Lead Web Strategist, Developer Web Properties
GitHub
Software Engineering
USD 121,800-323,200 / year + Equity
GitHub is the world’s leading platform for agentic software development — powered by Copilot to build, scale, and deliver secure software. Over 180 million developers, including more than 90% of the Fortune 100 companies, use GitHub to collaborate, and more than 77,000 organisations have adopted GitHub Copilot.
Locations
In this role you can work from Remote, United States
Overview
The Web Strategist drives the strategy, roadmap, and continuous optimization of GitHub and developer web experiences to advance measurable business outcomes (e.g., engagement, conversion, pipeline/revenue impact, retention, and customer satisfaction). This role blends web strategy and integrated digital marketing expertise with strong product ownership capabilities—owning outcomes, leading cross-functional execution, and making tradeoffs to deliver high-quality web experiences.
The Web Strategist partners closely with Brand/Content, Integrated Marketing, Product Marketing, Engineering and others, to translate business priorities and customer needs into a clear web roadmap. They operate with high independence, bring structure to ambiguity, and establish a regular rhythm of business (ROB) for performance reporting, experimentation, and stakeholder alignment.
Responsibilities
Strategy & Web Product Ownership
- Own the web experience strategy and roadmap, aligning with Integrated marketing campaigns and company-wide objectives.
- Own outcomes for your web area, including performance against agreed KPIs and OKRs.
- Translate business goals and customer needs into clear problems-to-be-solved, requirements, and prioritized backlogs.
- Make well-reasoned tradeoffs among scope, speed, quality, and technical constraints; escalate and align decisions when needed.
- Proactively identify experience gaps and “jobs-to-be-done” issues across web journeys and coordinate optimizations that can also benefit campaign motions.
- Define and uphold web experience principles (e.g., clarity, accessibility, performance, consistency, and conversion best practices).
Measurement, Insights, and Experimentation
- Establish and maintain key web KPIs, dashboards, and reporting cadences to share insights and drive action.
- Lead a test-and-learn program (A/B tests, content experiments, UX research inputs) with clear hypotheses and measurement plans.
- Identify opportunities for deeper analysis beyond surface metrics (e.g., segment performance, journey drop-off, intent-based behavior, channel-to-site alignment).
- Use data to validate problem statements and proposed solutions; ensure learning is documented and applied across teams.
- Partner with analytics teams to ensure instrumentation, event tracking, and attribution needs are defined and met.
Cross-Functional Execution & Delivery
- Develop clear project plans to drive delivery of medium-to-large web initiatives, coordinating timelines, dependencies, and resourcing across teams.
- Collaborate effectively across functions (design, engineering, marketing, legal/compliance as needed) to organize and complete work.
- Facilitate planning, scoping, and decision-making sessions that result in actionable outcomes.
- Verify web quality before launch (content accuracy, UX, performance, SEO, accessibility, analytics instrumentation, and brand compliance).
- Drive launch readiness and change management for web releases, including stakeholder comms and post-launch monitoring.
Content, SEO, and Digital Channel Alignment
- Partner with SEO and content stakeholders to develop and optimize information architecture, on-page SEO strategy, and content plans that support customer intent.
- Ensure web experiences align with integrated marketing campaigns and channel strategies (email/nurture, social, paid/organic search, partner campaigns).
- Act as an internal subject-matter expert on web best practices and help educate partners on principles and standards.
Stakeholder Management & Communication
- Proactively communicate plans, progress, tradeoffs, and results to stakeholders at multiple levels, including senior leaders.
- Build strong relationships across teams and create clarity in ambiguous situations through structured narratives and documentation.
- Bring in the right partners at the right time to accelerate delivery and/or reduce risk.
- What Success Looks Like (Outcomes)
- Clear web strategy and roadmap that aligns to business priorities and customer needs.
- Improved performance against core KPIs (e.g., conversion rate, engagement, qualified traffic, content effectiveness, lead quality, pipeline influence).
