Director – Digital Marketing & Web Experience

The Opportunity

Varicent is seeking a strategic, creative, and data-driven Director, Digital Marketing & Web Experience to lead our digital growth engine across digital marketing, website strategy and experience, paid media, SEO/AEO/GEO, conversion optimization, and digital performance measurement.

This leader will own the strategy and performance of Varicent’s digital channels, with accountability for their contribution to pipeline and revenue. You’ll shape how prospective customers discover, engage with, and convert through Varicent’s digital experiences while ensuring our investments are measurable, scalable, and aligned with business objectives.

This is a broad functional leadership role that combines strategic ownership with operational fluency. You’ll lead a team and agency ecosystem spanning digital marketing and web experience while partnering closely with Marketing leadership, Demand Generation, Product Marketing, Content, Creative, Marketing Operations, Revenue Operations, Sales, Customer Marketing, IT, Finance, and other stakeholders.

What You’ll Do

Digital Marketing Strategy & Leadership

• Own Varicent’s digital marketing strategy across paid media, SEO/SEM, website experience, landing pages, conversion optimization, retargeting, and account-based digital programs.

• Develop and lead a multi-quarter digital marketing and web roadmap aligned with pipeline, revenue, brand, and customer acquisition goals.

• Define the role of digital channels throughout the buyer journey, from awareness and demand creation through conversion, pipeline acceleration, and customer expansion.

• Establish priorities, investment areas, operating rhythms, and measurement frameworks for the function.

• Identify emerging digital opportunities, buyer behavior shifts, platform changes, competitive trends, and technologies that can improve performance.

• Serve as the senior functional leader for digital marketing and web experience across the Marketing organization.

Paid Media, Digital Acquisition & Pipeline

• Own strategy and performance across paid digital channels, including Google Ads, LinkedIn, paid social, display, retargeting, review sites, content syndication, programmatic, ABM platforms, and intent-based advertising.

• Own paid media budget strategy, channel mix, investment allocation, forecasting, and spend pacing.

• Partner with agencies on campaign execution, optimization, reporting, and performance recommendations.

• Partner with Demand Generation, Content, and Product Marketing to develop digital programs supporting product, audience, industry, ABM, event, webinar, and pipeline acceleration initiatives.

• Lead audience segmentation, targeting, and experimentation across channels, creative, landing pages, forms, CTAs, and conversion paths.

• Continuously optimize programs to improve conversion, lead quality, opportunity creation, pipeline contribution, and return on marketing investment.

• Ensure digital programs are effectively integrated with marketing automation, CRM, lead routing, scoring, nurture, attribution, and reporting.

Website Strategy & Digital Experience

• Own Varicent’s corporate website strategy as a core demand generation, brand, product storytelling, and conversion platform.

• Lead the vision for website experience, UX, design, navigation, information architecture, conversion paths, accessibility, and brand consistency in partnership with the Senior Web Developer.

• Own the website roadmap and establish effective processes for prioritization, governance, design standards, development coordination, QA, and release management.

• Lead the strategy for landing pages, campaign pages, product and industry pages, resource experiences, demo request paths, and event pages.

• Partner with Brand, Creative, Content, and Product Marketing to ensure the website clearly communicates Varicent’s value proposition and differentiation.

• Drive conversion rate optimization through analytics, heatmaps, behavioral insights, A/B testing, and funnel performance data.

• Ensure the website is optimized for search visibility, accessibility, Core Web Vitals, mobile responsiveness, privacy, security, and performance.

• Lead major digital experience initiatives, including redesigns, CMS improvements, migrations, personalization programs, and other website transformations.

Organic Search & Discoverability

• Own Varicent’s SEO strategy and ensure paid and organic search work together to maximize visibility, efficiency, and conversion.

• Partner with the Senior Manager of Digital Marketing to identify keyword opportunities, content gaps, high-intent buyer topics, and organic growth priorities.

• Guide technical SEO, content optimization, site architecture, metadata, schema, internal linking, and search-focused website improvements.

• Partner with the Senior Web Developer and agencies to resolve technical SEO issues related to indexing, crawlability, redirects, site speed, and page structure.

