Senior Web Strategist

Salary: Depends on experience

About Us: Mentavi Health is transforming access to comprehensive mental health care through innovative telehealth diagnostic evaluations and medication management services. We operate two distinct digital properties: ADHDOnline.com (our established D2C brand) and Mentavi.com (our expanding B2B and multi-condition D2C platform). As we scale beyond ADHD into broader mental health services including anxiety, depression, OCD, and more, we're building digital experiences that serve both direct-to-consumer patients and B2B referral partners including physicians, therapists, universities, and employers.

The Role

We are seeking a hands-on Senior Web Strategist to own our digital ecosystem. You will manage two WordPress sites with distinct audiences, overseeing everything from technical infrastructure and SEO to UX and multi-channel conversion, acting as the bridge between growth goals and technical execution.

This is a high-execution role. You will be "in the code" and the analytics daily, equally comfortable optimizing D2C landing pages for paid search and designing B2B referral portals for healthcare providers. We are looking for an energized, mission-driven professional who sees the huge potential to make a difference in a rapidly scaling industry. If you are motivated by the prospect of world-changing work and thrive in a fun, high-momentum environment where your strategic input actually moves the needle, you belong here!

This is a hybrid role requiring a minimum of two days per week on-site at our Grandville, MI office; candidates must be able to meet this requirement to be considered for the position. Business hours are typically 8:00 AM to 5:00 PM ET.

Duties/Responsibilities:

• Technical Execution & Infrastructure (40%)
  • Own and optimize both WordPress/Elementor websites (ADHDOnline.com & Mentavi.com), ensuring performance, security, and scalability while maintaining distinct brand positioning.
  • Implement and manage Google Tag Manager across both properties, ensuring clean data flows and accurate event tracking across D2C and B2B conversion funnels.
  • Execute advanced schema markup strategies to maximize SERP visibility and rich results, particularly for healthcare-related queries across ADHD and broader mental health conditions.
  • Maintain technical SEO health: site speed, Core Web Vitals, crawlability, indexation, and structured data across both domains.
  • Collaborate with HubSpot/RevOps team and/or vendors on conversion tracking, form optimization, and marketing automation integration for both D2C and B2B journeys.
• SEO & Organic Growth Strategy (30%)
  • Develop and execute comprehensive SEO strategy across both sites, balancing brand architecture considerations with search visibility goals.
  • Conduct keyword research aligned with both D2C search intent (patient-focused) and B2B search intent (provider/referrer-focused).
  • Optimize existing content and landing pages for conversion and search visibility across both consumer and professional audiences.
  • Monitor algorithm updates and competitive landscape for both telehealth and broader B2B healthcare markets.
  • Track and report on organic performance metrics with clear connection to revenue impact across both customer segments.
• User Experience & Conversion Optimization (20%)
  • Design and optimize user journeys for two distinct audiences: D2C patients seeking assessments and B2B referral partners (doctors, therapists, universities, employers).
  • Lead UX/UI improvements that reduce friction and increase conversion rates for:
    • both diagnostic evaluation purchases (D2C) and B2B referral sign-ups/activations
    • patient experience inside our patient portal
    • partner with RevOps/HubSpot team and/or vendors on email campaign landing pages, ensuring post-click experience optimization.
  • Conduct qualitative and quantitative research to identify user pain points and opportunities for both consumer and professional experiences.
  • Collaborate with external design vendor on page layouts while ensuring implementation excellence across both properties.
  • A/B test landing pages, CTAs, and conversion flows using data-driven hypotheses for both D2C paid traffic and B2B organic referral pathways.
• Paid Media Integration & Analytics (10%)
  • Partner with paid media teams/vendors to ensure landing page alignment and GTM tracking accuracy.
  • Optimize post-click experience for paid campaigns to improve Quality Scores and conversion rates.
  • Build and maintain analytics dashboards that connect digital metrics to business outcomes.
  • Provide insights on channel performance and recommend budget allocation across paid/organic.
  • Own email signup form strategy and placement across both websites to maximize list growth.
  • Implement and maintain UTM tracking standards for email campaign attribution.
• Other:
  • Contribute to fostering a positive and inclusive company culture.
  • Other job duties, as assigned to support the overall operational needs of the organization.

