Web strategist (E-commerce)

Introduction

At IBM, we believe technology shapes the world, and we are a catalyst for that innovation and creativity. We are on the forefront of groundbreaking change - improving businesses, society, and the human condition.

Our Marketing, Communications & Corporate Social Responsibility (MCC) team tells this story and is responsible for positioning IBM in the market. We define and optimize IBM's brand, capture the market's attention, and articulate our point of view for clients, partners, the media, and even other IBMers. As part of our team, you'll be surrounded by bright minds and keen collaborators - always willing to help and be helped - as you apply passion to work that will compel our audience to choose IBM's products and services.

When you join IBM, you join a culture of openness, collaboration, and trust. Join us and experience a place where you can co-create your learning and opportunities. A place where teamwork and unique ideas are treasured. A place where you can bring innovation to life.

Your role and responsibilities

As a Digital Strategist, you will be part of one united front for ibm.com primed to create the next great version of our web experience. You will focus on innovative approaches and best practices; leverage digital strategies, data and analytics to more effectively drive continuous improvement. You will work with product, content, demand and external team, as well as user experience and market insights professionals to develop an integrated strategy that engages the target audience and ensures marketing objectives are strategically aligned across the buyers' journey. You will need to conceive, execute on, and optimize tactics for traffic and conversion.

• Create new web landing experiences (both core site and campaign) to deliver results against key business objectives.

• Partner with PMM, Demand, Content and Sales to define digital footprint based on desired business results. Use the footprint as roadmap for task periodization, execution, and reporting.

• Take the initiative to relentlessly optimize the digital experience via data driven approach and experimentation.

• Understand the product ecosystem and user journey. Conduct competitive and SEO research to build and maintain sitemap, including adding new pages to fill in the gap, refreshing/optimizing existing page and consolidating/sunsetting low performing ones.

• Set the baseline performance metrics, track, and report KPIs, provide regular updates to internal and external stakeholders.

• Gain hands on experiences in CMS and testing. Expand knowledge in SEO, IA and design. Collaborate with SMEs as needed.

• Demonstrate leadership and ownership of digital strategy. Persuade the cross functional teams to agree on focusing on the most impactful digital tactics that can drive traffic and conversion.

• Experience on eCommerce journey/user experience is a plus: "deliver an experience where an ibm.com user can self-serve discover, learn about the product and take action to order online"

• Team Collaboration: Comfortable working with marketing, content, and design teams to support digital projects.
• Project Support: Experience assisting in the planning and execution of web-related tasks or campaigns.
• Analytical Thinking: Basic understanding of how to use data to evaluate website performance and suggest improvements.
• Communication Skills: Able to clearly share updates and insights with team members and stakeholders.
• Website Management Tools: Familiarity with content management systems (CMS) like Adobe Experience Manager
• SEO Basics: Understanding of search engine optimization principles and how they apply to web content.
• Web Analytics: Exposure to tools like Google Analytics or Adobe Analytics to track site performance.
• User Experience Awareness: Interest in learning how users interact with websites and how to improve their journey.
• eCommerce Exposure

• Bachelor's degree in Marketing, Communications, Information Systems, or related field.
• Adobe Experience Cloud certifications or equivalent experience (e.g., Adobe Target, Adobe Analytics, AEM).
• Familiarity with UX/UI design collaboration tools (Figma, Adobe XD).
• Experience supporting global or multi-regional marketing operations.