Senior Manager of Web Experience & Platform
Included Health
The Senior Manager of Web Experience and Platform will own the end-to-end health, performance, and evolution of Included Health & Doctor On Demand’s marketing websites as a core growth and conversion channel. This role defines and leads the roadmap across web platform modernization, scalable CMS governance & publishing operations, technical SEO and AI-driven search (AIO), and conversion rate optimization.
Success in this role will look like modernizing the site experience, technology stack, and architecture; improving site performance and accessibility; and building systems that democratize web publishing for cross-functional partners.
The ideal candidate is a technical, data-driven problem solver with strong business acumen and technical subject matter expertise who can translate business goals into a clear web strategy & roadmap and execute against it in partnership with Marketing, Product, Engineering, Analytics, and Design, to deliver measurable impact.
Responsibilities:
- Own the day-to-day management, technical integrity, and strategic roadmap for Included Health’s marketing websites (e.g., IncludedHealth.com, DoctorOnDemand.com), partnering closely with Brand Marketing, Content Strategy, Product, and Engineering.
- Assess the current web stack, CMS, and integrations; define and execute a multi-quarter plan to modernize our architecture.
- Define requirements and partner with developers to lead implement improvements to the web platform, including scalable page templates, reusable components, and front-end architecture.
- Ensure sites meet or exceed standards for performance, Core Web Vitals, accessibility, security, and reliability.
- Monitor and improve overall site health using analytics and SEO tools, translating findings into clear, prioritized technical work.
- Own the licensing, usage, budgeting, and value generation for web- and SEO-focused marketing technologies (e.g., CMS, SEO platforms, testing and analytics tools).
- Manage and prioritize ticket intake, publishing processes, and resource management for web platform initiatives across marketing stakeholders.
- Develop and own a technical SEO and AIO roadmap that improves crawlability, indexing, and visibility across search engines and AI-driven surfaces (e.g., Google AI Overviews, generative search assistants).
- Implement and maintain structured data (schema.org), URL structures, internal linking strategies, and XML sitemaps.
- Lead the front-end development of high-performing content and initiatives for search, search AI (e.g., Google AI Overviews), AI platforms (e.g., ChatGPT), and social channels (e.g., Reddit, Meta, TikTok) to increase organic traffic and drive conversions.
- Drive conversion optimization: partner with cross-functional marketing leaders on landing page optimization to improve member conversion rates across the member journey, from content/research to conversion-oriented pages.
- Design and maintain governed, self-serve workflows that enable marketers, content strategists, and other partners to safely create and update pages without heavy engineering support.
- Assess, Build, and document page templates, modules, and content models that enforce brand, accessibility, and performance standards while giving teams flexibility to experiment.
- Establish and maintain documentation, training, and best practices so non-technical users can confidently use the platform.
- Implement role-based permissions, approval workflows, and guardrails within the CMS to balance speed, quality, and risk.
- Work closely with Content Strategy, Engineering, Product, Analytics, and other marketing stakeholders to align on goals, share insights, and ensure website and search initiatives are prioritized and executed effectively.
- Translate business goals into clear requirements and implementation plans; manage backlog and work intake for web initiatives.
- Coordinate QA and release processes for site changes, including functional, visual, accessibility, and performance testing.
- Manage and partner with vendors and contractors that support our web properties, ensuring they deliver against agreed goals, timelines, and quality standards.
- Define and track core web KPIs, such as organic traffic and rankings (SEO/AIO), page speed, conversion rates, form completion, engagement, and error rates.
- Evaluate marketing data and metrics to assess SEO and AIO effectiveness; lead a test-and-learn approach for landing pages and templates (A/B tests, UX experiments, content layouts), and operationalize wins into the core platform.
- Build and maintain reporting and dashboards in partnership with Analytics, clearly communicating results and data-driven decisions to key stakeholders.
- Stay current on evolving SEO/AIO, web technology, and privacy trends; proactively recommend changes to keep Included Health’s web experience modern and competitive.
Web Platform Ownership & Modernization
Democratizing the Web Platform
Cross-Functional Delivery & Governance
Measurement & Continuous Improvement
Required Qualifications:
8+ years of professional experience in web development, web platform management, and/or technical SEO, or related roles, with at least 3+ years owning or co-owning a production marketing website at scale.
CMS/web publishing experience: deep understanding and proficiency in WordPress and modern web technologies. Strong understanding of how search engines and AI bots crawl, index, and rank sites. Experience managing CMS platforms, site structure, content governance, and publishing workflows.
Technical SEO expertise: including site architecture, structured data (schema), crawling/indexation, Core Web Vitals, and log- or crawl based diagnostics. Working knowledge of front-end technologies (HTML, CSS, JavaScript) and their implications for SEO and site performance.
Experience in conversion rate optimization (CRO): on marketing websites, with fluency in modern CMS platforms and experimentation tools to test and improve landing pages and user flows.
Familiarity with AI-driven search (AIO): understanding of how LLMs and AI Overviews consume and surface web content; experience adapting content and technical strategies accordingly.
Experience using AI and LLM-based tools: to support technical SEO, AIO, and content operations (e.g., identifying opportunities, generating and testing page variations, or automating routine publishing tasks)
Proficiency with analytics and SEO tools: such as GA4, Google Search Console, SEO crawlers, and BI/reporting tools.
Proven ability to work cross-functionally: particularly with Marketing, Product, Engineering, Design, and Analytics to scope, prioritize, and launch web initiatives.
Strong project management skills: with experience running multiple concurrent web projects from discovery through launch and optimization. Experience defining a web governance model (managing intake, prioritization, and publishing standards) for a multi-stakeholder marketing team.
Clear, concise communication skills: with the ability to explain technical concepts to non-technical stakeholders and influence decision-making.
Self-starter: with the ability to work independently; a builder who can operate at both strategic and execution levels.
Preferred Qualifications:
- Experience in healthcare, digital health, or other regulated industries where privacy, security, and compliance are critical.
- Experience designing or migrating to modern, component-based architectures.
- Prior responsibility for conversion rate optimization (CRO) on web properties.
- Experience defining and managing web governance models (ownership, processes, documentation) for multi-stakeholder marketing organizations.
- Experience influencing the strategic vision and direction of technology products and tools.