Senior Manager, Web Strategy & Optimization

About this role

CircusTrix dba

Sky Zone
Senior Manager, Web Strategy & Optimization
Full-Time
Hybrid in Dallas, TX, or Remote in O&O States
Department: Commercial
Reports to: Director, Digital Experiences
Travel: N/A

FLSA: Exempt
ABOUT US:
CircusTrix is the leading indoor active entertainment company in the U.S., operating and franchising over 270 parks with more than 500,000 members and 60+ attractions. We create fun, high-energy experiences for all ages while hosting thousands of memorable birthdays, team events, and school parties each year. Recognized by Franchise Times and Entrepreneur, our success is driven by a culture of curiosity, creativity, and growth. At Sky Zone, we empower builders, problem-solvers, and lifelong learners to explore bold ideas, challenge assumptions, and make a meaningful impact—creating a place where imagination thrives and people are inspired to grow.
RESPONSIBILITIES:
Web Strategy & Optimization

• Own and execute the day-to-day web strategy across Sky Zone’s digital experience.

• Prioritize enhancements based on customer needs, business objectives, revenue opportunities, and performance data.

• Lead website optimization initiatives that improve conversion, engagement, accessibility, and overall user experience.

• Support key business initiatives, promotions, and campaigns by ensuring the website delivers a cohesive, high-performing brand experience.

• Establish governance and standards for website functionality, performance, SEO, and ADA compliance.

• Develop business cases and recommendations for web enhancements and investments.

Web Roadmap & Requirements

• Partner with the Director, Digital Experiences to help develop and execute the digital roadmap for the future evolution of Sky Zone’s website, including capital projects (e.g., 2027 initiatives).

• Define requirements and partner cross-functionally to move the platform from its current state to the long-term vision.

• Evaluate emerging technologies, digital best practices, and industry trends to inform roadmap priorities.

• Recommend new capabilities, tools, and platform enhancements that improve the guest experience and drive business growth.

Conversion & Experimentation

• Own website conversion and revenue performance.

• Identify opportunities to increase ticket and party bookings, membership purchases, and ancillary revenue through website enhancements.

• Drive prioritization of initiatives based on revenue impact.

• Lead CRO strategy and testing based on data and potential impact.

Customer Experience & Personalization

• Lead website CX and personalization strategy.

• Partner closely with CRM to leverage Web SDK capabilities, Content Cards, and audience-based experiences.

• Develop customer segmentation strategies that improve engagement and conversion.

• Optimize customer journeys through behavioral insights and testing.

• Champion best-in-class UX across key conversion paths.

Analytics & Executive Reporting

• Serve as the primary owner of website performance reporting.

• Develop dashboards and KPI goals tied to business outcomes.

• Analyze customer behavior, funnel performance, and conversion trends to identify actionable business opportunities.

• Develop and deliver strategic recommendations to leadership

Leadership & Partnership

• Provide subject matter expertise and help drive execution across Sky Zone’s web experience and digital optimization initiatives.

• Lead, coach, and develop team members while fostering a culture of ownership, collaboration, and continuous improvement.

• Serve as the business owner for website platforms, tools, and key technology partners.

• Influence vendor roadmaps and partner closely with internal teams to prioritize initiatives that drive business value.

• Evaluate innovative technologies, platforms, and capabilities that improve customer experience, accessibility, conversion, and revenue.

• Partner with IT on vendor evaluations, contract negotiations, and renewals.

Web Ops & Governance

• Own the operational health and governance of the Sky Zone website, ensuring a reliable, secure, and high-performing digital experience.

• Lead ongoing SEO, ADA compliance, legal review coordination, and website governance initiatives.

• Manage the website release process, QA, documentation, and cross-functional communication for new launches and enhancements.

• Develop and maintain operational processes, standards, and documentation that support a scalable web program.

• Stay current on emerging technologies, including AI and LLM capabilities, and identify opportunities to improve digital experience and internal workflows.

• Remain hands-on with web platforms, analytics, and optimization tools to support execution, troubleshooting, and continuous improvement

QUALIFICATIONS:

• Bachelor’s degree in Web Strategy, Marketing, Business, Digital Media, Ecommerce, or related field.

• 7+ years of experience leading website strategy, ecommerce, digital experience, and/or conversion optimization initiatives. Prior experience with an entertainment, franchise, and/or retail business a plus.

• Proven experience driving measurable improvements in website performance, online revenue, and conversion rates through data-driven optimization.

• Strong understanding of customer journey mapping, user experience (UX), conversion rate optimization (CRO), and website personalization strategies.

• Experience translating business objectives into digital strategies, prioritizing initiatives, and delivering measurable business results.

• Proficiency with web analytics and optimization tools including GA4, Microsoft Clarity, Google Tag Manager, and content management systems (WordPress preferred).

• Experience partnering with CRM or marketing automation teams to deliver personalized web experiences (Braze experience preferred).

• Strong analytical skills with the ability to translate customer behavior and performance data into proactive and actionable business…