Sr. Director of Web Strategy

RingCentral • Belmont, CA

4d

About The Position

The Sr. Director of Web Strategy owns RingCentral’s digital properties and leads the strategy, design, and performance of websites across segments and markets. The role is accountable for measurable revenue growth and the complete buyer journey—from search advertising and product evaluation through purchase and onboarding—optimizing for acquisition, expansion revenue, and customer experience. The position also builds and develops a high-performing team of web strategists, designers, developers, analysts, and project managers.

This leader sets the multi-year web roadmap, owns website performance targets, budget allocation, and ROI tied to pipeline, and establishes standards for user experience, accessibility, personalization, conversion optimization, and mobile-first design. The role guides ecommerce and product-led growth initiatives, including self-service purchasing, trial-to-paid conversion, onboarding, product adoption, and expansion workflows.

The position leads buyer-journey optimization and conversion programs across funnel stages; establishes revenue-linked analytics, attribution, dashboards, and reporting; and partners with Demand Generation, Sales, Customer Success, Product, and other teams. It also oversees project governance and execution, agency and vendor relationships, experimentation, and continuous improvement, while communicating progress and business outcomes to leadership.

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.
• Track record of 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, 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 with budget and vendor management.
• Cross-functional leadership skills, including influencing without authority, aligning competing stakeholders, and navigating matrix organizations.
• Executive communication skills, including translating technical data into compelling leadership narratives.
• Bachelor’s degree in Marketing, Business, Communications, 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 performance targets, budget allocation, and ROI tied to pipeline, acquisition, and expansion revenue.
• Map and optimize the complete buyer journey, partnering with Demand Generation on the path from search landing pages through evaluation, purchase, and onboarding.
• Set standards for UX, accessibility, personalization, conversion optimization, and mobile-first design.
• Guide ecommerce and product-led growth, including self-service sign-ups, automated onboarding, trial-to-paid conversion, and upsell campaigns.
• Optimize buyer-journey touchpoints across awareness, consideration, decision, and onboarding stages.
• Drive conversion-rate optimization programs, including A/B testing, personalization, segmentation, and content optimization.
• Establish revenue-focused analytics and 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 improving forms, sign-up flows, and other barriers to 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, activation, and upgrade prompts.
• Build self-service onboarding experiences that reduce time-to-value and support 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 free-user funnels, incentives, and referral programs.
• Establish project discipline by defining scope, timelines, resources, dependencies, risks, and approval gates.
• Create intake and prioritization frameworks that balance strategic initiatives, segment demands, and technical debt.
• Lead projects from business case and requirements through design, development, launch, and optimization.
• Establish governance for content calendars, approval workflows, testing roadmaps, and escalations.
• Manage external agencies, vendors, and technology partners, including CMS, analytics, testing, and personalization providers.
• Report progress through monthly dashboards, quarterly reviews, and annual strategy updates.
• Build a culture of continuous improvement and experimentation.
• Own website analytics, establish a metrics framework, create dashboards, and report performance against targets.
• Define web-to-pipeline attribution across channels such as organic, search advertising, paid social, email, and sponsorships.
• Connect web metrics to business outcomes, including MQLs, SQLs, opportunity creation, deal velocity, and deal size.
• Identify trends and underperformance, 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 develop talent.

Benefits

• Comprehensive medical, dental, vision, disability, and life insurance
• Health Savings Account (HSA) and Flexible Spending Accounts (FSAs)
• Commuter benefits
• 401(k) match
• 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 support
• Emergency backup care for children, adults, and pets
• Employee Assistance Program with 24/7 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

What This Job Offers

• Job Type: Full-time
• Career Level: Director