Website Marketing Manager

Summary

Independence Pet Group manages a portfolio of pet health brands and services, including pet insurance, education, and lost recovery solutions. The Website Marketing Manager will own website and landing page strategy across the company’s pet insurance brands, leading digital experience, martech, SEO, AI search optimization, analytics, modernization, and conversion initiatives. The role partners cross-functionally to support marketing campaigns and business growth.

Responsibilities

• Develop and maintain the multi-year website strategy and roadmap across all brands
• Identify opportunities to improve customer experience, engagement, conversion, and lead generation
• Lead website redesigns, refreshes, migrations, and ongoing enhancement initiatives
• Define website governance, content standards, and best practices
• Prioritize enhancements based on customer insights, analytics, business impact, and strategic objectives
• Champion customer-first digital experiences throughout the website ecosystem
• Serve as marketing owner of the website technology stack
• Partner with IT and external vendors to evaluate, implement, and optimize website technologies
• Manage integrations across:
• Analytics platforms
• CRM systems
• Marketing automation tools
• Personalization platforms
• Tag management systems
• Experimentation tools
• Lead capture solutions
• Maintain roadmap for future martech investments and capabilities
• Ensure website platforms support scalability, performance, security, compliance, and accessibility requirements
• Partner with SEO specialists and content teams to develop organic growth strategies
• Lead implementation of technical SEO recommendations
• Support keyword, topic cluster, and content optimization efforts
• Build and execute AI search optimization strategies (AEO)
• Monitor search engine and AI platform evolution and adjust strategies accordingly
• Drive improvements in:
• Organic traffic
• Search rankings
• AI search visibility
• Lead generation
• Website engagement
• Partner with Brand, Performance Marketing, Lifecycle, and Content teams to support acquisition and retention campaigns
• Develop landing page strategies that improve campaign performance and conversion
• Recommend user journeys and website experiences that support business objectives
• Ensure campaign launches are supported with optimized digital experiences
• Establish testing and optimization plans for campaign-specific experiences
• Work with Design and Content teams to create high-performing landing pages and digital experiences
• Establish website KPIs by brand, channel, and business objective
• Develop dashboards and reporting frameworks
• Monitor and communicate website performance including:
• Traffic
• Engagement
• Conversion rates
• Quote starts
• Quote completions
• Enrollment outcomes
• SEO performance
• Landing page effectiveness
• Identify opportunities through data analysis and experimentation
• Present business recommendations backed by analytics and customer insights
• Partner closely with:
• Brand Marketing
• Performance Marketing
• Content
• Design
• Lifecycle Marketing
• Analytics
• Product
• IT
• External Agencies
• Lead cross-functional project teams for complex website initiatives
• Align stakeholders around priorities, timelines, business requirements, and success metrics
• Manage external agency and technology partner relationships where applicable

Skills

• 4-6 years of experience in digital marketing, website marketing, digital product management, e-commerce, or related fields
• Experience managing large-scale marketing websites
• Strong understanding of:
• Website strategy
• SEO
• AEO
• UX/CX
• Analytics
• Conversion rate optimization
• Martech ecosystems
• Experience partnering with technical teams and IT organizations
• Strong project management and stakeholder management skills
• Experience translating business needs into technical requirements
• Analytical mindset with demonstrated ability to use data to drive decisions
• Experience in insurance, financial services, healthcare, e-commerce, subscription businesses, or other regulated industries
• Experience with enterprise CMS platforms
• Experience managing agencies and third-party vendors
• Familiarity with:
• GA4
• GTM
• CMS platforms
• Marketing automation systems
• A/B testing platforms
• Personalization technologies
• Experience supporting multi-brand organizations

Qualifications

Must Haves

• 4-6 years of experience in digital marketing, website marketing, digital product management, e-commerce, or related fields
• Experience managing large-scale marketing websites
• Strong understanding of:
• Website strategy
• SEO
• AEO
• UX/CX
• Analytics
• Conversion rate optimization
• Martech ecosystems
• Experience partnering with technical teams and IT organizations
• Strong project management and stakeholder management skills
• Experience translating business needs into technical requirements
• Analytical mindset with demonstrated ability to use data to drive decisions

Nice to Haves

• Experience in insurance, financial services, healthcare, e-commerce, subscription businesses, or other regulated industries
• Experience with enterprise CMS platforms
• Experience managing agencies and third-party vendors
• Familiarity with:
• GA4
• GTM
• CMS platforms
• Marketing automation systems
• A/B testing platforms
• Personalization technologies
• Experience supporting multi-brand organizations

Benefits

• This position is eligible for bonus.
• Healthcare
• Parental leave
• Opportunities for career advancements
• Comprehensive full medical, dental and vision Insurance
• Basic Life Insurance at no cost to the employee
• Company paid short-term and long-term disability
• 12 weeks of 100% paid Parental Leave
• Health Savings Account (HSA)
• Flexible Spending Accounts (FSA)
• Retirement savings plan
• Personal Paid Time Off
• Paid holidays and company-wide Wellness Day off
• Paid time off to volunteer at nonprofit organizations
• Pet friendly office environment
• Commuter Benefits
• Group Pet Insurance
• On the job training and skills development
• Employee Assistance Program (EAP)