Senior Manager, Web Strategy & Optimization

CircusTrix dba Sky Zone Senior Manager, Web Strategy & Optimization Full-Time Hybrid in Dallas, TX, or Remote in O&O States Department: Commercial Reports to: Director, Digital Experiences Travel: N/A FLSA: Exempt ABOUT US: 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. RESPONSIBILITIES: Web Strategy & Optimization - 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. Web Roadmap & Requirements - Partner with the Director, Digital Experiences to help develop and execute the digital roadmap for the future evolution of Sky Zone ’s website, including capital projects (e.g., 2027 initiatives). - 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. Conversion & Experimentation - 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. Customer Experience & Personalization - 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. Analytics & Executive Reporting - 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 Leadership & Partnership - 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