year, roughly.