Director, Website Strategy

About the Role As the Director, Website Strategy you will be the owner of two websites that drive millions of new users each month, is a leader in its category, and scale work with a globally recognized brand. The ideal candidate for this role will thrive in a high-growth culture, drive strategies that grow quality traffic to each of our main sites, and increase the efficiency of each site to grow our base of users. You'll be a good mix of confidence and humility to drive our business forward. You must have a thirst for changes in the industry across SEO, AEO, and website best practices to keep us on the leading edge. You also have a knack for numbers and growth and are excited to dive in and be accountable for growing and reporting on our non-paid acquisition engine for two of the world's leading brands.  Bitly is an AI first marketing organization. Humans are at the center of our strategic thinking, and the right candidate for this role is obsessed with learning how to leverage AI tools to scale the team's efforts for driving outcomes . We are allergic to AI slop (please don't do that) and at the same time love to geek out over new tools, systems, and strategies that help our business, team, and outcomes scale. The leader who drives this organization forward isn't afraid to roll up their sleeves and execute with a lean team while testing the art of possible in this new way of working. Responsibilities Develop, execute, and scale our website strategy across all Bitly brands; driving qualified traffic, performance growth, and overall acquisition for all non-paid efforts Own qualified traffic, signups from non paid acquisition channels: driving quality top of funnel that converts to revenue through our PLG or Sales Assisted motions   Scope org design and KPIs for non-paid acquisition, including where to use agencies vs. build in-house, and lead our website development, CRO, and AEO internal team Partner closely with our brand creative and content marketing teams to develop an ongoing website that aligns with both our growth goals and brand vision Own SEO and AEO strategy across product pages, blog, and help center content to grow visibility and citation rates on AI-powered search surfaces (Google AI Overviews, ChatGPT, Gemini, etc.) Lead adoption of AI-first content tools to scale production — programmatic pages, automated content generation — beyond what manual processes can support Evaluate, adopt, and embed AI-first tools (such as AirOps) into the website strategy workflow - spanning competitive research, content ideation, CRO testing, personalized experiences, market intelligence, analysis, etc. Run a cross-functional CRO testing program through website and free tool experiments: use data and customer research to turn qualified visitors into customers and advocates Own, present, and implement weekly, monthly, quarterly, and board level reporting that showcases channel performance for all non-paid growth…