Web Content & Conversion Manager

Your Role

Own the strategic roadmap for all website content and conversion optimization initiatives.
Develop and manage a strategic content calendar aligned to business objectives and Brightline’s existing thematic promotional calendar.
Collaborate with cross-functional partners to contextualize offers and promotions across the website in support of revenue and growth goals.
Define site structure priorities and communication strategies that support customers across the full conversion funnel.

Content Strategy & Planning

• Develop and oversee the creation of high-performing website content tailored to targeted audience segments and customer needs.
• Manage end-to-end execution of web content initiatives, including coordination with Brand & Creative, Revenue Management, Product, Technology and external partners.
• Integrate partner and promotional content where appropriate while ensuring brand consistency, clarity, and conversion effectiveness.
• Ensure content execution across all site experiences supports engagement, usability, SEO, and conversion best practices.

Data Analysis & Optimization

• Analyze site traffic, user behavior, engagement, and conversion patterns to understand customer intent and identify optimization opportunities.
• Define and track KPIs related to traffic, engagement, conversion rate, and content performance; translate insights into actionable improvements.
• Develop and maintain an ongoing A/B testing and conversion rate optimization (CRO) roadmap across all major site sections.
• Use analytics and testing insights to continuously iterate on content, page layouts, messaging, and user flows to elevate conversion performance.

SEO & Discoverability

• Execute SEO and GEO best practices across all site content, templates, tagging, and taxonomy to maximize organic visibility and qualified traffic.
• Conduct competitive and keyword research using tools such as SEMrush to inform content strategy, site priorities, and on-page optimization.
• Partner with technology and development teams to implement SEO best practices in site architecture, wireframes, templates, and CMS workflows.
• Ensure all new and existing content is optimized to improve search performance, engagement, and conversion outcomes.

Cross-Functional Collaboration

• Work closely with Brand & Creative, Technology, Analytics, Revenue Management, Product, and Partnerships to deliver a cohesive and optimized digital experience.
• Provide clear direction, insights, and recommendations to stakeholders based on performance data and optimization learnings.