Sr. Director of Web Strategy

RingCentral; Belmont (CA); On-site; USD 180,000 - 280,000; Full time

Benefits offered by this job

Comprehensive benefits

401K match

Health, dental, vision

Paid time off

Parental leave

Job summary

RingCentral is seeking a senior web strategy leader to own its digital properties, drive revenue growth, and lead a high-performing team of web strategists, designers, developers, and analysts across markets. You will optimize the buyer journey from SEM to onboarding and partner with Demand Gen, Product, Sales, and CS to accelerate growth in a fast-paced AI-powered environment.

You will own CRO programs, analytics, and PLG initiatives to maximize conversion, expansion ARR, and customer value

Qualifications

• 10+ years in web strategy, digital marketing, demand generation, ecommerce, or PLG in B2B SaaS
• 5+ years leading cross-functional teams in matrixed organizations
• Proven track record owning website strategy end-to-end with measurable impact on acquisition, conversion and revenue
• Deep expertise in buyer journey mapping, optimization, and acceleration
• Advanced CRO experience: A/B testing, landing page optimization, form optimization, user behavior analysis
• Strong ecommerce knowledge: checkout flows, payment processing, cart abandonment, lifecycle marketing
• PLG experience: free trial strategies, freemium models, trial-to-paid conversion
• Proficiency in: web analytics, attribution modeling, data-driven decision-making, SEO, web performance and accessibility

Responsibilities

• Define and execute multi-year web strategy aligned with segment GTM, brand, and revenue objectives
• Own website P&L, performance targets, budget allocation, and ROI linked to pipeline
• Map and optimize the complete buyer journey with Demand Gen from SEM to onboarding
• Set standards for UX, accessibility, personalization, conversion optimization, and mobile-first design
• Lead self-service sign-ups, automated onboarding, and trial-to-paid conversion to support PLG

Skills

Web strategy

Demand Gen

Ecommerce

PLG (product-led growth)

Cross-functional leadership

Education

Bachelor's degree in Marketing, Business, Communications, CS or equivalent

Tools

CMS platforms

Analytics tools

Personalization & testing platforms

Marketing automation

Job description

Say hello to opportunities.

If you’re looking to be part of what’s next in communication, you’re in the right place.

At RingCentral, we believe the best customer experiences happen when humans and AI work together. Our agentic voice AI portfolio - AIR, AVA, and ACE brings together automation, assistance, and insights across the entire conversation lifecycle. The result? More seamless, intelligent experiences for businesses everywhere.

With $2.5B+ in ARR and $250M invested in R&D annually, we’re building the future of AI-powered business communications.

Role Overview

Own RingCentral's digital properties and drive measurable revenue growth. You'll lead strategy, design, and performance of our websites across segments and markets—owning the complete buyer journey from SEM ad to onboarding. You'll optimize for acquisition, expansion revenue, and customer experience, while building a high-performing team of web strategists, designers, developers, and analysts.

Key Responsibilities

Web Strategy & Roadmap

• Define and execute multi-year web strategy aligned with segment GTM, brand, and revenue objectives
• Own website P&L: performance targets, budget allocation, and ROI tied to pipeline, while driving customer acquisition, and expansion revenue
• Map and optimize the complete buyer journey with Demand Gen: SEM landing pages → product evaluation → trial/purchase → onboarding
• Set standards for UX, accessibility, personalization, conversion optimization, and mobile-first design
• Guide web's role in ecommerce and product-led growth: self-service sign-ups, automated onboarding, trial-to-paid conversion, upsell campaigns

Buyer Journey & Conversion Optimization

• Own end-to-end buyer journey mapping and optimization across all touchpoints:
• • Top of Funnel: SEM landing pages, organic content, paid campaigns, ABM pages (co-owned with Demand Gen)
  • Consideration: Product comparisons, ROI calculators, demo/webinar registration, trial sign-up experience
  • Decision: Pricing pages, offers, testimonials, case studies, e-signature integration
  • Onboarding: Self-service flows, resource centers, expansion upsell moments
• Drive CRO programs: A/B testing, personalization, segmentation, and content optimization across buyer stages
• Establish analytics and success metrics tied to revenue: pipeline, deal velocity, CAC, LTV, expansion ARR
• Implement behavioral targeting and messaging based on company profile, user role, and buyer stage
• Manage promotional campaigns: product launches, seasonal promotions, migration offers, trial-to-paid campaigns
• Reduce friction: optimize forms, sign-up flows, and conversion barriers to improve time-to-value
• Partner with Sales and Customer Success on handoffs: lead scoring, CRM integration, opportunity creation, lifecycle communications

eCommerce & Product-Led Growth

• Lead self-service purchase flows, cart optimization, payment processing, and order management
• Own free trial and trial-to-paid strategy: reduce sign-up friction, drive trial activation, optimize upgrade prompts
• Build self-service onboarding experiences that reduce time-to-value and drive product adoption without sales
• Track PLG metrics: free-to-paid conversion rates, product usage, expansion revenue drivers
• Collaborate with Product and Customer Success on in-product messaging and expansion workflows
• Develop content strategy for product tours, guides, and educational resources
• Optimize funnel of free users to product, including incentive and referral programs

