Web Marketing Manager

Web Marketing Manager — Spring Education Group Position Summary Spring Education Group is seeking a Web Marketing Manager to own search engine optimization (SEO) execution, conversion rate optimization (CRO), technical web delivery, and directory data quality across Spring’s ecosystem of 200+ sites. Reporting to the Director of Web Product Marketing, this manager owns the day-to-day delivery and health of our websites and our testing program. You'll be the team's link to IT, keep our sites technically sound for search, decide what's worth testing, and coach a UI/UX designer who builds tests. You'll also manage two analysts. This is a hands-on role that manages and mentors a team of Analysts while partnering closely with the Content, Paid Media, Brand, and Email Lifecycle teams. Position Overview The Web Marketing Manager owns search engine optimization (SEO) execution, conversion rate optimization (CRO), technical web delivery, and directory data quality across Spring Education Group’s ecosystem of 200+ sites. This role serves as the team’s primary information technology (IT) interface, translating business needs into technical specifications and coordinating implementation with technical resources. The manager also leads SEO, experimentation, and analytics programs that translate website data into traffic and conversion gains. This is a hands-on role that manages a team of Analysts and partners closely with the Content, Paid Media, Brand, and Email Lifecycle teams. Key Responsibilities Web Project Execution and IT Coordination (about 50%)

Lead web projects from specifications through IT and developer coordination, user acceptance testing (UAT), and implementation across 200+ sites. Own technical SEO health across our sites: audits, sitemaps, site structure and making sure page changes don't hurt search performance. Serve as the team’s primary interface with IT and engineering resources. Partner with the Director, our content lead and an outside SEO consultant on SEO and AI search priorities, and help roll out their recommendations across our brands. Partner with the Content team to brief Marketing partners on keyword, topic, and page-level optimization priorities.

Experimentation and Conversion (about 30%)

Own the CRO and experimentation roadmap from end to end: establish testing priorities and strategy, then direct team execution from test design and development in Optimizely through analysis and rollout of winning variants. Partner with Paid Media and Content teams to align user journeys, calls to action (CTAs), and page experiences with conversion goals. Identify and prioritize the highest-impact funnel and behavioral insights to test, and direct Analyst efforts accordingly. Use GA4, heatmaps and session recordings to find where families drop off. Translate test results and analytics into clear, actionable recommendations for stakeholders and leadership.

Data and Analytics (about 10%)

Extract and analyze performance data from GA4, Google Search Console, Domo, and Google Business Profile (GBP) to inform content, SEO, and CRO decisions.

Team Leadership (about 10%)

Manage and mentor Analysts, overseeing website governance, SEO execution, A/B testing, directory management, and day-to-day execution.

Required Qualifications and Experience

Bachelor’s degree in Business, Marketing, Analytics, or a related field, or equivalent experience. 5+ years of experience in web management, conversion optimization, experimentation, web analytics. Experience running A/B tests from hypothesis through readout, with a working grasp of sample size, test duration and statistical significance. You should be able to teach test design to someone newer to it. Experience running experiments on websites with low traffic volumes is required. Hands-on analytics skills in GA4 and a business intelligence (BI) tool, such as Domo or a comparable platform. Experience working with IT or developers through specs, prioritization and UAT. Working knowledge of SEO: you've done an SEO audit, worked with an SEO team or fixed technical SEO issues. Strong organizational, project management, cross-functional communication, and collaboration skills. Strong GA4 skills.

Preferred Qualifications

Experience with answer engine optimization (AEO) or AI search. Experience in a multi-brand or multi-location marketing environment. Basic user experience and user interface (UX/UI) literacy sufficient to brief and evaluate external design partners. Testing on lower-traffic sites.

Originally posted on Himalayas