Web Content & Conversion Manager

Web Content & Conversion Manager

The Web Content & Conversion Manager is responsible for defining and executing the strategic roadmap for Brightline's website content and conversion performance. This role blends SEO expertise, data-driven optimization, content planning, and hands-on content execution to drive engagement, conversion rate, and revenue impact across all site experiences. The role partners cross-functionally with Brand & Creative, Technology, Analytics, Revenue Management, Product, and Partnerships to deliver a best-in-class digital experience.

At Brightline, we believe in creating meaningful connections through exceptional experiences. We're creating a brighter way to get there by making travel more convenient, more sustainable, and more hospitable every day. If you're optimistic, forward-thinking, and interested in shaping the future of travel with us, we'd love to hear from you.

Your Role

• Content Strategy & Planning
  • Own the strategic roadmap for all website content and conversion optimization initiatives.
  • Develop and manage a strategic content calendar aligned to business objectives and Brightline's existing thematic promotional calendar.
  • Collaborate with cross-functional partners to contextualize offers and promotions across the website in support of revenue and growth goals.
  • Define site structure priorities and communication strategies that support customers across the full conversion funnel.
• Content Creation & Execution
  • Develop and oversee the creation of high-performing website content tailored to targeted audience segments and customer needs.
  • Manage end-to-end execution of web content initiatives, including coordination with Brand & Creative, Revenue Management, Product, Technology and external partners.
  • Integrate partner and promotional content where appropriate while ensuring brand consistency, clarity, and conversion effectiveness.
  • Ensure content execution across all site experiences supports engagement, usability, SEO, and conversion best practices.
• Data Analysis & Optimization
  • Analyze site traffic, user behavior, engagement, and conversion patterns to understand customer intent and identify optimization opportunities.
  • Define and track KPIs related to traffic, engagement, conversion rate, and content performance; translate insights into actionable improvements.
  • Develop and maintain an ongoing A/B testing and conversion rate optimization (CRO) roadmap across all major site sections.
  • Use analytics and testing insights to continuously iterate on content, page layouts, messaging, and user flows to elevate conversion performance.
• SEO & Discoverability
  • Execute SEO and GEO best practices across all site content, templates, tagging, and taxonomy to maximize organic visibility and qualified traffic.
  • Conduct competitive and keyword research using tools such as SEMrush to inform content strategy, site priorities, and on-page optimization.
  • Partner with technology and development teams to implement SEO best practices in site architecture, wireframes, templates, and CMS workflows.
  • Ensure all new and existing content is optimized to improve search performance, engagement, and conversion outcomes.
• Cross-Functional Collaboration
  • Work closely with Brand & Creative, Technology, Analytics, Revenue Management, Product, and Partnerships to deliver a cohesive and optimized digital experience.
  • Provide clear direction, insights, and recommendations to stakeholders based on performance data and optimization learnings.

Experience & Qualifications

Required Education and Experience:

• Bachelor's degree in Marketing, Ecommerce, Business management
• 5+ years of proven experience in a leadership role within Ecommerce, travel or hospitality industries
• Experience in increasing roles of scope and strategic responsibility
• Strong background in Ecommerce within service industries
• Demonstrated success in developing and implementing content strategies resulting in conversion rate improvement

Knowledge Skills & Abilities:

• Excellent communication and cross functional team management skills
• Ability to collaborate effectively with cross-functional teams and external partners
• Demonstrated abilities to manage website content projects
• Strong quantitative, analytical skills with attention to detail and accuracy and ability to make data-driven decisions
• Keen ability to deal effectively with guests, management, teammates, and outside contacts while working under pressure and meeting deadlines
• Strong communication, critical thinking, and presentation skills; including the ability to provide written and verbal direction effectively
• Proficient in Microsoft Office applications, specifically, Excel, Word, and PowerPoint
• Experience working in the Adobe Suite, SEM Rush, Full Story

Combine your experience, innovation, and entrepreneurial spirit by joining our growing team. Brightline is pleased to offer a competitive compensation and benefits package, and the opportunity to make a difference while making history as the only privately funded rapid rail service in the country.

Brightline is an Equal Opportunity Employer. In compliance with the Americans with Disabilities Act, Brightline will provide reasonable accommodations to qualified individuals with disabilities and encourages both prospective and current employees to discuss potential accommodations with the employer.