Web & Optimization Lead

We're Hiring a Web & Optimization Lead

You won't just build websites, you'll architect the future of our Web & Optimization department and drive growth for some of Canada's top multi-location restaurant brands.

Remote-First role (on-site occasionally.)

Flexible PTO and unlimited sick days (Yep, really.)

Tons of Autonomy - We trust you to own your work.

Profit-sharing program - When you win, we win We give our team a stake in the outcome.

Built to Grow - Real opportunities to grow your role as you grow your skills.

We are looking for a Technical Lead who is ready to set the standard and build our future Web & Optimization department. Hook & Ladder is scaling, and we need a hands-on leader to bridge the gap between high-level strategy and technical execution.

50% Execution: You will join Team Mojo as the lead developer for our multi-location restaurant clients, building and maintaining high-performance WordPress/Elementor sites, ensuring every pixel and interaction is perfect.

50% Strategic Leadership: You will act as the "Technical Architect" for the department, building the operational machine that allows us to scale from 10 builds to 100. Beyond coding, you will architect operations (SOPs & Automations), manage external vendors, and lead the technical team.

This role is designed to evolve. You'll grow into a full Technical Lead, conducting 1:1s, leading training workshops, driving strategic sales conversations, and owning the department's automation and Conversion Rate Optimization (CRO) strategy. You'll define the technical scope for new sales opportunities, help price projects accurately, and decide when to hire. 

If you're a Senior Developer ready to build a team, define standards, and own the technical operations of a department, this is your runway.

What you'll be doing:

• Lead Web Execution: You will serve as the primary builder for website projects, developing, updating, and troubleshooting sites using WordPress and Elementor Pro. Your focus will be on ensuring rapid turnaround times while maintaining strict quality standards for mobile responsiveness and speed (Core Web Vitals).
  
• Technical Team Leadership & Training: You will provide people leadership through weekly 1:1s with internal developers and CRO specialists, offering technical mentorship and career guidance. You'll identify skill gaps in the team and run training sessions, such as "Advanced Elementor" or "API Integrations," to level up capabilities. Additionally, you will own the quality assurance process, ensuring every developer follows the "Hook Way" and preventing technical debt.
  
• Architecting Web Operations & Automation: You will design the operational infrastructure of the department, building Standard Operating Procedures (SOPs) and templates that allow the department to scale efficiently. You will also manage the "plumbing" of our marketing stack, including APIs, Zapier automations, and tracking specs. Over time, you will build out our Conversion Rate Optimization (CRO) practice, designing tests that drive revenue for our clients.
• Strategic Sales & Technical Scoping: You will act as the strategic technical partner during pre-sales conversations, explaining complex solutions to prospective clients. You will also define the technical scope and help set accurate pricing estimates for complex web projects to ensure profitability.
• Vendor & Capacity Management: You will manage relationships with external partners, such as Ninja Studios, overseeing timelines, pricing, and quality. By coordinating external resources effectively, you can focus on high-value strategy while ensuring the team has the capacity to deliver exceptional results.
  

This job is for you if:

You have 6+ years of hands-on web development in an agency environment.

You're a technical leader who has mentored others or reviewed their work.

You're fluent in the WordPress ecosystem (Elementor Pro, custom themes, plugins), and you have strong experience with HTML5, CSS3, JS/jQuery.

You think in systems, automations, and scalable workflows.

You can explain technical concepts to non-technical stakeholders with ease.

You understand business impact,  not just clean code.

You love building processes, documenting, and improving efficiency, and you can scope projects, manage timelines, and maintain quality at scale.

You've worked with APIs, Zapier, webhooks, GTM, GA4.

You have strong English communication (C1+).

You're excited to leverage AI and new tools to speed up output.

Bonus points if you:

• Experience with CRO tools (VWO, Google Optimize, Hotjar).
• Familiarity with restaurant tech stacks (Olo, Paytronix, Toast) or multi-location SEO.
• Experience in franchise/multi-location businesses (e.g., QSR, retail, hospitality).
• Agency or multi-account experience with tight timelines.
• Spanish or French proficiency.
  

Do NOT apply if your mindset is:

• "I just want to close tickets": If you want to put your headphones on and just code what you are told, this role is not for you. We need a builder who creates the system, not just the site.
• "I wait for perfect instructions": "We are hiring you to fix the inputs. If you freeze when requirements are vague, or if you blame the account manager for 'bad specs' instead of proactively solving the gap, you will be frustrated here.
• "I hate documentation": A core part of this job is stopping knowledge decay. If you think writing SOPs and documenting API workflows is a waste of time, you cannot build the scalable department we need.
• "I ignore the business side": You must care that a broken tracking pixel means lost revenue for a client. If you prioritize "clean code" over "business impact," you won't align with our goals.
• "I work alone": You will be the technical lead for other developers and external vendors. If you are unwilling to mentor others or manage the quality of their work, you cannot succeed in the leadership portion of this role.