Senior Connected Web Experience & Conversion Strategist

Senior Connected Web Experience & Conversion Strategist

Location: Remote, USA

Employment Type: Full-Time

Benefits Offered: Vision, Medical, Life, Dental, 401K

Gross annual base salary: USD $131,000.00 - $170,000.00

Additional variable compensation and benefits may apply. Total compensation is based on experience, skills, and location using objective, job-related criteria.

Summary

B2B buyers form a view of OneStream through talking to peers, LLMs and other online research before they ever consider talking to OneStream Sales. If these touchpoints tell a fractured or confusing story about who we are & what we do differently than the alternatives, we lose credibility and are unable to both create or convert demand.

This role is the content architect, conversion strategist, and digital experience owner driving transformative organic growth across all of OneStream's digital touchpoints, with a core focus on pipeline creation, conversion-rate optimization, and customer retention. This is a growth-architect role who owns our web content and information architecture strategy end-to-end, setting direction for Web Operations and Development so every touchpoint tells one coherent, compelling story to both sophisticated Finance buyers and the AI engines that now answer many of their questions. This role also owns our personalization strategy and rules. Over time, every page adapts to what we know about the visitor, supported by forms and progressive profiling that capture the right data at the right moments, with engagement signals scored and surfaced to Sales. You set content intent and narrative architecture and partner closely with our SEO/AEO Lead to ensure it is structured and discoverable.

Primary Duties and Responsibilities

Web content & architecture

• Provide content and information architecture (IA) strategy and direction to Web Operations and the Development team.
• Set website content strategy: taxonomy, structure, story, and buyer-stage alignment, so every page has a defined audience, conversion goal, and next step.
• Lead high-priority web projects end-to-end: new site sections, campaign hubs, launch experiences, interactive tools, and event microsites, managing delivery through IA, design, the Web Producer, and the development team.
• Partner with Product Marketing to translate positioning and competitive differentiation into compelling digital experiences.
• Establish web writing standards, content briefs, and CMS authoring guidelines across contributing teams.
• Brief Creative and Video on the visual storytelling each page needs including diagrams, motion, video across web and chat.
• Define web governance: intake criteria, prioritization frameworks, approval workflows, and page lifecycle management.
• Shape navigation and internal linking for findability across both users and AI/search systems.

Connected buyer experience & journey

• Own messaging continuity across web content, paid landing pages, chat copy, and campaign experiences.
• Partner with Campaigns and Performance Marketing (Paid Digital) on landing page strategy and copy so what a prospect clicks in an ad or email is exactly what they experience on the site.
• Partner with Marketing Operations to keep AI-powered chat flows aligned with current positioning and buyer intent.
• Audit the full digital journey regularly, identifying message gaps, friction points, and disconnects between channels, and drive the fixes needed to close them.
• Map content, CTAs, and navigation to move key personas and ICPs through the funnel.
• Design validation-oriented chat and web experiences for buyers arriving from AI-referred or high-intent sources.
• Define and track journey-stage KPIs: engagement depth, journey progression, and pipeline creation.
• Personalization & buyer data
• Own the website personalization strategy and roadmap: every page should ultimately adapt dynamically based on what we know about the visitor.
• Define form strategy and progressive profiling so we capture the right visitor data at the right moments without adding friction.
• Partner with Marketing Operations and Web Development to activate visitor, firmographic, and intent data in on-site experiences, and test and scale what works.

AI narrative & search

• Make our content the most credible structured answer to the questions buyers ask AI engines in CPM, FPM, Financial Close & Consolidation and adjacent categories.
• With the SEO/AEO Lead, close competitive gaps in AI-generated narratives for our core categories.
• Surface proof points, customer stories, technical depth, and integration coverage in formats AI engines can extract and represent accurately.
• Build the internal case for content investment by connecting narrative gaps to competitive risk and revenue exposure.

Stakeholder projects

• Own scoping and web project intake: qualify requests, lead stakeholder discovery discussions & workshops, set expectations, and define success before work begins.
• Communicate web project progress proactively, translating technical and timeline complexity into clear business language.
• Build relationships so stakeholders see the web team as a strategic partner, not a production queue.