• Establish SEO/AEO/GEO measurement that connects visibility and engagement with conversion and organic pipeline outcomes.

• Evolve Varicent’s approach to discoverability across traditional search engines, AI-powered search experiences, review sites, citations, and third-party platforms.

Digital Analytics, Attribution & Performance

• Own the digital performance measurement framework across paid media, SEO/AEO/GEO, website experience, and conversion paths.

• Define KPIs, dashboards, reporting cadences, and executive-level performance narratives.

• Partner with Marketing Operations, Revenue Operations, Finance, and Analytics to ensure reliable campaign tracking, attribution, data flow, lead capture, routing, scoring, and reporting.

• Analyze performance across the funnel, including traffic quality, engagement, conversion, MQL and opportunity creation, pipeline contribution, and ROI.

• Translate complex performance data into clear insights and recommendations for senior leadership.

• Lead digital forecasting and performance planning in partnership with Demand Generation and revenue teams.

• Build a test-and-learn culture that continuously improves audiences, creative, messaging, website experiences, and investment decisions.

Team Leadership & Organizational Development

• Lead and develop the digital marketing and web experience function, including a Senior Web Developer and Senior Manager of Digital Marketing, alongside Varicent’s SEO/AEO/GEO and paid media agency partners.

• Set clear goals, responsibilities, performance expectations, development plans, and operating rhythms for two direct reports.

• Build a culture of accountability, creativity, speed, experimentation, and measurable impact.

• Manage team capacity, prioritization, workload, hiring needs, and career development.

• Coach team members to strengthen strategic thinking, execution quality, and analytical decision-making.

• Establish scalable processes for campaign execution, web intake, design review, QA, testing, and agency collaboration.

• Shape the future-state organization, including team structure, capability gaps, and development needs.

Agency, Vendor & Budget Management

• Own digital marketing and web budget planning across paid media, agencies, contractors, tools, and platforms.

• Manage external partners across paid media, SEO, web design and development, analytics, creative production, and CRO.

• Define agency scopes, deliverables, timelines, performance expectations, and accountability.

• Evaluate agency and vendor performance and make recommendations regarding renewals, consolidation, replacement, or additional investment.

• Develop business cases for digital investments based on growth opportunities, performance, and expected ROI.

• Partner with Finance, Procurement, Legal, and IT on vendor selection, contracts, renewals, and compliance.

Cross-Functional Leadership

• Act as a senior digital and web strategy partner to the SVP of Marketing and broader Marketing leadership team.

• Lead alignment across teams on website priorities, digital campaign strategy, conversion goals, investment tradeoffs, and reporting.

• Partner with Sales and Revenue Operations to understand digital lead quality, pipeline progression, and conversion outcomes.

• Partner with Marketing Operations to ensure campaigns have effective tracking, attribution, scoring, and routing.

• Collaborate with Product Marketing, Content, Creative, and Brand to create digital experiences that reflect buyer needs, product positioning, and Varicent’s brand.

• Communicate priorities, results, risks, investment needs, and strategic recommendations to senior leadership.

What You’ll Bring

• 12+ years of experience across digital marketing, demand generation, growth marketing, web strategy, or performance marketing, gained in-house, at an agency, or through a combination of both.

• 7+ years of people leadership experience, including leading teams, managers, or multidisciplinary digital and web functions.

• Significant B2B marketing experience, ideally within SaaS, technology, enterprise software, or another complex sales environment.

• A track record of building and scaling digital strategies that contribute to measurable pipeline, revenue, and efficient customer acquisition.

• Deep knowledge of paid media, SEM, SEO, paid social, display, retargeting, programmatic, content syndication, and account-based advertising.

• Strong understanding of website strategy, UX, web design and development workflows, CMS management, CRO, accessibility, and web analytics.

• Experience leading website redesigns, optimization programs, landing page strategies, or other significant digital experience initiatives.

• Experience with platforms such as Google Ads, Google Analytics 4, Google Tag Manager, Google Search Console, LinkedIn Campaign Manager, Meta, 6sense, Demandbase, RollWorks, or similar technologies.

