Role Overview
Own RingCentral's digital properties and drive measurable revenue growth. You'll lead strategy, design, and performance of our websites across segments and markets—owning the complete buyer journey from SEM ad to onboarding. You'll optimize for acquisition, expansion revenue, and customer experience, while building a high-performing team of web strategists, designers, developers, and analysts.
Key Responsibilities
Web Strategy & Roadmap
- Define and execute multi-year web strategy aligned with segment GTM, brand, and revenue objectives
- Own website P&L: performance targets, budget allocation, and ROI tied to pipeline, while driving customer acquisition, and expansion revenue
- Map and optimize the complete buyer journey with Demand Gen: SEM landing pages 16 product evaluation 16 trial/purchase 16 onboarding
- Set standards for UX, accessibility, personalization, conversion optimization, and mobile-first design
- Guide web's role in ecommerce and product-led growth: self-service sign-ups, automated onboarding, trial-to-paid conversion, upsell campaigns
Buyer Journey & Conversion Optimization
- Own end-to-end buyer journey mapping and optimization across all touchpoints:
- Top of Funnel: SEM landing pages, organic content, paid campaigns, ABM pages (co-owned with Demand Gen)
- Consideration: Product comparisons, ROI calculators, demo/webinar registration, trial sign-up experience
- Decision: Pricing pages, offers, testimonials, case studies, e-signature integration
- Onboarding: Self-service flows, resource centers, expansion upsell moments
- Drive CRO programs: A/B testing, personalization, segmentation, and content optimization across buyer stages
- Establish analytics and success metrics tied to revenue: pipeline, deal velocity, CAC, LTV, expansion ARR
- Implement behavioral targeting and messaging based on company profile, user role, and buyer stage
- Manage promotional campaigns: product launches, seasonal promotions, migration offers, trial-to-paid campaigns
- Reduce friction: optimize forms, sign-up flows, and conversion barriers to improve time-to-value
- Partner with Sales and Customer Success on handoffs: lead scoring, CRM integration, opportunity creation, lifecycle communications
eCommerce & Product-Led Growth
- Lead self-service purchase flows, cart optimization, payment processing, and order management
- Own free trial and trial-to-paid strategy: reduce sign-up friction, drive trial activation, optimize upgrade prompts
- Build self-service onboarding experiences that reduce time-to-value and drive product adoption without sales
- Track PLG metrics: free-to-paid conversion rates, product usage, expansion revenue drivers
- Collaborate with Product and Customer Success on in-product messaging and expansion workflows
- Develop content strategy for product tours, guides, and educational resources
- Optimize funnel of free users to product, including incentive and referral programs
Project Management & Execution
- Establish project discipline: define scope, timeline, resources, dependencies, risks, and approval gates
- Build intake and prioritization framework balancing strategic initiatives, segment demands, and technical debt
- Lead end-to-end projects: business case 16 requirements 16 design 16 development 16 launch 16 optimization
- Establish governance: content calendars, approval workflows, testing roadmaps, escalation procedures
- Manage external agencies, vendors (CMS, analytics, testing, personalization platforms), and technology partners
- Report progress to leadership: monthly dashboards, quarterly reviews, annual strategy updates
- Build culture of continuous improvement and experimentation
Performance & Revenue Growth
- Own website analytics: establish metrics framework, create dashboards, report against targets
- Define web-to-pipeline attribution across channels (organic, SEM, paid social, email, sponsorships)
- Connect web metrics to business outcomes: MQLs, SQLs, opportunity creation, deal velocity, deal size
- Identify trends, flag underperforming areas, recommend optimization priorities
Team Leadership
- Build, hire, and develop a high-performing web team: strategists, designers, developers, analysts, project managers
- Establish team roles, career paths, and mentorship programs
- Set expectations, conduct regular one-on-ones, and raise the bar for talent
Required Experience & Qualifications
- 10+ years in web strategy, digital marketing, demand generation, ecommerce, or product-led growth in B2B SaaS
- 5+ years leading cross-functional teams (design, engineering, analytics, product) in matrixed organizations
- Proven track record owning website strategy end-to-end with measurable impact on acquisition, conversion, and revenue
- Deep expertise in buyer journey mapping, optimization, and acceleration
- Advanced hands-on experience with CRO: A/B testing, landing page optimization, form optimization, user behavior analysis
- Strong ecommerce knowledge: checkout flows, payment processing, cart abandonment, lifecycle marketing
- PLG experience: free trial strategies, freemium models, trial-to-paid conversion, usage-based metrics
- Technical fluency: CMS platforms, analytics tools, personalization and testing platforms, marketing automation
- Proficiency in: web analytics, attribution modeling, data-driven decision-making, SEO, web performance optimization, web accessibility standards, project management
- Budget and vendor management experience
- Cross-functional leadership: influence without authority, align competing stakeholders, navigate matrix organizations
- Executive communication: translate technical data into compelling narratives for leadership
- Bachelor's degree in Marketing, Business, Communications, Computer Science, or equivalent experience
- Comfort in fast-paced, ambiguous environments with bias toward action and iteration
What we offer (varies between Intern, FTE & Temp-FTE):
- Comprehensive medical, dental, vision, disability, life insurance
- Health Savings Account (HSA), Flexible Spending Account (FSAs) and Commuter benefits
- Paid time off and paid sick leave
- Paid parental and pregnancy leave
- Family-forming benefits (IVF, Preservation, Adoption etc.)
- Emergency backup care (Child/Adult/Pets)
- Employee Assistance Program (EAP) with counseling sessions available 24/7
- Free legal services that provide legal advice, document creation and estate planning
- Employee bonus referral program
- Debt refinancing assistance
- Employee perks and discounts program
