Web Marketing Manager

Web Marketing Manager — Spring Education Group
Position Summary
Spring Education Group is seeking a Web Marketing Manager to own search engine optimization (SEO) execution, conversion rate optimization (CRO), technical web delivery, and directory data quality across Spring’s ecosystem of 200+ sites.
Reporting to the Director of Web Product Marketing, this manager serves as the team’s primary information technology (IT) interface, translating business needs into technical specifications and coordinating implementation with technical resources. The role also leads SEO, experimentation, and analytics programs that translate website data into traffic and conversion gains.
This is a hands-on role that manages and mentors a team of Analysts while partnering closely with the Content, Paid Media, Brand, and Email Lifecycle teams.
Position Overview
The Web Marketing Manager owns search engine optimization (SEO) execution, conversion rate optimization (CRO), technical web delivery, and directory data quality across Spring Education Group’s ecosystem of 200+ sites.
This role serves as the team’s primary information technology (IT) interface, translating business needs into technical specifications and coordinating implementation with technical resources. The manager also leads SEO, experimentation, and analytics programs that translate website data into traffic and conversion gains.
This is a hands-on role that manages a team of Analysts and partners closely with the Content, Paid Media, Brand, and Email Lifecycle teams.
Key Responsibilities
Web Project Execution and IT Coordination

Lead web projects from specifications through IT and developer coordination, user acceptance testing (UAT), and implementation across 200+ sites.
Manage website health, including sitemaps, page architecture, site speed, and crawlability.
Serve as the team’s primary interface with IT and engineering resources.

Search Engine Optimization and Organic Visibility

Partner with the Director of Web Product Marketing to establish SEO and answer engine optimization (AEO) strategy and own execution across 200+ sites, including technical SEO, on-page optimization, structured data, and local search visibility.
Set SEO priorities and the roadmap using SEMrush, Screaming Frog, Google Analytics 4 (GA4), and Google Search Console data, and direct Analyst execution against those priorities.
Partner with the Content team to brief Marketing partners on keyword, topic, and page-level optimization priorities.

Conversion Rate Optimization and Experimentation

Own the CRO and experimentation roadmap from end to end: establish testing priorities and strategy, then direct team execution from test design and development in Optimizely through analysis and rollout of winning variants.
Partner with Paid Media and Content teams to align user journeys, calls to action (CTAs), and page experiences with conversion goals.
Identify and prioritize the highest-impact funnel and behavioral insights to test, and direct Analyst efforts accordingly.
Translate test results and analytics into clear, actionable recommendations for stakeholders and leadership.

Directory Management and Location Data

Own the strategy for SEG’s location data footprint, including the centralized database and every downstream directory it feeds, to drive local search visibility and name, address, and phone number (NAP) consistency across SEG. Platforms include Google Business Profile, Birdeye, Bing, Apple Maps, and industry-specific directories such as Winnie, Care.com, Private School Review, and Niche.
Evaluate data syndication and automation options to reduce manual updates across individual platforms, and partner with the Analyst team on platforms that continue to require manual maintenance.

Data and Analytics

Extract and analyze performance data from GA4, Google Search Console, Domo, and Google Business Profile (GBP) to inform content, SEO, and CRO decisions.

Team Leadership

Manage and mentor Analysts, overseeing website governance, SEO execution, A/B testing, directory management, and day-to-day execution.

Required Qualifications and Experience

5–7 years of experience in web product management, SEO, CRO or growth experimentation, or a closely related analytics role, including experience managing or mentoring direct reports.
Proven experience owning A/B tests from end to end in Optimizely or a comparable platform.
Experience running experiments on websites with low traffic volumes is required.
Hands-on analytics skills in GA4 and a business intelligence (BI) tool, such as Domo or a comparable platform.
Experience serving as an IT or technical liaison for marketing or product initiatives.
Proven experience owning SEO strategy and execution, including technical, on-page, and local SEO, with hands-on use of SEMrush, Screaming Frog, and Google Search Console.
Strong organizational, project management, cross-functional communication, and collaboration skills.
Bachelor’s degree in Business, Marketing, Analytics, or a related field, or equivalent experience.

Preferred Qualifications

Experience with answer engine optimization (AEO) or AI search.
Experience in a multi-brand or multi-location marketing environment.
Basic user experience and user interface (UX/UI) literacy sufficient to brief and evaluate external design partners.