Senior Connected Web Experience & Conversion Strategist
Location: Remote, USA
Employment Type: Full-Time
Benefits Offered: Vision, Medical, Life, Dental, 401K
Gross annual base salary: USD $131,000.00 - $170,000.00
Additional variable compensation and benefits may apply. Total compensation is
based on experience, skills, and location using objective, job-related criteria.
Summary
B2B buyers form a view of OneStream through talking to peers, LLMs and other
online research before they ever consider talking to OneStream Sales. If these
touchpoints tell a fractured or confusing story about who we are & what we do
differently than the alternatives, we lose credibility and are unable to both
create or convert demand.
This role is the content architect, conversion strategist, and digital
experience owner driving transformative organic growth across all of OneStream's
digital touchpoints, with a core focus on pipeline creation, conversion-rate
optimization, and customer retention. This is a growth-architect role who owns
our web content and information architecture strategy end-to-end, setting
direction for Web Operations and Development so every touchpoint tells one
coherent, compelling story to both sophisticated Finance buyers and the AI
engines that now answer many of their questions. This role also owns our
personalization strategy and rules. Over time, every page adapts to what we know
about the visitor, supported by forms and progressive profiling that capture the
right data at the right moments, with engagement signals scored and surfaced to
Sales. You set content intent and narrative architecture and partner closely
with our SEO/AEO Lead to ensure it is structured and discoverable.
Primary Duties and Responsibilities
Web content & architecture
Provide content and information architecture (IA) strategy and direction to
Web Operations and the Development team.
Set website content strategy: taxonomy, structure, story, and buyer-stage
alignment, so every page has a defined audience, conversion goal, and next
step.
Lead high-priority web projects end-to-end: new site sections, campaign hubs,
launch experiences, interactive tools, and event microsites, managing
delivery through IA, design, the Web Producer, and the development team.
Partner with Product Marketing to translate positioning and competitive
differentiation into compelling digital experiences.
Establish web writing standards, content briefs, and CMS authoring guidelines
across contributing teams.
Brief Creative and Video on the visual storytelling each page needs including
diagrams, motion, video across web and chat.
Define web governance: intake criteria, prioritization frameworks, approval
workflows, and page lifecycle management.
Shape navigation and internal linking for findability across both users and
AI/search systems.
Connected buyer experience & journey
Own messaging continuity across web content, paid landing pages, chat copy,
and campaign experiences.
Partner with Campaigns and Performance Marketing (Paid Digital) on landing
page strategy and copy so what a prospect clicks in an ad or email is exactly
what they experience on the site.
Partner with Marketing Operations to keep AI-powered chat flows aligned with
current positioning and buyer intent.
Audit the full digital journey regularly, identifying message gaps, friction
points, and disconnects between channels, and drive the fixes needed to close
them.
Map content, CTAs, and navigation to move key personas and ICPs through the
funnel.
Design validation-oriented chat and web experiences for buyers arriving from
AI-referred or high-intent sources.
Define and track journey-stage KPIs: engagement depth, journey progression,
and pipeline creation.
Personalization & buyer data
Own the website personalization strategy and roadmap: every page should
ultimately adapt dynamically based on what we know about the visitor.
Define form strategy and progressive profiling so we capture the right
visitor data at the right moments without adding friction.
Partner with Marketing Operations and Web Development to activate visitor,
firmographic, and intent data in on-site experiences, and test and scale what
works.
AI narrative & search
Make our content the most credible structured answer to the questions buyers
ask AI engines in CPM, FPM, Financial Close & Consolidation and adjacent
categories.
With the SEO/AEO Lead, close competitive gaps in AI-generated narratives for
our core categories.
Surface proof points, customer stories, technical depth, and integration
coverage in formats AI engines can extract and represent accurately.
Build the internal case for content investment by connecting narrative gaps
to competitive risk and revenue exposure.
Stakeholder projects
Own scoping and web project intake: qualify requests, lead stakeholder
discovery discussions & workshops, set expectations, and define success
before work begins.
Communicate web project progress proactively, translating technical and
timeline complexity into clear business language.
Build relationships so stakeholders see the web team as a strategic partner,
not a production queue.
Performance & optimization
Own the web performance dashboard, translating traffic, engagement,
conversion, and journey patterns into prioritized action.
Maintain a structured A/B and multivariate testing roadmap, working with the
Web Producer/Optimization Specialist on execution and the Paid Digital team
on landing page experiments.
Define data-grounded test hypotheses, document results, and build a shared
knowledge base of what works.
