Senior Manager, Web Strategy

We are seeking a strategic and analytically-driven Senior Manager, Web Strategy to set the direction for how Smartsheet's web presence drives pipeline. This role owns the intersection of organic search, answer engine optimization, and demand-oriented web strategy — translating business priorities into a cohesive program that generates measurable pipeline contributions.

You will act as a strategic leader for a high-performing globally distributed and matrixed SEO team within the Digital Demand organization and drive alignment with cross-functional partners across Web Development, UX Design, Campaign, and Marketing Operations to accelerate organic growth and pipeline impact.

You will report to the VP of Digital Demand Marketing, based remotely within the US.

You Will:

Own and Define SEO & AEO Strategy

• Own the SEO and AEO strategy for Smartsheet, setting the content themes, keyword priorities, and channel approach that connect organic search to pipeline generation
• Define and maintain the program's north star metrics — moving beyond traffic and rankings to pipeline contribution as the measure of success
• Drive answer engine optimization strategy, ensuring Smartsheet content is positioned to perform in AI-powered search and answer surfaces
• Translate SEO/AEO priorities into a content roadmap that the team can execute against, with clear connections to broader campaign and demand programs
• Stay ahead of algorithm changes, platform shifts, and competitive movements — and adjust strategy accordingly

 Drive Demand Strategy and pipeline contribution

• Serve as the strategic lead for how the website contributes to pipeline — owning the demand-oriented view of web performance and the roadmap to improve it
• Define and maintain a persona-based web journey framework, identifying the content, experience, and conversion points that move key audiences from awareness to action
• Work cross-functionally with UX Design, Web Dev, and content teams to bring those journeys to life across the site — ensuring the experience matches the strategy
• Contribute to the web team's quarterly planning process with a clear-eyed view of what's working, what isn't, and where the highest-leverage opportunities are
• Partner with the broader Digital Marketing team to ensure web strategy is integrated with paid media, social, and campaign programs rather than operating in isolation
• Act as a strategic partner to DXO & Web Dev on conversion rate optimization — contributing to test prioritization, interpreting results, and connecting CRO work to demand outcomes

Measurement, Reporting, and Continuous Optimization 

• Design methods for consistently reporting on web performance and impacts on pipeline in partnership with the Analytics team.
• Leverage insights from sources such as GA4, Looker Studio, Google Search Console, AirOps, SEMRush, Tableau and others to assess web and AEO performance
• Continuously optimize demand strategy according to performance to drive ongoing pipeline growth for the business

Leadership and Team Development

• Directly manage and develop the global SEO team, providing clear direction, meaningful feedback, and active career development support
• Set clear expectations and priorities for the team, creating an environment where people understand what success looks like and have what they need to get there
• Serve as a connector between the SEO/AEO team and the broader Digital Marketing organization — making sure the team's work is visible, valued, and tied to the goals that matter
• Build a high-performance team culture in a matrixed organization grounded in accountability, collaboration, and continuous learning
• Identify and develop talent for growth, both within the current team and across the function
• Other duties as assigned

You Have:

• 10+ years of experience in SEO, web strategy, or digital marketing, with at least 3 years in a role that required managing or leading others
• Deep expertise in SEO strategy — including technical SEO, content strategy, and link authority — and a strong working knowledge of AEO and AI-powered search trends
• Demonstrated ability to connect search and content programs to pipeline and revenue outcomes, not just traffic or ranking metrics
• Experience working in a B2B SaaS environment with a complex buyer journey and multiple personas
• Strong analytical skills and comfort working with data — you can pull your own insights and translate them into clear recommendations
• Excellent communication skills — you can explain a content strategy to a CMO and a keyword framework to a content writer, and you know which conversation you're in
• Collaborative by nature — you build trust across teams and know how to get things done in a matrixed organization
• Experience managing direct reports and developing talent, with a track record of building high-performing teams preferably in a globally distributed matrixed organization 
• Familiarity with CRO principles and experimentation methodology is a plus — you don't need to run the program, but you need to be a credible partner to those who do