Head of Web Strategy and Experience

About The Role

Our website is the front door to both sides of Fora. It's where future advisors decide whether this is the career for them, where established advisors decide if this is the place to grow their business, and where travelers find the advisor who will plan their next trip. It's one of our biggest growth levers, and right now it doesn't have a single owner. You'll be that owner: setting the strategy and goals, building the roadmap, and running the site like a growth business. If you care about what we're building for travel entrepreneurs, you'll feel at home here. You don't need category experience.

This is a player-coach role. You'll set direction with our founders and leadership team, then get into the details yourself: the briefs, the test plans, the analytics, the page that isn't converting. You'll partner closely with SEO/GEO, Content, the WAV and M&G Pods, Brand, Creative, Product Marketing, Product, Engineering, and Data. Most of those teams won't report to you, so this role runs on clarity, data, and relationships.

In your first month, you'll deliver a web strategy and a detailed roadmap with core website metrics. Within a year, we want to see a double-digit lift in session-to-signup conversion against a holdout, one completed test every week, and a backlog that keeps growing. As the work outgrows one person, you'll make the case for the team and build it.
Key Responsibilities

• Own the web strategy. Define what the site is for, who it serves, and how we measure it, then turn that into goals and a prioritized roadmap that leadership signs off on and teams can build against.
• Grow quality advisor signups. Own conversion across the advisor journey, from first visit to application, including the homepage, core pages, paid landing pages, and persona routing. We goal on quality and LTV, not raw volume.
• Build the experimentation engine. Stand up a prioritized backlog, a testing framework with clear hypotheses, holdouts, and decision criteria, and a weekly cadence that compounds what we learn.
• Build the traveler path to an advisor. Partner with Product on advisor discovery and matching, and make the path from content and search to a booking inquiry clear and measurable.
• Shape the platform. Partner with Engineering on the CMS, page templates, component library, and design system so teams can launch and test pages without waiting on a sprint. Hold the bar on site performance, accessibility, and crawlability.
• Bring the brand to life on the web. Partner with Brand and Creative on information architecture, global navigation, and site strategy so the site feels elevated and converts.
• Build for people and AI agents. Partner with SEO/GEO so the site is structured, fast, and machine readable across search engines and AI answer engines.
• Own web measurement. Work with Data to get event-level web data in place and build reporting that ties the site to signups, activation, and LTV.
• Set the operating model. Define who owns what on the web across Growth, Brand, Creative, Content, Product, and Engineering, and run the intake, prioritization, and review rhythm.
• Use AI as core infrastructure. Build agents and automated workflows for research, page QA, test analysis, reporting, and content operations.

Requirements

• 10+ years in web strategy, digital experience, or growth at a consumer, marketplace, or technology company, including at least 4 years leading teams or major cross-functional programs
• A track record of increasing conversion at scale through structured experimentation, with tests you can walk us through (what won, what lost, and why)
• Experience optimizing against full-funnel economics (CAC, LTV, ROAS)
• Experience working in a headless CMS and with analytics and experimentation tools (e.g., GA4, Amplitude, BigQuery, Eppo, Coframe)
• Has shipped a site redesign, information architecture overhaul, or design-system rollout at a consumer, marketplace, or technology brand, and can show it in a portfolio or case study
• Can name the specific AI tools in your current workflow and give a concrete example, such as an agent or automation for page QA, test analysis, or reporting
• Has stood up a web or experimentation function, or owned a site's strategy, where none existed before
• Has aligned senior stakeholders across Brand, Product, Engineering, and Data without direct authority over them

Strongly Preferred

• Hands-on experience with React or Next.js and tag management, working alongside engineers
• Experience at a two-sided marketplace or platform where the site serves more than one audience
• Has led a website replatform, CMS migration, or brand relaunch without stalling the testing program

Compensation

Compensation for this role varies based on experience, with an indicative range of $200K-$240K + equity. Final compensation will depend on the level at which the candidate is hired, as we're considering multiple levels for this role.

• Unlimited vacation
• Health Insurance (including an option completely covered by Fora HQ)
• Dental & Vision Insurance
• Wellhub Memberships
• 401k plan with company match
• Commuter Benefits
• Supplemental Life Insurance
• Stock Options

This role is based in our beautiful New York City office (Tribeca/Fidi) with lots of natural light and great views.