Director of Digital Growth & Web Conversion

Location: Denver, Colorado preferred, but open to candidates within the United States.

Position Summary:

The Director of Digital Growth & Web Conversion is responsible for optimizing the company’s digital storefront and lead generation engine. This role drives measurable growth across traffic, conversion rate, online store sales, and full-funnel performance optimization.

This leader will bring deep expertise in eCommerce and lead generation, combining data-driven experimentation with strong cross-functional collaboration across Marketing, Sales, Product, IT, Analytics, and Creative. We are looking for someone who sees every metric as an opportunity for improvement is data-obsessed and customer-centric, comfortable with rapid iteration and blends strategy with hands on execution.

Responsibilities:

• 
  Website Traffic & Acquisition Growth

• • Develop and execute strategies to grow qualified traffic across paid, organic, direct, referral, and partner channels

• • Partner with global campaigns, paid media, and content teams to increase high-intent visitor acquisition

• • Improve traffic quality through audience segmentation, intent modeling, and channel performance optimization

• • Monitor traffic KPIs and continuously optimize toward revenue and pipeline impact

• Conversion Rate Optimization (CRO)

• • Own and scale a structured experimentation program (A/B testing, multivariate testing, personalization) while establishing best practices & frameworks across the organization

• • Optimize landing pages, product pages, checkout flows, forms, and CTAs and reduce friction in both eCommerce and lead generation journeys

• • Utilize user behavior analysis tools (heatmaps, session recordings, funnel analysis) to identify drop-offs and opportunities

• eCommerce Performance & Store Sales

• • Drive measurable increases in website store revenue, average order value (AOV), and customer lifetime value (LTV)

• • Optimize merchandising, pricing display, bundling, upsell/cross-sell tactics

• • Improve cart completion rates and reduce abandonment

• • Partner with Product and Sales on promotions, campaigns, and seasonal initiatives and on in-period digital revenue forecasting

• • Business Lead to inform roadmap prioritization balancing revenue impact, technical feasibility, and customer experience

• Lead Generation & Funnel Optimization

• • Oversee optimization of page performance, content engagement and nurture pathways in collaboration with Marketing Automation

• • Improve MQL volume and quality through journey mapping and behavioral targeting

• • Align with Sales to improve lead-to-opportunity conversion and revenue attribution

• Full-Funnel Performance Ownership

• • Create an end-to-end website performance dashboard connecting traffic engagement conversion revenue

• • Define and manage attribution frameworks

• • Identify friction points across awareness, consideration, purchase, and retention

• • Foster a culture of experimentation and data-driven decision making

• • Align with Analytics and Ops teams to ensure accurate measurement and reporting.

• This role requires communication with Managers, peers and other colleagues of the company in person, and/or by utilizing Microsoft Teams chat, calling and meeting functions.

• Minimal travel required.

• Requires sitting or standing at will while performing work on a computer (or any other physical requirements).

Qualifications:

• 
  8–12+ years in digital marketing, website optimization, or eCommerce leadership

• Bachelor’s or Master’s degree in marketing, business administration, or similar preferred, and/or relevant experience.

• Proven success driving revenue growth through website performance

• Strong experience in both eCommerce environments and lead generation / pipeline-driving websites

• Deep expertise in CRO, testing methodologies, analytics, and personalization

• Experience managing CMS platforms (e.g., WordPress, Drupal, Shopify, Adobe Experience Manager)

• Strong knowledge of Google Analytics (GA4), marketing platforms, and attribution modeling

• Experience working cross-functionally in matrixed organizations

• Demonstrated ability to influence senior stakeholders

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