• Experience with CMS platforms such as HubSpot, WordPress, Webflow, Drupal, Adobe Experience Manager, or similar.

• Understanding of marketing automation, CRM, attribution, campaign tracking, lead management, and funnel reporting using platforms such as Salesforce, Marketo, HubSpot, Looker, or Power BI.

• Experience managing significant paid media budgets and reallocating investment based on performance.

• Strong analytical skills and the ability to turn complex data into clear business insights and recommendations.

• Experience managing agencies, vendors, contractors, scopes of work, budgets, and performance expectations.

• Executive-level communication skills and experience presenting strategy, results, risks, and recommendations to senior stakeholders.

• Strong cross-functional and program leadership skills, with the ability to navigate competing priorities across teams, systems, agencies, and timelines.

• Experience incorporating AI-powered marketing capabilities, such as generative AI, AI-driven personalization, or conversational experiences, into the digital marketing ecosystem.

• Working knowledge of HTML/CSS and the ability to partner effectively with web developers on technical implementation.

• Bachelor’s degree or equivalent practical experience.

Nice to Have

• Experience in B2B SaaS, enterprise software, revenue management, sales performance management, fintech, or go-to-market technology.

• Experience leading digital marketing and web experience within a global or multi-region organization.

• Experience managing managers or building and scaling a digital marketing/web function.

• Experience with ABM strategy and account-based advertising platforms.

• Experience with website personalization, intent-based experiences, dynamic content, or account-based web experiences.

• Experience with Dreamdata or another multi-touch attribution platform.

• Experience with CRO and experimentation platforms such as Optimizely, VWO, Unbounce, Mutiny, or Convert.

• Experience with behavioral analytics tools such as Hotjar, Crazy Egg, FullStory, or Microsoft Clarity.

• Experience leading major website redesigns, rebrands, CMS migrations, taxonomy initiatives, or web governance programs.

• Familiarity with privacy, cookie consent, GDPR, CCPA, accessibility, and web compliance requirements.

• Experience partnering with Finance on forecasting, ROI analysis, and investment planning.

• Advanced knowledge of multi-touch attribution, marketing mix analysis, and revenue performance reporting.

• Google Ads, Google Analytics (GA4), and/or HubSpot certifications.

What Success Looks Like

First 30 Days

You’ll build a clear understanding of Varicent’s digital ecosystem by assessing paid media, web experience, SEO/AEO/GEO, analytics, agencies, budgets, team capabilities, conversion paths, campaign tracking, and current performance benchmarks. You’ll establish relationships with key partners across Marketing, Sales, Revenue Operations, IT, Finance, and our agency ecosystem while identifying immediate risks and optimization opportunities.

First 60 Days

You’ll establish initial digital and web priorities, strengthen performance reporting, evaluate agency effectiveness, and align with Marketing leadership on investment and website priorities. You’ll begin implementing high-impact improvements across campaigns, targeting, landing pages, website UX, tracking, creative testing, and organic visibility.

First 90 Days

You’ll deliver a multi-quarter digital marketing and web experience roadmap, establish scalable operating models for campaigns and web execution, and launch a structured experimentation program. You’ll strengthen visibility into digital contribution to pipeline and revenue while establishing clear team goals, responsibilities, and development priorities.

First 6–12 Months

You’ll deliver measurable improvements across digital pipeline contribution, paid media efficiency, organic visibility, and website conversion. You’ll establish Varicent’s website as a stronger growth engine, improve the quality and actionability of digital performance reporting, strengthen agency and team performance, and lead at least one major web, CRO, acquisition, SEO, or performance measurement initiative with measurable business impact.

Additional Information

For this role, the estimated annual base salary range is between $138,200.00 - $181,400.00 CAD. In addition to base salary, our compensation package may include bonuses, commissions for eligible sales roles, and a comprehensive benefits package. The actual base salary will vary based on factors including individual qualifications and market data, as objectively assessed during the interview process.

This posting is for a new vacancy.

This hiring process utilizes artificial intelligence tools to assist in candidate screening and assessment. Our AI tools are designed to complement — not replace — human decision-making.