Head of Web Strategy and Experience

Fora•New York, NY

2d•$200,000 - $240,000•Onsite

About The Position

Fora is hiring a Head of Web Strategy and Experience to own the strategy, roadmap, performance, and operating model for its website. The site serves prospective and established travel advisors as well as travelers, and is a major growth lever for the business. The role will define the website’s goals and metrics, improve conversion and quality advisor signups, and make the traveler journey to finding and contacting an advisor clear and measurable. Category experience is not required. This is a player-coach role. The Head will set direction with founders and senior leaders while also working hands-on on briefs, test plans, analytics, and underperforming pages. The role collaborates across SEO/GEO, Content, the WAV and M&G Pods, Brand, Creative, Product Marketing, Product, Engineering, and Data; most of these teams do not report directly to the role. The position is expected to deliver a web strategy and detailed roadmap with core metrics in the first month. Within a year, goals include a double-digit lift in session-to-signup conversion against a holdout, completing one test each week, and growing the testing backlog. The role will build a team as the work grows and make the case for the resources needed. Fora is a modern travel agency that helps travel entrepreneurs build advisory businesses, combining AI-enabled tools, supplier relationships, training, and community. The company was founded in 2021 and reports a team of more than 250 full-time employees. This role is based in Fora’s New York City office in Tribeca/Fidi.

Requirements

10 or more years of experience in web strategy, digital experience, or growth at a consumer, marketplace, or technology company.
At least 4 years leading teams or major cross-functional programs.
Demonstrated success increasing conversion at scale through structured experimentation, with the ability to discuss tests, results, and reasoning.
Experience optimizing full-funnel economics, including CAC, LTV, and ROAS.
Experience with a headless CMS and analytics and experimentation tools; examples listed include GA4, Amplitude, BigQuery, Eppo, and Coframe.
Shipped a site redesign, information architecture overhaul, or design-system rollout at a consumer, marketplace, or technology brand, with work that can be shown in a portfolio or case study.
Ability to name specific AI tools used in a current workflow and provide a concrete example, such as an agent or automation for page QA, test analysis, or reporting.
Experience establishing a web or experimentation function, or owning the strategy of a site where no such function or strategy existed before.
Experience aligning senior stakeholders across Brand, Product, Engineering, and Data without direct authority over them.
Authorization to work in the United States is required for full-time roles based in the New York City office; Fora cannot sponsor or assist with U.S. work authorization.

Nice To Haves

Hands-on experience with React or Next.js and tag management, working alongside engineers.
Experience at a two-sided marketplace or platform where the site serves more than one audience.
Experience leading a website replatform, CMS migration, or brand relaunch without stalling the testing program.

Responsibilities

Own the website strategy, define its audiences and purpose, set measurement goals, and create a prioritized roadmap for leadership approval and cross-functional execution.
Grow quality advisor signups by owning conversion across the advisor journey, from first visit through application, including the homepage, core pages, paid landing pages, and persona routing.
Build an experimentation program with a prioritized backlog, hypotheses, holdouts, decision criteria, and a weekly testing cadence.
Partner with Product on advisor discovery and matching, and make the journey from content and search to a traveler booking inquiry clear and measurable.
Partner with Engineering on the CMS, page templates, component library, and design system so teams can launch and test pages efficiently; maintain standards for performance, accessibility, and crawlability.
Partner with Brand and Creative on information architecture, global navigation, and website strategy to reflect the brand and support conversion.
Work with SEO/GEO to make the site structured, fast, and machine readable for search engines and AI answer engines.
Work with Data to establish event-level web data and reporting that connects website performance to signups, activation, and LTV.
Define ownership across Growth, Brand, Creative, Content, Product, and Engineering, and run the website intake, prioritization, and review processes.
Use AI as core infrastructure by building agents and automated workflows for research, page QA, test analysis, reporting, and content operations.
Set direction with founders and senior leadership while personally contributing to briefs, test plans, analytics, and page optimization.
As the workload grows, make the case for and build a team.