Senior Manager, Web Strategy & Optimization

CircusTrix dba Sky Zone Senior Manager, Web Strategy & Optimization Full-Time Hybrid in Dallas, TX, or Remote in O&O States Department: Commercial Reports to: Director, Digital Experiences Travel: N/A FLSA: Exempt ____________________ ABOUT US: CircusTrix is the leading indoor active entertainment company in the U.S., operating and franchising over 270 parks with more than 500,000 members and 60+ attractions. We create fun, high-energy experiences for all ages while hosting thousands of memorable birthdays, team events, and school parties each year. Recognized by Franchise Times and Entrepreneur, our success is driven by a culture of curiosity, creativity, and growth. At Sky Zone, we empower builders, problem-solvers, and lifelong learners to explore bold ideas, challenge assumptions, and make a meaningful impact—creating a place where imagination thrives and people are inspired to grow. RESPONSIBILITIES: Web Strategy & Optimization Own and execute the day-to-day web strategy across Sky Zone’s digital experience. Prioritize enhancements based on customer needs, business objectives, revenue opportunities, and performance data. Lead website optimization initiatives that improve conversion, engagement, accessibility, and overall user experience. Support key business initiatives, promotions, and campaigns by ensuring the website delivers a cohesive, high-performing brand experience. Establish governance and standards for website functionality, performance, SEO, and ADA compliance. Develop business cases and recommendations for web enhancements and investments. Web Roadmap & Requirements Partner with the Director, Digital Experiences to help develop and execute the digital roadmap for the future evolution of Sky Zone’s website, including capital projects (e.g., 2027 initiatives). Define requirements and partner cross-functionally to move the platform from its current state to the long-term vision. Evaluate emerging technologies, digital best practices, and industry trends to inform roadmap priorities. Recommend new capabilities, tools, and platform enhancements that improve the guest experience and drive business growth. Conversion & Experimentation Own website conversion and revenue performance. Identify opportunities to increase ticket and party bookings, membership purchases, and ancillary revenue through website enhancements. Drive prioritization of initiatives based on revenue impact. Lead CRO strategy and testing based on data and potential impact. Customer Experience & Personalization Lead website CX and personalization strategy. Partner closely with CRM to leverage Web SDK capabilities, Content Cards, and audience-based experiences. Develop customer segmentation strategies that improve engagement and conversion. Optimize customer journeys through behavioral insights and testing. Champion best-in-class UX across key conversion paths. Analytics & Executive Reporting Serve as the primary owner of website performance reporting. Develop dashboards and KPI goals tied to business outcomes. Analyze customer behavior, funnel performance, and conversion trends to identify actionable business opportunities. Develop and deliver strategic recommendations to leadership Leadership & Partnership Provide subject matter expertise and help drive execution across Sky Zone’s web experience and digital optimization initiatives. Lead, coach, and develop team members while fostering a culture of ownership, collaboration, and continuous improvement. Serve as the business owner for website platforms, tools, and key technology partners. Influence vendor roadmaps and partner closely with internal teams to prioritize initiatives that drive business value. Evaluate innovative technologies, platforms, and capabilities that improve customer experience, accessibility, conversion, and revenue. Partner with IT on vendor evaluations, contract negotiations, and renewals. Web Ops & Governance Own the operational health and governance of the Sky Zone website, ensuring a reliable, secure, and high-performing digital experience. Lead ongoing SEO, ADA compliance, legal review coordination, and website governance initiatives. Manage the website release process, QA, documentation, and cross-functional communication for new launches and enhancements. Develop and maintain operational processes, standards, and documentation that support a scalable web program. Stay current on emerging technologies, including AI and LLM capabilities, and identify opportunities to improve digital experience and internal workflows. Remain hands-on with web platforms, analytics, and optimization tools to support execution, troubleshooting, and continuous improvement QUALIFICATIONS: Bachelor’s degree in Web Strategy, Marketing, Business, Digital Media, Ecommerce, or related field. 7+ years of experience leading website strategy, ecommerce, digital experience, and/or conversion optimization initiatives. Prior experience with an entertainment, franchise, and/or retail business a plus. Proven experience driving measurable improvements in website performance, online revenue, and conversion rates through data-driven optimization. Strong understanding of customer journey mapping, user experience (UX), conversion rate optimization (CRO), and website personalization strategies. Experience translating business objectives into digital strategies, prioritizing initiatives, and delivering measurable business results. Proficiency with web analytics and optimization tools including GA4, Microsoft Clarity, Google Tag Manager, and content management systems (WordPress preferred). Experience partnering with CRM or marketing automation teams to deliver personalized web experiences (Braze experience preferred). Strong analytical skills with the ability to translate customer behavior and performance data into proactive and actionable business recommendations. Excellent communication and presentation skills, with experience influencing cross-functional stakeholders and presenting recommendations to leadership. Proven ability to manage multiple priorities, vendors, and cross-functional initiatives in a fast-paced environment. Demonstrated curiosity and passion for creating exceptional digital experiences that drive customer satisfaction and business growth. This role is equal parts strategy and hands-on execution — comfortable building requirements, running QA, testing, and troubleshooting just as much as shaping strategic recommendations and presenting to leadership. PHYSICAL REQUIREMENTS: This position requires the ability to remain stationery, with or without reasonable accommodation. Compensation range is $112,000-$125,000 + bonus opportunity, based on qualifications, experience, and performance. Full-time employees at CircusTrix enjoy a competitive benefits package including medical, dental, and vision coverage along with a 401k plan with company matching. Eligibility for 401k is based on age and tenure requirements. Application deadline: September 6, 2026 While we anticipate the application window will close on this date, Sky Zone reviews applications on a rolling basis and will continue to consider candidates until the position is filled. As a result, the posting may remain up beyond the stated deadline, but will not be removed before this date.