Web Strategy Manager

Citizens Financial Group•Westwood, MA

1d•Onsite

About The Position

The Web Strategy Manager oversees the team responsible for defining and executing Citizens’ web strategy across customer journeys. This role ensures the web experience is structured, discoverable, and aligned to customer intent and business priorities. Reporting to the Head of Web Experience within the Digital Content Experience Strategy team, the Web Strategy Manager sits at the intersection of analytics, experience design, and business strategy, translating customer and market signals into clear direction that teams can execute consistently across journeys and channels. As search and discovery shift toward AI-driven environments, this role ensures web strategy accounts for both human visitors and machine consumers.

Requirements

8+ years in web strategy, digital experience, or a related discipline, with at least 3 years managing a team
Demonstrated experience defining web strategy at an enterprise level, including structures, journey mapping, and competitive positioning
Strong analytical skills with hands-on experience in web analytics platforms (Adobe Analytics preferred)
Proven ability to build, lead, and develop cross-functional teams
Experience managing stakeholder relationships across marketing, technology, compliance, and business priorities
Track record of influencing senior stakeholders and driving alignment without relying on positional authority
Clear, direct communication skills with the ability to synthesize complex information for executive audiences
Bachelor’s degree in a relevant field, or equivalent professional experience

Nice To Haves

Experience in a regulated industry (financial services a plus)
Working understanding of SEO, AEO, and how AI-driven search is changing discovery and content strategy
Familiarity with structured content models and how strategy requirements inform content architecture
Experience with CRO, A/B testing, and experimentation programs
Experience designing operating models and intake workflows for cross-functional teams

Responsibilities

Lead and develop a team of web and CRO strategists
Define web strategy for each customer journey, including experience structure and competitive positioning
Consult on and shape the strategy across search, AI-driven discovery, and third-party platforms
Serve as the primary strategic partner for marketing managers, growth strategists, and business-line leaders, building trust through credibility, responsiveness, and an informed point of view
Use analytics to interpret traffic trends, channel shifts, and funnel performance, and translate findings into clear, defensible narratives tied to business outcomes
Lead the CRO program: testing, experimentation roadmaps, and a culture of validated improvement
Represent the strategy perspective in CMS modernization, content model evolution, and structured content initiatives
Organize the team around customer journeys with clear ownership, cross-coverage, and predictable intake and prioritization
Develop strategists who operate across analytics, content structure, and discovery ecosystems (not just page optimization)