SlipstreamJobs tracks this role from the company's public career site. Apply directly on the employer's site.
Salary: USD 131,000 - 170,000 / annual
OneStream is seeking a Senior Web Experience & Conversion Strategist to own the company's web content, information architecture, and conversion strategy end-to-end. This is a strategic growth-architect role focused on driving organic pipeline creation and conversion-rate optimization across all digital touchpoints.
The role spans four core areas:
**Web Content & Architecture**: You will provide content and information architecture strategy to the Web Operations and Development teams. You'll set website content strategy—taxonomy, structure, narrative, and buyer-stage alignment—ensuring every page has a defined audience, conversion goal, and next step. You'll lead high-priority web projects end-to-end (new site sections, campaign hubs, launch experiences, interactive tools, microsites), managing delivery through IA, design, production, and development. You'll partner with Product Marketing to translate positioning into compelling digital experiences, establish web writing standards and CMS authoring guidelines, brief Creative and Video on visual storytelling needs, define web governance and intake criteria, and shape navigation and internal linking for both user and AI/search discoverability.
**Connected Buyer Experience & Journey**: You'll own messaging continuity across web, paid landing pages, chat copy, and campaign experiences. You'll partner with Campaigns and Performance Marketing on landing page strategy, work with Marketing Operations to align AI-powered chat flows with positioning, audit the full digital journey regularly to identify gaps and friction, map content and CTAs to move personas through the funnel, design validation-oriented experiences for high-intent buyers, and define and track journey-stage KPIs including engagement depth and pipeline creation.
**Personalization & Buyer Data**: You'll own the website personalization strategy and roadmap, ensuring every page adapts dynamically based on visitor context. You'll define form strategy and progressive profiling to capture visitor data at the right moments without friction, and partner with Marketing Operations and Web Development to activate visitor, firmographic, and intent data in on-site experiences.
**AI Narrative & Search**: You'll make OneStream's content the most credible structured answer to questions buyers ask AI engines in CPM, FPM, and Financial Close & Consolidation categories. Working with the SEO/AEO Lead, you'll close competitive gaps in AI-generated narratives, surface proof points and customer stories in formats AI engines can extract accurately, and build the internal case for content investment by connecting narrative gaps to competitive risk.
Additional responsibilities include owning web project intake and scoping, communicating progress to stakeholders, building relationships so the web team is seen as a strategic partner, owning the web performance dashboard, maintaining a structured A/B and multivariate testing roadmap, and reporting performance regularly to marketing leadership with clear attribution of web's contribution to pipeline.
Success metrics include web-influenced pipeline and conversion lift, visibility and narrative accuracy in AI-generated answers, personalization impact, and on-time delivery of complex web projects with a steady testing cadence.
**Requirements**
- 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
- Proven record of driving measurable organic growth (traffic, share of voice, conversion, pipeline) with rigor to defend results to executives, boards, and investors
- Proven ownership of complex web and/or development projects from strategy through launch; strong program management skills
**Preferred Qualifications**
- Master's degree in English, Journalism, Communications, or Business
- Experience auditing a brand's presence in LLM-generated answers and improving narrative accuracy
- Hands-on exposure to AI-enabled chat and conversational marketing platforms (Qualified, Drift)
- Experience building web personalization programs, form strategies, and progressive profiling
- UX or information architecture background; able to contribute to wireframe and IA decisions
- Experience in enterprise SaaS, Fintech, or Enterprise Performance Management categories
**Key Skills & Abilities**
- Exceptional writer: clear, precise, persuasive web copy for both human readers and AI engines
- Deep understanding of B2B buyer journeys and the website's evolving role
- Experience designing content architectures with depth (content graphs, structured FAQs, proof points)
- Natural collaborator across Campaigns, SEO/AEO, Performance Marketing, Creative, Web Development, Product Marketing, and Sales
- Strong analytics skills: GA4, heatmap tools, A/B testing; comfortable building data-grounded testing roadmaps
- AI-fluent: daily hands-on use of Claude and Microsoft Copilot
- Outstanding communicator and presenter; distills complex digital strategy into executive narratives
- Working knowledge of CMS platforms (ideally Sanity), HTML/CSS, and responsive design
- Eye for design; able to brief creative and video teams credibly