Required Skills/Abilities:

• Expert-level WordPress development skills, including Elementor (or similar page builders).
• Advanced Google Tag Manager implementation experience, including custom events, triggers, and data layer manipulation.
• Proven track record of SEO results in competitive industries (healthcare experience strongly preferred).
• Strong understanding of schema markup, structured data, and technical SEO fundamentals.
• Demonstrated UX/UI sensibility with portfolio examples of conversion-optimized pages.
• Proficiency with analytics tools (GA4, Search Console, heat mapping tools, etc.).
• Experience with HubSpot or similar marketing automation platforms.
• Comfortable with HTML/CSS; bonus for JavaScript knowledge.
• Proficiency with design/prototyping tools (Figma, Adobe XD, or similar) to create wireframes, mockups, and communicate UX concepts.
• Strong conversion copywriting skills; ability to write compelling headlines, CTAs, and landing page copy optimized for both SEO and conversion.
• Experience with content strategy and SEO content briefs (keyword mapping, competitive analysis, content gap identification).
• Proficiency with AI-assisted tools for web development, content optimization, and design ideation; comfortable experimenting with emerging technologies.
• Strategic Capabilities:
  • Can translate business goals into technical requirements and back again.
  • Data-driven decision maker who balances qualitative insights with quantitative metrics.
  • Strong project management skills; comfortable juggling multiple priorities across two distinct properties.
  • Experience balancing D2C performance marketing with B2B relationship-driven growth strategies.
  • Excellent communicator who can explain complex technical concepts to non-technical stakeholders.
  • Self-directed and resourceful; you don't wait for permission to solve problems.
  • Comfortable operating in a regulated environment where messaging and conversion optimization must balance growth with compliance.

Required Education and Experience:

• At least 7 years of hands-on digital marketing with a heavy focus on technical SEO, GTM/Analytics, and site architecture.
• Must have a proven track record in dedicated growth roles, with experience owning the full funnel and driving measurable revenue through data-backed experimentation.

Preferred Experience:

• Previous experience in healthcare, or HIPAA-regulated environments is strongly preferred
• Experience with telehealth or digital health products.
• Background in conversion rate optimization (CRO) methodologies.
• Familiarity with accessibility standards (WCAG 2.1).
• Experience with headless CMS or modern frameworks.
• Agency background with in-house experience.
• Bachelors degree in Marketing, Computer Science, Business, or a related field. An MBA or Masters in a technical field.

Total Rewards & Culture

• Financial & Future Security
  • Salary commensurate with experience and regular performance reviews.
  • 401(k) retirement plan to help you reach your long-term financial goals.
  • Company-paid Short-Term and Long-Term Disability, plus additional optional and voluntary life insurance plans.
• Health & Wellness
  • Premium insurance package (e.g. medical, dental, vision, pet insurance, etc).
  • Priority access to our diagnostic evaluation(s) for you and your family.
• • Generous Paid Time Off (PTO) and observed Paid Holidays to ensure you can recharge.
• The Hybrid Work Experience
• • A flexible model requiring 2 days per week in-office, designed to balance deep work with team synergy.
  • Our office is designed for high-bandwidth collaboration, featuring a fully stocked pantry and premium beverage selection to keep you fueled.
  • Regular company meetings that include provided lunches.
  • We welcome your well-behaved companions through our canine pet policy.
• Growth & Connection
  • Professional development opportunities in addition to a dedicated Professional Development Reimbursement Program to support your growth.
  • Team-building events to foster a strong organizational culture.

Our Approach to Experience:

At Mentavi Health, we value the diverse paths that lead to professional expertise. While a Bachelors degree is a standard benchmark, we also welcome applications from candidates with a minimum of 7 years of equivalent, high-level experience in healthcare business development. We recognizethat a proven track record of success and deep industry insight are powerful indicators of performance, and we evaluate all qualified candidates in light of their total professional experience.

Equal Opportunity:

Mentavi Health is an equal-opportunity employer. We embrace and encourage differences in age, color, disability, ethnicity, gender identity or expression, national origin, physical and mental ability, race, religion, sexual orientation, veteran status, and other characteristics that make our employees unique. We encourage and welcome diverse candidates to apply for any position you are qualified to bring your unique perspective to our team. To be considered for this position, candidates must be legally authorized to work in the United States on a full-time basis. We are unable to provide visa sponsorship (e.g., H-1B, TN, etc.) for this role now or in the future. Verification of employment eligibility will be required at the time of hire.