Director, Web Strategy

Position Title: Director of Web Strategy
Department: Marketing Operations
Reports To: Head of Marketing Operations

Position Overview

The Director of Web Strategy will define and execute a forward-thinking, AI-driven vision for Abnormal’s web presence, creating a website that enhances the customer journey and drives engagement. This role demands strategic expertise, hands-on ability with AI tools, and a deep understanding of web technologies. Collaborating with Product Marketing, Brand, and Content teams, the Director will establish a web framework that facilitates iterative, data-driven improvements and ensures security and compliance with industry standards. Additionally, this role will focus on ensuring the website supports global audiences, leveraging market-specific insights to drive user engagement and conversion.

Key Responsibilities

1. Strategic Vision and AI Utilization:

• Develop a comprehensive web strategy using AI tools (e.g., v0, Claude) to accelerate the execution and optimization of content.
• Leverage AI to iterate swiftly, refine messaging, and enable website changes that drive engagement and build trust throughout the customer journey.
• Set and communicate the vision for a streamlined, scalable web experience in alignment with business goals.

• Partner with Product Marketing to structure tiered content:
• Tier 1: Homepage with high-polish, brand-enhanced content.
• Tier 2: Product pages with templated messaging (what/why/how).
• Tier 3: Use cases and technical documentation.
• Tier 4: Regularly published updates and blogs.
• Define the web content framework, co-creating with Brand, Product Marketing, and Product teams to ensure cohesive messaging.
• Incorporate best practices in content strategy and management to enhance user engagement.
• Collaborate with the Content team to showcase key offerings, including thought leadership and product updates.

• Manage website technologies, including hosting, CMS, and integrations with MarTech and marketing automation platforms.
• Ensure website security and compliance with industry standards and regulations.

• Develop tailored strategies for markets with varying levels of maturity, optimizing content and design to meet regional and international needs.
• Ensure international and market-specific sites align with global strategies while addressing local audience preferences.

• Continuously monitor web performance using analytics, making data-driven adjustments to enhance user experience and achieve marketing goals.
• Implement SEO strategies, A/B testing, and user feedback loops to improve site functionality and content impact.
• Establish a feedback loop from web visitors to inform product marketing and growth strategies.

• Collaborate with Product & Corporate Marketing to co-define the website strategy, ensuring it aligns with product launches and overall marketing initiatives.
• Work with Integrated Marketing to ensure product and brand launch moments are effectively represented.
• Act as a key liaison between the Web Development team and stakeholders, ensuring technical execution aligns with strategic goals.

Key Competencies

• AI Proficiency: Strong understanding of AI tools for content generation, web design, and optimization.
• Strategic Execution: Ability to craft and execute a web strategy that aligns with broader marketing goals while leveraging technology for efficiency.
• Data-Driven Insights: Expertise in web analytics and data interpretation to guide strategic decisions.
• Content Management: Knowledge of content strategy best practices to enhance user engagement.
• Collaboration and Influence: Proven ability to work across departments, bringing together marketing, content, IT, and sales teams.
• Global Perspective: Experience in adapting web strategies for diverse, international audiences.

Qualifications

• Bachelor’s degree in Marketing, Business, or a related field (Master’s preferred).
• 7-10 years of experience in web strategy, digital marketing, or a similar role.
• Experience leveraging AI tools for web strategy and content optimization.
• Strong background in managing web platforms and ensuring security and compliance.
• Proficiency with analytics and reporting tools (e.g., Google Analytics, Looker, Amplitude).
• Exceptional communication and leadership skills to influence cross-functional teams.

Summary

The Director of Web Strategy will harness the power of AI to transform Abnormal’s digital presence. By efficiently deploying content, managing web technologies, and aligning with Product Marketing, this role ensures the website is a dynamic, secure, and trust-building asset that supports all stages of the customer journey. The ideal candidate will also leverage data insights to tailor strategies for diverse global markets, driving meaningful engagement and conversion.

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