Director, Website Strategy

About the Role

As the Director, Website Strategy you will be the owner of two websites that drive millions of new users each month, is a leader in its category, and scale work with a globally recognized brand. The ideal candidate for this role will thrive in a high-growth culture, drive strategies that grow quality traffic to each of our main sites, and increase the efficiency of each site to grow our base of users. You'll be a good mix of confidence and humility to drive our business forward. You must have a thirst for changes in the industry across SEO, AEO, and website best practices to keep us on the leading edge. You also have a knack for numbers and growth and are excited to dive in and be accountable for growing and reporting on our non-paid acquisition engine for two of the world's leading brands.

Bitly is an AI first marketing organization. Humans are at the center of our strategic thinking, and the right candidate for this role is obsessed with learning how to leverage AI tools to scale the team's efforts for driving outcomes. We are allergic to AI slop (please don't do that) and at the same time love to geek out over new tools, systems, and strategies that help our business, team, and outcomes scale. The leader who drives this organization forward isn't afraid to roll up their sleeves and execute with a lean team while testing the art of possible in this new way of working.

Responsibilities

• Develop, execute, and scale our website strategy across all Bitly brands; driving qualified traffic, performance growth, and overall acquisition for all non-paid efforts
• Own qualified traffic, signups from non paid acquisition channels: driving quality top of funnel that converts to revenue through our PLG or Sales Assisted motions
• Scope org design and KPIs for non-paid acquisition, including where to use agencies vs. build in-house, and lead our website development, CRO, and AEO internal team
• Partner closely with our brand creative and content marketing teams to develop an ongoing website that aligns with both our growth goals and brand vision
• Own SEO and AEO strategy across product pages, blog, and help center content to grow visibility and citation rates on AI-powered search surfaces (Google AI Overviews, ChatGPT, Gemini, etc.)
• Lead adoption of AI-first content tools to scale production — programmatic pages, automated content generation — beyond what manual processes can support
• Evaluate, adopt, and embed AI-first tools (such as AirOps) into the website strategy workflow - spanning competitive research, content ideation, CRO testing, personalized experiences, market intelligence, analysis, etc.
• Run a cross-functional CRO testing program through website and free tool experiments: use data and customer research to turn qualified visitors into customers and advocates
• Own, present, and implement weekly, monthly, quarterly, and board level reporting that showcases channel performance for all non-paid growth (organic, direct) and recommend strategies needed to improve or scale where needed
• Work with GTM Engineering and revenue operations and data teams to automate reporting and analytics with AI strategically (anomaly detection, narrative synthesis) beyond just owning the reporting cadence
• Connect user behavior back to changes in Search or Web trends to provide education back to the business and drive strategic change across teams
• Apply AI-powered behavioral analysis and personalization tools to identify visitor friction, surface high-impact UX improvements, and prioritize tests by predicted impact
• Champion AI adoption across the team—evaluating and scaling AI-first tools, and building a culture of experimentation so each person works faster and more effectively without added headcount
• Enable the marketing team to safely manage both websites through the CMS as part of ongoing site development

Must Have

• Proven leadership experience developing and executing website strategy and digital marketing, with a track record
• of success
• Strong understanding of website analytics tools and data-driven decision-making
• Demonstrated success in driving traffic, improving user experience, and optimizing signup rates for qualified traffic in a Product Led environment
• Excellent communication and collaboration skills, with the ability to work effectively across cross-functional teams
• Comfortable operating in a remote-working environment, proactively taking charge of strategy and ownership over key success metrics
• Actively uses AI tools (e.g., ChatGPT, Claude, Perplexity, AirOps, Profound, Ahrefs) to accelerate research, content creation, reporting, and strategic analysis
• Growth mindset toward AI adoption: curious about emerging capabilities, quick to experiment, and committed to building AI fluency across the team
• Ability to thrive in a fast-paced environment and prioritize work according to its potential impact on the metrics you own

US Employee Benefits -Your benefits start on Day 1!

