Digital Leader Website Form Strategy & Conversion Optimization
IBM
Job Description
About the Role
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.
Key Responsibilities
- Define and lead the end-to-end strategy for digital registration and conversion forms.
- Design and execute A/B and multivariate tests to optimize form layout, field selection, CTA messaging, and overall UX.
- Continuously analyze performance metrics such as abandonment rate, conversion rate, and opt-outs to drive improvements.
- Ensure all form strategies follow a user-centric approach and align with business KPIs.
- Partner with Marketing, IT, Analytics, and WebOps to align form workflows with systems like Salesforce, Marketo, Pardot, HubSpot, and Adobe Experience Cloud.
- Collaborate with Legal and Compliance to meet global data collection and privacy requirements (GDPR, CCPA, etc.).
- Work with UX and Design teams to ensure consistent and intuitive form experiences across all touchpoints.
- Own and maintain documentation for form standards, data collection guidelines, and consent language.
- Provide enablement and training for marketing teams on form creation, data handling, and compliance best practices.
- Lead regular audits of web forms to ensure consistency, performance, and regulatory alignment.
Requirements
- 5+ years in digital marketing, marketing operations, or demand generation, with a strong focus on form optimization and conversion strategy.
- Deep hands-on experience with marketing automation platforms (Marketo, HubSpot, Pardot) and CRM systems (Salesforce).
- Knowledge of consent management platforms and best practices.
- Proven understanding of global privacy regulations (GDPR, CCPA) and their impact on data collection workflows.
- Expertise in web analytics and testing platforms such as Google Analytics, Adobe Analytics, Adobe Customer Journey Analytics, Adobe Target, or Optimizely.
- Excellent stakeholder management, communication, and project management skills.
Nice to Have
- 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.
Working at IBM
IBM is committed to creating a diverse environment and is proud to be an equal-opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, gender, gender identity or expression, sexual orientation, national origin, caste, genetics, pregnancy, disability, neurodivergence, age, veteran status, or other characteristics. IBM is also committed to compliance with all fair employment practices regarding citizenship and immigration status.
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About IBM
Website
ibm.com
Location
Austin, TX
Industry
Computer Terminal and Other Computer Peripheral Equipment Manufacturing
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