Director, Web & Conversion Optimization

Facet

8h•$165,000 - $185,000•Remote

About The Position

Facet is hiring a Director of Web & Conversion Optimization to own the strategy, design, and performance of its website and landing pages. The role works across brand, product marketing, media, and web engineering to create a digital storefront that reflects the brand, provides a strong user experience, and generates a qualified, high-intent pipeline. The director will lead an end-to-end website redesign, manage the ongoing roadmap, and continually optimize the site for search and conversion. The role leads website content strategy, testing, conversion optimization, personalization, analytics, search visibility, and the development of Facet’s e-commerce capabilities. It sets direction for the website platform and standards for speed, reliability, mobile performance, and accessibility, while partnering with Engineering, Data Science & Analytics, Content, Marketing, Product, and Compliance. The director will also lead cross-functional project squads and agency partners, report on web performance and pipeline contribution to leadership, and may build and lead a digital team as the company scales. Facet provides holistic financial planning through CFP® professionals, support teams, and proprietary technology, with an affordable flat membership fee. The company describes its mission as empowering people to live more enriched lives through objective, personalized financial advice.

Requirements

10+ years of progressive experience in digital marketing, specifically focused on website strategy, CRO, or e-commerce leadership.
Expertise building and scaling high-performing landing-page programs that optimize conversion across different traffic sources.
Deep strategic understanding of the evolving search landscape, including AEO and GEO strategies.
Proven ability to lead complex web content projects, testing strategies, and large-scale enterprise website launches under strict deadlines.
Proven experience hiring, developing, and leading high-performing teams.
Strong quantitative marketing skills, including defining KPIs, measuring web strategies and A/B tests, assessing funnel drop-offs, and translating data into executive-level insights.
Entrepreneurial, builder-oriented mindset and comfort working in ambiguous environments.
Deep knowledge of CMS platforms, web analytics, and enterprise optimization tools.
Ability and desire to partner cross-functionally with Marketing, Design, and Product leadership.
Excellent executive communication, organizational, and project management skills.
Strong technical acumen and ability to master in-house software and testing tools.
Ability to give and receive constructive feedback.
Ability to operate independently, align teams, balance strategic priorities, and manage time and resources effectively.
Innovative approach to solving complex business problems.
Willingness to adopt and champion the Facet brand internally and externally.

Nice To Haves

Previous e-commerce leadership experience.
Understanding of the strategic value of seamless digital experiences that foster long-term relationships.

Responsibilities

Own the strategy, design, and performance of Facet’s website and landing pages.
Lead the website transformation, including an end-to-end redesign, ongoing roadmap, and strategic rollout and launch of the remaining website before the end of the year.
Direct website content strategy, testing frameworks, and strategic site updates.
Drive conversion-rate optimization programs, continuous A/B testing, personalization, and web analytics to improve funnel conversion and pipeline generation.
Partner with performance and organic marketing leads to design and optimize landing pages for different traffic sources and nurture campaigns.
Own on-site search optimization across traditional search and AI-driven search; shape site structure, content architecture, and technical foundations in partnership with the Content team.
Define and lead Facet’s e-commerce strategy and execution, including transactional journeys, infrastructure, and optimization practices for direct on-site discovery, selection, and purchase.
Lead cross-functional project squads and manage external agency partners; potentially build, mentor, and lead a digital team as the company scales.
Use AI and modern web practices to personalize content, journeys, and offers based on visitor intent, segment, and stage; partner with Website Engineering and Product on scalable tooling and experimentation infrastructure.
Partner with Engineering to set direction for the website platform, CMS, tooling, and infrastructure, and define standards for speed, reliability, mobile performance, and WCAG accessibility.
Define site KPIs, funnel metrics, tagging and event protocols, and attribution logic; report web performance and pipeline contribution to leadership.
Partner with Data Science & Analytics and Engineering to ensure pages and journeys are instrumented and measurable.
Partner with Compliance to ensure web experiences meet fiduciary and regulatory standards, including SEC Marketing Rule requirements, disclosures, testimonials, performance claims, consent management, cookie policy, and data privacy obligations.