Director of Web Strategy

Director of Web Strategy

Remote | Full-Time | Leadership Position

Build Digital Experiences That Help Families Find the Right Senior Living Community

Craft & Communicate is a senior living marketing agency dedicated exclusively to helping communities connect with seniors and families searching for the right place to call home.

We're looking for an experienced Director of Web Strategy to lead our website development and design teams. This role is ideal for someone who understands how great websites are built, enjoys developing talented teams, and knows how to turn digital experiences into meaningful business results.

Our websites do more than represent a brand. They help families explore senior living options and make informed decisions during an important time in their lives.

As Director of Web Strategy, you'll guide how those experiences are created while ensuring our websites meet high standards for technical performance, user experience, and lead generation.

This is a hands-on leadership role that combines strategic direction with operational oversight. You'll be responsible for the success of our web department, from the quality of what we produce to how effectively our team works together.

What You'll Own

You'll lead our web department and oversee the strategy, architecture, technical performance, and delivery standards of client websites.

Your responsibilities include:

Leadership & Team Development

• Lead and develop a team of Web Developers and Designers.
• Establish clear expectations, accountability, and performance standards across the department.
• Mentor team members and support their professional growth.
• Conduct performance reviews and identify opportunities for individual development.
• Manage team capacity and help prioritize work across competing client needs.
• Identify opportunities to improve departmental structure, processes, and staffing.
• Build a collaborative environment where quality work and individual accountability go hand in hand.

Website Strategy & Architecture

• Guide website strategy from initial planning through launch and ongoing optimization.
• Oversee site architecture, navigation, and user journeys to ensure websites are intuitive and conversion-focused.
• Establish standards for SEO-friendly site structures, internal linking, and structured data.
• Ensure websites are built to support traditional search, local visibility, and emerging AI search experiences.
• Guide CMS decisions and technical solutions based on client needs and long-term scalability.
• Develop approaches that maintain consistency and efficiency across large portfolios of senior living communities.
• Identify opportunities to improve website performance through better architecture and technical implementation.

Technical SEO & Website Performance

• Set and maintain technical standards that support search visibility and a strong user experience.
• Oversee technical SEO initiatives involving crawlability, indexation, schema markup, and site health.
• Ensure websites are optimized for mobile performance and Core Web Vitals.
• Guide accessibility best practices and identify opportunities to improve usability.
• Partner with SEO strategists to implement technical recommendations and resolve performance issues.
• Work with reporting and analytics teams to monitor website performance and identify opportunities for improvement.

Design & User Experience

• Guide the development of websites that are visually engaging, brand-aligned, and easy to navigate.
• Establish UI/UX standards that support accessibility and conversion performance.
• Oversee design systems and reusable components that improve consistency across projects.
• Ensure website design decisions support the needs of prospective residents and their families.
• Help the team balance creative ideas with practical development considerations.
• Identify opportunities to improve website engagement and lead generation through thoughtful design.

Quality Assurance & Project Execution

• Establish and maintain strong quality standards throughout the website development process.
• Ensure websites are thoroughly reviewed before launch, with clear accountability for resolving issues.
• Oversee development workflows and staging-to-live procedures.
• Maintain standards for secure website builds, migrations, and technical updates.
• Reduce avoidable revisions and post-launch issues through better planning and internal review.
• Partner with Project Management to establish realistic timelines and keep work moving forward.
• Maintain clear technical documentation and consistent development practices.
• Continuously improve workflows to support quality and efficient delivery.

Cross-Department Collaboration

• Work closely with SEO, Content, Paid Media, PR, and Marketing Automation teams to ensure websites support broader client strategies.
• Partner with Client Relations and Project Management to align website deliverables with client expectations.
• Ensure website architecture and functionality support lead tracking and conversion measurement.
• Provide technical guidance when evaluating new opportunities or addressing complex client needs.
• Help other departments understand technical considerations that may affect performance or project timelines.
• Contribute to agency-wide initiatives that improve our digital capabilities and client results.

Website Security, Monitoring & Continuous Improvement

• Establish and maintain website security standards across all client properties, including access controls, software updates, vulnerability management, and backup procedures.
• Ensure proactive monitoring of website uptime, functionality, performance, and overall site health.
• Oversee routine website maintenance and preventive measures to reduce security risks, downtime, and unexpected technical issues.
• Maintain ongoing visibility into the condition of all managed websites, ensuring issues are identified and addressed before they affect clients or website visitors whenever possible.
• Establish clear processes for identifying, prioritizing, escalating, and resolving website issues.
• Ensure websites remain compatible with evolving browsers, devices, accessibility expectations, and technical standards.
• Oversee website cookie consent management, tracking permissions, and privacy controls to ensure compliance with applicable federal and state-level privacy regulations, including evolving requirements around data collection, user consent, and consumer privacy rights.
• Regularly evaluate opportunities to modernize website functionality and improve the user experience.
• Stay informed on emerging technologies, AI capabilities, and changes in how people interact with websites.
• Proactively recommend improvements to our website architecture, development practices, and technical infrastructure.
• Build a culture of continuous improvement where the team consistently looks for ways to make our websites more effective, secure, and future-ready.

