As the Director, Web Strategy at Sprout Social you will define and drive our long term global website strategy. You will lead a department responsible for crafting compelling and highly converting website experiences that guide users through their user journey, both for prospects and customers. You will be responsible for strategy definition, creation and optimization of all Sprout Social’s web properties, and will work closely with Revenue Marketing, Product Marketing, Brand Creative and Content teams to ensure our website is effectively telling our story, increasing awareness, driving customer acquisition and influencing revenue growth.

The ideal candidate will be highly experienced in developing web strategies, particularly in a SaaS environment, translating these into tactical plans, and driving implementation. You should be able to discuss design and positioning with your creative partners, conversion rate and performance optimization with developers, site traffic, performance, and lead generation with marketing, and strategy with leadership.

You will own, lead and develop a team executing high level strategic web page builds and refreshes, defining your team’s objectives and driving impact against key metrics such as page performance, optimization and conversion to generate global revenue impact. You’ll set the strategy for website personalization, and integrate personalization capabilities to craft tailored digital experiences for key audiences. You will use quantitative and qualitative data to validate assumptions and create comprehensive and integrated digital strategies. You will further build, develop, and manage a high performing team focused on research, optimization, and performance.

Our marketing team has helped us reach 32,000 customers worldwide that rely on Sprout to create stronger relationships with their customers through social media. The initiatives you help drive will build our marketing capabilities to unlock future growth, improve our efficiency, and maximize the team’s impact.

Qualifications 

These are the minimum qualifications that our hiring team is looking for in this role:

• 10+ years of experience in developing integrated marketing strategies
• 5+ experience building and leading high-performing, multi-discipline teams
• 4+ years leading end-to-end website strategy and full scale website builds / redesigns
• Experienced in strategy development including personas, user journeys, competitive analysis, content and strategy, information architecture and site navigation
• Strong analytical skills and experience with AB testing
• Skilled with website performance analysis and experimentation methodologies

Additionally, these are the preferred qualifications that would indicate a particularly strong candidate

• Strong project management skills
• Effective communication at all levels, and the ability to work effectively cross functionally
• Self-driven, results oriented with a positive outlook and a clear focus on quality and revenue
• Experienced in lead generation and performance marketing

Within 1 month, you’ll...

• Attend Sprout Social training to learn the ins-and-outs of the product and better understand the value that Sprout delivers to our customers
• Get to know your the Revenue Marketing team, and key stakeholders across Marketing, Brand Creative, and the executive team
• Familiarize yourself with Sprout's marketing process, strategy, goals and rituals 
• Attend both the Revenue Marketing and broader Marketing team meetings, brainstorms and project rituals
• Immerse yourself in our web properties and current strategy, understand current performance and in-flight web initiatives, and begin to form hypotheses about future strategy and improvements
• Soak up knowledge from every team you interact with and ask questions

Within 3 months, you’ll...

• Understand the goals and strategy of our Marketing team and begin scoping and prioritizing initiatives
• Perform ongoing website performance research
• Effectively utilize website optimization tools, like Google Analytics and Optimizely, to identify website performance issues and opportunities
• Begin developing a high-level website roadmap
• Measure and report on performance of ongoing website initiatives

Within 6 months you’ll…

• Establish and document your strategy for the evolution of Sprout Social’s web properties and website structure
• Begin analyzing our qualitative and quantitative research to start forming hypotheses about how our website can better achieve our goals
• Develop short- and long-term tactics to further improve performance across the website
• Facilitate quarterly roadmap planning for your team and represent the plan to the rest of Sprout’s marketing teams, including executive leadership
• Partner with cross-functional teams to implement new initiatives. See a high impact project through from start-to-finish. You’ll assume ownership for the results of your team’s product releases and how you learn from them.
• Regularly report on results and impact of ongoing initiatives and testing 
• Meet with sales leaders and start gaining an understanding of their sales processes and how our website can support their work

Within 12 months you’ll…

• Develop a deep understanding of Sprout’s customer segments. Own analysis of user behavior and engagement in order to facilitate continuous optimization of the web experience
• Build on your developing customer/industry expertise and take firm ownership of your team’s strategy. 
• Consistently measure, analyze, and communicate website performance
• Proactively develop and execute continuous testing and optimization strategies that improve on-site engagement, trials, demos, leads, and revenue
• Have a very strong understanding of the Sprout Social’s business model and the website performance levers that can be pulled to drive performance. Understand where to prioritize efforts to make the most impact in the marketing funnel
• Collaborate effectively across the organization to improve entire customer journey throughout the marketing funnel
• Work with sales to understand their long-term road map and where we can help facilitate growth 
• Surprise us! Use your unique ideas and abilities to change Sprout in beneficial ways that we haven’t even considered yet. 

Of course, what is outlined above is the ideal timeline, but things may shift based on business needs and other projects and tasks could be added at the discretion of your manager.

About Sprout Social
Sprout Social powers open communication between individuals, brands and communities through elegant, sophisticated software. We are relentless about solving hard problems for our customers and committed to both customer and team success. Our team’s shared belief in Sprout’s mission promotes a culture of openness, empowerment and fun. 

We’re proud to regularly be recognized for our team, product and culture. Our benefits program includes:

• Insurance and benefit options that are built for both individuals and families
• Progressive policies to support work/life balance, like our flexible paid time off and parental leave program 
• High-quality and well-maintained equipment—your computer will never prevent you from doing your best
• Wellness initiatives to ensure both health and mental well-being of our team
• Ongoing education and development opportunities via our Grow@Sprout program and  employee-led diversity, equity and inclusion initiatives.
• Growing corporate social responsibility program that is driven by the involvement and passion of our team members
• Beautiful, convenient and state-of-the-art offices in Chicago’s Loop and downtown Seattle, for those who prefer an office setting

Whenever possible, Sprout wants to provide our team with the flexibility to work in the location that makes the most sense for them. For those that prefer an office setting, this role may be based in our Chicago or Seattle locations. If you prefer to work from your home, we can accommodate that for many locations across the United States. We are not set up in all states, however, so please take a look at the drop down box in our application to see whether your state is listed.

Sprout Social is proud to be an Equal Opportunity Employer and an Affirmative Action Employer. We do not discriminate based on identity- race, color, religion, national origin or ancestry, sex (including sexual identity), age, physical or mental disability, pregnancy, veteran or military status, unfavorable discharge from military service, genetic information, sexual orientation, marital status, order of protection status, citizenship status, arrest record or expunged or sealed convictions, or any other legally recognized protected basis under federal, state, or local law. Learn more about our commitment to diversity, equity and inclusion in our 2021 DEI Report.

If you need a reasonable accommodation for any part of the employment process, please contact us by email at [email protected] and let us know the nature of your request and your contact information. We'll do all we can to ensure you're set up for success during our interview process while upholding your privacy, including requests for accommodation. Please note that only inquiries concerning a request for reasonable accommodation will be responded to from this email address.

For more information about our commitment to equal employment opportunity, please click here (1) Equal Opportunity Employment Poster  (2) Sprout Social's Affirmative Action Statement (3) Pay Transparency Statement. 

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