Lead, Digital & Web Strategy

Website Strategy & Digital Platform Ownership

• Own Certis’ group of websites as strategic platforms, including structure, performance, and continuous optimisation


• Define and manage website information architecture, navigation logic, and user journeys


• Identify and implement UX/UI improvements to enhance engagement and conversion


• Partner with web development vendors to prioritise, scope, and deliver enhancements


• Ensure consistency, scalability, and quality across all pages and microsites

Search Engine Optimisation (SEO)

• Own and execute Certis’ SEO strategy across all digital platforms


• Conduct keyword research and define content optimisation priorities


• Drive on-page and technical SEO improvements in partnership with vendors


• Monitor and improve search rankings, organic traffic, and visibility


• Ensure alignment between SEO strategy and content development

Digital Performance & Analytics

• Own web analytics and performance tracking (e.g. Google Analytics, Search Console)


• Analyse user behaviour, traffic sources, and conversion funnels


• Identify insights and translate them into actionable improvements


• Develop dashboards and regular reporting to track performance against KPIs

Conversion Optimisation & Digital Growth

• Optimise website performance as a conversion and lead-generation platform


• Improve CTA effectiveness, landing page performance, and user flows


• Support campaign performance by ensuring alignment between traffic sources and landing experiences


• Drive continuous improvement in engagement and conversion metrics

SEM & Paid Digital Alignment

• Understand and guide SEM and paid digital strategies in collaboration with agencies and internal teams


• Ensure alignment between paid campaigns and website experience


• Improve landing page effectiveness and campaign conversion outcomes

Business Partnering & Digital Governance

• Act as a marketing advisor to corporate functions and business units


• Ensure adherence to website standards and avoid fragmentation across digital assets


• Maintain alignment with Group brand, narrative, and platform strategy

Vendor Management

• Manage relationships with web development and digital vendors


• Prioritise development backlog, enhancements, and fixes

Ensure timely delivery, quality control, and cost efficiency