Senior Manager, Web Strategy & Optimization

Sky Zone•Washington, NV

2d•$112,000 - $125,000•Hybrid

About The Position

CircusTrix, operating as Sky Zone, is seeking a Senior Manager, Web Strategy & Optimization to lead the day-to-day web strategy across Sky Zone’s digital experience. This role involves prioritizing enhancements based on customer needs, business objectives, and performance data, and leading website optimization initiatives to improve conversion, engagement, accessibility, and user experience. The position supports key business initiatives, promotions, and campaigns by ensuring a cohesive, high-performing brand experience on the website, and establishes governance and standards for website functionality, performance, SEO, and ADA compliance. The Senior Manager will develop business cases and recommendations for web enhancements and investments, and partner with the Director, Digital Experiences to develop and execute the digital roadmap, including defining requirements for platform evolution and evaluating emerging technologies. This role owns website conversion and revenue performance, identifying opportunities to increase bookings and revenue through website enhancements, and leading CRO strategy and testing. Additionally, the role leads website CX and personalization strategy, partnering with CRM to leverage capabilities for audience-based experiences, developing customer segmentation strategies, and optimizing customer journeys. The Senior Manager will serve as the primary owner of website performance reporting, developing dashboards and KPI goals, analyzing customer behavior, and delivering strategic recommendations to leadership. The position also involves providing subject matter expertise, driving execution, leading and developing team members, and serving as the business owner for website platforms, tools, and technology partners. This includes influencing vendor roadmaps, partnering with internal teams, and evaluating innovative technologies. Finally, the role owns the operational health and governance of the website, leading SEO, ADA compliance, legal review coordination, and managing the website release process, QA, documentation, and cross-functional communication. The Senior Manager will develop and maintain operational processes and standards, stay current on emerging technologies like AI and LLM, and remain hands-on with web platforms, analytics, and optimization tools.

Requirements

Bachelor’s degree in Web Strategy, Marketing, Business, Digital Media, Ecommerce, or related field.
7+ years of experience leading website strategy, ecommerce, digital experience, and/or conversion optimization initiatives.
Proven experience driving measurable improvements in website performance, online revenue, and conversion rates through data-driven optimization.
Strong understanding of customer journey mapping, user experience (UX), conversion rate optimization (CRO), and website personalization strategies.
Experience translating business objectives into digital strategies, prioritizing initiatives, and delivering measurable business results.
Proficiency with web analytics and optimization tools including GA4, Microsoft Clarity, Google Tag Manager, and content management systems (WordPress preferred).
Experience partnering with CRM or marketing automation teams to deliver personalized web experiences (Braze experience preferred).
Strong analytical skills with the ability to translate customer behavior and performance data into proactive and actionable business recommendations.
Excellent communication and presentation skills, with experience influencing cross-functional stakeholders and presenting recommendations to leadership.
Proven ability to manage multiple priorities, vendors, and cross-functional initiatives in a fast-paced environment.
Demonstrated curiosity and passion for creating exceptional digital experiences that drive customer satisfaction and business growth.
This role is equal parts strategy and hands-on execution — comfortable building requirements, running QA, testing, and troubleshooting just as much as shaping strategic recommendations and presenting to leadership.

Nice To Haves

Prior experience with an entertainment, franchise, and/or retail business a plus.
WordPress preferred.
Braze experience preferred.

Responsibilities

Own and execute the day-to-day web strategy across Sky Zone’s digital experience.
Prioritize enhancements based on customer needs, business objectives, revenue opportunities, and performance data.
Lead website optimization initiatives that improve conversion, engagement, accessibility, and overall user experience.
Support key business initiatives, promotions, and campaigns by ensuring the website delivers a cohesive, high-performing brand experience.
Establish governance and standards for website functionality, performance, SEO, and ADA compliance.
Develop business cases and recommendations for web enhancements and investments.
Partner with the Director, Digital Experiences to help develop and execute the digital roadmap for the future evolution of Sky Zone’s website, including capital projects (e.g., 2027 initiatives).
Define requirements and partner cross-functionally to move the platform from its current state to the long-term vision.
Evaluate emerging technologies, digital best practices, and industry trends to inform roadmap priorities.
Recommend new capabilities, tools, and platform enhancements that improve the guest experience and drive business growth.
Own website conversion and revenue performance.
Identify opportunities to increase ticket and party bookings, membership purchases, and ancillary revenue through website enhancements.
Drive prioritization of initiatives based on revenue impact.
Lead CRO strategy and testing based on data and potential impact.
Lead website CX and personalization strategy.
Partner closely with CRM to leverage Web SDK capabilities, Content Cards, and audience-based experiences.
Develop customer segmentation strategies that improve engagement and conversion.
Optimize customer journeys through behavioral insights and testing.
Champion best-in-class UX across key conversion paths.
Serve as the primary owner of website performance reporting.
Develop dashboards and KPI goals tied to business outcomes.
Analyze customer behavior, funnel performance, and conversion trends to identify actionable business opportunities.
Develop and deliver strategic recommendations to leadership.
Provide subject matter expertise and help drive execution across Sky Zone’s web experience and digital optimization initiatives.
Lead, coach, and develop team members while fostering a culture of ownership, collaboration, and continuous improvement.
Serve as the business owner for website platforms, tools, and key technology partners.
Influence vendor roadmaps and partner closely with internal teams to prioritize initiatives that drive business value.
Evaluate innovative technologies, platforms, and capabilities that improve customer experience, accessibility, conversion, and revenue.
Partner with IT on vendor evaluations, contract negotiations, and renewals.
Own the operational health and governance of the Sky Zone website, ensuring a reliable, secure, and high-performing digital experience.
Lead ongoing SEO, ADA compliance, legal review coordination, and website governance initiatives.
Manage the website release process, QA, documentation, and cross-functional communication for new launches and enhancements.
Develop and maintain operational processes, standards, and documentation that support a scalable web program.
Stay current on emerging technologies, including AI and LLM capabilities, and identify opportunities to improve digital experience and internal workflows.
Remain hands-on with web platforms, analytics, and optimization tools to support execution, troubleshooting, and continuous improvement.