Website Strategist

Company: tbk

Location: London, Ontario (hybrid) – Onsite 2-3 days per week

Type: Senior, full-time

Salary: $100,000 to $110,000

We’re tbk.

A digital agency in London, Ontario, 17 years in. We build brands, websites, and marketing programs for brave clients looking to grow.

What sets us apart is that we’re ahead. We’re first through the gate on AI, and it pays off. The bots and agents we build clear the busywork. That frees us for the big, innovative work, the kind of results our clients take to the boardroom. We’re far enough out front that our team consults for those same clients on how to bring AI into their own organizations.

And we like it here. We’re a small, senior team that’s glad to see each other in the morning, jazzed about the work, and quick to move because it’s exciting.

The role.

This role only works for a rare mix of person. You read a funnel like a spreadsheet and you fix it like a creative. You can look at a 2% conversion rate and know whether it’s a traffic problem, a message problem, or a friction problem, and you know how to fix each one. Half of you is a numbers person who lives in the data. The other half knows exactly why a page isn’t converting and what to change. If that’s you, you’ll know it by the end of this posting.

Your job is to make sure every website we build starts from the right strategy, not just a good design, and that it earns its keep after launch. You define who the site is for, what it needs to say, how it needs to be structured, and what it has to convert, before a single wireframe gets drawn. Then you stay on the account and hold that strategy all the way to launch and beyond, moving the numbers that matter.

Mostly that means running discovery with our clients, translating what you learn into sitemaps, wireframes, content plans, conversion targets, and a clear point of view on what the site has to do. You partner with our design, copy, and development teams to keep the build on track to the plan, and you make the call when a client request pulls the site off strategy.

What you’ll own.

• Discovery that gets to the real problem. Stakeholder interviews, competitive audits, analytics review, and enough digging that you understand a client’s business better than they expect you to.
• Conversion strategy and the numbers behind it. You set the conversion targets and you’re accountable to them. Funnel design, drop-off analysis, hypotheses, A/B and multivariate testing, and iteration after launch. You don’t just report the conversion rate, you own it and move it.
• Competitive and market positioning. You know where a client sits against their competitors and you use that to shape the strategy, not just describe it.
• The persuasion craft that moves people to act. Message hierarchy, page narrative, CTA placement and psychology, and the friction points that hurt conversion. You know what makes a person take the next step, and you build the page around it.
• Site architecture and content strategy. Sitemaps, IA, and page-level content direction built around the persona and the buying journey, not just what the client asked for.
• The wireframes, built by you with AI. You do the wireframing on projects from start to finish. You use AI to work fast and turn the persona, buying journey, and conversion paths into successful page layouts that convert.
• SEO built into the architecture, not bolted on. Site structure, URL strategy, internal linking, and content plans that are strong on search from the first sitemap.
• Measurement that points at conversion, not just dashboards. GA4 frameworks, GTM tag and trigger structure you architect yourself, and KPIs defined before launch. You set it up so you can see exactly where the funnel leaks, then you fix it. Every event, conversion, and funnel is tracked correctly from day one, not patched in after.
• Post-launch as an ongoing discipline. You read the data after launch, catch what’s underperforming, run the test, and turn the result into the next round of strategy.
• Client relationships that run deep. You’re the person they call with the hard questions, and the one who tells them the truth when the easy answer isn’t the right one.
• Handoff that sets the team up to win. Your strategy docs are ones our designers, writers, and developers can actually build from.
• The project itself, start to finish. You run the build, not just the strategy. Timeline, scope, budget awareness, dependencies, client inputs, and the internal handoffs between design, copy, and development. You keep the team moving and the launch date honest, and you’re the single point of accountability for getting it delivered.

Are you our person?

