Web Marketing Manager, Optimization & Personalization

SailPoint is a company focused on identity security for leading enterprises, emphasizing a people-first culture. They are seeking a Web Marketing Manager, Optimization & Personalization to enhance demand generation through experimentation, personalization, and ABM, while managing the performance of their web optimization program.

Responsibilities:

• Own the CRO and experimentation strategy and roadmap for SailPoint.com, including hypothesis development, prioritization, and performance evaluation
• Own partnership with a dedicated CRO agency responsible for test execution (design, development, QA, launch, and analysis) to deliver a high-velocity experimentation program
• Provide clear direction and prioritization for a high-velocity experimentation cadence, aligned to business objectives and website KPIs
• Collaborate closely with UX, analytics, paid media, and SEO/AEO in ideating and prioritizing test concepts
• Translate test results into actionable insights and continuously apply learnings to improve website performance
• Own the website personalization strategy and execution, defining target audiences and tailored experiences based on behavior, persona, industry, lifecycle stage, and location
• Operate and optimize personalization programs that dynamically adapt content, messaging, CTAs, and promotions across key website experiences
• Collaborate with marketing operations and analytics teams to leverage tools supporting visitor detection, identity resolution, and audience data
• Support demand generation and campaign teams in activating personalization for audience-based and campaign initiatives
• Define and track personalization KPIs with a focus on engagement, lead generation, MQLs, opportunities, and pipeline impact
• Partner with field marketing and sales teams to deliver 1:1 and 1:few ABM landing pages at scale
• Support the onboarding and adoption of a dedicated ABM experience platform to enable scalable, governed customization
• Define frameworks, templates, and governance models for ABM landing page creation to ensure speed, consistency, and measurability
• Track and optimize ABM landing page performance against agreed-upon engagement and pipeline metrics
• Own the website merchandising and promotion strategy, defining how content, offers, and campaigns are surfaced across SailPoint.com
• Manage personalized and audience-aware promotional placements to drive high-quality engagement and lead capture
• Establish prioritization frameworks to balance demand generation needs, campaign objectives, and user intent
• Continuously test and optimize merchandising strategies through experimentation and performance analysis

Requirements:

• 5+ years of experience in web marketing, conversion rate optimization, personalization, or digital optimization
• Proven experience owning or leading a structured CRO and experimentation program
• Strong understanding of UX and CRO best practices and how they impact conversion and engagement
• Hands-on experience with A/B testing and personalization tools (e.g., Intellimize/Webflow Optimize, Optimizely, or similar)
• Strong proficiency in web analytics platforms (e.g., Google Analytics, Amplitude, or similar)
• Experience with behavioral analytics tools (e.g., Hotjar or similar)
• Solid understanding of digital marketing channels and their influence on website behavior (SEM, SEO, CRO, Social, Display, etc.)
• Demonstrated ability to analyze data, derive insights, and take action
• Experience working cross-functionally and managing agency partners
• Experience supporting ABM web initiatives in a B2B SaaS or enterprise environment
• Familiarity with visitor identification, audience data platforms, or CDPs
• Experience in B2B SaaS, cybersecurity, or enterprise technology