Sr. Marketing Manager - Digital Platforms & Marketing Technology

The Senior Manager of Digital Platforms & Marketing Technology leads the strategy, performance, development, and ongoing optimization of BELFOR Franchise Group’s website ecosystem across its brand portfolio.

This role is the primary owner of BFG’s website platforms and oversees website development, analytics, SEO, GEO/AEO, data privacy, cookie consent management, and related marketing technology. The Director will manage external website development partners and agencies while working closely with internal Marketing and IT teams to ensure digital initiatives are technically sound, measurable, scalable, and completed on time.

This is a highly analytical and technical role that requires someone who can move comfortably between strategy and execution. The ideal candidate understands how websites, analytics, search, CRM systems, integrations, and marketing technology work together and can translate data and technical requirements into clear priorities and action.

Just as importantly, this individual must be a strong project leader who can drive internal teams and outside partners toward deadlines, identify roadblocks early, and keep complex website initiatives moving forward.

Key Responsibilities

Website Strategy & Development

• Own the strategy, roadmap, development, optimization, and ongoing performance of BFG brand and franchisee websites.
• Lead website redesigns, migrations, enhancements, and new website development projects from planning through launch.
• Establish website priorities, project timelines, milestones, and performance expectations.
• Manage BFG’s outside web developer and additional website development/support agencies.
• Hold internal and external partners accountable for deliverables, quality standards, budgets, and deadlines.
• Identify technical or operational roadblocks and proactively drive projects toward resolution.
• Ensure websites provide strong user experiences across desktop, mobile, and tablet devices.
• Develop scalable website solutions that support BFG's multi-brand franchise model.

Website Analytics & Performance

• Own website analytics and measurement strategy across BFG brands.
• Establish dashboards, KPIs, and reporting that clearly communicate website performance.
• Monitor website traffic, conversion rates, lead generation, engagement, organic search performance, and other key metrics.
• Analyze website and marketing data to identify trends, opportunities, performance issues, and areas for optimization.
• Translate data into actionable recommendations for Marketing and brand leadership.
• Ensure appropriate analytics, conversion tracking, tagging, and attribution are implemented across digital properties.

SEO, GEO & AEO

• Lead BFG's technical and strategic approach to Search Engine Optimization (SEO), Generative Engine Optimization (GEO), and Answer Engine Optimization (AEO).
• Partner with internal teams and outside agencies to improve organic search visibility and ensure BFG brands are effectively represented in traditional and AI-driven search experiences.
• Oversee technical SEO, including site architecture, indexing, schema, page performance, redirects, canonicalization, and other technical requirements.
• Use analytics, search data, competitive research, and emerging AI search trends to establish optimization priorities.
• Ensure new website development incorporates SEO/GEO/AEO best practices from the beginning rather than treating optimization as a post-launch initiative.

Marketing Technology & CRM Integration

• Serve as the primary Marketing partner to IT for website-related technology and integrations.
• Work with IT and vendors to connect websites, lead forms, CRM platforms, analytics systems, call tracking, and other marketing technologies.
• Help define business and technical requirements for integrations and troubleshoot issues across systems.
• Evaluate marketing technology platforms and recommend solutions that improve performance, scalability, data quality, or efficiency.
• Maintain documentation of key website technologies, integrations, platforms, and vendor relationships.

Data Privacy & Cookie Consent

• Oversee website privacy compliance from a Marketing and technology perspective.
• Manage BFG's cookie consent management platform and ensure proper implementation across applicable websites.
• Partner with Legal and IT to implement privacy requirements and maintain appropriate privacy policies and consent practices.
• Monitor evolving digital privacy requirements and work with appropriate internal and external partners to address necessary changes.
• Ensure analytics, advertising pixels, cookies, and tracking technologies operate in accordance with approved consent practices.

Vendor & Project Management

• Manage relationships with web development firms, SEO/GEO partners, technology vendors, and other digital agencies.
• Develop clear scopes of work, project requirements, timelines, and performance expectations.
• Lead recurring project status meetings and ensure next steps, owners, dependencies, and deadlines are clearly documented.
• Challenge vendors when timelines, technical recommendations, or deliverables do not meet expectations.
• Coordinate multiple website initiatives simultaneously across BFG's portfolio of brands.
• Create greater visibility and accountability around website projects so initiatives move from concept to completion efficiently.

Qualifications

• 7+ years of experience in website management, digital marketing, marketing technology, web development, analytics, or a related field.
• Experience leading complex website development and redesign projects.
• Strong understanding of website architecture, CMS platforms, hosting environments, APIs, integrations, and modern web technologies.
• Advanced understanding of website analytics and measurement platforms, including Google Analytics 4 and Google Tag Manager.
• Strong knowledge of technical SEO, SEM Rush platform and organic search strategy.
• Understanding of emerging GEO/AEO practices and how AI-driven search is changing website and content strategy.
• Experience working with CRM systems and website-to-CRM integrations.
• Familiarity with data privacy, cookie consent management platforms, tracking technologies, and digital compliance requirements.
• Demonstrated experience managing web development agencies, technology vendors, and other outside partners.
• Strong project management skills with the ability to manage multiple complex initiatives simultaneously.
• Exceptional analytical and problem-solving skills.
• Ability to translate technical concepts into clear business language for non-technical stakeholders.

Ideal Candidate Profile

The ideal candidate is equal parts analyst, technologist, digital strategist, and project leader.

This person does not need to be a hands-on developer, but they should understand website technology deeply enough to challenge developers, agencies, and vendors; ask the right technical questions; recognize when something does not make sense; and drive teams toward solutions.

They should be highly data-driven and naturally curious about why something is or is not performing. They should be comfortable digging into analytics, diagnosing problems, identifying opportunities, and turning those findings into specific actions.

Most importantly, this person is a driver. They create structure around complex initiatives, establish deadlines, remove roadblocks, hold partners accountable, and push projects across the finish line.

Measures of Success

Success in this role will be measured by improved website performance and lead conversion, organic and AI-search visibility, accurate analytics and reporting, reliable website-to-CRM integrations, effective privacy and consent management, reduced website project timelines, improved vendor accountability, and the consistent delivery of website initiatives on schedule.

This is an in-office position in the Ann Arbor headquarters of BELFOR Franchise Group.

Physical Requirements:

• Occasional lifting from 5-40 lbs, unassisted (0-15% of the time)
• Sitting for extended periods of time
• Manual dexterity needed for keyboarding and other repetitive tasks
• The ability to bend, crouch, or stand as necessary.

Reasonable accommodations may be made to enable individuals with disabilities to perform essential functions.

Disclaimer

The statements herein are intended to describe the general nature and level of work being performed by employees, and are not to be construed as an exhaustive list of responsibilities, duties and skills required of personnel so classified.