Director Digital Experience

Freeman is a global leader in events, on a mission to redefine live for a new era. With a data-driven approach and the industry's largest network of experts, Freeman's insights shape exhibitions, exhibits, and events that drive audiences to action. The integrated full-service solutions leverage a 97-year legacy in event management as well as new technologies to deliver moments that matter.

The Digital Marketing Director is a strategic and hands-on leader responsible for shaping and advancing the digital experience across all The Freeman Company (TFC) brands. This role fully owns the Freeman, Sparks, 3D Exhibits, Studio Blue, and The Freeman Company websites — from digital strategy and design through analytics, optimization, and continuous improvement — while also guiding the broader TFC brand network toward a unified, connected, and high-performing digital platform.

This leader will oversee the migration of all brand sites to a consistent CMS and hosting environment (WordPress + WP Engine) and ensure seamless cross-linking, governance, and performance optimization across the portfolio. The ideal candidate is both a visionary and a doer — capable of setting enterprise-level web strategy, influencing senior stakeholders, and rolling up their sleeves to execute.

This position will support our Marketing team. It is eligible to work a hybrid schedule, generally requiring work in-office and/or show-site 2-3 days per week. This position is based out of our North Dallas office in Dallas, TX.

Digital Experience Strategy & Governance

• Lead the consolidation of all TFC brand websites under a single CMS (WordPress) and hosting platform (WP Engine) to ensure consistency, scalability, and ease of management.
• Serve as the strategic and operational owner of the Freeman, Sparks, 3D Exhibits, Studio Blue, and The Freeman Company websites — accountable for their strategy, performance, and continuous evolution.
• Lead the planning, development, and launch of new websites as the company grows, and proactively manage full-scale site refreshes, redesigns, and standup new landing pages to maintain a modern and competitive presence.
• Develop and implement a cross-site linking, SEO strategy & AI strategy that increases discoverability, and drives stronger traffic and conversion outcomes in both search and AI platforms. As relevant develop cross brand linking strategies, optimizing for the biggest impact for the enterprise.
• Establish and enforce governance, guidelines, and best practices to ensure quality, accessibility, and brand consistency across all TFC web properties.
• Partner closely with business and marketing stakeholders to ensure digital experiences align with business priorities, audience needs, and customer journeys.

Enterprise Web Alignment & Enablement

• Support additional TFC brands by sharing best practices, tools, templates, and strategies to improve performance and brand alignment.
• Drive keyword strategy coordination across brands to prevent overlap and ensure maximum collective visibility.
• Identify cross-linking and shared content opportunities that improve discoverability and user pathways across the enterprise.
• Establish and lead a network of web leads across TFC brands to promote collaboration, consistency, and continuous optimization.

Optimization, Analytics & Insights

• Act as the GA4 expert and owner for all TFC brand websites — overseeing setup, dashboard development, and advanced reporting on engagement, conversion, and ROI.
• Optimize websites and guide the content team on best practices for both traditional search (SEO) and emerging AI search (AEO/GEO), ensuring strong discoverability in a zero-click environment. Leverage AI-driven analytics and insights to continuously refine site structure, content, and performance across both search and generative platforms.
• Leverage data to identify trends, inform content and design strategies, and guide optimization initiatives.
• Monitor and analyze user acquisition patterns across each engine, AI Platforms and referral sources to optimize discoverability and provide actionable strategic insights on market trends and user behavior.
• Lead UX/UI enhancements, journey mapping, and A/B testing to improve the user experience and conversion performance.
• Proactively provide insights and recommendations to improve content, structure, and performance across all sites.
• Understand and evaluate new site functionality and content delivery tools (video, streaming, podcasts, AI bots, etc) to recommend/introduce relevant new features that improve user experience, lead velocity and conversion.

Innovation & Emerging Technologies

• Champion innovation by introducing personalization, AI-driven experiences, chat, automation, and smart content delivery that elevate the user journey.
• Stay on top of digital, SEO, and AI trends to ensure TFC maintains a modern, competitive digital presence.
• Evaluate and implement emerging technologies that drive measurable improvements in efficiency, engagement, and performance.

• Bachelor's degree from an accredited 4 year college or university with a concentration in Marketing, Business, Information Technology, or related field is required.
• Certifications in Agile, SEO, or web analytics is preferred.
• Advanced digital optimization or AI-related certifications a plus.
• 15+ years of digital and web experience including strategy, development, management data analysis and innovation, ideally within a multi-brand enterprise.
• Proven success owning and managing multiple enterprise-level websites with strong performance results.
• Deep expertise in WordPress, WP Engine, GA4, SEO, UX/UI, responsive design, site and mobile optimization.
• Strong understanding & hands on experience with AI, personalization, automation, and modern digital technologies.
• Highly analytical, with the ability to interpret data and translate insights into impactful strategy.
• Exceptional communicator and collaborator; comfortable leading executive-level discussions.
• Track record of managing both strategic initiatives and hands-on execution.
• Expertise with Salesforce, Marketing Cloud, and Adobe Marketo required. Familiarity with other related marketing technologies preferred.
• Experience in B2B or event/experiential industries strongly preferred.

Freeman provides benefits that aim to empower our people and their families to thrive mentally, physically, and financially. These are a handful of the types of programs and benefits our full-time people may be eligible for. There may be some variances in specific benefits across regions.

• Medical, Dental, Vision Insurance
• Tuition Reimbursement
• Paid Parental Leave
• Life, Accident and Disability
• Retirement with Company Match
• Paid Time Off

At Freeman, our commitment to diversity and inclusion is helping us to create not only a great place to work, but also an environment where our employees, our customers and our communities around the world can reach their goals and connect with each other. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, veteran status and other characteristics protected by federal, state or local laws.