Head of Web Strategy and Experience

Fora•New York City, NY

1d•Onsite

About The Position

Fora is hiring a Head of Web Strategy and Experience to own the strategy, goals, roadmap, and performance of its website, which serves prospective and established travel advisors as well as travelers. The role will run the website as a growth business, partnering with founders and leadership to set direction and working hands-on on briefs, experiments, analytics, and conversion improvements. It is a player-coach position that relies on clarity, data, and relationships to align teams that do not report directly to the role. In the first month, the role is expected to deliver a web strategy, detailed roadmap, and core website metrics. Within a year, goals include a double-digit improvement in session-to-signup conversion against a holdout, completing one test each week, and maintaining a growing backlog. As the work expands, the role will make the case for and build a team. The role works closely with SEO/GEO, Content, the WAV and M&G Pods, Brand, Creative, Product Marketing, Product, Engineering, and Data. It also uses AI as core infrastructure, building agents and automated workflows for research, page quality assurance, test analysis, reporting, and content operations. The position is based in Fora’s New York City office in Tribeca/Fidi.

Requirements

10+ years 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.
A track record of increasing conversion at scale through structured experimentation, with tests and their outcomes that can be discussed in detail.
Experience optimizing against full-funnel economics, including CAC, LTV, and ROAS.
Experience working with a headless CMS and analytics and experimentation tools, such as GA4, Amplitude, BigQuery, Eppo, or Coframe.
Has shipped a site redesign, information architecture overhaul, or design-system rollout at a consumer, marketplace, or technology brand, and can provide a portfolio or case study.
Can identify specific AI tools used in their current workflow and provide a concrete example, such as an agent or automation for page QA, test analysis, or reporting.
Has established a web or experimentation function, or owned the strategy of a site where none existed before.
Has aligned senior stakeholders across Brand, Product, Engineering, and Data without direct authority over them.

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.
Has led a website replatform, CMS migration, or brand relaunch without stalling the testing program.

Responsibilities

Define the website’s purpose, audiences, measurement approach, goals, and prioritized roadmap, and secure leadership alignment.
Own conversion across the advisor journey from first visit to application, including the homepage, core pages, paid landing pages, and persona routing; optimize for signup quality and LTV rather than raw volume.
Establish an experimentation backlog, testing framework with hypotheses, holdouts, and decision criteria, and a weekly testing cadence.
Partner with Product on advisor discovery and matching, and make the traveler journey from content and search to booking inquiry clear and measurable.
Partner with Engineering on the CMS, page templates, component library, and design system to enable teams to launch and test pages efficiently.
Maintain standards for site performance, accessibility, and crawlability.
Partner with Brand and Creative on information architecture, global navigation, and website strategy to support the brand and conversion.
Partner with SEO/GEO to make the site structured, fast, and machine-readable across search engines and AI answer engines.
Work with Data to implement event-level web data and reporting connecting the website to signups, activation, and LTV.
Define web ownership across Growth, Brand, Creative, Content, Product, and Engineering, and run intake, prioritization, and review processes.
Build agents and automated workflows for research, page QA, test analysis, reporting, and content operations.
Make the case for and build a team as the work grows.