Director, Digital Marketing & Web Experience

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Varicent is seeking a strategic creative and data-driven Director Digital Marketing & Web Experience to lead our digital growth engine across digital marketing website strategy and experience paid media SEO/AEO/GEO conversion optimization and digital performance measurement.

This leader will own the strategy and performance of Varicents digital channels with accountability for their contribution to pipeline and revenue. Youll shape how prospective customers discover engage with and convert through Varicents digital experiences while ensuring our investments are measurable scalable and aligned with business objectives.

This is a broad functional leadership role that combines strategic ownership with operational fluency. Youll lead a team and agency ecosystem spanning digital marketing and web experience while partnering closely with Marketing leadership Demand Generation Product Marketing Content Creative Marketing Operations Revenue Operations Sales Customer Marketing IT Finance and other stakeholders.

• Own Varicents digital marketing strategy across paid media SEO/SEM website experience landing pages conversion optimization retargeting and account-based digital programs.

• Develop and lead a multi-quarter digital marketing and web roadmap aligned with pipeline revenue brand and customer acquisition goals.

• Define the role of digital channels throughout the buyer journey from awareness and demand creation through conversion pipeline acceleration and customer expansion.

• Establish priorities investment areas operating rhythms and measurement frameworks for the function.

• Identify emerging digital opportunities buyer behavior shifts platform changes competitive trends and technologies that can improve performance.

• Serve as the senior functional leader for digital marketing and web experience across the Marketing organization.

• Own strategy and performance across paid digital channels including Google Ads LinkedIn paid social display retargeting review sites content syndication programmatic ABM platforms and intent-based advertising.

• Own paid media budget strategy channel mix investment allocation forecasting and spend pacing.

• Partner with agencies on campaign execution optimization reporting and performance recommendations.

• Partner with Demand Generation Content and Product Marketing to develop digital programs supporting product audience industry ABM event webinar and pipeline acceleration initiatives.

• Lead audience segmentation targeting and experimentation across channels creative landing pages forms CTAs and conversion paths.

• Continuously optimize programs to improve conversion lead quality opportunity creation pipeline contribution and return on marketing investment.

• Ensure digital programs are effectively integrated with marketing automation CRM lead routing scoring nurture attribution and reporting.

• Own Varicents corporate website strategy as a core demand generation brand product storytelling and conversion platform.

• Lead the vision for website experience UX design navigation information architecture conversion paths accessibility and brand consistency in partnership with the Senior Web Developer.

• Own the website roadmap and establish effective processes for prioritization governance design standards development coordination QA and release management.

• Lead the strategy for landing pages campaign pages product and industry pages resource experiences demo request paths and event pages.

• Partner with Brand Creative Content and Product Marketing to ensure the website clearly communicates Varicents value proposition and differentiation.

• Drive conversion rate optimization through analytics heatmaps behavioral insights A/B testing and funnel performance data.

• Ensure the website is optimized for search visibility accessibility Core Web Vitals mobile responsiveness privacy security and performance.

• Lead major digital experience initiatives including redesigns CMS improvements migrations personalization programs and other website transformations.

• Own Varicents SEO strategy and ensure paid and organic search work together to maximize visibility efficiency and conversion.

• Partner with the Senior Manager of Digital Marketing to identify keyword opportunities content gaps high-intent buyer topics and organic growth priorities.

• Guide technical SEO content optimization site architecture metadata schema internal linking and search-focused website improvements.

• Partner with the Senior Web Developer and agencies to resolve technical SEO issues related to indexing crawlability redirects site speed and page structure.

• Establish SEO/AEO/GEO measurement that connects visibility and engagement with conversion and organic pipeline outcomes.

• Evolve Varicents approach to discoverability across traditional search engines AI-powered search experiences review sites citations and third-party platforms.

• Own the digital performance measurement framework across paid media SEO/AEO/GEO website experience and conversion paths.

• Define KPIs dashboards reporting cadences and executive-level performance narratives.

• Partner with Marketing Operations Revenue Operations Finance and Analytics to ensure reliable campaign tracking attribution data flow lead capture routing scoring and reporting.

• Analyze performance across the funnel including traffic quality engagement conversion MQL and opportunity creation pipeline contribution and ROI.

• Translate complex performance data into clear insights and recommendations for senior leadership.

• Lead digital forecasting and performance planning in partnership with Demand Generation and revenue teams.

• Build a test-and-learn culture that continuously improves audiences creative messaging website experiences and investment decisions.

• Lead and develop the digital marketing and web experience function including a Senior Web Developer and Senior Manager of Digital Marketing alongside Varicents SEO/AEO/GEO and paid media agency partners.

• Set clear goals responsibilities performance expectations development plans and operating rhythms for two direct reports.

• Build a culture of accountability creativity speed experimentation and measurable impact.

• Manage team capacity prioritization workload hiring needs and career development.

• Coach team members to strengthen strategic thinking execution quality and analytical decision-making.

• Establish scalable processes for campaign execution web intake design review QA testing and agency collaboration.

• Shape the future-state organization including team structure capability gaps and development needs.

• Own digital marketing and web budget planning across paid media agencies contractors tools and platforms.

• Manage external partners across paid media SEO web design and development analytics creative production and CRO.

• Define agency scopes deliverables timelines performance expectations and accountability.

• Evaluate agency and vendor performance and make recommendations regarding renewals consolidation replacement or additional investment.

