Senior Web Platform Manager

About the role

You are the strategic owner of onxmaps.com and associated web properties, driving the web platform as a measurable growth engine. This role requires you to define and maintain a 6-12 month web roadmap that balances growth priorities with brand and product storytelling across onX's five verticals. You will own the website funnel conversion, increasing the rate at which visitors move through the account creation to trial or subscription by identifying drop-off points. You will design and run A/B and multivariate experiments on landing pages, CTAs, and web-to-app pathways to build a culture of test-and-learn. You will set clear, measurable goals for web performance and report on KPIs in partnership with the data analytics team using GA4 and Tableau. You will analyze traffic sources, visitor behavior, and user journeys to surface growth opportunities and inform strategic decisions. You will ensure web strategy accounts for organic growth across traditional SEO and emerging AI-driven discovery channels.

Key facts

What you'll do

Define and maintain a 6-12 month web roadmap that balances growth priorities (traffic, conversion, engagement) with brand and product storytelling needs across onX's five verticals.

Own website funnel conversion by increasing the rate at which visitors move through the account creation to trial or subscription pipeline.

Set clear, measurable goals for web performance and report on KPIs using GA4, Tableau, and related tools in partnership with the data analytics team.

Analyze traffic sources, visitor behavior, and user journeys to surface growth opportunities and inform strategic decisions.

Collaborate with Brand, Content, and Vertical Marketing teams on site merchandising, feature launches, seasonal content, and campaign landing pages.

Ensure web strategy accounts for organic growth across both traditional SEO and emerging AI-driven discovery channels like AI Overviews and LLM citations.

Establish and own a scalable web production and request process so cross-functional stakeholders can prioritize, request, and launch pages without bottlenecks.

Partner with Engineering and design teams on CMS architecture, reusable components, templates, and content models to enable self-service where possible.

Own site health by monitoring Core Web Vitals, page speed, accessibility, and technical performance.

Ensure templates and content structures follow search and content best practices including schema markup, internal linking, metadata, and structured data.

Work with the SEO team to align content and technical execution with search intent and visibility goals.

Use experimentation tools such as VWO or Optimizely to design tests, analyze results, and build a test-and-learn culture across the marketing web experience.

Requirements

You have 8+ years of experience in web platform management, growth marketing, or a related role with a strong track record of owning web properties.

You have experience defining and executing web strategy that directly impacts traffic, conversion, and engagement metrics.

You have hands-on experience with analytics tools such as GA4 and data visualization tools like Tableau to measure and report on web performance.

You have a proven ability to run A/B and multivariate tests and use insights to optimize conversion funnels.

You have experience managing complex stakeholder relationships and influencing cross-functional teams including Marketing, Product, and Engineering.

You have deep knowledge of SEO best practices and content strategy for web discoverability and user experience.

You are comfortable working in a fast-paced, ambiguous environment and can prioritize effectively with limited direction.

You have a strong understanding of Core Web Vitals, page speed, accessibility, and technical web health.

Nice to have

Experience with CMS platforms and headless architectures.

Familiarity with AI-driven discovery and how search behavior is evolving.

Experience with marketing automation and personalization tools.

Background in outdoor, recreation, or adventure-related industries.

Practical notes

This is a full-time position based in one of our US locations including Austin Texas, Bozeman Montana, Denver Colorado, Kalispell Montana, Minneapolis Minnesota, Missoula Montana, Portland Oregon, Salt Lake City Utah, Seattle Washington and related work locations.

Employment is at-will.

The compensation range for this role is $120,000.00 - $160,000.00 and may vary based on location and experience.

This role reports to Sr. Director of Growth Marketing.