Web Experience Director

Job Title: Web Experience Director

Department: Marketing

Reports to: Sr. Director of Marketing

Status: Regular, full-time, exempt from overtime

Summary:

Provide leadership, direction, and project management around all facets of the Houston Symphony's website presence to ensure patrons receive a best-in-class ecommerce and website experience.

Essential Job Functions

• Direct and oversee all Houston Symphony website content and functionality, including the stewardship of a four-year website improvement plan recently developed by the Symphony. Main priorities include:
  • Streamlining the customer purchase journey to reduce clicks and decrease abandonment
  • Clarifying concert packages and descriptions via UI/UX improvements to improve customer access to clear and concise information
  • Enhance website visual experience and content to increase engagement and navigability
  • Optimize seat selection process, improve website purchase options and communications
  • Develop website upselling and cross-selling capabilities
  • Decrease page weight with next-gen image formats
  • Add chatbot feature and improve suggestions, search, and filter functionality
• Work across departments and with vendors and subcontractors to achieve the best possible customer experience on the website, including layout and content, ecommerce, functionality, and beyond. This includes regular collaboration with IT for CRM (Tessitura) sales integration and ecommerce functionality, working with outside web vendors, and working with internal departments on content layout, and regularly meeting and collaborating with marketing colleagues to support the website and ecommerce platform as a critical part of the marketing revenue mix.
• Identify priorities and manage schedule of multivariate, A/B testing to support iterative optimization strategy.
• Ensure the website reflects the Symphony's brand and brand standards, including accuracy of information and aesthetic design and image selection. Work with Creative Director as needed to develop updated web designs and layouts.
• Continually track website analytics to improve performance, sales, customer personalization, site engagement, and marketing strategies. Use analytics to identify growth and improvement opportunities and report key findings to stakeholders. Further utilize analytics as a measurement of web effectiveness by comparing visitor-to-lead conversion, cart abandon rates, load speeds, and other KPIs.
• Manage the Web Coordinator responsible for day-to-day oversight of website maintenance, edits, and content projects
• Manage Ticketing Database Manager responsible for building out season ticketing, seat maps, promos, e-tickets, etc. in CRM (Tessitura) that will become visible through the website ecommerce platform
• Work closely with Marketing Director to ensure promoted content leads to appropriate website content and landing pages
• Stay updated on website innovations, best practices, new technologies, etc. to suggest and proactively advocate for improvements as suggested
• Collaborate with Creative Director and Marketing Director on content development and apply content to web use by optimizing layout/design and SEO as well as complement paid Search optimization
• Work concert duty as required by the marketing and communications team (approximately once a month, involving evening/weekend hours)
• Perform additional duties as required by the Houston Symphony Society

• Bachelor’s degree in marketing, web design, or related field
• Minimum of four years’ relevant experience
• Proven experience improving website KPIs such as bounce rates, cart abandon rates, conversion rates, reducing clicks to purchase, etc.
• Track record of optimizing user flows to drive engagement and increase conversions in an ecommerce environment
• Proficiency in Google Analytics
• Experience with SEO and SEM
• Proven track record of successful interdepartmental and third-party project management and completion
• Experience managing teams and third-party vendors
• Experience managing websites backed by CMS, preferably WordPress
• Working knowledge of HTML and CSS preferred, SQL a strong plus
• Knowledge of Tessitura a strong plus
• Creativity and a strong sense of judgment related to formatting, copywriting, and aesthetics
• Exceptional communication skills
• Strong team player; comfortable working cross function
• Passion for marketing, and a love of music is preferred