The Role
Owns strategy, governance, performance, and optimization for eight or more branded websites. Leads front-end UX, conversion optimization, SEO/AEO/GEO, content governance, analytics, accessibility, privacy, and CMS operations. Partners with developers, marketing, content, and brand teams while directing external development partners. Uses GA4, SEMrush, GTM, Meta Pixel, and testing tools to improve customer journeys, attribution, engagement, ticketing conversion, and revenue across web properties.
Summary Generated by Built In
Job Summary & Responsibilities
As the Director of Website Experience, you will own the strategy, performance, governance, and day-today execution of all Opry Entertainment Group (OEG) web properties. Serving as both a strategic leader and hands-on practitioner, you will shape and optimize the digital customer journey across multiple brands, driving engagement, conversion, discoverability, and revenue through exceptional web experiences.
You will lead the vision and execution of front-end UX, conversion rate optimization, SEO/AEO/GEO strategy, content architecture, and website governance, ensuring seamless, mobile-first experiences that align with business objectives and brand standards. While providing direction and cross-functional leadership, you will also remain actively involved in website management, CMS administration, analytics, testing, and performance optimization.
Partnering closely with developers, marketing leaders, content teams, and channel owners, you will translate business priorities into scalable digital solutions, establish best practices for accessibility, privacy, and site performance, and drive a culture of continuous improvement across the web ecosystem. Leveraging tools such as GA4, SEMrush, GTM, and other analytics platforms, you will develop actionable insights, measure business impact, and influence data-driven decisions that enhance customer acquisition and engagement.
As the ideal candidate, you are a strategic and results-oriented digital leader who thrives in a multi-site environment, balances long-term vision with hands-on execution, and has a passion for delivering worldclass digital experiences. Reports to the Vice President of Customer Acquisition and Experience.
- Own the strategy, governance, performance, and ongoing optimization of 8+ branded websites, each serving distinct audiences, business objectives, and customer journeys.
- Lead the vision and execution of front-end UX across all web properties, delivering seamless, mobile-first experiences that enhance engagement, accessibility, and conversion.
- Maximize conversion across the discovery and ticketing journey by optimizing the purchase flow on owned and partner websites.
- Develop and execute enterprise SEO/AEO/GEO strategies, including technical optimization, content discoverability, keyword planning, site architecture, and performance monitoring.
- Direct external development partners to implement new features, resolve issues, and ensure smooth site performance.
- Own and manage content governance and website operations across multiple CMS platforms, ensuring accuracy, consistency, and alignment with brand and business priorities.
- Establish and monitor key performance indicators (KPIs) using GA4, SEMrush, GTM, and other analytics platforms, translating insights into strategic recommendations and measurable business outcomes.
- Analyze customer journeys and site behavior to identify friction points and opportunities for improvement.
- Ensure accurate analytics and campaign attribution by implementing and maintaining web tracking tools such as GTM, Meta Pixel, and GA4.
- Partner with marketing, customer acquisition, content, and brand stakeholders to align website strategy with campaigns, promotional calendars, and organizational objectives.
- Ensure all sites meet accessibility standards and follow SEO/AEO/GEO best practices.
- Serve as the owner of website privacy, consent management, and compliance practices, ensuring adherence to applicable regulations and secure data collection standards.
- Lead the evaluation and adoption of new technologies, tools, and digital experience capabilities that improve website effectiveness and support long-term business growth.
- Perform other duties as assigned.
Education
- Degree in Web Development, Digital Marketing, UX, Communications or related field required
Experience
- 10+ years' managing branded and commerce websites, leading UX, SEO, and optimization initiatives across multiple CMS platforms
- Proven ability to lead and collaborate with web developers to deliver high-quality digital experiences
Knowledge, Skills and Abilities
- Effective interpersonal, verbal, and written communication skills
- Front-end website development principles with responsive, mobile-first design
- SEO/AEO/GEO strategy and performance analytics (on-page, off-page, technical; GA4, SEMrush,
Clarity) - Tag management, tracking, and conversion optimization (Google Tag Manager (GTM), Meta Pixel. A/B testing)
- Accessibility and privacy compliance (WCAG, consent management tools)
Licenses / Certifications
- Google Analytics certification, accessibility certification, and GDPR/CCPA compliance training preferred
Physical Requirements
Speak and hear to communicate and use both near and far vision. Frequently sit with some walking and standing for office/property navigation. Occasionally lift/carry up to 5 lbs. Continually use gross motor skills with frequent use of bi-manual dexterity and fine motor skills for computer use.
Working Conditions
In-office position based in a corporate environment with individual workspaces and shared common areas which support focused work while encouraging regular interaction among colleagues. Moderate background noise typical of a collaborative office setting. Occasionally work within the entertainment, hotel, or restaurant venues.
Skills Required
- Degree in Web Development, Digital Marketing, UX, Communications, or a related field
- 10 or more years managing branded and commerce websites
- Experience leading UX, SEO, and optimization initiatives across multiple CMS platforms
- Proven ability to lead and collaborate with web developers
- Knowledge of front-end website development principles and responsive, mobile-first design
- Experience with SEO, AEO, GEO, and performance analytics, including GA4, SEMrush, and Clarity
- Experience with tag management, tracking, conversion optimization, Google Tag Manager, Meta Pixel, and A/B testing
- Knowledge of accessibility and privacy compliance, WCAG, and consent management tools
- Google Analytics certification
- Accessibility certification
- GDPR/CCPA compliance training
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The Company
What We Do
Opry Entertainment Group is a preeminent live entertainment and media company dedicated to country music lifestyle fans globally. Guided by an unparalleled country music legacy, the company connects artists and fans through unforgettable live experiences, iconic venues, and powerful storytelling. Their portfolio includes world-famous brands such as the Grand Ole Opry, Ryman Auditorium, ACL Live, and Ole Red, supported by a commitment to innovation and excellence in hospitality and media.