Performance & optimization

• Own the web performance dashboard, translating traffic, engagement, conversion, and journey patterns into prioritized action.
• Maintain a structured A/B and multivariate testing roadmap, working with the Web Producer/Optimization Specialist on execution and the Paid Digital team on landing page experiments.
• Define data-grounded test hypotheses, document results, and build a shared knowledge base of what works.
• Report performance regularly to marketing leadership with clear attribution of web's contribution to pipeline.

Working with other teams

• This role is the connective hub of the Digital Marketing team and its cross-functional partners. The detailed partnership model (who owns what, and how we work together) is in the Appendix at the end of this document.

Success metrics

• Web-influenced pipeline and conversion lift across key buyer-journey and campaign landing pages.
• Visibility and narrative accuracy in AI-generated answers for our core categories (with the SEO/AEO Lead).
• Personalization impact: share of key pages adapting to visitor context and the conversion lift that follows.
• On-time, on-brief delivery of complex web projects, evidenced by a steady testing cadence and documented learnings.

Required Education and Experience

• Bachelor's degree in English, Journalism, Communications or Business.
• 7+ years in B2B SaaS web, content, or digital marketing strategy, including senior or principal-level ownership of web or content strategy.
• A proven record of driving measurable organic growth (traffic, share of voice, conversion, and pipeline) with the rigor to defend results to executives, boards, and investors.
• Proven ownership of complex web &/or development projects from strategy through launch; strong program management skills.

Preferred Education and Experience

• Master's degree in English, Journalism, Communications or Business is preferred.
• Experience auditing a brand's presence in LLM-generated answers and improving narrative accuracy and positioning.
• Hands-on exposure to AI-enabled chat and conversational marketing platforms (Qualified, Drift).
• Experience building web personalization programs, form strategies, and progressive profiling approaches.
• UX or information architecture background; able to contribute to wireframe and IA decisions.
• Experience in market categories such as enterprise SaaS or Fintech and/or Enterprise Performance Management

Knowledge, Skills, and Abilities

• An exceptional writer: clear, precise, persuasive web copy that is compelling and direct for both human readers and AI engines.
• Deep understanding of B2B buyer journeys and how the website's role has shifted.
• Experience designing content architectures with depth: content graphs, structured FAQs, and proof points that work for humans and AI extraction alike.
• A natural collaborator across Campaigns, SEO/AEO, Performance Marketing (Paid Digital), Creative, Web Development, Product Marketing, and Sales, aligning messaging across web, paid, and conversational channels.
• Strong analytics: GA4, heatmap tools, and A/B testing; comfortable building a data-grounded testing roadmap.
• AI-fluent: daily, hands-on use of Claude and Microsoft Copilot to accelerate research, content, and analysis.
• An outstanding communicator and presenter: you distill complex digital strategy into crisp executive narratives, present with credibility to senior leadership, and run discovery and intake with stakeholders at every level.
• Working knowledge of CMS platforms (ideally Sanity), HTML/CSS, and responsive design, enough for credible conversations with developers.
• Eye for design: you brief creative and video teams credibly and integrate visual storytelling into every page.

Who We Are

OneStream is how today's Finance teams can go beyond just reporting on the past and Take Finance Further by steering the business to the future. It's the only enterprise finance platform that unifies financial and operational data, embeds AI for better decisions and productivity, and empowers the CFO to become a critical driver of business strategy and execution. Our vision is to be the AI operating system for modern finance, digitizing core financial functions and empowering the CFO to become a critical driver of business strategy. To learn more visit www.onestream.com.

Why Join The OneStream Team

• Transparency around corporate structure, salary, and benefits
• Core value of customer success
• Variety of project work (not industry-specific)
• Strong culture and camaraderie
• Multiple training opportunities

Benefits at OneStream
OneStream employees are passionate, hardworking individuals who go above and beyond to keep our customers happy and follow through on our mission statement. They consistently deliver the best and in turn, we make every effort to keep them cared for and happy. A sample of the benefits we provide are:

• Excellent Medical Plan
• Dental & Vision Insurance
• Life Insurance
• Short & Long Term Disability
• Vacation Time
• Paid Holidays
• Professional Development
• Retirement Plan

All candidates must be legally authorized to work for any company in the country where this position is located without sponsorship.

OneStream is an Equal Opportunity Employer.

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