Director Of Product Management For Web

K12 Herndon , VA 20171

Posted 2 months ago

The Director of Product Management for Web is responsible for defining and managing the strategy, roadmap, programs, metrics and user experience for K12's corporate websites, school sites and landing pages. This position leads and oversees management of K12 digital properties, evaluates new ideas, establishes governance processes, standards, metrics and ensures cohesiveness and consistency in process and strategy. The Director develops and executes a strategic roadmap to transform into a highly effective, multi-platform marketing vehicle with state-of-the-art UX that drives brand awareness, user engagement, and demand generation.

  • Serves as the primary leader and advocate of K12's website strategy. Collaborates, plans and implements a best-in-class user experience and design for all websites and landing pages;

  • Provides direction and leadership to the Web Development team and partners with the IT teams

  • Converts a deep understanding of client needs, business goals and competitive pressures into product requirements and priorities;

  • Defines and owns website marketing KPIs across awareness, acquisition, usage, and engagement;

  • Oversees ongoing content updates to K12's websites, including copy, content/resources and SEO, to keep the experience fresh, engaging, and relevant. Assesses content effectiveness, and drives alignment between marketing campaign narratives and the website user experience and KPIs;

  • Guides programs/projects from conception to completion, overseeing all aspects including requirements gathering, scope definition, resource planning, project timeline, budget management, risk management and change control;

  • Implements best practices to drive online customer acquisition and conversion;

  • Manages site localization strategy and content translation projects;

  • Collaborates with project management, design, video, and content/copy teams and resources in order to effectively implement projects;

  • Continually tests and optimizes - from user testing, to A/B testing CTAs and content placements to optimizing lead generation form flows, this position is the expert on website testing strategy and objectives;

  • Develops a web content personalization strategy, implementation and ongoing optimization;

  • Defines the operating model and governance structure for the web team - roles and responsibilities, optimization of new project initiation processes, managing content calendar, etc.;

  • Works with Analytics team to measure website performance and report on a regular basis.


  • Bachelor's degree Required, preferred field of study: Communications, Computer Science, Psychology, Digital Marketing, Business Administration or Management AND
  • Minimum of 10 years work experience leading website and digital teams required; OR
  • Equivalent combination of education and experience


  • Experience building, mentoring and coaching a team of Front End Development, Content Publishing and QA teams;

  • Experience working in an organization with multiple marketing managers, business units and stakeholders;

  • Experience assessing website information architecture, layout, and navigation in support of user-centric design strategies;

  • Experience with search engine optimization, testing plans and analytics;

  • Experience managing agency and vendor relationships;

  • Demonstrated capability to make data driven decisions;

  • Ability to pass required background check.


  • Drupal, Maximizer, Adobe Experience Manager and Adobe Test and Target Experience;

  • Master's Degree in Communications, Computer Science, Psychology, Digital Marketing, Business Administration or Management.

  • Please view Equal Employment Opportunity Posters provided by OFCCP here.

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Copyright K12 Inc. All rights reserved. K12 is a registered trademark of K12 Inc. The K12 logo and other marks referenced herein are trademarks of K12 Inc., and other marks are owned by third parties.

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Director Of Product Management For Web