Senior Director, Web Strategy and Operations

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Senior Director, Web Strategy

Team: Global Growth Marketing  |  Location: United States (remote, with travel as needed)  |  Reports to: VP, Global Growth Marketing

About the role

OutSystems is the AI-powered application generation platform for the enterprise. Our website is one of our highest-leverage growth assets: it is where global campaigns, paid media, and field programs convert into pipeline, and where our brand shows up first for buyers and, increasingly, for AI answer engines. We are hiring a Senior Director, Web Strategy & Operations to own that asset end to end.

This is a builder-operator role for a demand-generation leader who thinks in conversion, not just clicks. You will set web strategy, run the platform and engineering behind it, own UX, content operations, web analytics, and CRO, and drive measurable pipeline through the site. You will lead a cross-functional web organization spanning development, infrastructure, design, and content, and you will be accountable for turning web performance into demand-gen outcomes.

You are joining at a pivotal moment. OutSystems is completing a replatform to Webflow, standing up a new design system, and operationalizing self-service page creation so marketers can ship faster without sacrificing quality. You will inherit that foundation and make it a durable conversion and performance advantage.

What you will own

Web strategy & demand generation

Own the web strategy that ties the .COM experience directly to pipeline. Partner closely with Campaigns, Brand, PMMs, Paid Media, and Field & Channel so that ad message, landing page, and offer are planned as one system. Set and hit web-sourced and web-influenced pipeline targets, and treat the site as a demand-gen engine, not a brochure.

Development & web infrastructure

Lead the development team and the technical foundation of the web estate: the Webflow platform, integrations with the martech stack (Marketo, 6sense, Qualified, and related tools), governance, security, reliability, and the tooling that lets the business move quickly. Own build-vs-buy and partner/agency decisions for web engineering, and hold vendors and partners to quality and timeline.

Performance optimization

Own web performance as a first-class discipline. Page speed, Core Web Vitals, and technical health are conversion inputs, not IT hygiene, and you will treat them that way. Set performance standards, instrument them, and drive continuous improvement across templates and campaign pages.

Web analytics & measurement

Own the web analytics and measurement discipline end to end: the tracking and tagging architecture (analytics platform, tag manager, event and conversion tracking, data-layer governance) and the reporting that turns behavior into decisions. Define the web KPIs and funnel instrumentation, ensure attribution ties cleanly into the demand-gen funnel and martech stack, and build the dashboards and insight cadence that tell the team what to fix, test, and double down on. Make data, not opinion, the driver of prioritization across CRO, UX, content, and performance.

UX & design systems

Own the end-to-end user experience and information architecture, including global navigation and the design system that spans page, template, and global levels. Ensure the system pairs brand consistency with proven conversion patterns, so that self-service speed never comes at the cost of quality or CRO.

Content operations

Own the content operations and self-service model that let demand-gen and field marketers build on-brand, high-converting pages and creative themselves, faster. Establish the governance, templates, and workflows that scale page production globally without a bottleneck.

Conversion rate optimization (CRO)

Own CRO as the highest-leverage, lowest-spend growth lever we have. Build the experimentation program (testing, message match, form simplicity, mobile, speed) and lift conversion across page types, from self-serve demo requests to content and campaign landing pages. Make optimization a repeatable operating rhythm, not a one-off project.

Team leadership & operating rhythm

Build, lead, and develop the global web organization across development, design, content, and analytics, including a mix of internal team members, contractors, and agency partners. Set clear roles, priorities, and standards; coach and grow the team; and manage capacity against an always-on intake of campaign, brand, and product demands. Establish the operating rhythm that keeps the function predictable and fast: a clear intake and prioritization process, sprint or release cadence, regular performance and experimentation reviews, and a reporting cadence to leadership and cross-functional partners. Run the web roadmap as a transparent, business-aligned plan rather than a reactive queue.

What you will be measured on

• Web-sourced and web-influenced pipeline and ARR

• Visitor-to-lead conversion by page type, and landing-page conversion rate by campaign

• Form-fill and handraiser volume and rate

• Time-to-publish for a new page (self-service velocity)

• Page speed and Core Web Vitals as conversion inputs

• Quality and timeliness of web analytics, reporting, and insight to the business

• Platform reliability, quality, and governance of the web estate

• Team health, delivery predictability, and stakeholder satisfaction

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What you bring

• 10+ years in web, digital, or growth roles, with 5+ years leading teams; experience at the Director or Senior Director level.

• A demand-generation background with a demonstrated focus on conversion. You have owned or been directly accountable to a pipeline number and understand how the website feeds the funnel.

• Deep, hands-on knowledge of Webflow , including scaling it as an enterprise platform.

• Proven ownership of design systems and information architecture at scale (page, template, and global levels).

• Strong command of web performance optimization : page speed, Core Web Vitals, and the technical practices that improve them.

• A track record in conversion rate optimization and experimentation, with real, measurable lift.

• Strong web analytics and measurement expertise: analytics platforms, tag management, event/conversion tracking, attribution, and turning data into a prioritized action plan.

• Experience leading or closely partnering with web development and infrastructure teams; comfortable owning the technical roadmap and vendor relationships.

• Fluency across UX and content operations , and the judgment to balance brand, speed, and conversion.

• Proven people leadership and operational management : building and developing teams, managing agencies and contractors, and running a clear intake, prioritization, and delivery rhythm.

• Experience integrating web with the broader martech stack (Marketo, 6sense, Qualified, or equivalents).

• Executive presence and cross-functional influence: you can align Campaigns, Paid, Product, and regional teams around a shared web strategy.

• Based in the United States.

Nice to have

• SEO and answer-engine optimization (AEO) experience, including structuring content for discoverability in AI answer engines. This is a plus, not a core requirement of the role.

• Experience through a website replatform or migration.

• B2B SaaS or enterprise software background.

Why this role matters

Most companies treat the website as overhead. At OutSystems, it is a growth lever we are deliberately investing in to diversify pipeline beyond high-touch channels and scale efficient, always-on demand. If you want to own a strategic asset end to end, and be measured on the pipeline it produces, this is that role.

More about OutSystems

OutSystems is a leading AI Development Platform built for the enterprise. Global organizations trust OutSystems to rapidl