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About the Role

CircusTrix dba Sky Zone is seeking a Senior Manager, Web Strategy & Optimization to own and execute the day-to-day web strategy across Sky Zone’s digital experience. This role involves prioritizing enhancements, leading optimization initiatives, and supporting key business objectives to ensure a cohesive, high-performing brand experience.

Responsibilities

• 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.
• Partner with the Director, Digital Experiences to help develop and execute the digital roadmap for the future evolution of Sky Zone’s website.
• 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.
• 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.
• 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.
• 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.
• 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.
• 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.

Requirements

• 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.
• Ability to remain stationery, with or without reasonable accommodation.

Skills

• Web Strategy
• Ecommerce
• Digital Experience
• Conversion Optimization
• Customer Journey Mapping
• User Experience (UX)
• Conversion Rate Optimization (CRO)
• Website Personalization
• Web Analytics
• GA4
• Microsoft Clarity
• Google Tag Manager
• Content Management Systems (CMS)
• WordPress
• CRM
• Marketing Automation
• Braze
• SEO
• ADA Compliance
• AI
• LLM

Location

• Dallas, TX
• Remote in O&O States

Work Type

• Full-Time
• Hybrid

Experience Level

• Senior
• 7+ years of experience

Education Level

• Bachelor’s degree in Web Strategy, Marketing, Business, Digital Media, Ecommerce, or related field.

Salary/Compensations

• $112,000-$125,000 + bonus opportunity

Benefits

• Medical coverage
• Dental coverage
• Vision coverage
• 401k plan with company matching

About the Company

• 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.