Principal Web Strategy & Digital Experience Lead

About the Role

We’re looking for a Senior Web Strategy Lead to define and lead complex global web experiences supporting major consumer-product and feature launches. In this role, you’ll establish the web vision, success measures, operating model, and prioritized roadmap while coordinating work across content, design, engineering, analytics, experimentation, search, ecommerce, agencies, and retail partners.

You’ll use customer behavior and performance data to influence broader product positioning, naming, investment, and roadmap decisions. This role requires a senior digital leader who can balance customer experience, business outcomes, technical realities, and executive priorities.

What You'll Do

• Own the end-to-end web strategy for major product, portfolio, and feature launches.
• Establish the vision, success metrics, operating model, and measurable business outcomes for web initiatives.
• Translate customer behavior and website-performance data into recommendations for product roadmaps, positioning, naming, and investment.
• Develop executive-ready narratives that connect web insights to strategic business decisions.
• Serve as the strategy hub across content, information architecture, design, development, SEO, answer engine optimization, ecommerce, delivery, and experimentation.
• Create a unified, prioritized web roadmap across multiple teams and workstreams.
• Lead customer-journey, funnel, page-strategy, and information-architecture decisions.
• Champion accessible, intuitive, trustworthy, and high-performing customer experiences.
• Define and oversee A/B and multivariate experimentation strategies.
• Identify opportunities to use AI for personalization, recommendations, content scaling, and workflow acceleration.
• Establish appropriate governance for AI-enabled content and customer-experience initiatives.
• Partner with design, engineering, analytics, marketing, ecommerce, retail, and product stakeholders.
• Lead creative agencies, development partners, systems integrators, and marketing-technology vendors.
• Develop outcome-based statements of work and hold external partners accountable for quality, speed, and measurable results.
• Guide global web experiences across multiple markets, languages, categories, and customer segments.
• Monitor Core Web Vitals, attribution, conversion, engagement, and other indicators of web-experience health.
• Influence senior leaders and resolve competing priorities through clear, data-backed recommendations.

What You'll Bring

• Ten or more years of experience in web strategy, digital product management, ecommerce, digital experience, or a related discipline.
• Experience owning web strategy for complex consumer products, portfolios, or global digital experiences.
• Deep understanding of information architecture, page strategy, customer journeys, funnels, attribution, and conversion.
• Strong knowledge of web-design principles, accessibility, usability, and Core Web Vitals.
• Experience defining metrics and using behavioral or performance data to guide roadmap decisions.
• Demonstrated experience leading A/B and multivariate testing programs.
• Proven ability to lead cross-functional initiatives across content, design, engineering, analytics, marketing, and commercial teams.
• Experience influencing executives through concise, decision-oriented storytelling.
• Experience managing creative, design, development, marketing-technology, or systems-integration partners.
• Ability to develop outcome-based statements of work and manage vendors against performance expectations.
• Working knowledge of AI applications in digital content, personalization, recommendations, or operational workflows.
• Ability to work standard business hours aligned with the Pacific time zone.

Preferred Qualifications

• Experience supporting ecommerce or direct-to-consumer digital experiences.
• Experience with global, multi-brand, multi-product, or multi-category consumer portfolios.
• Experience managing web programs across multiple markets, languages, and locales.
• Familiarity with right-to-left language requirements and global accessibility considerations.
• Knowledge of SEO, answer engine optimization, structured data, and schema strategies.
• Experience scaling content operations within an agile environment.
• Experience piloting new approaches with agencies or systems integrators.
• Familiarity with incentive models tied to vendor-delivered business outcomes.
• Experience using AI to accelerate content creation, localization, personalization, or web operations.

Compensation

At Blueprint, we strive to offer competitive pay that reflects the value of our team members. Compensation for this role is influenced by a variety of factors, including skills, education, responsibilities, experience, and geographic market.

For candidates based in Washington State, the anticipated compensation range is $105,000 to $115,000 USD annually, with a midpoint of $110,000 USD annually. Please note that we typically do not hire new employees at the top of the posted range. Actual starting pay will be determined based on experience, skills, and internal equity. The final compensation and job title may vary depending on the selected candidate’s qualifications.

Location and Work Arrangement

Remote, United States

This role may be performed remotely from within the United States. Candidates must be available to work standard business hours aligned with the Pacific time zone.