VP of Web Services

IMPACT • Cheshire, CT

2d • Hybrid

About The Position

IMPACT is hiring a leader to build and run its Web practice through its next phase of growth. The role owns the practice as a business, including revenue, profitability, service development, pricing, project delivery, and team leadership. The practice provides website redesigns, migrations, website training, conversion rate optimization (CRO), and the TRUST Theme. The VP will develop new sources of demand and offerings—including AI-powered websites and new price points—and build a plan to meet 2027 goals while creating a profitable practice that can continue growing into 2028 and beyond.

The VP will shape services around market demand, client feedback, and the team's strengths. They will set priorities, make day-to-day decisions, identify performance or delivery issues early, and follow through on corrective actions. Projects should launch on time, within approved scope and budget, and meet quality standards for usability, accessibility, performance, and conversion. AI is expected to accelerate production, with people accountable for reviewing generated code, content, and design.

The role also focuses on clients' business outcomes and their ability to manage their own sites after launch. The VP will agree on project goals, address at-risk engagements, ensure clients have access, documentation, and training, and recommend ongoing optimization when it offers clear value. The VP will coordinate across IMPACT practices, support marketing and sales, contribute to the Endless Customers Academy, and lead designers, developers, and strategists.

The position is hybrid, with the Cheshire, Connecticut area preferred. Candidates outside Connecticut may be considered if they work East Coast hours and can travel to the office and events. Occasional travel is noted as 1–2 times per quarter; the posting also describes two internal events and 3–4 sponsored external events per year. Working hours are generally 9:00 AM to 5:00 PM Eastern Time, with flexibility for independent work outside client meetings and team rituals.

Requirements

• At least 7 years of experience in web strategy, design, or development.
• Experience leading a web practice or agency team with its own revenue and margin.
• Hands-on experience delivering websites on HubSpot CMS, including migrations.
• Ability to scope and price projects effectively and protect margin when scope changes.
• Experience establishing and maintaining a website launch QA standard.
• Comfort leading sales conversations and closing projects.
• An AI-forward approach that uses AI to accelerate design and development while keeping people accountable for quality.
• Connecticut-based candidates are strongly preferred; candidates elsewhere must commit to East Coast hours and be able to travel to the office and events.

Nice To Haves

• Experience in CRO and post-launch optimization.
• Experience building or selling website themes or templates.
• Familiarity with Endless Customers / They Ask, You Answer.
• Expertise in accessibility and performance.

Responsibilities

• Own the Web practice's revenue and profitability.
• Set and manage project pricing, including discovery, complexity, revisions, and support, to protect margins and prevent unpaid custom work.
• Follow up on opportunities from Marketing & Sales and coaching teams; scope and close custom and expanded projects.
• Maintain current forecasts and raise likely performance misses early.
• Deliver projects on schedule and within approved scope and budget; document and obtain approval for scope changes before work begins.
• Maintain launch QA standards for usability, accessibility, performance, and conversion.
• Use AI to speed production while ensuring people review generated code, content, and design.
• Agree on business goals for each project, including how the site supports buyer decisions and client growth.
• Identify at-risk projects and clients early and lead documented recovery plans.
• Ensure clients can access, edit, manage, and own their sites through appropriate access, documentation, and training.
• Recommend ongoing optimization when it provides clear value without creating client dependence on IMPACT.
• Shape the service lineup—including redesigns, migrations, website training, CRO, and the TRUST Theme—based on demand, feedback, and delivery capabilities.
• Keep offers repeatable, price intentional custom exceptions for their true effort, and recommend fixing or retiring underperforming offers and developing new offers or pricing through the approval process.
• Coordinate cross-practice handoffs through each client's Relationship Owner, especially when launches affect Paid Media campaigns or HubSpot setup.
• Contribute expertise to marketing and sales through content, events, and sales conversations, and contribute to the Endless Customers Academy.
• Test AI and process improvements and share effective practices with other teams.
• Lead, develop, and hold designers, developers, and strategists accountable through clear expectations, measurable goals, and regular feedback.
• Address team performance problems and capability gaps promptly.

Benefits

• Base salary of $140,000–$150,000, plus a performance incentive tied to the role's scorecard, with stated OTE of $215,000.
• Additional three-year target incentive.
• Medical, dental, and vision insurance, with IMPACT covering a significant share of premiums.
• 401(k) with a 100% match up to 3%, plus a 50% match up to 5%.
• Company-paid life insurance.
• Paid parental leave.
• Flexible PTO.

What This Job Offers

• Job Type: Full-time
• Career Level: Executive
• Education Level: No Education Listed