Role Purpose
The Website & Digital Manager is responsible for leading the strategy, performance, and continuous optimisation of the organisation's global web presence to drive lead generation, customer engagement, and business growth.
This role owns the end-to-end management of the company’s website, including website performance, design, user experience (UX), user interface (UI), content discoverability, conversion rate optimisation (CRO), and digital customer journeys. The role ensures the website delivers an exceptional user experience while maximising its effectiveness as a lead generation and revenue-driving channel.
The role is also responsible for developing and executing global SEO, Answer Engine Optimisation (AEO), and Generative Engine Optimisation (GEO) strategies, ensuring the organisation is visible across both traditional search engines and emerging AI-powered search platforms, including ChatGPT, Claude, Microsoft Copilot, Gemini, Perplexity, and other Large Language Model (LLM)-driven search experiences.
Website Strategy, Management & Performance
- Own the strategy, governance, performance, and development roadmap for the organisation's global website.
- Ensure the website delivers a best-in-class customer experience across all devices, regions, and customer touchpoints.
- Lead website design, UX and UI improvements, ensuring alignment with brand standards and customer needs.
- Manage website functionality, accessibility, performance, and content quality.
- Work with internal stakeholders, developers, and external agencies to deliver website enhancements and digital innovation initiatives.
- Establish and maintain global standards, processes, and best practices for website management and optimisation.
User Experience (UX), User Interface (UI) & Conversion Rate Optimisation (CRO)
- Own the end-to-end user experience across the website.
- Continuously optimise website usability, navigation, content structure, and conversion paths.
- Conduct user behaviour analysis, customer journey mapping, A/B testing, and conversion optimisation initiatives.
- Use customer insights, analytics, heatmaps, and performance data to improve engagement and conversion rates.
- Develop landing page and content optimisation strategies that maximise enquiries, registrations, and sales opportunities.
SEO, AI Search & Organic Growth
- Develop and implement global SEO, AEO, and GEO strategies to increase visibility, authority, and organic traffic.
- Optimise website content, technical architecture, structured data, and metadata to maximise discoverability across traditional and AI-powered search platforms.
- Drive visibility and brand presence within AI-driven search experiences including ChatGPT, Claude, Microsoft Copilot, Gemini, Perplexity, and future LLM-based platforms.
- Stay ahead of developments in search, AI, and digital discovery, ensuring the organisation remains at the forefront of evolving AI and search behaviours.
- Develop frameworks and best practices for AI search optimisation that can be adopted across global markets.
Lead Generation & Demand Creation
- Own website-generated lead performance and continually optimise acquisition and conversion strategies.
- Partner with marketing, sales, global and regional teams to develop integrated digital growth initiatives.
- Ensure content, landing pages, and customer journeys are designed to maximise qualified leads and pipeline contribution.
- Identify opportunities to increase organic traffic, engagement, and conversion across priority markets.
- Support wider business objectives through data-driven growth and demand generation strategies
Global Stakeholder Management
- Collaborate with regional marketing teams to ensure global consistency while supporting local market requirements.
- Balance global governance and brand standards with regional growth opportunities and localisation needs.
- Act as the central subject matter expert for website optimisation, digital growth, SEO, and AI search visibility.
- Provide guidance, training, and support to stakeholders across international markets.
Analytics & Insight
- Define, monitor, and report on KPIs for website performance, user experience, organic traffic, AI search visibility, lead generation, conversion rates, and business impact.
- Produce regular insight reports and strategic recommendations for senior stakeholders.
- Use data and analytics to identify opportunities for continuous improvement and optimisation.
- Demonstrate the commercial value and ROI of digital growth initiatives.
Essential
- Proven experience managing and optimising high-performing, lead-generation websites.
- Strong expertise in website management, UX, UI, customer journey optimisation, and conversion rate optimisation (CRO).
- Significant experience developing and executing successful SEO strategies.
- Knowledge of AEO, GEO, AI search optimisation, and emerging search technologies.
- Understanding of how Large Language Models (LLMs) discover, interpret, recommend, and cite digital content.
- Experience improving visibility across AI-powered search platforms and search experiences.
- Strong analytical skills with experience using website and digital performance tools.
- Experience managing global or multi-regional digital platforms and websites.
- Strong stakeholder management skills with the ability to work effectively across international teams.
- Commercial mindset with a proven ability to deliver measurable growth in traffic, leads, and business performance.
Desirable
- Experience working within a global B2B organisation.
- Experience managing website development projects and CMS platforms.
- Knowledge of accessibility standards and web governance.
- Experience managing digital agencies and third-party suppliers.
- Familiarity with marketing automation and lead nurturing platforms.
Benefits
- Competitive Salary
- 25 days annual leave plus bank holidays (including Christmas shutdown)
- Hybrid Working - Minimum 3 days in office, 2 days working from home
- Pension scheme
- Spill - mental health & wellbeing support
- EV salary sacrifice scheme
- AI Hub, Training Courses & Support
- Free on-site parking
- Family-inclusive annual company celebration
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