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Web Strategy Lead

3 months ago

Ottawa, Ontario, Canada Fullscript Full time
Fullscript is the leading platform for prescribing integrative health products and simplifying the path to lifelong wellness.

We are the trusted care delivery platform for practitioners who want to create partnerships with their patients and want a simpler way to deliver integrative plans.

We are changing the way health is prescribed and making a positive impact on the lives of millions through our work.

Experience what it's like to work for a mission-driven company committed to helping people get better.

We are looking for a Web Strategy Lead to own our marketing website strategy and roadmap.

You'll drive meaningful business growth through maximizing practitioner traffic, engagement, and conversion, driven by a deep understanding of the practitioners' buyer journey.


Reporting into the Director of Marketing, you will be joining a team of passionate, data-driven professionals who excel by prioritizing ruthlessly, testing relentlessly, celebrating rapid iteration, and supporting one other.


What you'll do:

  • Manage / coordinate a team of UX designers, SEO specialists and external resources, owning project prioritization/team capacity, organizational structure, career growth and outcomes.
  • Partner with Product Marketing to obtain a deep understanding of our personas and their buyer journey, especially as it relates to messaging and website conversion points.
  • Proactively work with marketing leads to understand business needs and goals with the ability to prioritize web projects based on value to the company
  • Oversee the functionality of the website, ensuring we have the right tools and technology stack to a) support optimal load times and performance and b) drive business goals
  • Partner closely with the engineering manager to activate changes to the site.
  • Own and drive business and web performance metrics, leveraging our web presence as a demand generation conversion channel, and sharing results with key stakeholders on a regular basis.
  • Analyze web traffic, multitouch campaign attribution, and conversion behaviors on a daily basis; recommend and implement changes in strategy, structure, or both to improve audience impacts and achieve targeted outcomes.
  • Develop detailed testing strategies for highopportunity web and/or landing pages to direct the content writer and UX designer. Analyze results and evolve the testing strategy.
  • Assure that all web and digital properties support each other as well as the practitioners' journey.
  • Establish web processes and workflow, providing guidance and training for site contributors.

What you bring to the table:

  • Previous management experience of a team of 2+ with a proven record of satisfaction, work-life balance and results from your team.
  • Strong grasp of SEO best practices and principals to be able to understand the SEO specialists recommendations to make decisions on when to assume risk and represent those decisions to the executive team.
  • Strong grasp of UX best practices and principals to successfully incorporate them roadmaps and decisions.
  • Demonstrated expertise in project management, including familiarity with project management principles and toolsets (Asana); fluency in managing timelines, dependencies, deliverables, milestones, and resource allocation.
  • Ability to discern when to activate new projects or to defer in favor of the roadmap based on potential longterm impact to the business.
  • Expertlevel experience using GA
  • Expertlevel experience with heat/click mapping; Crazy Egg currently instrumented.
  • Expertlevel experience with A/B testing tool; Google Optimize to be instrumented, likely prior to your start date.

What we can offer you:

  • Generous PTO and competitive pay
  • Fullscript's RRSP match program for financial health
  • Flexible benefits package and workplace wellness program
  • Training budget and companywide learning initiatives
  • Discount on Fullscript catalog of products
  • Ability to work Wherever You Work Well
  • Our
    Wherever You Work Well philosophy means Fullscript teammates get to pick their own office — whether that's inoffice, at home, or a bit of both.
Fullscript is committed to diversity in its workforce and is proud to be an equal opportunity employer. We are excited to work with talented people, period.

All employment decisions are based on business needs, job requirements, and individual qualifications, without regard to race, color, religion or belief, national or ethnic origin, gender, age, disability, sexual orientation, gender identity and/or expression, marital or civil status, political affiliation, family or parental status, or any other status protected by the laws or regulations in the jurisdictions in which we operate.