Web Strategy Director: Conversion & Growth Leader

Craft & Communicate - Senior Living Marketing and Public Relations; United States; On-site; USD 120,000 - 180,000; Full time

Benefits offered by this job

Medical insurance

Paid time off

Paid holidays

401(k) with company match

Job summary

Craft & Communicate is a senior living marketing agency dedicated exclusively to helping communities connect with seniors and families searching for the right place to call home. We are seeking a Director of Web Strategy to lead our website development and design teams, turning digital experiences into measurable business results.

You will guide strategy, oversee CMS decisions, and mentor a multidisciplinary team across WordPress and modern web platforms to deliver scalable, high-quality

Qualifications

• 7+ years of experience in website development, technical web strategy, or a related field.
• 4+ years of experience leading web development or multidisciplinary digital teams.
• Strong understanding of modern website architecture and CMS platforms, particularly WordPress.
• Experience overseeing website development projects from planning through launch.
• Strong understanding of technical SEO, including site architecture, crawlability, indexation, and structured data.
• Experience with website performance optimization, Core Web Vitals, and accessibility best practices.
• Experience managing multiple website projects and competing priorities.
• Strong communication skills with the ability to explain technical decisions and recommendations.

Responsibilities

• Lead and develop a team of Web Developers and Designers.
• Establish clear expectations, accountability, and performance standards across the department.
• Mentor team members and support their professional growth.
• Conduct performance reviews and identify opportunities for individual development.
• Manage team capacity and help prioritize work across competing client needs.
• Identify opportunities to improve departmental structure, processes, and staffing.
• Build a collaborative environment where quality work and individual accountability go hand in hand.
• Guide website strategy from planning through launch and ongoing optimization.
• Oversee site architecture, navigation, and user journeys to be intuitive and conversion-focused.
• Establish standards for SEO-friendly site structures, internal linking, and structured data.
• Ensure websites support traditional search, local visibility, and emerging AI search experiences.
• Guide CMS decisions and technical solutions based on client needs and long-term scalability.
• Develop approaches that maintain consistency and efficiency across large portfolios of senior living communities.
• Identify opportunities to improve website performance through better architecture and technical implementation.
• Set and maintain technical standards that support search visibility and user experience.
• Oversee technical SEO initiatives involving crawlability, indexation, schema markup, and site health.
• Ensure websites are optimized for mobile performance and Core Web Vitals.
• Guide accessibility best practices and identify opportunities to improve usability.
• Partner with SEO strategists to implement technical recommendations and resolve performance issues.
• Work with reporting and analytics teams to monitor website performance and identify opportunities for improvement.
• Guide the development of websites that are visually engaging, brand-aligned, and easy to navigate.
• Establish UI/UX standards that support accessibility and conversion performance.
• Oversee design systems and reusable components that improve consistency across projects.
• Ensure website design decisions support the needs of prospective residents and their families.
• Help the team balance creative ideas with practical development considerations.
• Identify opportunities to improve website engagement and lead generation through thoughtful design.
• Establish and maintain strong quality standards throughout the website development process.
• Ensure websites are thoroughly reviewed before launch, with clear accountability for resolving issues.
• Oversee development workflows and staging-to-live procedures.
• Maintain standards for secure website builds, migrations, and technical updates.
• Reduce avoidable revisions and post-launch issues through better planning and internal review.
• Partner with Project Management to establish realistic timelines and keep work moving forward.
• Maintain clear technical documentation and consistent development practices.
• Continuously improve workflows to support quality and efficient delivery.
• Work closely with SEO, Content, Paid Media, PR, and Marketing Automation teams to ensure websites support broader client strategies.
• Partner with Client Relations and Project Management to align website deliverables with client expectations.
• Ensure website architecture and functionality support lead tracking and conversion measurement.
• Provide technical guidance when evaluating new opportunities or addressing complex client needs.
• Help other departments understand technical considerations that may affect performance or project timelines.
• Contribute to agency-wide initiatives that improve our digital capabilities and client results.
• Establish and maintain website security standards across all client properties, including access controls, software updates, vulnerability management, and backup procedures.
• Ensure proactive monitoring of website uptime, functionality, performance, and overall site health.
• Oversee routine website maintenance and preventive measures to reduce security risks, downtime, and unexpected technical issues.
• Maintain ongoing visibility into the condition of all managed websites, ensuring issues are identified and addressed before they affect clients or website visitors whenever possible.
• Establish clear processes for identifying, prioritizing, escalating, and resolving website issues.
• Regularly evaluate opportunities to modernize website functionality and improve the user experience.
• Stay informed on emerging technologies, AI capabilities, and changes in how people interact with websites.
• Proactively recommend improvements to our website architecture, development practices, and technical infrastructure.
• Build a culture of continuous improvement where the team consistently looks for ways to make our websites more effective, secure, and future-ready.

Skills

Team leadership

Website architecture

WordPress

Technical SEO

Accessibility

Project Management

Communication

Tools

WordPress multisite

CMS platforms

Job description

Craft & Communicate is a senior living marketing agency dedicated exclusively to helping communities connect with seniors and families searching for the right place to call home. We are seeking a Director of Web Strategy to lead our website development and design teams, turning digital experiences into measurable business results.

You will guide strategy, oversee CMS decisions, and mentor a multidisciplinary team across WordPress and modern web platforms to deliver scalable, high-quality