Senior Director, Web Master

Description

About Agilysys 

Agilysys has been a leader in hospitality software for more than 40 years, delivering innovative cloud-native SaaS and on-premises guest-centric technology solutions for gaming, hotels, resorts and cruise, corporate foodservice management, restaurants, universities, healthcare, and sports and entertainment. Agilysys offers the most comprehensive software solutions in the industry, including point-of-sale (POS), property management (PMS), inventory and procurement, payments, and related applications, to manage the entire guest journey. Agilysys is known for its leadership in hospitality, its broad product offerings, and its customer-centric service. During recent years, Agilysys has made major investments in R&D and has successfully modernized virtually all their longstanding trusted software solutions. Some of the largest hospitality companies around the world use Agilysys solutions to help improve guest loyalty, drive revenue growth, and increase operational efficiencies. Agilysys operates across the Americas, Europe, the Middle East, Africa, Asia-Pacific, Oceana, and India with headquarters located in Alpharetta, GA. 

About the Role 

The Senior Director, Web Master is pivotal in ensuring that our web and digital strategy aligns seamlessly with marketing and sales objectives to drive qualified leads, improve conversions, and support revenue growth.

Reporting into the Chief Marketing Officer, this role works closely with both Brand and Growth & Revenue Marketing leaders to:

1)       set performance goals for the website and other MarTech tools and platforms, including defining KPIs;
 

2)       report on website and MarTech tool performance and recommend and execute improvements to boost lead generation and conversion effectiveness.
 

3)       optimize how marketing automation (Pardot and SMBcrm), social prospecting (SoPro and LinkedIn Sales Navigator), Account Based Marketing (HighSpot) and Salesforce work together to support data-driven decision-making; and
 

4)       work with marketing program leaders to measure and improve digital marketing effectiveness across platforms and advertising outlets.

 
 Key Responsibilities 

1. Web Strategy Leadership and Cross-Functional Collaboration
   • Instruct and coordinate with web development resources team in the India Development Center (IDC) to execute website adjustments to create and maintain a high-performing, user-centric experience that aligns with marketing, lead generation, and sales goals.
   • Collaborate with brand, content, email marketing, product marketing, and customer-focused teams to ensure an integrated, impactful brand presence across channels.
   • Work closely with IT to maintain Pardot-Salesforce integration and secure operations, ensuring seamless data flow, automated lead nurturing, and accurate reporting across systems.
2. Optimize MarTech Operations for Lead Generation and Conversion to Elevate Bookings Impact
   • Collaborate with marketing team to set measurable goals for web and digitally driven lead generation, accelerate Sales Accepted Opportunity (SAO) conversions and pipeline contributions, being mindful to stay aligned with broader company revenue objectives.
   • Work with marketing program planners to ensure all web and digital initiatives directly impact pipeline, bookings and revenue goals.
   • Utilize Pardot and SMBcrm automation in collaboration with program management to deliver ongoing prospect communications and nurture campaigns to ensure no lead goes un-nurtured. 
   • Oversee the integrity of the marketing database including ongoing data enrichment programs that increase the ability of marketing to segment and target prospects through a range of criteria. 

• Partner with Brand and Growth & Revenue Marketing leaders to prioritize and tailor web, HighSpot and other digital marketing tools to support account-based marketing (ABM) strategies, focusing on attracting New Logo accounts, creating New Site opportunities and further penetrating existing accounts with additional solutions.
• Optimize how Pardot, SMBcrm, SoPro, LinkedIn Sales Navigator, HighSpot and Salesforce platforms work together to enable data-driven, personalized engagement with prospects and customers.
• Design workflows within Pardot, SMBcrm, SoPro, LinkedIn and Salesforce to track visitor-to-converted-lead journeys, optimizing intent data, engagement scores, and pipeline progression, ensuring visibility across marketing and sales teams.
• Utilize reporting capabilities across systems and tools to create predictive lead scoring and monitor campaign effectiveness and ROI, sharing insights with marketing team members to refine approaches and improve bookings and revenue impact.

1. Lead Generation & Conversion Optimization
   • Partner with the lead generation team to create and implement web strategies that drive demand generation, attract qualified leads, and improve lead-to-customer conversion rates.
   • Develop and optimize high-conversion landing pages, CTAs, and forms, aligning these with targeted campaigns and revenue objectives.
   • Integrate web components with all of our marketing automation platforms for seamless lead capture, nurturing, and handoff to Salesforce, ensuring a streamlined lead flow into the sales pipeline.
   • Define, monitor and report on lead generation KPIs, identifying opportunities for optimization through continuous testing and data analysis.
   • Assess 3rd party systems and tools to help further optimize the web visitor experience and accelerate lead conversion through third party tools such as web chat bots and Hover video.
2. SEO, SEM, and Search Strategy
   • Lead SEO strategies to improve Agilysys’s visibility, drive organic traffic, and enhance discoverability.
   • Oversee SEM efforts in alignment with web content and audience targeting to improve paid campaign performance, traffic and engagement.
   • Collaborate with content, PR and social media teams to create unified search strategies that support business goals and amplify web performance across digital channels.
3. Social Media Integration and Digital Experience
   • Partner with the social media team to ensure web content is aligned with social campaigns, creating a consistent cross-platform experience that enhances audience engagement and drives traffic.
   • Integrate social media insights into the web strategy to optimize content reach, social traffic, and user engagement metrics.
   • Utilize analytics to understand cross-channel behaviors and create actionable insights for improving social and web synergies.
4. Continuous Optimization and Performance Analysis
   • Provide real-time dashboards and insights through Pardot, SMBcrm, SoPro, LinkedIn Sales Navigator, HighSpot and Salesforce and analytics platforms to monitor web and lead generation KPIs, conversion rates and buyer journeys, and recommend adjustments to improve performance.
   • Utilize data from marketing systems and tools as well as Salesforce to track lead-to-sale conversion metrics, enabling data-backed decisions that improve sales pipeline efficiency and marketing ROI.
   • Champion the adoption of advanced analytics techniques, such as A/B testing and multivariate testing, to continuously optimize user experience, conversions and lead flow.
   • Establish a culture of continuous improvement and accountability by regularly analyzing performance metrics, running A/B tests, and identifying areas for optimization.
   • Lead the adoption of advanced analytics, such as multi-touch attribution and customer lifetime value (CLV) analysis to understand the full impact of web-driven leads on sales opportunities and bookings.

1. Other Duties as Required 

What We're Looking For 

Key Attributes

• MarTech and WebTech Fluency with The Ability to Translate Data-Driven Findings Into Marketing Improvements: Capable of translating data insights into strategic and tactical marketing actions that deliver continuous improvement.
• Collaborative Leader: Skilled at building strong partnerships with marketing team members, product management, sales, India Development Center website developers, and Agilysys IT and security leaders to ensure content integrity and IT-integrity and security of WebTech and MarTech platforms and the effective and efficient execution of data-driven continuous improvement actions on the website and across marketing lead generation tools.
• Results-Focused: Consistently delivers measurable outcomes that support Agilysys’s brand, growth and revenue goals.

Experience
 

• 8+ years shaping Website and MarTech Operations for global multi-solution business-to-business enterprise software companies driving accelerated growth and account penetration.

• Proven ability to work effectively with cross-functional teams to optimize digital content and processes to optimize initiatives that effectively attract new customers and strengthen penetration in existing customer accounts.

• Proven ability to collaboratively manage India-based development resources to achieve optimal website and MarTech effectiveness.

• Proven content management skills.

• Ability to directly interact with content management systems to improve performance.