Senior Website Strategist

Axe is partnering with an award-winning digital agency in London, Ontario to identify a Senior Website Strategist who can connect business strategy, user experience, analytics, conversion optimization, and project delivery.

This is not a traditional marketing strategy or account-management position. Our client is looking for someone who can examine an underperforming website or funnel, determine whether the underlying issue is traffic, messaging, structure, or friction, and then lead the work required to improve it.

The successful candidate will define who each website is for, what it needs to communicate, how it should be structured, and which actions it must generate - before the first design is produced. You will carry that strategy through discovery, architecture, wireframing, content direction, development, launch, measurement, and post-launch optimization.

This position is suited to a rare blend of analytical and creative thinking: someone who is comfortable working deeply in performance data while also understanding persuasion, content hierarchy, user behaviour, and why a page does - or does not - convert.

What You’ll Own

Website Discovery and Strategy

• Lead stakeholder interviews, discovery sessions, competitive audits, analytics reviews, and business research.
• Translate complex client objectives into clear website strategies, personas, buying journeys, conversion paths, and actionable recommendations.
• Develop a strong point of view on what each website must accomplish and maintain strategic alignment throughout the engagement.

Conversion Rate Optimization

• Establish conversion objectives, benchmarks, hypotheses, and testing plans.
• Diagnose funnel performance, identify drop-off points, and determine whether challenges originate from traffic quality, messaging, user experience, or friction.
• Lead A/B and multivariate testing and use the findings to guide ongoing optimization.
• Take accountability for improving the performance metrics that matter - not simply reporting them.

Information Architecture, Content, and Wireframing

• Build strategic sitemaps, information architecture, page structures, and page-level content direction based on user needs and the buying journey.
• Shape message hierarchy, page narrative, calls to action, persuasion flow, and conversion paths.
• Create wireframes from start to finish, using AI-enabled tools to accelerate production without compromising strategic thinking or usability.
• Apply established UX principles, design-system thinking, accessibility standards, and mobile-first practices.

Analytics, Measurement, and SEO

• Design GA4 measurement frameworks and define KPIs before launch.
• Architect Google Tag Manager tags, triggers, events, conversions, and funnel tracking with minimal reliance on developers.
• Ensure performance data clearly identifies where users disengage and where opportunities exist.
• Incorporate SEO into site architecture, URL strategy, internal linking, and content planning from the outset.
• Monitor post-launch performance, identify underperforming areas, run tests, and turn results into the next round of strategic improvements.

Client and Project Leadership

• Become a trusted strategic partner to clients and confidently challenge requests that could weaken the agreed strategy.
• Translate strategic thinking into clear documentation that designers, copywriters, and developers can execute.
• Lead website projects from discovery through launch, managing timelines, scope, dependencies, client inputs, internal handoffs, and budget awareness.
• Serve as the central point of accountability for strategic quality and successful delivery.

What You Bring

• 8+ years of experience leading website strategy, ideally within a digital agency environment.
• A portfolio demonstrating strategically led websites for organizations ranging from growth-stage businesses to large enterprises.
• Evidence of measurable improvements in conversion, engagement, lead generation, or other meaningful business outcomes.
• Advanced knowledge of conversion strategy, funnel analysis, experimentation, and user behaviour.
• Demonstrated ability to lead discovery and turn research into rigorous, practical website strategies.
• Strong capabilities in information architecture, content strategy, UX frameworks, accessibility, mobile-first design, and wireframing.
• GA4 certification and the ability to create a measurement framework from the ground up.
• Hands-on Google Tag Manager expertise, including the architecture of tags, triggers, events, and conversions.
• Strong SEO knowledge that can inform site structure and content planning - not only post-launch auditing.
• Experience leading multidisciplinary teams involving design, content, development, and marketing.
• Strong client-facing communication, presentation, facilitation, and stakeholder-management skills.
• The confidence to challenge assumptions, defend strategic recommendations, and guide clients toward stronger decisions.
• The ability to manage website strategy and project delivery simultaneously while maintaining quality, scope, and timelines.
• Practical experience using AI tools to accelerate research, strategy development, wireframing, or delivery workflows.

Compensation and Benefits

• Base salary of $100,000–$110,000 CAD.
• Hybrid work arrangement in downtown London, Ontario, with 2–3 days onsite per week.
• Health and dental benefits.
• Paid time off.
• Four Friday afternoons off during the summer.
• Professional development funding for relevant certifications and conferences.
• Access to advanced AI tools within an agency that actively incorporates AI into its workflows.
• The opportunity to own website strategy, wireframes, measurement, and results across significant client engagements.
• A collaborative, low-ego environment with experienced colleagues and national and international clients.