Digital Leader - Website Form Strategy & Conversion Optimization

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Your role and responsibilities

We are looking for a Digital Leader for Website Form Strategy & Conversion Optimization to drive our global website form strategy across sales contact, demo request,trial, gated content, event registration and more. This cross-functional role requires expertise in web technologies, digital marketing, analytics, and global privacy regulations. The ideal candidate will have a proven track record in B2B enterprise environments and experience working with marketing automation platforms like Marketo, Pardot, or HubSpot-preferably within the Adobe tech stack.

You will collaborate closely with Marketing, Legal, IT, UX, and Analytics teams to deliver high-performing, modern, and compliant forms that drive conversions and support business goals.

• Strategy & Optimization
  • Define and lead the end-to-end strategy for digital registration and conversion forms.
  • Design and execute A/B and multivariate tests to optimize form layout, field selection, CTA messaging, and overall UX.
  • Continuously analyze performance metrics such as abandonment rate, conversion rate, and opt-outs to drive improvements.
  • Ensure all form strategies follow a user-centric approach and align with business KPIs.
• Cross-Functional Collaboration
  • Partner with Marketing, IT, Analytics, and WebOps to align form workflows with systems like Salesforce, Marketo, Pardot, HubSpot, and Adobe Experience Cloud.
  • Collaborate with Legal and Compliance to meet global data collection and privacy requirements (GDPR, CCPA, etc.).
  • Work with UX and Design teams to ensure consistent and intuitive form experiences across all touchpoints.
• Governance & Best Practices

  • Own and maintain documentation for form standards, data collection guidelines, and consent language.

  • Provide enablement and training for marketing teams on form creation, data handling, and compliance best practices.

  • Lead regular audits of web forms to ensure consistency, performance, and regulatory alignment.

Required education

Bachelor's Degree

Preferred education

Master's Degree

Required technical and professional expertise

• 5+ years in digital marketing, marketing operations, or demand generation, with a strong focus on form optimization and conversion strategy.

• Deep hands-on experience with marketing automation platforms (Marketo, HubSpot, Pardot) and CRM systems (Salesforce).

• Knowledge of consent management platforms and best practices.

• Proven understanding of global privacy regulations (GDPR, CCPA) and their impact on data collection workflows.

• Expertise in web analytics and testing platforms such as Google Analytics, Adobe Analytics, Adobe Customer Journey Analytics, Adobe Target, or Optimizely.

• Excellent stakeholder management, communication, and project management skills.

Preferred technical and professional experience

• Bachelor's degree in Marketing, Communications, Information Systems, or related field.

• Adobe Experience Cloud certifications or equivalent experience (e.g., Adobe Target, Adobe Analytics, AEM).

• Familiarity with UX/UI design collaboration tools (Figma, Adobe XD).

• Experience supporting global or multi-regional marketing operations.

YOUR LIFE @ IBM

In a world where technology never stands still, we understand that, dedication to our clients success, innovation that matters, and trust and personal responsibility in all our relationships, lives in what we do as IBMers as we strive to be the catalyst that makes the world work better.

Being an IBMer means you'll be able to learn and develop yourself and your career, you'll be encouraged to be courageous and experiment everyday, all whilst having continuous trust and support in an environment where everyone can thrive whatever their personal or professional background.

Our IBMers are growth minded, always staying curious, open to feedback and learning new information and skills to constantly transform themselves and our company. They are trusted to provide on-going feedback to help other IBMers grow, as well as collaborate with colleagues keeping in mind a team focused approach to include different perspectives to drive exceptional outcomes for our customers. The courage our IBMers have to make critical decisions everyday is essential to IBM becoming the catalyst for progress, always embracing challenges with resources they have to hand, a can-do attitude and always striving for an outcome focused approach within everything that they do.

Are you ready to be an IBMer?

ABOUT IBM

IBM's greatest invention is the IBMer. We believe that through the application of intelligence, reason and science, we can improve business, society and the human condition, bringing the power of an open hybrid cloud and AI strategy to life for our clients and partners around the world.

Restlessly reinventing since 1911, we are not only one of the largest corporate organizations in the world, we're also one of the biggest technology and consulting employers, with many of the Fortune 500 companies relying on the IBM Cloud to run their business.

At IBM, we pride ourselves on being an early adopter of artificial intelligence, quantum computing and blockchain. Now it's time for you to join us on our journey to being a responsible technology innovator and a force for good in the world.

IBM is proud to be an equal-opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender, gender identity or expression, sexual orientation, national origin, genetics, pregnancy, disability, neurodivergence, age, or other characteristics protected by the applicable law. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status.

OTHER RELEVANT JOB DETAILS

IBM offers a competitive and comprehensive benefits program. Eligible employees may have access to:

• Healthcare benefits including medical & prescription drug coverage, dental, vision, and mental health & well being

• Financial programs such as 401(k), cash balance pension plan, the IBM Employee Stock Purchase Plan, financial counseling, life insurance, short & long- term disability coverage, and opportunities for performance based salary incentive programs

• Generous paid time off including 12 holidays, minimum 56 hours sick time, 120 hours vacation, 12 weeks parental bonding leave in accordance with IBM Policy, and other Paid Care Leave programs. IBM also offers paid family leave benefits to eligible employees where required by applicable law

• Training and educational resources on our personalized, AI-driven learning platform where IBMers can grow skills and obtain industry-recognized certifications to achieve their career goals

• Diverse and inclusive employee resource groups, giving & volunteer opportunities, and discounts on retail products, services & experiences

The compensation range and benefits for this position are based on a full-time schedule for a full calendar year. The salary will vary depending on your job-related skills, experience and location. Pay increment and frequency of pay will be in accordance with employment classification and applicable laws. For part time roles, your compensation and benefits will be adjusted to reflect your hours. Benefits may be pro-rated for those who start working during the calendar year.

This position is eligible for participation in an IBM Sales Incentive plan. Actual incentive opportunity will be based on performance and the eligible Target Incentive, as addressed in the applicable plan, all of which is subject to change. The compensation range listed for this position is the IBM Reference Salary that is used when you are not actively participating in a sales plan. Your actual base pay plus incentive opportunity will be determined by the Incentive Plan assigned to you.

We consider qualified applicants with criminal histories, consistent with applicable law.

This position was posted on the date cited in the key job details section and is anticipated to remain posted for 21 days from this date or less if not needed to fill the role.

IBM will not be providing visa sponsorship for this position now or in the future. Therefore, in order to be considered for this position, you must have the ability to work without a need for current or future visa sponsorship.