Sr. Director of Web Strategy

RingCentral•Belmont, CA

About The Position

The Sr. Director of Web Strategy will own RingCentral's digital properties and drive measurable revenue growth. This leader will set the strategy, design direction, and performance of websites across customer segments and markets, managing the buyer journey from SEM advertising through onboarding. The role focuses on acquisition, expansion revenue, customer experience, ecommerce, and product-led growth, while building and developing a high-performing team of web strategists, designers, developers, and analysts. The position owns the web roadmap and website P&L, including performance targets, budgets, and ROI tied to pipeline. It leads buyer journey and conversion optimization, self-service purchase and onboarding experiences, analytics and revenue attribution, and project governance and execution. The role partners across Demand Generation, Sales, Customer Success, Product, and other teams, and manages external agencies, vendors, and technology partners. It also reports progress and performance to leadership and establishes a culture of continuous improvement and experimentation.

Requirements

10+ years of experience in web strategy, digital marketing, demand generation, ecommerce, or product-led growth in B2B SaaS.
5+ years leading cross-functional teams across design, engineering, analytics, and product in matrixed organizations.
Proven track record owning website strategy end to end with measurable impact on acquisition, conversion, and revenue.
Deep expertise in buyer journey mapping, optimization, and acceleration.
Advanced hands-on experience with conversion-rate optimization, including A/B testing, landing-page optimization, form optimization, and user behavior analysis.
Strong ecommerce knowledge, including checkout flows, payment processing, cart abandonment, and lifecycle marketing.
Product-led growth experience, including free-trial strategies, freemium models, trial-to-paid conversion, and usage-based metrics.
Technical fluency with CMS platforms, analytics tools, personalization and testing platforms, and marketing automation.
Proficiency in web analytics, attribution modeling, data-driven decision-making, SEO, web performance optimization, web accessibility standards, and project management.
Experience managing budgets and vendors.
Cross-functional leadership skills, including influencing without authority, aligning competing stakeholders, and navigating matrix organizations.
Executive communication skills, including translating technical data into compelling narratives for leadership.
Bachelor's degree in Marketing, Business, Communications, or Computer Science, or equivalent experience.
Comfort working in fast-paced, ambiguous environments with a bias toward action and iteration.

Responsibilities

Define and execute a multi-year web strategy aligned with segment go-to-market, brand, and revenue objectives.
Own website P&L, performance targets, budget allocation, and ROI tied to pipeline, acquisition, and expansion revenue.
Map and optimize the complete buyer journey, working with Demand Generation from SEM landing pages through evaluation, trial or purchase, and onboarding.
Set standards for user experience, accessibility, personalization, conversion optimization, and mobile-first design.
Guide the website's role in ecommerce and product-led growth, including self-service sign-ups, automated onboarding, trial-to-paid conversion, and upsell campaigns.
Own buyer journey mapping and optimization across top-of-funnel, consideration, decision, and onboarding touchpoints.
Drive conversion-rate optimization programs, including A/B testing, personalization, segmentation, and content optimization.
Establish analytics and revenue-linked success metrics, including pipeline, deal velocity, customer acquisition cost, lifetime value, and expansion ARR.
Implement behavioral targeting and messaging based on company profile, user role, and buyer stage.
Manage promotional campaigns such as product launches, seasonal promotions, migration offers, and trial-to-paid campaigns.
Reduce conversion friction by optimizing forms, sign-up flows, and other barriers to improve time-to-value.
Partner with Sales and Customer Success on handoffs, lead scoring, CRM integration, opportunity creation, and lifecycle communications.
Lead self-service purchase flows, cart optimization, payment processing, and order management.
Own free-trial and trial-to-paid strategy, including sign-up friction, trial activation, and upgrade prompts.
Build self-service onboarding experiences that reduce time-to-value and promote product adoption without sales involvement.
Track product-led growth metrics, including free-to-paid conversion, product usage, and expansion revenue drivers.
Collaborate with Product and Customer Success on in-product messaging and expansion workflows.
Develop content strategies for product tours, guides, and educational resources, and optimize the free-user funnel, including incentive and referral programs.
Establish project discipline, including scope, timelines, resources, dependencies, risks, and approval gates.
Build intake and prioritization frameworks that balance strategic initiatives, segment demands, and technical debt.
Lead projects end to end, from business case and requirements through design, development, launch, and optimization.
Establish governance for content calendars, approval workflows, testing roadmaps, and escalation procedures.
Manage external agencies, vendors, and technology partners, including CMS, analytics, testing, and personalization platforms.
Report progress to leadership through monthly dashboards, quarterly reviews, and annual strategy updates.
Own website analytics, establish a metrics framework, create dashboards, and report performance against targets.
Define web-to-pipeline attribution across channels and connect web metrics to business outcomes such as MQLs, SQLs, opportunities, deal velocity, and deal size.
Identify trends, flag underperforming areas, and recommend optimization priorities.
Build, hire, and develop a high-performing web team of strategists, designers, developers, analysts, and project managers.
Establish team roles, career paths, and mentorship programs; set expectations, conduct regular one-on-ones, and raise the bar for talent.

Benefits

Comprehensive medical, dental, vision, disability, and life insurance.
Health Savings Account (HSA), Flexible Spending Accounts (FSAs), and commuter benefits.
401(k) match and employee stock purchase plan (ESPP).
Paid time off and paid sick leave.
Paid parental and pregnancy leave.
Family-forming benefits, including IVF, preservation, and adoption.
Emergency backup care for children, adults, and pets.
Employee Assistance Program (EAP) with 24/7 access to counseling sessions.
Free legal services, including legal advice, document creation, and estate planning.
Employee bonus referral program.
Debt refinancing assistance.
Employee perks and discounts program.