Job Description:
Key Responsibilities
Digital Experience Strategy & Leadership
- Define and execute the global digital experience strategy focused on discoverability, engagement, conversion efficiency, and digital performance.
- Establish a scalable global operating model that supports multilingual experiences, regional needs, and enterprise-wide brand and experience consistency.
- Translate business objectives and audience insights into digital experiences that improve visibility, navigation, content quality, and relevance across global markets.
- Provide strategic oversight of the external development and UX agency and set experience requirements, partnering with the Marketing Technology team that owns the underlying platform and technical systems.
- Oversee digital experience implications of M&A, guiding decisions on consolidation, migration, content harmonization, and experience alignment to maintain a unified global brand and platform strategy.
AI-First Digital Experience & GEO Visibility
- Embed AI-driven practices across digital experience design, personalization, content modeling, and user journeys.
- Lead strategies that ensure discoverability and authority across traditional search, AI-powered search experiences, and Generative Engine Optimization (GEO) surfaces.
- Establish standards for structured content, metadata, semantic tagging, modular content, and schema to improve visibility and answerability within AI engines and LLMs.
- Partner with marketing teams and Analytics partners to monitor and enhance Vertex’s presence across AI search, AI answer surfaces, and LLM citation environments.
Conversion Rate Optimization (CRO) & Experimentation
- Own the CRO strategy for global digital properties, improving conversion across key pathways (product exploration, content engagement, demo/consult requests, solution journeys).
- Build and manage an experimentation roadmap using A/B and multivariate testing to improve page-level and journey-level performance.
- Partner with analytics, UX/design, content, and campaign teams to identify friction points and implement optimization experiments that improve usability, clarity, and conversion uplift.
- Establish scalable frameworks for persuasive design, journey optimization, and CRO best practices across the global digital experience.
Performance, Insights & Optimization Frameworks
- Define advanced measurement frameworks for the global digital experience, focusing on discoverability, content engagement, user intent, journey effectiveness, experience friction, and conversion pathways.
- Direct the development of dashboards and reporting that surface actionable insights on content performance, experience quality, path efficiency, behavioral patterns, and AI-driven visibility.
- Integrate behavioral analytics, search/AI insights, UX findings, and user feedback loops into prioritized, ongoing optimization roadmaps.
- Ensure global alignment with accessibility standards, UX best practices, content quality expectations, and digital governance requirements.
- Identify and track advanced experience metrics (e.g., navigation depth, content affinity, AI citation velocity, search-to-engagement ratios) to inform ongoing optimization and personalization.
Cross-Functional Leadership & Collaboration
- Collaborate with global content, SEO, digital marketing, marketing technology, analytics, and demand teams to drive unified digital strategies and execution.
- Ensure the global website effectively supports demand programs and campaign strategies by aligning experience pathways with audience needs and buying stages.
- Communicate vision, priorities, and optimization recommendations clearly to senior leadership.
- Serve as a senior advocate and educator for AI-first digital experience practices and emerging digital trends.
Team Leadership & Governance
- Lead the global Web Operations team responsible for digital experience implementation, optimization, and governance.
- Define roles, responsibilities, and operating rhythms that support high-quality execution and global collaboration.
- Develop global governance frameworks for UX, content standards, structured data, AI tagging, metadata, accessibility, and localization practices.
- Implement scalable processes that support continuous delivery, experimentation, and innovation across all web initiatives.
- Foster a culture of excellence, accountability, creativity, and data-informed decision-making.
Qualifications
- 10+ years leading digital experience, website strategy, or digital transformation in a global B2B or SaaS organization.
- Proven experience owning or leading a global website, digital program, or digital operations team.
- Deep expertise in digital strategy, user experience, structured content, SEO/GEO visibility, and AI-influenced discoverability.
- Demonstrated success building and leading CRO programs and experimentation frameworks.
- Experience building and leading global teams and governance models.
- Strong analytical, strategic, and communication skills with the ability to influence senior leaders and global stakeholders.
Familiarity with accessibility, privacy, and digital compliance standards across global markets.
Pay Transparency Statement:
Base pay offered to new hires may vary based upon factors including relevant industry and job-related skills and experience, geographic location, and business needs.* The range displayed does not encompass the full potential of the role, which allows for further growth and career progression.
In addition, as a part of our total compensation package, this role may be eligible for the Vertex Bonus Plan (VOB), a role-specific sales commission/bonus, and/or equity grants.
Learn more about Life at Vertex and connect with your recruiter for more details regarding Vertex's compensation and benefit programs.
*In no case will your pay fall below applicable local minimum wage requirements.
Top Skills
What We Do
The Trusted Leader in Tax Technology.
We're Vertex (VERX). A pioneer in tax automation for more than 45 years. We proudly serve over 4,000 customers worldwide with distinction and provide comprehensive tax solutions that enable global businesses to transact, comply, and grow with confidence.
Our collaborative, friendly culture is the foundation of everything we do and who we are. We're proud to be an employer guided by a common purpose by building trusted relationships at work, in business and in our communities. We strive to be a values-driven employer of choice who attracts, retains, and inspires talented professionals to achieve their full potential. We employ over 1,500 full-time professionals across three continents: US, Europe, and Brazil.
Our software, content, and services address the increasing complexities of global commerce and compliance by reducing friction, enhancing transparency and enabling greater confidence in meeting indirect tax obligations. As a result, our software is ubiquitous within our customers’ business systems, touching nearly every line item of every transaction that an enterprise can conduct. Our software is fueled by over 300 million data-driven effective tax rules and supports indirect tax compliance in more than 19,000 jurisdictions worldwide.
We partner with the world’s most respected companies and harness their strengths to deliver the best tax technology solution to businesses across the globe. We integrate with key technology partners that span ERP, CRM, procurement, billing, POS and e-commerce platforms. We also work closely with over 50 tax, accounting and consulting firms to provide the integrated tax technology solutions.
Why Work With Us
Innovative, agile, and growth-minded professionals thrive at Vertex. Our remote-first culture offers flexibility and connection, while our focus on indirect tax technology and global expansion creates real impact. With leadership development and a strong emphasis on well-being, careers flourish here.
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