Director of Web Strategy & CRO

THE CHALLENGE

Eventbrite is seeking a highly experienced Director of Web Strategy & CRO to drive the holistic health, performance, and growth of our website through strategic and technical excellence. This is a high-impact, cross-functional leadership role responsible for driving growth through managing conversion rate optimization of the user journey, managing and optimizing components of Contenful from a PM perspective, and implementing strategies to support organic growth through SEO (traditional and AI) best practices. As a senior member of the team, you will not only execute but also shape our long-term SEO strategy, ensuring alignment across product, engineering, content, and marketing teams.

THE ROLE

As the Director of Web Strategy & CRO you’ll lead the strategy and execution for how our website shows up in organic and AI-driven search, reflects our brand and value proposition, and drives measurable business outcomes—like user sign-ups and revenue growth. You’ll play a key role in optimizing the B2B site experience to ensure it delivers both visibility and conversions to drive business goals. You’ll build and execute on organic acquisition and web strategies that will acquire first-time visitors, re-engage existing users, and generate leads for our sales team. 

WHAT YOU'LL DO

Conversion Rate Optimization Strategy

• Lead the strategy and roadmap for CRO and experimentation, using A/B testing, UX improvements, and data insights to continually increase site and campaign performance

• CMS stack management through component audits & clean up, new component prioritization, build, and implementation

• Partner with cross-functional stakeholders across marketing, product, and sales to ensure user experience and content is optimized to reach business goals

• Build A/B testing roadmaps and work with our Analytics teams to continuously optimize our website to increase conversions

• Collaborate across functions to launch campaigns and new web experiences that drive conversions while powerfully communicating our brand and product through relevant, engaging content

SEO & AIO Growth Strategy

• Develop & Execute SEO & AIO Growth Strategy – Build and drive a data-driven roadmap that fuels sustainable organic growth, optimizing for both traditional search and AI-powered discovery experiences.

• Lead Overall Web Health – Conduct in-depth site-wide audits, monitor site performance (core web vitals, crawlability, indexation), and scalable solutions for technical SEO issues to ensure search engine accessibility.

• Partner with Product, Engineering, Design, & Analytics to drive product-led SEO optimization initiatives that enhance site architecture, internal linking, structured data, and on-page elements to improve user engagement and visibility across search ecosystems

• Champion AI- and LLM-powered innovation, testing new tools and tactics to stay ahead in an evolving digital landscape.

Analytics & Reporting

• Own reporting and measurement to monitor conversion rates and identify new opportunities, and build hypotheses to test for web optimization

• Analyze search trends, AI-driven ranking factors, and traffic shifts to identify growth opportunities and communicate impact to stakeholders

• Work closely with Analytics to monitor traffic and performance and identify measurable insights to grow our organic presence and improve user experience and conversion

WHAT SUCCESS LOOKS LIKE IN THIS ROLE

• Stack Optimization Improvements: Component & system improvements for improving landing page build speed for marketers. Web stack efficiency is a key success metric

• Organic Growth Strategy: Develop and execute on the organic growth vision, strategy, and reporting cadence for our website

• Content & Marketing Integration: Support content teams in optimizing for search intent, AI-generated powered recommendations, and best practices within a headless CMS.

• Future-Proof for AI-Driven Search: Stay ahead of evolving AI search models (e.g., Google SGE, Bing Copilot, Perplexity) and develop strategies to optimize content for AI-generated 

• Cross-Functional Leadership: Collaborate with Product, Engineering, Design & Design Systems, Marketing and Analytics to embed SEO and AI-driven strategies into platform and content development.

• Data-Driven Decision Making: Regularly analyze and leverage data to refine and enhance organic growth and conversion rate optimization efforts, resulting in continuous improvements in campaign effectiveness and overall growth marketing performance.

• Effective Team Leadership: Lead and mentor a high-performing team, fostering a culture of continuous improvement, innovation, and accountability.

WHAT WE'RE LOOKING FOR

• Experience: 10+ years of experience managing digital and web experiences for organic growth and conversion rate optimization

• CRO Expertise & Experimentation: Strong background in A/B testing, multivariate testing, and user behavior analysis to optimize conversion paths. Experience with tools like Optimizely, VWO, Google Optimize, or equivalent.

  •  Proficiency in analyzing user journeys, heatmaps, and funnel performance using Google Analytics, Amplitude, Fullstory, Hotjar, or similar to drive UX and conversion improvements.

• Headless CMS & Web Management: hands on experience owning and optimizing a headless content management system to create scalable solutions and efficient growth.

• Web Development: Working knowledge of web development concepts (HTML, CSS)

• Product Management Workflow Experience - Ability to use prioritization frameworks (e.g. kanban,scrum) to manage highly crossfunctional projects and own projects from end to end 

• SEO Expertise: 

  • Experience leading SEO projects in an agile product/engineering environment and working with sprint planning.

  • Experience working cross-functionally with content marketing, brand and design, web development teams, and third-party SEO or web agencies

  • Proficiency in SEO analytics tools (Google Search Console, BrightEdge, Ahrefs, SimilarWeb, SEMRush, OnCrawl, Screaming Frog, etc.).

• Collaborative Leader: Excellent communication and stakeholder management skills with experience managing teams and cross functional programs

WHY JOIN EVENTBRITE?

• Be part of a mission-driven company that empowers event creators worldwide.

• Lead the evolution of Eventbrite’s community and content strategy, driving real impact.

• Work alongside a passionate team dedicated to revolutionizing live events and ticketing.

• Competitive compensation, benefits, and career growth opportunities.