Web Strategy Manager

The Web Strategy Manager oversees the team responsible for defining and executing Citizens’ web strategy across customer journeys. This role ensures the web experience is structured, discoverable, and aligned to customer intent and business priorities.

Reporting to the Head of Web Experience within the Digital Content Experience Strategy team, the Web Strategy Manager sits at the intersection of analytics, experience design, and business strategy, translating customer and market signals into clear direction that teams can execute consistently across journeys and channels.

As search and discovery shift toward AI-driven environments, this role ensures web strategy accounts for both human visitors and machine consumers.

What You’ll Do

• Lead and develop a team of web and CRO strategists
• Define web strategy for each customer journey, including experience structure and competitive positioning
• Consult on and shape the strategy across search, AI-driven discovery, and third-party platforms
• Serve as the primary strategic partner for marketing managers, growth strategists, and business-line leaders, building trust through credibility, responsiveness, and an informed point of view
• Use analytics to interpret traffic trends, channel shifts, and funnel performance, and translate findings into clear, defensible narratives tied to business outcomes
• Lead the CRO program: testing, experimentation roadmaps, and a culture of validated improvement
• Represent the strategy perspective in CMS modernization, content model evolution, and structured content initiatives
• Organize the team around customer journeys with clear ownership, cross-coverage, and predictable intake and prioritization
• Develop strategists who operate across analytics, content structure, and discovery ecosystems (not just page optimization)

How You Work

• Lead with an informed point of view and build trust by helping partners make effective decisions
• Think in systems: You see how individual journey decisions connect to the broader operating model, content architecture, and customer experience
• Balance long-term structural integrity with near-term business needs

What Success Looks Like

• Each customer journey has a clear, owned web strategy that partners understand and trust
• The team operates as strategic advisors; partners engage early, not after decisions are made
• Analytics insights are defensible and tied to business outcomes
• Testing and optimization are embedded in the team’s operating rhythm
• Strategists have the operational space to do strategic work
• The team grows in capability, confidence, and cross-functional influence

Required Qualifications

• 8+ years in web strategy, digital experience, or a related discipline, with at least 3 years managing a team
• Demonstrated experience defining web strategy at an enterprise level, including structures, journey mapping, and competitive positioning
• Strong analytical skills with hands-on experience in web analytics platforms (Adobe Analytics preferred)
• Proven ability to build, lead, and develop cross-functional teams
• Experience managing stakeholder relationships across marketing, technology, compliance, and business priorities
• Track record of influencing senior stakeholders and driving alignment without relying on positional authority
• Clear, direct communication skills with the ability to synthesize complex information for executive audiences
• Bachelor’s degree in a relevant field, or equivalent professional experience

Preferred Qualifications

• Experience in a regulated industry (financial services a plus)
• Working understanding of SEO, AEO, and how AI-driven search is changing discovery and content strategy
• Familiarity with structured content models and how strategy requirements inform content architecture
• Experience with CRO, A/B testing, and experimentation programs
• Experience designing operating models and intake workflows for cross-functional teams

Tools & Platforms

• Adobe Analytics
• CMS platforms (headless CMS experience a plus)
• Figma
• SiteImprove
• Jira 
• SEO and discovery tools

Hours & Work Schedule

• Hours per Week: 40

• Work Schedule: M-F 8-5 in Boston, MA, New York, NY, Westwood, MA, or Johnston, RI office 4 days a week

  
  

Pay Transparency 

The salary range for this position is $130,000 - $160,000 per year, plus an opportunity to earn an annual discretionary bonus. Actual pay is based on various factors including but not limited to the budget, work location, and relevant skills and experience.

We offer competitive pay, comprehensive medical, dental and vision coverage, retirement benefits, maternity/paternity leave, flexible work arrangements, education reimbursement, wellness programs and more. Note, Citizens’ paid time off policy exceeds the mandatory, paid sick or paid time-away policy of every local and state jurisdiction in the United States. For an overview of our benefits, visit https://jobs.citizensbank.com/benefits .

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Equal Employment Opportunity

Citizens, its parent, subsidiaries, and related companies (Citizens) provide equal employment and advancement opportunities to all colleagues and applicants for employment without regard to age, ancestry, color, citizenship, physical or mental disability, perceived disability or history or record of a disability, ethnicity, gender, gender identity or expression, genetic information, genetic characteristic, marital or domestic partner status, victim of domestic violence, family status/parenthood, medical condition, military or veteran status, national origin, pregnancy/childbirth/lactation, colleague’s or a dependent’s reproductive health decision making, race, religion, sex, sexual orientation, or any other category protected by federal, state and/or local laws. At Citizens, we are committed to fostering an inclusive culture that enables all colleagues to bring their best selves to work every day and everyone is expected to be treated with respect and professionalism. Employment decisions are based solely on merit, qualifications, performance and capability.

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