Director of Web Growth

Annual Salary: $240,000-$270,000 per year

About the Role

This opportunity is with a live-experiences marketplace that helps customers discover and access events across the United States and Canada through iOS, Android, mobile web, and desktop platforms.

The Director of Web Growth will take end-to-end ownership of web-driven gross merchandise value, customer acquisition economics, conversion performance, paid search, SEO, content, and experimentation. The role will operate with a general-manager mindset, treating every channel, landing page, user flow, and customer touchpoint as a potential growth lever.

This is a newly created, highly visible player-coach position. The Director will directly manage the paid search function while remaining hands-on in conversion rate optimization, web product performance, SEO, content development, analytics, and cross-functional execution.

The position reports to the Vice President of Growth and works closely with leaders responsible for paid social, CRM and lifecycle marketing, offline media, Product, Design, Engineering, and Analytics.

What You’ll Do

• Own web growth: Take direct accountability for web-driven GMV and blended contribution economics rather than optimizing individual channels in isolation.
• Manage the complete customer lifecycle: Develop a comprehensive view of the web customer journey and strengthen each stage of the funnel to improve conversion, retention, and customer life‑time value.
• Lead paid search: Direct the paid search team, including strategy, budget allocation, account performance, prioritization, and ongoing optimization.
• Guide SEM strategy: Use strong working knowledge of search engine marketing to coach team members, challenge assumptions, evaluate performance, and identify opportunities without needing to execute every campaign personally.
• Drive conversion rate optimization: Analyze customer behavior, funnel performance, and points of abandonment to identify what is limiting growth.
• Partner with Product, Design, and Engineering: Translate funnel insights into product priorities, experiments, landing-page improvements, and customer experience changes that measurably increase conversion.
• Diagnose performance issues directly: Investigate funnel drop-off, develop hypotheses, prioritize solutions, and push improvements through implementation rather than only submitting requests to other teams.
• Build an experimentation engine: Establish a rigorous, repeatable testing culture across landing pages, user flows, merchandising experiences, and conversion opportunities.
• Create a testing roadmap: Develop prioritization frameworks, testing processes, measurement standards, and operating practices that improve experimentation quality and velocity.
• Build SEO capability: Evaluate the organic search opportunity, define the initial strategy, and establish the resources needed to launch and scale the function.
• Build content capability: Determine where content can support discovery, organic traffic, conversion, and customer value, then create an execution plan using agencies, contractors, or future internal hires.
• Manage external partners: Select, onboard, and oversee agencies, contractors, vendors, or specialized resources when external support is the most effective way to build new capabilities.
• Support adjacent growth channels: Provide cross‑functional input into paid social and CRM initiatives when those channels affect the web funnel, customer journey, or overall GMV mix.
• Evaluate web-to-app strategy: Develop a clear, data‑supported perspective on when the web experience should drive app installs and when web should operate as an independent transaction channel.
• Make tradeoffs visible: Clearly communicate the costs, benefits, and business implications of decisions involving web conversion, app acquisition, channel investment, and customer experience.
• Manage full‑funnel economics: Use blended customer acquisition cost, customer life‑time value, contribution margin, average order value, and related financial metrics to make and defend investment decisions.
• Prioritize business outcomes: Focus resources on measurable revenue, GMV, profitability, and customer value rather than channel‑level vanity metrics.
• Build growth reporting: Create dashboards, scorecards, metrics, and business reviews that provide visibility into performance and keep teams focused on the highest‑impact opportunities.
• Establish an operating cadence: Implement regular reviews, planning processes, and performance discussions that support accountability, faster decisions, and continuous improvement.
• Operate as a player‑coach: Manage the paid search team while remaining directly involved in CRO, SEO, content, analytics, testing, and web growth strategy.
• Build rather than simply inherit: Create new growth capabilities, processes, partnerships, and operating systems from lean or zero‑resource starting points.

Qualifications

Required Qualifications

• Eight to twelve years of professional experience in growth, web product management, ecommerce, conversion rate optimization, or a closely related field.
• At least two to three years of experience owning a revenue or GMV target that included responsibility across multiple channels.
• Strong web product judgment and the ability to review a funnel, identify potential problems, develop hypotheses, and work with Product, Design, and Engineering to test and implement solutions.
• Demonstrated ability to personally analyze conversion performance and customer behavior rather than depending entirely on other teams to identify growth opportunities.
• Working fluency in paid search and SEM, including enough expertise to guide strategy, coach a team, evaluate account performance, and ask detailed performance questions.
• Strong understanding of full‑funnel economics, including blended CAC, LTV, contribution margin, average order value, and the financial impact of channel and product decisions.
• Experience using financial and customer‑value metrics to make, communicate, and defend business tradeoffs.
• Experience launching a new channel, team, operating capability, vendor relationship, or growth function from a lean or zero starting point.
• A demonstrated record of being evaluated against business outcomes such as revenue, GMV, contribution, profitability, or customer value rather than only channel‑specific KPIs.
• Ability to balance strategic leadership, team management, hands‑on analysis, experimentation, and cross‑functional execution.
• Ability to communicate a clear, data‑grounded point of view to senior leadership.

Preferred Qualifications

• Experience working in a marketplace, travel, ecommerce, ticketing, or inventory-and-demand‑driven business.
• Experience in an environment where paid search, SEO, content, and conversion optimization must work together toward a shared business objective.
• Experience managing SEO or content initiatives through agencies, contractors, or other external partners rather than exclusively through an internal team.
• Experience defining web-to-app strategy for a business that serves customers through both web and mobile application experiences.
• Experience designing a formal experimentation program, including prioritization frameworks, testing governance, documentation, and measurement standards.
• Exposure to pricing strategy, promotional strategy, or related commercial decision‑making.
• Practical familiarity with artificial intelligence tools and the ability to use AI to accelerate experimentation, increase testing velocity, improve analysis, or support decision‑making.

What Success Looks Like

During the First 90 Days

• Complete a detailed audit of the web funnel and paid search program.
• Identify the largest efficiency gaps, conversion barriers, and growth opportunities.
• Develop and document a clear point of view on the highest‑priority areas for investment and improvement.
• Assume independent management of the paid search team.
• Develop a strong understanding of the paid search account structure, budget allocation, performance drivers, and optimization opportunities.
• Assess the SEO and content opportunity and create a practical plan for launching the function through an agency, contractor, vendor, or another appropriate resource model.

During the First Year

• Demonstrate specific, measurable improvements resulting from tradeoffs made across channels, product experiences, and customer acquisition investments.
• Launch and complete meaningful conversion rate optimization and experimentation initiatives in partnership with Product, Design, and Engineering.
• Produce measurable improvements in website conversion performance.
• Establish an SEO and content capability where none previously existed.
• Generate early performance signals from organic search and content initiatives.Develop an evidence‑based perspective on the relationship between the web and mobile app experiences.
• Become a trusted source of guidance for leadership on web growth, channel economics, conversion, experimentation, and web-to-app strategy.
• Competitive equity package.
• Flexible paid time off.
• Monthly credits that may be used toward eligible live events, valued at up to $1,200 per year.
• Medical insurance.
• Vision insurance.
• Life insurance.
• Disability benefits.
• Health Savings Account options.
• Pre‑tax savings programs.
• Company off‑site events and team meetups.
• Employee wellness programs.
• Tenure recognition programs.

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