• Develop business cases for digital investments based on growth opportunities performance and expected ROI.

• Partner with Finance Procurement Legal and IT on vendor selection contracts renewals and compliance.

• Act as a senior digital and web strategy partner to the SVP of Marketing and broader Marketing leadership team.

• Lead alignment across teams on website priorities digital campaign strategy conversion goals investment tradeoffs and reporting.

• Partner with Sales and Revenue Operations to understand digital lead quality pipeline progression and conversion outcomes.

• Partner with Marketing Operations to ensure campaigns have effective tracking attribution scoring and routing.

• Collaborate with Product Marketing Content Creative and Brand to create digital experiences that reflect buyer needs product positioning and Varicents brand.

• Communicate priorities results risks investment needs and strategic recommendations to senior leadership.

• 12 years of experience across digital marketing demand generation growth marketing web strategy or performance marketing gained in-house at an agency or through a combination of both.

• 7 years of people leadership experience including leading teams managers or multidisciplinary digital and web functions.

• Significant B2B marketing experience ideally within SaaS technology enterprise software or another complex sales environment.

• A track record of building and scaling digital strategies that contribute to measurable pipeline revenue and efficient customer acquisition.

• Deep knowledge of paid media SEM SEO paid social display retargeting programmatic content syndication and account-based advertising.

• Strong understanding of website strategy UX web design and development workflows CMS management CRO accessibility and web analytics.

• Experience leading website redesigns optimization programs landing page strategies or other significant digital experience initiatives.

• Experience with platforms such as Google Ads Google Analytics 4 Google Tag Manager Google Search Console LinkedIn Campaign Manager Meta 6sense Demandbase RollWorks or similar technologies.

• Experience with CMS platforms such as HubSpot WordPress Webflow Drupal Adobe Experience Manager or similar.

• Understanding of marketing automation CRM attribution campaign tracking lead management and funnel reporting using platforms such as Salesforce Marketo HubSpot Looker or Power BI.

• Experience managing significant paid media budgets and reallocating investment based on performance.

• Strong analytical skills and the ability to turn complex data into clear business insights and recommendations.

• Experience managing agencies vendors contractors scopes of work budgets and performance expectations.

• Executive-level communication skills and experience presenting strategy results risks and recommendations to senior stakeholders.

• Strong cross-functional and program leadership skills with the ability to navigate competing priorities across teams systems agencies and timelines.

• Experience incorporating AI-powered marketing capabilities such as generative AI AI-driven personalization or conversational experiences into the digital marketing ecosystem.

• Working knowledge of HTML/CSS and the ability to partner effectively with web developers on technical implementation.

• Bachelors degree or equivalent practical experience.

• Experience in B2B SaaS enterprise software revenue management sales performance management fintech or go-to-market technology.

• Experience leading digital marketing and web experience within a global or multi-region organization.

• Experience managing managers or building and scaling a digital marketing/web function.

• Experience with ABM strategy and account-based advertising platforms.

• Experience with website personalization intent-based experiences dynamic content or account-based web experiences.

• Experience with Dreamdata or another multi-touch attribution platform.

• Experience with CRO and experimentation platforms such as Optimizely VWO Unbounce Mutiny or Convert.

• Experience with behavioral analytics tools such as Hotjar Crazy Egg FullStory or Microsoft Clarity.

• Experience leading major website redesigns rebrands CMS migrations taxonomy initiatives or web governance programs.

• Familiarity with privacy cookie consent GDPR CCPA accessibility and web compliance requirements.

• Experience partnering with Finance on forecasting ROI analysis and investment planning.

• Advanced knowledge of multi-touch attribution marketing mix analysis and revenue performance reporting.

• Google Ads Google Analytics (GA4) and/or HubSpot certifications.

Youll build a clear understanding of Varicents digital ecosystem by assessing paid media web experience SEO/AEO/GEO analytics agencies budgets team capabilities conversion paths campaign tracking and current performance benchmarks. Youll establish relationships with key partners across Marketing Sales Revenue Operations IT Finance and our agency ecosystem while identifying immediate risks and optimization opportunities.

Youll establish initial digital and web priorities strengthen performance reporting evaluate agency effectiveness and align with Marketing leadership on investment and website priorities. Youll begin implementing high-impact improvements across campaigns targeting landing pages website UX tracking creative testing and organic visibility.

Youll deliver a multi-quarter digital marketing and web experience roadmap establish scalable operating models for campaigns and web execution and launch a structured experimentation program. Youll strengthen visibility into digital contribution to pipeline and revenue while establishing clear team goals responsibilities and development priorities.

Youll deliver measurable improvements across digital pipeline contribution paid media efficiency organic visibility and website conversion. Youll establish Varicents website as a stronger growth engine improve the quality and actionability of digital performance reporting strengthen agency and team performance and lead at least one major web CRO acquisition SEO or performance measurement initiative with measurable business impact.

For this role the estimated annual base salary range is between $138200.00 - $181400.00 CAD. In addition to base salary our compensation package may include bonuses commissions for eligible sales roles and a comprehensive benefits package. The actual base salary will vary based on factors including individual qualifications and market data as objectively assessed during the interview process.

This posting is for a new vacancy.

This hiring process utilizes artificial intelligence tools to assist in candidate screening and assessment. Our AI tools are designed to complement not replace human decision-making.