Web Marketing Lead

Responsibilities

• Own plaid.com as a Growth and Revenue Engine
• Define the growth strategy and roadmap for plaid.com, owning performance across product pages, docs entry points, campaign landing pages, and conversion surfaces – while partnering with Brand, Content, and Design on the vision and experience for flagship pages like the homepage.
• Be directly accountable for website-sourced pipeline, conversion, and key revenue metrics.
• Optimize performance across key surfaces including homepage, product pages, docs entry points, campaign landing pages including event registration, and our blog.
• Lead and Scale a High-Performing Team
• Build, manage, and develop a world-class web marketing team across strategy, operations, SEO/AEO, content management, and experimentation.
• Foster a culture of ownership, velocity, and continuous learning.
• Establish clear goals, processes, and operating rhythms to drive impact – running structured workflows that keep the team moving quickly without sacrificing quality.
• Drive Experimentation and Continuous Optimization
• Build and scale a rigorous experimentation program to improve conversion, activation, and self-serve growth.
• Lead development of hypotheses, testing strategies, and measurement frameworks – forming hypotheses, running tests, and iterating fast.
• Drive operational excellence through scalable systems, including automation of page creation, testing, and optimization workflows.
• Improve End-to-End User Journeys
• Shape the full web experience from first visit through signup, demo request, or sales engagement.
• Optimize for both developer audiences (self-serve, docs-driven journeys) and business buyers (solution evaluation and sales handoff).
• Use user research, behavioral analytics, and market insights to inform messaging, information architecture, and UX across the site.
• Identify and remove friction across acquisition, education, and conversion flows.
• Own and develop central web narrative strategy
• Develop a centralized approach to storytelling through our website, including our homepage experience and iterating on Plaid’s story through the lens of web.
• Partner with Product Marketing to translate product strategy and positioning into clear, high-impact web experiences – bringing together different product areas into cohesive plans.
• Collaborate with Product, Engineering, and Design to prioritize and ship improvements to site experience and infrastructure.
• Collaborate with the Brand team to maintain visual and narrative consistency across plaid.com.
• Drive Technical Excellence
• Own the web tech stack (CMS, tag management, analytics instrumentation) — ensuring proper GTM setup, pixel management, and event tracking.
• Ensure SEO/AEO best practices are built into every web initiative: technical hygiene, structured data, page speed, and content architecture.
• Work with RevOps and Marketing Ops to ensure web form integrations, lead routing, and attribution are functioning cleanly.

Qualifications

• Must have requirements 10+ years of experience in growth marketing, web marketing, or product-led growth roles, with increasing leadership responsibility.
• Proven track record of owning and scaling a website as a measurable growth and revenue channel – you can point to specific CRO wins, organic traffic improvements, or conversion rate lifts you've owned end-to-end.
• Experience driving pipeline, conversion, and product adoption through web optimization and experimentation.
• Strong leadership experience, including building and managing high-performing teams.
• Deep expertise in web analytics (GA4, Mixpanel, or similar), A/B testing platforms (Optimizely, VWO, or similar), and experimentation frameworks.
• Experience working cross-functionally with Product, Engineering, Design, and Sales.
• Excellent cross-functional communication skills – you can translate web strategy into terms that resonate with engineers, PMMs, and executives alike.
• A bias toward experimentation: you form hypotheses, test them, and iterate quickly without needing to be perfect out of the gate.
• Nice to have
• Experience in B2B SaaS, fintech, or developer-facing products.
• Familiarity with PLG and sales-assisted growth models.
• Experience optimizing technical or API-driven websites with complex user journeys.
• Experience with modern CMS and experimentation tools (e.g., Contentful, Optimizely, Webflow).
• Working knowledge of HTML/CSS – enough to diagnose issues and move faster with engineering.
• Background in international or multi-market web strategy.
• Experience with CDPs (Segment) or marketing automation platforms (HubSpot, Marketo).