What We're Looking For

The ideal candidate:

• Thinks strategically about websites as business assets rather than simply development projects.
• Has the technical knowledge to guide developers and confidently evaluate complex recommendations.
• Understands how website design and user experience influence lead generation.
• Enjoys building teams and helping people become better at what they do.
• Knows how to establish accountability while maintaining a supportive team environment.
• Can balance high-quality execution with realistic timelines and available resources.
• Communicates clearly, quickly, and without clutter to both technical and non-technical audiences.
• Takes ownership of departmental performance and proactively addresses challenges.
• Is comfortable making decisions and providing direction when priorities compete.
• Stays curious about emerging technologies and how they can improve website performance.
• Maintains a proactive mindset toward website health, security, and long-term performance rather than waiting for problems to surface.
• Consistently challenges existing approaches and looks for opportunities to evolve our websites as technology and user expectations change.

What You'll Bring

We're looking for someone who combines strong technical expertise with proven leadership experience and an understanding of how websites contribute to digital marketing success.

Preferred qualifications include:

• 7+ years of experience in website development, technical web strategy, or a related field.
• 4+ years of experience leading web development or multidisciplinary digital teams.
• Strong understanding of modern website architecture and CMS platforms, particularly WordPress.
• Experience overseeing website development projects from planning through launch.
• Working knowledge of HTML, CSS, JavaScript, and modern web development practices.
• Strong understanding of technical SEO, including site architecture, crawlability, indexation, and structured data.
• Experience with website performance optimization, Core Web Vitals, and accessibility best practices.
• Familiarity with UX principles and conversion rate optimization.
• Experience managing multiple website projects and competing priorities.
• Ability to establish development standards and improve team workflows.
• Experience conducting performance reviews and mentoring technical team members.
• Strong communication skills with the ability to explain technical decisions and recommendations.
• Experience collaborating with SEO, marketing, and client-facing teams.

Experience managing multi-location websites, WordPress multisite environments, or large website portfolios is especially valuable.

Agency experience and familiarity with senior living or healthcare marketing are also a plus.

What Success Looks Like

Within your first year:

• The web department operates with clear expectations and consistent accountability.
• Website projects are delivered with strong quality standards and fewer avoidable post-launch issues.
• Developers and designers have the guidance and support needed to do their best work.
• Website architecture and technical performance consistently support SEO and conversion goals.
• Internal teams trust the web department's expertise and recommendations.
• Development workflows become more efficient without sacrificing quality.
• Website performance and user experience continue improving across client portfolios.
• The department is positioned to scale as the agency grows.
• All managed websites are supported by consistent monitoring, preventive maintenance, and clear security protocols.
• Website issues are identified and resolved promptly, with processes in place to reduce recurring problems.
• The department regularly introduces improvements that keep our websites modern, competitive, and aligned with evolving digital expectations.

Why Craft & Communicate?

We're a specialized agency that believes great marketing starts with strong strategy.

Our work helps senior living communities connect with people who are making important decisions about their future. The websites we create play a central role in that experience, giving families the information they need while helping our clients build trust and generate meaningful opportunities.

As Director of Web Strategy, you'll have the opportunity to shape how our agency approaches website development and technical innovation.

You'll have the opportunity to:

• Lead an established team of developers and designers while helping them grow professionally.
• Influence website strategy and technical standards across a diverse portfolio of senior living communities.
• Work alongside experienced marketing professionals who understand the value of strong website performance.
• Help shape our approach to technical SEO and emerging AI search technologies.
• Improve departmental processes and build systems that support long-term growth.
• Have a meaningful voice in agency-wide strategy and operational decisions.

This Role Isn't For Everyone

You probably won't enjoy this role if you're looking for a position focused exclusively on coding or overseeing project timelines.

We're looking for someone who enjoys leading people and taking responsibility for the bigger picture. You'll need to be comfortable making technical decisions while also supporting your team through challenges and helping them improve.

This role requires someone who can recognize when to get involved in the details and when to step back so others can succeed.

Success comes from building a strong department that consistently delivers exceptional work, not from being the person who personally solves every technical problem.

Benefits

Full-time benefits include:

• Medical insurance
• Paid time off
• Paid holidays
• 401(k) with company match

Compensation

Competitive compensation based on experience.

Additional Details

All employees begin at C&C with a 90-day contract-to-hire period. After the initial contract period, employees are eligible for health insurance, 401K match, PTO, and paid holidays.

In order to be considered for this role, you must apply online at craftandcommunicate.com/careers

Pay: $90,000.00 - $100,000.00 per year

Benefits:

• 401(k) matching
• Health insurance
• Paid time off

Work Location: Remote

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