Health & Wellbeing

• Inclusive health, dental, and vision plans built to support diverse lifestyles.
• Employer contribution to HSA plans.
• Generous paid parental leave.
• Enhanced support for reproductive health, family planning, and new parents.
• Robust mental health support and Employee Assistance Program (EAP) with confidential counseling services.
• Comprehensive well-being benefits, including a reimbursement program,
• Flexible PTO policy.

Inclusion & Belonging

• Impactful connections and community building through our Employee Resource Groups
• Company-sponsored events to connect Bitizens together.

Financial

• 401k with up to 4% employer match, access to financial professionals to offer our employees the opportunity to plan for a strong financial future well beyond their working years.
• Stock Options.
• Life, Short-term Disability, and Long-term Disability options.
• Flexible workspace support provided, including home office, cell phone, and WiFi service reimbursement.
• Coworking reimbursement for eligible employees.
• Voluntary Benefits: Pet Insurance, LegalShield, IDShield, Hospitalization, and Accident coverages.
• Reimbursement for professional development.

Eligibility

US applicants must be currently authorized to work in the United States on a full-time basis. Bitly does not sponsor or support any immigration processing. *** Applicants must live in or be willing to relocate to one of the following states to be eligible for hire: Arizona, California, Colorado, Connecticut, Florida, Georgia, Illinois, Louisiana, Massachusetts, Michigan, New York, New Jersey, North Carolina, Pennsylvania, Texas, Vermont, Virginia, Washington *** If you are based in California, we encourage you to read this important information for California residents linked here. ()

As part of our hiring process, we conduct routine measures to verify the authenticity of candidate applications and credentials. These steps help us maintain a fair, secure, and high-quality recruitment experience for all applicants.

Compensation

The salary range for this role takes into account a wide range of factors considered in making compensation decisions, including, but not limited to, skill sets, experience and training, licensure and certifications, as well as other business and organizational needs. In addition to salary, this role is eligible for an annual discretionary bonus.

Bitly Data Privacy

We value your privacy and are committed to handling your personal information responsibly throughout the recruitment process. Please review our Data Privacy Statement for details on how your information is collected, used, and protected.

Accommodation

We are committed to providing an inclusive and accessible hiring process for all applicants. If you require assistance or an accommodation due to a disability during the application or recruitment process, please complete and submit the Bitly Job Applicant & Candidate Accommodation Request. All information provided will be confidential and used solely to facilitate your request. Your accommodation request will not affect your candidacy or influence the hiring decision in any way. After submitting your request, a Human Resources team member will contact you to discuss your request and the next steps.

Our Values

• Be a Catalyst. As an innovative technology company, we build our products to be a catalyst for connection and encourage our team to be catalysts for meaningful impact both at work and in the world.
• Take Ownership. In our highly collaborative culture, Individual accountability is critical. We depend on each other to solve our customers' most challenging problems and celebrate the wins together.
• Champion Inclusion. Our product connects people of all backgrounds and abilities. And our company is built on the belief that our differences make us better and that everyone deserves the opportunity in which to thrive.
• Show Integrity. We don’t cut corners. We don’t look for the easy way out. We approach every day with a shared mindset - let’s do the right thing, even if it’s the harder thing.
• Have Fun. Whether your time is here is as short as a Bitly link or as long as the links your grandma sends you, we want your experience at Bitly to be fun and memorable. We hope the connections you make here last a lifetime.

In keeping with our beliefs and goals, no employee or applicant will face discrimination or harassment based on: race, color, ancestry, national origin, religion, age, gender, marital domestic partner status, sexual orientation, gender identity, disability status, or veteran status. Above and beyond discrimination/harassment based on “protected categories,” also strives to prevent other, subtler forms of inappropriate behavior (e.g., stereotyping) from ever gaining a foothold in our office. Whether blatant or hidden, barriers to success have no place at .

Salary: $176,000 - $242,000

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