Your PurposeThe Web Content & Conversion Manager is responsible for defining and executing the strategic roadmap for Brightline's website content and conversion performance. This role blends SEO expertise, data-driven optimization, content planning, and hands-on content execution to drive engagement, conversion rate, and revenue impact across all site experiences. The role partners cross-functionally with Brand & Creative, Technology, Analytics, Revenue Management, Product, and Partnerships to deliver a best-in-class digital experience.
Your Role- 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.
- 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.
- Content Strategy & Planning
- 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 Creation & Execution
- 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.
- 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.
Experience & QualificationsRequired Education and Experience:
- Bachelor's degree in Ecommerce, business management
- 5+ years of proven experience in a leadership role within Ecommerce, travel or hospitality industries
- Experience in increasing roles of scope and strategic responsibility
- Strong background in Ecommerce within service industries
- Demonstrated success in developing and implementing content strategies resulting in conversion rate improvement
Knowledge Skills & Abilities:
- Excellent communication and cross functional team management skills
- Ability to collaborate effectively with cross-functional teams and external partners
- Demonstrated abilities to manage website content projects
- Strong quantitative, analytical skills with attention to detail and accuracy and ability to make data-driven decisions
- Keen ability to deal effectively with guests, management, teammates, and outside contacts while working under pressure and meeting deadlines
- Strong communication, critical thinking, and presentation skills; including the ability to provide written and verbal direction effectively
- Proficient in Microsoft Office applications, specifically, Excel, Word, and PowerPoint
- Experience working in the Adobe Suite, SEM Rush, Full Story
Combine your experience, innovation, and entrepreneurial spirit by joining our growing team. Brightline is pleased to offer a competitive compensation and benefits package, and the opportunity to make a difference while making history as the only privately funded rapid rail service in the country.
