Director of Digital Marketing

Job Description

Reports to: VP of Revenue Marketing

Department: Marketing

The Director of Digital Marketing owns the company’s most important always-on marketing asset: the website. But this role extends far beyond web management alone.

This leader is responsible for turning every digital surface - the website, paid media channels, third-party review and comparison platforms, and search presence - into a measurable, pipeline-generating engine that fuels the company’s growth.

This is a commercially-minded leadership role for someone who sees a website as a revenue instrument.

They will lead a cross-functional digital team spanning paid media, web development, CRO and testing, and regional marketing coordination, while managing agency relationships and collaborating across product marketing, content, campaigns, and demand generation.

This is a high-impact, high-visibility position at the center of how the company shows up digitally - and how effectively that presence converts into revenue.

Website Ownership & Pipeline Performance

• Own the company website end-to-end as a critical marketing surface, accountable for both overall marketing health metrics (traffic, engagement, domain authority) and pipeline-specific outcomes (conversion rates, MQL/SQL generation, pipeline contribution).
• Treat the website as a living product - continuously optimizing structure, content, UX, and conversion paths to maximize its effectiveness as a revenue-generating asset.
• Lead the technical SEO, GEO, and AEO strategy to ensure the company is discoverable, authoritative, and well-represented across traditional search engines, AI-driven answer engines, and generative search experiences.

Web Development & Technical Direction

• Manage the relationship with an external web development agency, ensuring alignment on timelines, deliverables, and technical direction - providing clear technical guidance, sprint priorities, and quality standards for all site builds, feature releases, and maintenance.
• Lead major website projects such as migrations with hands-on involvement - from platform evaluation and technical planning through execution, QA, and post-launch optimization.
• Maintain deep working proficiency in the company’s primary CMS and web platform.

Paid Media & Digital Advertising

• Oversee the global paid media program through a direct report (the Digital Director), ensuring campaigns are tightly aligned to pipeline targets and regional demand generation priorities.
• Partner with the external Google/paid media agency to optimize spend allocation, channel mix, and campaign performance across search, display, social, and programmatic channels.
• Ensure paid media strategy is integrated with organic, ABM, and field marketing motions rather than operating in a silo.

CRO, Testing & Digital Experimentation

• Drive a disciplined culture of conversion rate optimization and experimentation through a direct report focused on testing, CRO, and coordination.
• Establish and maintain a structured testing roadmap across landing pages, CTAs, forms, site architecture, and user flows.
• Use data to arbitrate decisions.

Campaigns & Cross-Functional Execution

• Bring campaigns and messaging to life across all digital channels, partnering with content, campaigns, and product marketing teams to translate strategy into execution.
• Collaborate with regional demand generation teams to ensure digital programs are localized, relevant, and aligned to territory-level pipeline goals.
• Serve as the digital execution partner for product launches, seasonal campaigns, and integrated marketing moments.

Team Leadership

• Lead and develop a team that includes a paid media lead and a CRO/testing and coordination lead.
• Set clear goals, create accountability structures, and build a team culture that values both creative ambition and commercial discipline.
• Manage agency relationships to support digital motions.

Performance Measurement

• Website Pipeline Contribution: Marketing-sourced and marketing-influenced pipeline generated through the website, measured by volume, velocity, and conversion rates at each funnel stage.
• Organic Search & Discovery Performance: Growth in organic traffic, keyword rankings, domain authority, and share of voice across traditional search, AI answer engines, and generative search surfaces.
• Paid Media Efficiency & ROI: Pipeline generated per dollar of paid media spend, cost-per-MQL/SQL, and ROAS across all paid channels globally.
• Conversion Rate Optimization: Measurable improvement in site-wide and page-level conversion rates driven by a sustained testing and experimentation program.
• Website Health Metrics: Core site performance indicators including page speed, uptime, crawlability, and user engagement metrics.
• Execution: On-time, low-disruption delivery of major projects like website migrations with preservation or improvement of SEO equity and conversion performance.
• Team Development: Growth, retention, and performance of direct reports and the broader digital marketing team.

Benefits

• Health & Wellness: Parental Leave, Wellness Days Off, Quarterly Wellness Speakers, Wellness Challenges.
• Giving Back: Giving Fridays Rotating Charity Support, 6sense Gives Back Programs, Month of Service.
• Social Well Being: Flexible Time Off, HUB Working Model, WeWork Access.
• Professional Development: LinkedIn Learning Courses, WFH Stipend, Revenue Certifications, Management Training.