• Do you have 8+ years leading website strategy, ideally agency-side, with a portfolio of sites (ranging from $5M to $500M) that performed because of the thinking behind them?
• Can you look at a low conversion rate and diagnose whether it’s a traffic, message, or friction problem, then fix it?
• Have you run tests that moved a number you can still point to?
• Can you read a competitive landscape and turn it into a point of view?
• Are you equal parts analyst and creative? Comfortable in the data, and just as comfortable deciding why the copy and design aren’t converting?
• Can you run a discovery process end to end, from first client call to a strategy document that holds up under scrutiny?
• Do you know information architecture, content strategy, and UI/UX frameworks well enough to wireframe with them in hand, established interaction and usability patterns, design systems, accessibility, and mobile-first, not just describe a build?
• Are you GA4 certified, and can you set up a measurement framework from scratch, not just read a dashboard someone else built?
• Do you know GTM well enough to architect the tag and trigger structure yourself, without waiting on a developer for every event?
• Is your SEO knowledge strong enough to shape a sitemap and content plan, not just run an audit after the fact?
• Are you confident enough to push back on a client when their instinct works against the strategy, and to explain why?
• Do you work well alongside designers, writers, and developers, and do they trust your direction?
• Can you run the project as well as the strategy, keeping a team on time, on scope, and on plan through to launch?
• Do clients describe you as the person who gets it before they’ve finished explaining it?

If you’re nodding down the line, we want to talk.

The first year, roughly.

• Weeks 1-2: you’re in the accounts, sitting in on client website meetings, running your first discovery sessions, wireframing your first pages, and learning how our teams build.
• Weeks 3-4: you’re building personas and funnel journeys, your first website strategies are taking shape, and you’re wireframing live pages off them. You start leading client website meetings rather than just attending.
• Weeks 5-8: you’re leading client website meetings on your own, wireframing daily across multiple projects, and standing up your first KPI dashboard so a build is measurable from day one. You begin reviewing landing pages for the marketing team to lift conversion on paid and social.
• 6 months: multiple sites have launched on strategies and wireframes you built, your dashboards are live and you’re handling the client reporting on them, and you can point to measurable conversion lift on at least one. The marketing team is leaning on your landing-page reviews to move their paid and social numbers.
• 12 months: your wireframing pace and your strategic frameworks are both being reused across the team, the numbers are backing up the thinking, and new business is asking for you by name.

The perks.

• A real, warm, ego-free culture. Good people who care about the work and each other.
• An award-winning agency with trusted national and international clients and room to build something bigger.
• $100,000 to $110,000
• Hybrid in London, Ontario, in our downtown office 2 to 3 days a week.
• 4 Friday afternoons off in the summer.
• A clear path to a senior seat, and an AI-first stack (we basically don’t say no to innovation).
• Health and dental benefits, and paid time off.
• A professional development budget for the certs and conferences this role requires.
• The best AI tooling we can put in your hands, and a team that’s already built its workflows around it, so you’re not fighting to use it.
• Work that’s yours. You own the strategy, the wires, and the number, and you get the credit when it moves.

How to apply.

Show us how you think. Send your resume and a short note on three things:

• A site strategy you built, the discovery behind it, and the conversion result that came out of it.
• A GA4 and GTM setup you’re proud of, and a decision it helped you or a client make.
• A time you pushed back on a client’s instinct, and what happened.

What happens next

If it looks like a fit, we will move quickly:

• Short intro conversation
• Practical exercise (small, real-world, outcome-focused)
• Final conversation with leadership

Apply Now

Melissa McInerney
CEO & Chief Creative Officer, tbk

“Thanks for your interest in a career with tbk. Everyone who’s employed here pushes the boundaries of what is possible. Each of us are committed to being better than we were yesterday, solving real business challenges with technology, strategy, and creativity. I invite you to join our team of smart, driven problem solvers.”

As an employer of choice, tbk aims to be welcoming and transparent in our candidate selection process.

We thank all applicants for their interest; however, only candidates selected for an interview will be contacted.

Equal Opportunities:

tbk is an equal opportunity employer that values diversity. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital, veteran, or disability status.

tbk values diversity and is committed to creating an inclusive work environment. We provide equal employment opportunity for all applicants and employees. We do not discriminate based on any legally-protected class or characteristic. Employment decisions are made based on qualifications, merit, and business needs. If you need assistance or accommodation due to a disability, please let your recruiter know.