Project Management & Execution

• Establish project discipline: define scope, timeline, resources, dependencies, risks, and approval gates
• Build intake and prioritization framework balancing strategic initiatives, segment demands, and technical debt
• Lead end-to-end projects: business case → requirements → design → development → launch → optimization
• Establish governance: content calendars, approval workflows, testing roadmaps, escalation procedures
• Manage external agencies, vendors (CMS, analytics, testing, personalization platforms), and technology partners
• Report progress to leadership: monthly dashboards, quarterly reviews, annual strategy updates
• Build culture of continuous improvement and experimentation

Performance & Revenue Growth

• Own website analytics: establish metrics framework, create dashboards, report against targets
• Define web-to-pipeline attribution across channels (organic, SEM, paid social, email, sponsorships)
• Connect web metrics to business outcomes: MQLs, SQLs, opportunity creation, deal velocity, deal size
• Identify trends, flag underperforming areas, recommend optimization priorities

Team Leadership

• Build, hire, and develop a high-performing web team: strategists, designers, developers, analysts, project managers
• Establish team roles, career paths, and mentorship programs
• Set expectations, conduct regular one-on-ones, and raise the bar for talent

Required Experience & Qualifications

• 10+ years in web strategy, digital marketing, demand generation, ecommerce, or product-led growth in B2B SaaS
• 5+ years leading cross-functional teams (design, engineering, analytics, product) in matrixed organizations
• Proven track record owning website strategy end-to-end with measurable impact on acquisition, conversion, and revenue
• Deep expertise in buyer journey mapping, optimization, and acceleration
• Advanced hands-on experience with CRO: A/B testing, landing page optimization, form optimization, user behavior analysis
• Strong ecommerce knowledge: checkout flows, payment processing, cart abandonment, lifecycle marketing
• PLG experience: free trial strategies, freemium models, trial-to-paid conversion, usage-based metrics
• Technical fluency: CMS platforms, analytics tools, personalization and testing platforms, marketing automation
• Proficiency in: web analytics, attribution modeling, data-driven decision-making, SEO, web performance optimization, web accessibility standards, project management
• Budget and vendor management experience
• Cross-functional leadership: influence without authority, align competing stakeholders, navigate matrix organizations
• Executive communication: translate technical data into compelling narratives for leadership
• Bachelor's degree in Marketing, Business, Communications, Computer Science, or equivalent experience
• Comfort in fast-paced, ambiguous environments with bias toward action and iteration

What we offer (varies between Intern, FTE & Temp-FTE)

• Comprehensive medical, dental, vision, disability, life insurance
• Health Savings Account (HSA), Flexible Spending Account (FSAs) and Commuter benefits
• 401K match and ESPP
• Paid time off and paid sick leave
• Paid parental and pregnancy leave
• Family-forming benefits (IVF, Preservation, Adoption etc.)
• Emergency backup care (Child/Adult/Pets)
• Employee Assistance Program (EAP) with counseling sessions available 24/7
• Free legal services that provide legal advice, document creation and estate planning
• Employee bonus referral program
• Debt refinancing assistance
• Employee perks and discounts program

RingCentral’s work culture is the backbone of our success. And don’t just take our word for it: we are recognized as a Best Place to Work by BuiltIn, the Top Work Culture by Comparably and hold local BPTW awards in every major location. Bottom line: We are committed to hiring and retaining great people because we know you power our success.

About RingCentral

RingCentral is a global leader in agentic voice AI-powered business communications, delivering an integrated platform for business phone, SMS, contact center, workforce engagement management, video collaboration, and messaging. As the communications layer connecting businesses and customers, RingCentral is the front door of business communication and is in the advantageous position to apply AI at every phase of the conversation journey - before, during, and after each interaction. Our agentic AI portfolio includes autonomous voice-first AI agents that automate calls, assist in the moment, and analyze every interaction - enabling businesses to work smarter, respond faster, and connect more meaningfully with their customers. Visit ringcentral.com to learn more.

RingCentral is an equal opportunity employer that truly values diversity. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. We are committed to providing reasonable accommodations for individuals with disabilities during our application and interview process. If you require such accommodations, please click on the following link to learn more about how we can assist you.