Director, Conferences Marketing, Web Strategy
Gartner · Stamford, Connecticut, United States · hybrid
The Director of Web Strategy, Conferences Marketing leads the strategy, planning, optimization, and ongoing evolution of conference sites and related digital experiences. This role will ensure that conference websites effectively support attendee, speaker, sponsor, exhibitor, and internal business needs throughout the event lifecycle, from initial awareness and registration through on-site engagement and post-event follow-up.
This role will partner with product owners on how conference web initiatives are prioritized, scoped, measured, and delivered. The Director works closely with Conferences, IT, web content, search strategy, analytics, marketing, Product, and other stakeholders to ensure that conference sites are intuitive, accessible, brand-aligned, and optimized for conversion and engagement. This position will directly manage our web ops strategy and team for the conference portfolio, identify opportunities to improve attendee journeys, and develop the team and operating model needed to deliver high-performing digital experiences across multiple events.
Web Experience Strategy and Reporting
- Define the strategic vision and experience principles for conference sites across the full event lifecycle: discovery, consideration, registration, preparation, participation, and post-event engagement.
- Ensure conference websites clearly communicate event value, audience benefits, programming, speakers, sponsors, exhibitors, logistics, and calls to action.
- Identify opportunities to improve key attendee journeys, including event discovery, registration, agenda planning, speaker exploration, session selection, travel and venue planning, and post-event content access.
- Inform the long-range vision for conference digital experiences by surfacing attendee needs, performance trends, competitive insights, technology opportunities, and evolving event models.
- Establish a standardized web analytics framework, defining core KPIs, measurement baselines, and conversion benchmarks across all conference web properties
- Implement routine reporting to communicate site performance, attendee journey insights, and business outcomes to leadership and key stakeholders
- Serve as the primary web voice to executive leadership, translating complex web data, attendee journey trends, and portfolio performance into clear strategic recommendations
- Provide senior leadership with routine progress updates and executive briefings on major web initiatives, tracking milestone delivery, risk mitigation, and launch outcomes
Initiative Roadmap and Operations
- Develop scalable templates, components, and content models that improve efficiency, consistency, and quality across events
- Define and maintain a strategic roadmap of attendee experience opportunities, business priorities, and experience enhancements, working alongside a Product Owner on execution.
- Define business priorities and experience outcomes, partnering with Product and Technology teams to evaluate feasibility, sequencing, and delivery approaches.
- Maintain alignment between the conference web roadmap, the active portfolio of event launches, and team capacity.
- Establish planning and launch frameworks that account for critical conference milestones, including event announcements, registration opening, agenda publication, speaker updates, promotional campaigns, and on-site readiness.
- Shape the scope, requirements, and success measures for each initiative to reflect the highest-leverage outcomes
- Define and maintain launch-readiness standards for conference microsites, including content quality, accessibility, performance, analytics, SEO, integrations, and governance.
Web Excellency & Cross-Functional Orchestration
- Manage relationships and integration across IT, Digital Experience, search strategy, product, marketing, operations, and other stakeholders involved in conference planning and delivery.
- Establish clear roles, responsibilities, workflows, and decision-making processes for conference site strategy, content, design, development, launch, and maintenance.
- Mediate competing priorities and dependencies to keep conference web initiatives on track, particularly across registration timelines, program development, speaker and sponsor needs, and event operations.
- Identify and resolve structural gaps in the end-to-end delivery model where work risks fall between teams.
- Build durable, trust-based relationships that enable the web strategy team to partner effectively with conference stakeholders and accelerate delivery of high-impact initiatives.
- Create repeatable processes and standards that support consistency across the conference portfolio while allowing individual events to reflect their audiences, objectives, and brands.
- Regularly review and evaluate AEM (Adobe Experience Manager) structures, component architecture, and authoring workflows to ensure the technology stack remains modern, scalable, and easy for marketing partners to use
Qualifications
- Bachelor's Degree, preferred
- Significant experience leading digital strategy, web strategy, content architecture, user experience, or related function.
- Demonstrated ability to develop and execute web strategies across multiple audiences, products, brands, or digital properties.
- Experience leading cross-functional initiatives involving technology, content, marketing, analytics, Product, and business stakeholders.
- Strong understanding of user research, usability testing, web analytics, SEO, information architecture, accessibility, and digital measurement.
- Experience establishing roadmaps, prioritization frameworks, governance models, and scalable operating processes.
- Familiarity with content management systems (AEM experience a plus) and experience partnering with IT/Product teams to configure and maintain scalable CMS capabilities.
- Familiarity with the Adobe Experience Cloud ecosystem (AEM Sites, Assets, Analytics) and experience partnering with IT/Product teams to configure and maintain scalable AEM capabilities.
- Demonstrated success managing teams, developing talent, and building high-performing collaborative cultures.
- Excellent communication, facilitation, negotiation, and stakeholder-management skills.
- Ability to translate complex business and customer needs into clear digital strategies, actionable plans, and measurable outcomes.
- Strong organizational and project-management skills, with the ability to manage multiple concurrent initiatives and time-sensitive event milestones.
- Ability to travel as needed, up to 10% annually, domestic & international.
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