- Strong operational cadence: consistent reporting, regular experimentation, and measurable iteration.
- High-quality launches with reduced rework and strong cross-functional alignment.
- A web experience that is performant, accessible, SEO-optimized, and consistent with brand and messaging.
Qualifications
Required Qualifications:
- 10+ years experience in marketing operations, marketing analytics, social media marketing, content marketing, editing, communications, program management, project management, or related field
- OR Bachelor's Degree in Business, Marketing, Communications, Finance, Engineering, or related field AND 8+ years experience in marketing operations, marketing analytics, social media marketing, content marketing, editing, communications, program management, project management, or related field
- OR Master's Degree in Business, Marketing, Communications, Finance,
- Engineering, or related field AND 6+ years experience in marketing operations, marketing analytics, social media marketing, content marketing, editing, communications, program management, project management, or related field
- OR Doctorate in Business, Marketing, Communications, Finance, Engineering, or related field AND 4+ years experience in marketing operations, marketing analytics, social media marketing, content marketing, editing, communications, program management, project management, or related field
- OR equivalent experience
- Strong cross-functional leadership and communication skills, including facilitating discussions that drive decisions.
- Experience leading web strategy, web optimization, digital marketing, or growth initiatives with measurable outcomes.
- Ability to operate independently and manage multiple workstreams with strong organization and time management.
Preferred Qualifications:
● Experience with B2B websites and multi-stakeholder buying journeys.
● Experience with customer research methods (interviews, usability testing, surveys) and incorporating findings into roadmap decisions.
● Experience aligning web strategies to integrated marketing campaigns and go-to-market motions.
● Experience using web analytics and experimentation tools (e.g., Google Analytics/Adobe Analytics, Optimizely/VWO, Amplitude/Mixpanel, Hotjar/FullStory or equivalents).
● Working knowledge of SEO, conversion rate optimization (CRO), accessibility fundamentals, and web performance best practices.
● Familiarity with CMS platforms and modern web architectures (headless CMS, component libraries/design systems).
Compensation Range
The base salary range for this job is USD $121,800.00 - USD $323,200.00 /Yr.
These pay ranges are intended to cover roles based across the United States. An individual's base pay depends on various factors including geographical location and review of experience, knowledge, skills, abilities of the applicant. At GitHub certain roles are eligible for benefits and additional rewards, including annual bonus and stock. These rewards are allocated based on individual impact in role. In addition, certain roles also have the opportunity to earn sales incentives based on revenue or utilization, depending on the terms of the plan and the employee's role.
GitHub values
- Customer-obsessed
- Ship to learn
- Growth mindset
- Own the outcome
- Better together
- Diverse and inclusive
Manager fundamentals
- Model
- Coach
- Care
Leadership principles
- Create clarity
- Generate energy
- Deliver success
Who We Are
GitHub is the world’s leading AI-powered developer platform with 150 million developers and counting. We’re also home to the biggest open-source community on earth (and 99% of the world’s software has open-source code in its DNA). Many of the apps and programs you use every day are built on GitHub.
Our teams are dreamers, doers, and pioneers, leading the way in AI, driving humanitarian efforts around the globe, and even sending open source to Mars (and beyond!). At GitHub, our goal is to create the space you need to do your best work. We’re remote-first and offer competitive pay, generous learning and growth opportunities, and excellent benefits to support you, wherever you are—because we know that people flourish when they can work on their own terms.
Join us, and let’s change the world, together.
EEO Statement
GitHub is made up of people from a wide variety of backgrounds and lifestyles. We embrace diversity and invite applications from people of all walks of life. We don't discriminate against employees or applicants based on gender identity or expression, sexual orientation, race, religion, age, national origin, citizenship, disability, pregnancy status, veteran status, or any other differences. Also, if you have a disability, please let us know if there's any way we can make the interview process better for you; we're happy to accommodate!