Digital Leader – Website Form Strategy & Conversion Optimization

IBM Computing; Austin (TX); On-site; USD 90,000 - 120,000; Full time

Job summary

A leading technology company is seeking a Digital Leader for Website Form Strategy & Conversion Optimization in Austin, Texas. This role involves developing strategies for digital registration forms, optimizing user experience, and ensuring compliance with global privacy regulations. The ideal candidate will have over 5 years of experience in digital marketing and expertise in marketing automation platforms and web analytics.

Qualifications

• 5+ years in digital marketing or demand generation with a focus on form optimization.
• Experience with CRM systems and marketing automation platforms.
• Knowledge of GDPR, CCPA and best practices in consent management.
• Excellent communication and project management skills.

Responsibilities

• Define and lead the end-to-end strategy for digital registration forms.
• Design and execute A/B tests to optimize form conversion.
• Analyze performance metrics to drive improvements.
• Collaborate with cross-functional teams to align form workflows.

Skills

Digital marketing expertise

Stakeholder management

Project management

Web analytics

A/B testing

Education

Bachelor’s degree in Marketing or related field

Tools

Marketo

Salesforce

Adobe Analytics

Google Analytics

Job description

Introduction

At IBM, we believe technology shapes the world, and we are a catalyst for that innovation and creativity. We are on the forefront of groundbreaking change - improving businesses, society, and the human condition.

Our Marketing, Communications & Corporate Social Responsibility (MCC) team tells this story and is responsible for positioning IBM in the market. We define and optimize IBM's brand, capture the market's attention, and articulate our point of view for clients, partners, the media, and even other IBMers. As part of our team, you'll be surrounded by bright minds and keen collaborators - always willing to help and be helped - as you apply passion to work that will compel our audience to choose IBM's products and services.

When you join IBM, you join a culture of openness, collaboration, and trust. Join us and experience a place where you can co-create your learning and opportunities. A place where teamwork and unique ideas are treasured. A place where you can bring innovation to life.

Your role and responsibilities

We are looking for a Digital Leader for Website Form Strategy & Conversion Optimization to drive our global website form strategy across sales contact, demo request,trial, gated content, event registration and more. This cross-functional role requires expertise in web technologies, digital marketing, analytics, and global privacy regulations. The ideal candidate will have a proven track record in B2B enterprise environments and experience working with marketing automation platforms like Marketo, Pardot, or HubSpot—preferably within the Adobe tech stack.

You will collaborate closely with Marketing, Legal, IT, UX, and Analytics teams to deliver high-performing, modern, and compliant forms that drive conversions and support business goals.

Strategy & Optimization

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Define and lead the end-to-end strategy for digital registration and conversion forms.

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Design and execute A/B and multivariate tests to optimize form layout, field selection, CTA messaging, and overall UX.

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Continuously analyze performance metrics such as abandonment rate, conversion rate, and opt-outs to drive improvements.

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Ensure all form strategies follow a user-centric approach and align with business KPIs.

Cross-Functional Collaboration

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Partner with Marketing, IT, Analytics, and WebOps to align form workflows with systems like Salesforce, Marketo, Pardot, HubSpot, and Adobe Experience Cloud.

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Collaborate with Legal and Compliance to meet global data collection and privacy requirements (GDPR, CCPA, etc.).

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Work with UX and Design teams to ensure consistent and intuitive form experiences across all touchpoints.

Governance & Best Practices

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Own and maintain documentation for form standards, data collection guidelines, and consent language.

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Provide enablement and training for marketing teams on form creation, data handling, and compliance best practices.

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Lead regular audits of web forms to ensure consistency, performance, and regulatory alignment.

Required technical and professional expertise

• 5+ years in digital marketing, marketing operations, or demand generation, with a strong focus on form optimization and conversion strategy.

• Deep hands-on experience with marketing automation platforms (Marketo, HubSpot, Pardot) and CRM systems (Salesforce).

• Knowledge of consent management platforms and best practices.

• Proven understanding of global privacy regulations (GDPR, CCPA) and their impact on data collection workflows.

• Expertise in web analytics and testing platforms such as Google Analytics, Adobe Analytics, Adobe Customer Journey Analytics, Adobe Target, or Optimizely.

• Excellent stakeholder management, communication, and project management skills.

Preferred technical and professional experience

• Bachelor’s degree in Marketing, Communications, Information Systems, or related field.

• Adobe Experience Cloud certifications or equivalent experience (e.g., Adobe Target, Adobe Analytics, AEM).

• Familiarity with UX/UI design collaboration tools (Figma, Adobe XD).

• Experience supporting global or multi-regional marketing operations.

IBM is committed to creating a diverse environment and is proud to be an equal-opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender, gender identity or expression, sexual orientation, national origin, caste, genetics, pregnancy, disability, neurodivergence, age, veteran status, or other characteristics. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status.