Senior Web Platform Manager

onX is looking for a Senior Web Platform Manager to own the strategy, performance, and evolution of onxmaps.com and associated web properties. This role sits at the intersection of growth marketing, web platform strategy, and program execution — you'll define the roadmap that connects Marketing, Product, and Engineering to deliver a fast, measurable, and high-converting web experience that powers onX's growth. This is a senior individual contributor role with the potential to build and lead a small, high-impact team as the function scales. This role reports to Sr. Director of Growth Marketing.

Web Strategy & Growth

You are the strategic owner of onxmaps.com and associated web properties (adventureprojects.net, outdoorproject.com, toprut.com, and future integrations). Your job is to make the web a measurable growth engine — not just a brand presence.

• Define and maintain a 6–12 month web roadmap that balances growth priorities (traffic, conversion, engagement) with brand and product storytelling needs across onX's five verticals (Hunt, Offroad, Backcountry, Fish, TroutRoutes).
• Own website funnel conversion: increase the rate at which visitors move through the account creation -> trial/app download/subscribe pipeline by identifying drop-off points, designing and running A/B and multivariate experiments on landing pages, CTAs, and web-to-app pathways (using VWO, Optimizely, or similar), and build a culture of test-and-learn across the marketing web experience.
• Set clear, measurable goals for web performance and report on KPIs using GA4, Tableau, and related tools — in partnership with the data analytics team.
• Analyze traffic sources, visitor behavior, and user journeys to surface growth opportunities and inform strategic decisions.
• Collaborate with Brand, Content, and Vertical Marketing teams on site merchandising, feature launches, seasonal content, and campaign landing pages.
• Ensure web strategy accounts for organic growth across both traditional SEO and emerging AI-driven discovery channels (AI Overviews, LLM citations, conversational search).

Web Enablement

You build the operating model that makes the web channel scale. Cross-functional teams across Marketing, Product, and Partnership all need to ship web content and experiences — your job is to make that easy, fast, and high-quality. 

• Establish and own a scalable web production and request process so cross-functional stakeholders can prioritize, request, and launch pages and site updates without bottlenecks.
• Partner with Engineering and design teams on CMS architecture, reusable components, templates, and content models that enable self-service where possible.
• Ensure templates and content structures follow search and content best practices — schema markup, internal linking, metadata, and structured data — in close collaboration with the SEO team.
• Own site health: Core Web Vitals, page speed, accessibility, and technical performance — ensuring the platform supports both brand experience and SEO/conversion goals.
• Identify and integrate tools (including AI-driven workflows) to improve content production efficiency, site performance, and internal processes.
• Ensure web compliance with privacy, security, and accessibility standards in partnership with legal and compliance teams.

Program Management

You run the web function with operational rigor. Multiple stakeholders, competing priorities, concurrent projects — you keep it all moving.

• Oversee the web project pipeline end-to-end: intake, prioritization, sprint planning, execution, and delivery.
• Facilitate regular planning sessions, standups, and retrospectives to maintain velocity and cross-functional alignment.
• Manage cross-functional workflows across Marketing, Product, Engineering and Brand/Creative — keeping stakeholders informed and unblocked.
• Act as the primary point of contact for all web-related initiatives, building trust through transparent communication, clear trade-off articulation, and consistent delivery.
• Balance competing priorities by aligning stakeholder requests with business impact and strategic objectives.
• Manage relationships with external agency and vendor partners to augment capacity across web, analytics, and technical execution.

• Eight (8) or more years of experience in web marketing, digital strategy, website management, or web product management — ideally with exposure to both the marketing and product sides of a website.
• Strong background in CRO and A/B testing, with hands-on experience in tools like VWO, Optimizely, or similar.
• Proficiency in web analytics (GA4, Google Search Console) and a data-driven approach to decision-making.
• Deep understanding of how web architecture and content strategy impact organic discoverability — across traditional search and the emerging AI visibility landscape.
• Experience managing multi-site or multi-vertical web ecosystems with diverse business objectives.
• Proven ability to build and run scalable web operations — intake processes, sprint workflows, cross-functional coordination.
• Strong knowledge of CMS platforms (headless or traditional) and how content architecture impacts both user experience and search performance.
• Comfort partnering with Engineering and design teams on technical roadmaps, site architecture, and performance optimization.
• Experience with Core Web Vitals, page speed optimization, and web accessibility standards.
• Excellent communication and stakeholder management skills — you can present strategy to leadership, manage competing priorities across teams, and drive alignment without direct authority.
• A bias for action and experimentation over perfection.
• A strong curiosity for exploring new technologies, including AI
• A shared passion for and ability to demonstrate onX’s Company Values.
• Permanent US work authorization is a condition of employment with onX.
• Ability to travel quarterly for multiple days to a corporate office or other onX strategic location, such as a Basecamp. 

Though not required, we would be thrilled to consider candidates with any of the following:

• Experience with cross-platform products that span mobile apps and web, with an understanding of how the two surfaces serve different roles in the user journey.
• Familiarity with AI-driven content tools and workflows.
• Experience leading or mentoring a small team.
• Background in structured data / schema markup implementation.
• Experience with CMS migrations or platform re-architecture.

onX is a distributed company with more than 400 employees across the country. We come together regularly to work in person and stay connected through regional basecamps and a culture that balances individual ownership with deep collaboration.

While we move quickly, we’re not a scrappy start-up. We operate with clear goals, structure, and frameworks that guide how we prioritize and execute. Priorities matter. While they may shift, data shapes how we evolve as our business, products, and the world around us change.

Clear priorities and structure don’t limit ownership - they make it possible. You’ll have the autonomy to define your work and make meaningful decisions within clear strategic boundaries. You’ll partner closely with others to solve complex problems and build solutions that scale across teams and platforms. Along the way, you’ll be supported with feedback, tools, and opportunities to grow your craft as you take on new challenges.

onX has created a thriving distributed workforce designed to foster connection, collaboration, and shared experience across several US locations. We have two HQ locations in Bozeman and Missoula, MT, and established virtual workforce Basecamps in Austin, TX; Denver, CO; Kalispell, MT; Minneapolis, MN; the San Francisco Bay Area, CA; Portland, OR; Salt Lake City, UT; and Seattle, WA.

onX is committed to compensating all employees fairly and equitably for their contributions. For this position, applicants can expect to make between $150,000 and $185,000 upon hire. The pay range will vary based upon experience, skills, certifications, education among other factors as required in the job description. In addition, full-time onX employees are eligible for a grant of common share options with a vesting schedule and an annual bonus of 10% based on company performance.

• Competitive salaries, annual bonuses, equity, and opportunities for growth
• Comprehensive health benefits, including a no-monthly-cost medical plan
• Paid parental leave of 13 weeks for birthing parents and 5 weeks for non-birthing parents
• 401k matching at 100% for the first 3% you save and 50% from 3-5%
• Company-wide outdoor adventures and amazing outdoor industry perks
• Annual “Get Out, Get Active” funds to fuel your active lifestyle
• Flexible time away package that includes PTO, STO, VTO, and paid holidays

In this role, success is driven by cognitive abilities such as concentration and problem-solving, essential for our computer-centric tasks. onX will explore reasonable accommodations to ensure that individuals with diverse abilities can fully engage in and contribute to the essential physical and mental functions of the job. If you need assistance or accommodation, please contact us at [email protected]. 

Position open until filled. 

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