Web Marketing Manager

Catapult Federal Services is recruiting a Web Marketing Manager for an unnamed client that builds a connected platform for small and mid-sized businesses. The role owns and optimizes the client’s web experience for Payroll and Payments, using analytics, experimentation and personalization to improve customer engagement, conversion and revenue. It collaborates with marketing, product, engineering, design, SEO and analytics teams on web strategy, campaigns and launches.

Responsibilities:

• Own and optimize the end-to-end web experience for Payroll (Workforce Solutions) and Payments
• Dig into website performance, customer behavior and conversion funnels to find ways to improve engagement and conversion
• Use behavioral analytics tools such as FullStory to see how customers interact with web experiences
• Track key metrics, including bounce rate, click-through rate, conversion rate, customer engagement and services attach rate
• Find friction points in customer journeys and recommend improvements
• Make sure paid marketing campaigns lead to relevant landing pages, including mobile pages built for specific campaigns and audiences
• Build and manage a high-velocity web testing and optimization roadmap
• Rank opportunities using quantitative and qualitative insights, and form data-driven hypotheses
• Design, launch and evaluate A/B tests and web experiments, from hypothesis through performance readout
• Lead CRO work to increase Payroll and Payments services attachment and sign-ups
• Set KPIs and success metrics, turn test results into clear recommendations, and scale what works
• Work with Product Marketing Managers to turn product positioning and messaging into effective web experiences
• Support web work for product launches, marketing campaigns, new features, customer acquisition and services attachment
• Tailor content, messaging and customer journeys to specific customer segments and intent
• Work with Integrated Marketing so web experiences match broader campaign strategies
• Help optimize website content for organic discovery, including mobile-first indexing and keyword strategy
• Apply best practices for Search Engine Optimization (SEO), Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO)
• Work with SEO specialists to keep content in step with changing search behavior
• Build a deep understanding of the needs of small and mid-market business customers
• Analyze how visitors arrive at the website and what they want to get done
• Create personalized experiences based on customer segment, acquisition channel, campaign, intent and product interest
• Review dashboards and reports to evaluate site and funnel performance and spot trends
• Turn complex performance data into clear business recommendations, with measurable success criteria
• Share test results and website performance with cross-functional stakeholders
• Use customer insights, market trends and competitive analysis to shape web marketing strategy
• Recommend new approaches to website optimization, personalization and conversion that support business goals
• Coordinate web projects from strategy through testing, launch and optimization
• Get stakeholders aligned on priorities, requirements, timelines and success metrics
• Turn marketing goals into clear web experience requirements for technical and creative teams
• Manage multiple projects and competing priorities in a fast-paced environment

Requirements:

• 5+ years of professional experience in web marketing or digital marketing, preferably in SaaS, financial services or B2B
• Experience working in an outcome-oriented marketing organization
• Proven ability to analyze website and conversion funnel performance, and to identify and prioritize ways to improve engagement and conversion
• Strong understanding of conversion rate optimization (CRO)
• Hands-on experience with A/B testing, experimentation and personalization
• Experience building and managing web experimentation roadmaps, taking tests from hypothesis through analysis and readout
• Track record of measurable improvements in conversion rates or services attachment
• Strong understanding of audience segmentation and customer journey optimization, including tailoring web messaging for specific audiences
• Ability to work with Product Marketing teams to turn product positioning into effective web experiences
• Experience collaborating with Integrated Marketing, Media, Analytics, Web Operations and Engineering
• Familiarity with web analytics and experimentation platforms, such as FullStory, Adobe Analytics and UserTesting.com
• Strong analytical and problem-solving skills, with the ability to turn data and customer insights into marketing recommendations
• Excellent communication, organization and cross-functional collaboration skills
• Ability to manage multiple projects at once, influence stakeholders and build alignment around web marketing priorities
• Bachelor's degree in Marketing
• Experience optimizing websites for SaaS or subscription-based products
• Experience supporting Payroll, Payments or other financial services products
• Familiarity with mobile-first website optimization
• Experience matching paid media campaigns to targeted landing pages
• Knowledge of SEO, GEO and AEO practices
• Experience using behavioral analytics to find website friction and conversion opportunities
• Experience building personalized customer journeys based on acquisition source and intent