Web Marketing Strategist

You're setting strategy for web-based marketing programs — site experience, paid acquisition, organic search, conversion rate optimization, and the analytics that measure all of it. The work is less about executing campaigns and more about deciding which channels deserve investment, how they should work together, and how to translate brand objectives into measurable web outcomes. You're defending channel allocation to leadership and building frameworks that let specialists execute in the right direction.

The workflow is strategy-first and analytics-heavy. A typical week involves digging into performance data to understand what's working, reviewing proposed channel plans against business objectives, meeting with functional leads (paid search, SEO, content) to align on priorities, and preparing the case for budget decisions. Attribution is a recurring challenge: multi-touch attribution, last-click versus data-driven models, and the growing difficulty of measuring digital performance post-iOS changes make every channel conversation more nuanced than a dashboard number suggests.

The harder part of this role is operating between execution and leadership without fully belonging to either. Specialists want strategic clarity and fewer pivots; leadership wants flexibility and faster results. You're often the translator — converting channel-level signals into business-level conclusions, and business-level goals into channel-level direction. The role requires both analytical confidence and the ability to present uncertainty honestly without undermining the strategy.