Director, Website Strategy and Performance

OMNIA Partners; Franklin (TN); On-site; USD 150,000 - 200,000; Full time

Job summary

OMNIA Partners is seeking a Director of Website Strategy & Performance to lead a cross-functional team responsible for the website's growth, optimization, and performance. You will own the marketing-side vision, roadmap, and prioritization for the site as the premier member and prospect experience, working with Technology, Product Management, and E-commerce to drive revenue outcomes.

In this role, you will manage a full CRO program, define metrics, and partner with external agencies to execute

Qualifications

• 6+ years of experience owning or leading a customer-facing website or digital platform from a marketing, growth, and CRO perspective.
• Proven track record of driving measurable improvements in conversion, engagement, and revenue through structured experimentation and optimization.
• Strong partnership skills with technical product and engineering teams, able to influence roadmap priorities and outcomes without owning the codebase.
• Hands-on experience with A/B testing and experimentation platforms (e.g., VWO, AB Tasty, Optimizely, or similar) at both strategic and operational levels.
• Deep fluency with web analytics platforms (GA4 preferred) and the ability to translate data and member behavior into clear, prioritized roadmaps and backlogs.
• Excellent cross-functional leadership skills, with a history of aligning technology, design, sales, marketing, and executive stakeholders.

Responsibilities

• Lead full-funnel CRO program: backlog, hypotheses, experiments, results analysis and implementation.
• Own website strategy, roadmaps, and prioritization for high-impact member and prospect experiences.
• Define, report on, and optimize website marketing performance metrics.
• Oversee tracking, tagging, and analytics instrumentation strategy (GA4, testing platforms).
• Manage external agency partner for website development and optimization.

Skills

CRO strategy

GA4 analytics

Cross-functional leadership

A/B testing

Growth mindset

Tools

VWO

AB Tasty

Optimizely

Job description

Director, Website Strategy & Performance

About the Role OMNIA Partners transformed its website into a digital platform driving member acquisition and revenue. This senior role owns the end-to-end marketing and growth strategy for the website, including vision, prioritization, performance measurement, and optimization. You will be a key leader in a cross-functional team from our Technology, Product Management and E-commerce groups to build a seamless, unified digital ecosystem. Reporting to the Group Vice President of Revenue Marketing, you will own the website strategy and implementation by translating business objectives, member insights, revenue goals, and competitive intelligence into a clear and evolving roadmap, and build a process of continuous testing and improvement through a robust A/B testing program. You'll set the strategy and drive it through execution, aligning with our third-party agency partner and internal teams to build against that roadmap, while establishing and maturing a digital product and growth channel.

What You’ll Own

• Website Product Strategy & Roadmap — Own the marketing-side vision, roadmap, and prioritization for the website as our highest-impact member and prospect experience. Serve as Marketing's primary counterpart in cross-functional prioritization forums, ensuring business, member, and revenue outcomes shape the roadmap.
• Conversion Rate Optimization — Lead the full-funnel CRO program: testing backlog, hypothesis development, experiment design, and results analysis. Drive technical implementation of A/B testing and optimization tools.
• Performance & Metrics — Define, own, and report on website marketing performance metrics.
• MarTech & Analytics — Own the website's tracking, tagging, and analytics instrumentation strategy (e.g., GA4, testing platforms), directing and prioritizing MarTech's roadmap for these initiatives and ensuring proper implementation to guarantee high-quality data for decision-making.
• Agency Partnership — Manage and drive accountability for our external agency partner responsible for website development, digital experience execution, and ongoing optimization.

What You’ll Bring

• 6+ years of experience owning or leading a customer-facing website or digital platform from a marketing, growth, and CRO perspective.
• Proven track record of driving measurable improvements in conversion, engagement, and revenue through structured experimentation and optimization (beyond visual/design refreshes).
• Strong partnership skills with technical product and engineering teams, able to influence roadmap priorities and outcomes without owning the codebase.
• Hands-on experience with A/B testing and experimentation platforms (e.g., VWO, AB Tasty, Optimizely, or similar) at both strategic and operational levels.
• Deep fluency with web analytics platforms (GA4 preferred) and the ability to translate data and member behavior into clear, prioritized roadmaps and backlogs.
• Excellent cross-functional leadership skills, with a history of aligning technology, design, sales, marketing, and executive stakeholders.
• Strong communication skills, including the ability to present strategy, roadmaps, and performance results clearly to senior leadership.