Director, Website Strategy and… at OMNIA Partners · Franklin

OMNIA Partners has become the largest and most experienced purchasing organization for public and private sector markets by delivering unparalleled scale and solutions. Through further organic growth and strategic acquisitions, OMNIA Partners will continue to drive economies of scale to execute more contracts, in more verticals, with transparent, value-driven pricing for our membership of companies. Our success and growth have been unparalleled in this space.

At the core of our success is a high energy, talented staff with diverse skills and a unified focus on delivering value and an emphasis on creativity, strategic thinking, and execution.

Director, Website Strategy & Performance
About the Role
OMNIA Partners transformed its website into a digital platform driving member acquisition and revenue. This senior role owns the end-to-end marketing and growth strategy for the website, including vision, prioritization, performance measurement, and optimization. You will be a key leader in a cross-functional team from our Technology, Product Management and E-commerce groups to build a seamless, unified digital ecosystem.
Reporting to the Group Vice President of Revenue Marketing, you will own the website strategy and implementation by translating business objectives, member insights, revenue goals, and competitive intelligence into a clear and evolving roadmap, and build a process of continuous testing and improvement through a robust A/B testing program.
You'll set the strategy and drive it through execution, aligning with our third-party agency partner and internal teams to build against that roadmap, while establishing and maturing a digital product and growth channel.
What You’ll Own
• Website Product Strategy & Roadmap — Own the marketing-side vision, roadmap, and prioritization for the website as our highest-impact member and prospect experience. Serve as Marketing's primary counterpart in cross-functional prioritization forums, ensuring business, member, and revenue outcomes shape the roadmap.
• Conversion Rate Optimization — Lead the full-funnel CRO program: testing backlog, hypothesis development, experiment design, and results analysis. Drive technical implementation of A/B testing and optimization tools.
• Performance & Metrics — Define, own, and report on website marketing performance metrics.
• MarTech & Analytics — Own the website's tracking, tagging, and analytics instrumentation strategy (e.g., GA4, testing platforms), directing and prioritizing MarTech's roadmap for these initiatives and ensuring proper implementation to guarantee high-quality data for decision-making.
• Agency Partnership — Manage and drive accountability for our external agency partner responsible for website development, digital experience execution, and ongoing optimization.
What You’ll Bring
• 6+ years of experience owning or leading a customer-facing website or digital platform from a marketing, growth, or CRO perspective.
• Proven track record of driving measurable improvements in conversion, engagement, and revenue through structured experimentation and optimization (beyond visual/design refreshes).
• Strong partnership skills with technical product and engineering teams, able to influence roadmap priorities and outcomes without owning the codebase.

• Hands-on experience with A/B testing and experimentation platforms (e.g., VWO, AB Tasty, Optimizely, or similar) at both strategic and operational levels.
• Deep fluency with web analytics platforms (GA4 preferred) and the ability to translate data and member behavior into clear, prioritized roadmaps and backlogs.
• Excellent cross-functional leadership skills, with a history of aligning technology, design, sales, marketing, and executive stakeholders.
• Strong communication skills, including the ability to present strategy, roadmaps, and performance results clearly to senior leadership.

OMNIA Partners provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.

This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.