Report performance regularly to marketing leadership with clear attribution
of web's contribution to pipeline.
Working with other teams
This role is the connective hub of the Digital Marketing team and its
cross-functional partners. The detailed partnership model (who owns what, and
how we work together) is in the Appendix at the end of this document.
Success metrics
Web-influenced pipeline and conversion lift across key buyer-journey and
campaign landing pages.
Visibility and narrative accuracy in AI-generated answers for our core
categories (with the SEO/AEO Lead).
Personalization impact: share of key pages adapting to visitor context and
the conversion lift that follows.
On-time, on-brief delivery of complex web projects, evidenced by a steady
testing cadence and documented learnings.
Required Education and Experience
Bachelor’s degree in English, Journalism, Communications or Business.
7+ years in B2B SaaS web, content, or digital marketing strategy, including
senior or principal-level ownership of web or content strategy.
A proven record of driving measurable organic growth (traffic, share of
voice, conversion, and pipeline) with the rigor to defend results to
executives, boards, and investors.
Proven ownership of complex web &/or development projects from strategy
through launch; strong program management skills.
Preferred Education and Experience
Master’s degree in English, Journalism, Communications or Business is
preferred.
Experience auditing a brand's presence in LLM-generated answers and improving
narrative accuracy and positioning.
Hands-on exposure to AI-enabled chat and conversational marketing platforms
(Qualified, Drift).
Experience building web personalization programs, form strategies, and
progressive profiling approaches.
UX or information architecture background; able to contribute to wireframe
and IA decisions.
Experience in market categories such as enterprise SaaS or Fintech and/or
Enterprise Performance Management
Knowledge, Skills, and Abilities
An exceptional writer: clear, precise, persuasive web copy that is compelling
and direct for both human readers and AI engines.
Deep understanding of B2B buyer journeys and how the website's role has
shifted.
Experience designing content architectures with depth: content graphs,
structured FAQs, and proof points that work for humans and AI extraction
alike.
A natural collaborator across Campaigns, SEO/AEO, Performance Marketing (Paid
Digital), Creative, Web Development, Product Marketing, and Sales, aligning
messaging across web, paid, and conversational channels.
Strong analytics: GA4, heatmap tools, and A/B testing; comfortable building a
data-grounded testing roadmap.
AI-fluent: daily, hands-on use of Claude and Microsoft Copilot to accelerate
research, content, and analysis.
An outstanding communicator and presenter: you distill complex digital
strategy into crisp executive narratives, present with credibility to senior
leadership, and run discovery and intake with stakeholders at every level.
Working knowledge of CMS platforms (ideally Sanity), HTML/CSS, and responsive
design, enough for credible conversations with developers.
Eye for design: you brief creative and video teams credibly and integrate
visual storytelling into every page.
Who We Are
OneStream is how today’s Finance teams can go beyond just reporting on the past
and Take Finance Further™ by steering the business to the future. It’s the only
enterprise finance platform that unifies financial and operational data, embeds
AI for better decisions and productivity, and empowers the CFO to become a
critical driver of business strategy and execution. Our vision is to be the AI
operating system for modern finance, digitizing core financial functions and
empowering the CFO to become a critical driver of business strategy. To learn
more visit www.onestream.com
[https://nam11.safelinks.protection.outlook.com/?url=http%3A%2F%2Fwww.onestream.com%2F&data=05%7C01%7Ccbaetens%40onestreamsoftware.com%7Cefb0e697518e4c23f0fc08dbc514fcc3%7Cf9796dfaf91c40958663e77a96f2d645%7C0%7C0%7C638320466155766102%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C3000%7C%7C%7C&sdata=Nl1Wyl3SIFPonX%2BgKBN8QCK7IJ4IPiyyTFmec43bn7k%3D&reserved=0].
Why Join The OneStream Team
Transparency around corporate structure, salary, and benefits
Core value of customer success
Variety of project work (not industry-specific)
Strong culture and camaraderie
Multiple training opportunities
Benefits at OneStream
OneStream employees are passionate, hardworking individuals who go above and
beyond to keep our customers happy and follow through on our mission statement.
They consistently deliver the best and in turn, we make every effort to keep
them cared for and happy. A sample of the benefits we provide are:
Excellent Medical Plan
Dental & Vision Insurance
Life Insurance
Short & Long Term Disability
Vacation Time
Paid Holidays
Professional Development
Retirement Plan
All candidates must be legally authorized to work for any company in the country
where this position is located without sponsorship.
OneStream is an Equal Opportunity Employer.
#LI-KB1
#LI-Remote