Web Strategist, Inbound

Introduction

We are seeking an experienced web strategist to develop and execute strategies that will improve the conversion rate on our thought leadership platform, ibm.com/think. You will be responsible for analyzing user behavior, conducting A/B tests, optimizing pages, and drawing actionable insights to help progress outcomes from these pages. You will collaborate with key stakeholders in demand strategy, product marketing, and content in order to understand business priorities. The ideal candidate has a strong understanding of web analytics, user experience (UX) design, and the full funnel of digital marketing.

Your Responsibilities

Your role and responsibilities

• Website optimization: Manage and create components within Adobe Experience Manager to promote products and merchandise content across the inbound digital ecosystem
• Data-Driven Insights: Utilize and draw insights from data in tools such as Google Analytics 4 and Adobe Analytics to generate hypotheses about user behaviors and highlight opportunities for optimization. Be able to make data driven optimizations and decisions based on performance.
• A/B Testing & Experimentation: Plan, execute, and analyze A/B tests to continuously improve user experience and conversion rate (in partnership with T&P practice). Build a testing backlog which focuses on understanding the optimal content types, messaging, and layouts across our templates.
• UX/UI Collaboration: Work closely with UX/UI designers to ensure web design is both user-centric and optimized for conversion.
• Reporting & Metrics: Provide clear communication on test results, trends, and recommendations
• Cross-Functional Collaboration: Work with demand strategy, product marketing, and content teams to align on conversion optimization efforts, user experience, and overall digital strategy.
  
  

Preferred Education

Master's Degree

Required Technical And Professional Expertise

• Ability to draw insights from data and make optimizations based on these insights (you should be able to describe instances in which you have utilized this skillset.)
• Experience with A/B testing and personalization tools, particularly Adobe Target, and an understanding on how to prioritize tests for impact and statistical significance
• Able to work independently, with a strong sense of responsibility and commitment to teamwork. You have a volunteer spirit with a 'we succeed as a team' attitude
• Ability to work cross-functionally with other team members within the ibm.com team as well as across the Marketing function
• Clear communication and ability to present findings on calls with broader team/more senior members of the team
  
  

Preferred Technical And Professional Experience

• Experience with Google Analytics 4 , Adobe Analytics, and/or Adobe Experience Manager