Senior Manager, Web Strategy

We are seeking a strategic and analytically-driven Senior Manager, Web Strategy to set the direction for how Smartsheet's web presence drives pipeline. This role owns the intersection of organic search, answer engine optimization, and demand-oriented web strategy — translating business priorities into a cohesive program that generates measurable pipeline contributions.

You will act as a strategic leader for a high-performing globally distributed and matrixed SEO team within the Digital Demand organization and drive alignment with cross-functional partners across Web Development, UX Design, Campaign, and Marketing Operations to accelerate organic growth and pipeline impact.

You will report to the VP of Digital Demand Marketing, based remotely within the US.

You Will:

Own and Define SEO & AEO Strategy

Own the SEO and AEO strategy for Smartsheet, setting the content themes, keyword priorities, and channel approach that connect organic search to pipeline generation

Define and maintain the program's north star metrics — moving beyond traffic and rankings to pipeline contribution as the measure of success

Drive answer engine optimization strategy, ensuring Smartsheet content is positioned to perform in AI-powered search and answer surfaces

Translate SEO/AEO priorities into a content roadmap that the team can execute against, with clear connections to broader campaign and demand programs

Stay ahead of algorithm changes, platform shifts, and competitive movements — and adjust strategy accordingly

Drive Demand Strategy and pipeline contribution

Serve as the strategic lead for how the website contributes to pipeline — owning the demand-oriented view of web performance and the roadmap to improve it

Define and maintain a persona-based web journey framework, identifying the content, experience, and conversion points that move key audiences from awareness to action

Work cross-functionally with UX Design, Web Dev, and content teams to bring those journeys to life across the site — ensuring the experience matches the strategy

Contribute to the web team's quarterly planning process with a clear-eyed view of what's working, what isn't, and where the highest-leverage opportunities are

Partner with the broader Digital Marketing team to ensure web strategy is integrated with paid media, social, and campaign programs rather than operating in isolation

Act as a strategic partner to DXO & Web Dev on conversion rate optimization — contributing to test prioritization, interpreting results, and connecting CRO work to demand outcomes

Measurement, Reporting, and Continuous Optimization

Design methods for consistently reporting on web performance and impacts on pipeline in partnership with the Analytics team.

Leverage insights from sources such as GA4, Looker Studio, Google Search Console, AirOps, SEMRush, Tableau and others to assess web and AEO performance

Continuously optimize demand strategy according to performance to drive ongoing pipeline growth for the business

Leadership and Team Development

Directly manage and develop the global SEO team, providing clear direction, meaningful feedback, and active career development support

Set clear expectations and priorities for the team, creating an environment where people understand what success looks like and have what they need to get there

Serve as a connector between the SEO/AEO team and the broader Digital Marketing organization — making sure the team's work is visible, valued, and tied to the goals that matter

Build a high-performance team culture in a matrixed organization grounded in accountability, collaboration, and continuous learning

Identify and develop talent for growth, both within the current team and across the function

Other duties as assigned

You Have:

10+ years of experience in SEO, web strategy, or digital marketing, with at least 3 years in a role that required managing or leading others

Deep expertise in SEO strategy — including technical SEO, content strategy, and link authority — and a strong working knowledge of AEO and AI-powered search trends

Demonstrated ability to connect search and content programs to pipeline and revenue outcomes, not just traffic or ranking metrics

Experience working in a B2B SaaS environment with a complex buyer journey and multiple personas

Strong analytical skills and comfort working with data — you can pull your own insights and translate them into clear recommendations

Excellent communication skills — you can explain a content strategy to a CMO and a keyword framework to a content writer, and you know which conversation you're in

Collaborative by nature — you build trust across teams and know how to get things done in a matrixed organization

Experience managing direct reports and developing talent, with a track record of building high-performing teams preferably in a globally distributed matrixed organization

Familiarity with CRO principles and experimentation methodology is a plus — you don't need to run the program, but you need to be a credible partner to those who do

Current US Perks & Benefits:

Employer subsidized medical/vision and dental coverage for full-time employees

401k Match to help you save for your future (50% of your contribution up to the first 6% of your eligible pay)

Monthly stipend to support your work and productivity

Flexible Time Away Program, plus Sick Time Off

US employees are automatically covered under Smartsheet-sponsored life insurance, short-term, and long-term disability plans

US employees receive 12 paid holidays per year

Up to 24 weeks of Parental Leave

Personal paid Volunteer Day to support our community

Opportunities for professional growth and development including access to Udemy online courses

Company Funded Perks, including a counseling membership, local retail discounts, and your own personal Smartsheet account

Teleworking options from any registered location in the U.S. (role specific)

Smartsheet provides a competitive base salary range for roles that may be hired in different geographic areas we are licensed to operate our business from. Actual compensation is determined by several factors including, but not limited to, level of professional, educational experience, skills, and specific candidate location. In addition, this role will be eligible for a market competitive incentive opportunity.

US Base Salary Pay Range

$147,500—$195,000 USD