Director, Digital Marketing & Web Experience

About this role

At Varicent, we’re not just transforming the Sales Performance Management (SPM) market—we’re redefining how organizations achieve revenue success. Our cutting-edge SaaS solutions empower revenue leaders globally to design smarter go-to-market strategies, maximize seller performance, and unlock untapped potential. Varicent stands at the forefront of innovation, celebrated as a market leader in the 2025 Forrester Wave Report for SPM, 2023 Ventana Research Revenue Performance Management (RPM) Value Index, Gartner Peer Insights, 2024 Gartner SPM Market Guide, and G2. Our solutions are trusted by a diverse range of global industry leaders like T-Mobile, ServiceNow, Wawanesa Bank, Shaw Industries, Moody's, Stryker and hundreds more. Here’s why you’ll thrive at Varicent:

• Innovate with Purpose: Build impactful solutions for customers worldwide.

• Join Excellence: Work in a diverse, collaborative, and innovative team.

• Shape the Future: Lead in redefining revenue optimization.

• Grow Together: Unlock your potential in a supportive environment.

Join us at Varicent—where your talent and ambition meet limitless opportunities for success!

The Opportunity

Varicent is seeking a strategic, creative, and data-driven Director, Digital Marketing & Web Experience to lead our digital growth engine across digital marketing, website strategy and experience, paid media, SEO/AEO/GEO, conversion optimization, and digital performance measurement.

This leader will own the strategy and performance of Varicent’s digital channels, with accountability for their contribution to pipeline and revenue. You’ll shape how prospective customers discover, engage with, and convert through Varicent’s digital experiences while ensuring our investments are measurable, scalable, and aligned with business objectives.

This is a broad functional leadership role that combines strategic ownership with operational fluency. You’ll lead a team and agency ecosystem spanning digital marketing and web experience while partnering closely with Marketing leadership, Demand Generation, Product Marketing, Content, Creative, Marketing Operations, Revenue Operations, Sales, Customer Marketing, IT, Finance, and other stakeholders.

What You’ll Do

Digital Marketing Strategy & Leadership

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Own Varicent’s digital marketing strategy across paid media, SEO/SEM, website experience, landing pages, conversion optimization, retargeting, and account-based digital programs.

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Develop and lead a multi-quarter digital marketing and web roadmap aligned with pipeline, revenue, brand, and customer acquisition goals.

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Define the role of digital channels throughout the buyer journey, from awareness and demand creation through conversion, pipeline acceleration, and customer expansion.

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Establish priorities, investment areas, operating rhythms, and measurement frameworks for the function.

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Identify emerging digital opportunities, buyer behavior shifts, platform changes, competitive trends, and technologies that can improve performance.

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Serve as the senior functional leader for digital marketing and web experience across the Marketing organization.

Paid Media, Digital Acquisition & Pipeline

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Own strategy and performance across paid digital channels, including Google Ads, LinkedIn, paid social, display, retargeting, review sites, content syndication, programmatic, ABM platforms, and intent-based advertising.

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Own paid media budget strategy, channel mix, investment allocation, forecasting, and spend pacing.

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Partner with agencies on campaign execution, optimization, reporting, and performance recommendations.

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Partner with Demand Generation, Content, and Product Marketing to develop digital programs supporting product, audience, industry, ABM, event, webinar, and pipeline acceleration initiatives.

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Lead audience segmentation, targeting, and experimentation across channels, creative, landing pages, forms, CTAs, and conversion paths.

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Continuously optimize programs to improve conversion, lead quality, opportunity creation, pipeline contribution, and return on marketing investment.

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Ensure digital programs are effectively integrated with marketing automation, CRM, lead routing, scoring, nurture, attribution, and reporting.

Website Strategy & Digital Experience

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Own Varicent’s corporate website strategy as a core demand generation, brand, product storytelling, and conversion platform.

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Lead the vision for website experience, UX, design, navigation, information architecture, conversion paths, accessibility, and brand consistency in partnership with the Senior Web Developer.

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Own the website roadmap and establish effective processes for prioritization, governance, design standards, development coordination, QA, and release management.

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Lead the strategy for landing pages, campaign pages, product and industry pages, resource experiences, demo request paths, and event pages.

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Partner with Brand, Creative, Content, and Product Marketing to ensure the website clearly communicates Varicent’s value proposition and differentiation.

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Drive conversion rate optimization through analytics, heatmaps, behavioral insights, A/B testing, and funnel performance data.

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Ensure the website is optimized for search visibility, accessibility, Core Web Vitals, mobile responsiveness, privacy, security, and performance.

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Lead major digital experience initiatives, including redesigns, CMS improvements, migrations, personalization programs, and other website transformations.

Organic Search & Discoverability

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Own Varicent’s SEO strategy and ensure paid and organic search work together to maximize visibility, efficiency, and conversion.

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Partner with the Senior Manager of Digital Marketing to identify keyword opportunities, content gaps, high-intent buyer topics, and organic growth priorities.

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Guide technical SEO, content optimization, site architecture, metadata, schema, internal linking, and search-focused website improvements.

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Partner with…