Associate Director, Digital Marketing – Website, User Experience & Search

R75900 Associate Director, Digital Marketing – Website, User Experience & Search.

Location: Hyderabad, IN

ABOUT LONZA

Today, Lonza is a global leader in life sciences operating across five continents. While we work in science, there’s no magic formula to how we do it. Our greatest scientific solution is talented people working together, devising ideas that help businesses to help people. In exchange, we let our people own their careers. Their ideas, big and small, genuinely improve the world. And that’s the kind of work we want to be part of.

We are looking for an Associate Director, Digital Marketing – Website, User Experience and Search to join our team.

Job Summary

The Associate Director, Digital Marketing – Website, User Experience and Search defines and manages the global website, search, and digital user experience strategy. The role shapes the user journey from discovery to conversion, operating at the intersection of organic search, UX, AI‑driven search, and analytics. Working cross‑functionally with Digital Marketing, Web Development, Global Marketing, and Sales teams, the role translates strategy into measurable commercial impact and serves as the internal authority for SEO and analytics agencies. A core mandate is leading the organization’s response to AI‑driven search evolution, including generative search and AEO/GEO.

KEY RESPONSIBILITIES

Website Strategy and Governance

• Own the website strategy for lonza.com (CDMO), setting direction for information architecture, content structure, governance, and channel integration to drive brand and commercial outcomes.

• Convert strategy into a focused website roadmap with web development and build team, defining phased delivery and success measures.

• Own and govern global web standards (taxonomy, URLs, metadata, templates, editorial guidelines) to ensure consistency across business platforms.

• Serve as the strategic interface between Global Marketing and web development team, aligning technical decisions with UX, search performance, and commercial impact.

• Drive continuous optimisation through audits and gap analyses across content, technical health, navigation, and conversion.

Search Strategy – SEO and Organic

• Own the global organic search strategy, spanning keyword strategy, content gaps, on‑page optimisation, internal linking, and SERP feature capture.

• Set SEO‑driven content priorities with Digital Marketing and the platform teams, grounded in search demand, audience intent, and competitive position.

• Govern technical SEO with web development, covering crawlability, indexation, Core Web Vitals, structured data, and mobile performance.

• Manage external SEO agency relationship, setting objectives, managing performance, and embedding recommendations into internal roadmaps.

• Drive competitive search intelligence, tracking rankings, share of voice, and SERP shifts across priority keywords and audiences using AI as appropriate.

AI Search and GEO

• Lead the organisation’s AI search strategy, defining the impact of generative search experiences (e.g. Google AI Overviews, Copilot, ChatGPT, Claude etc.) on visibility, traffic, and content.

• Define and implement a GEO framework, covering content structures, authority signals, schema, and entity optimisation to improve AI‑driven discovery and citation.

• Establish measurement for AI search visibility, tracking presence and citation patterns across LLM‑powered search surfaces.

• Translate AI search insights into action, embedding guidance into content, digital marketing, and technical web workflows.

• Continuously monitor the AI search landscape, evaluating platforms, algorithm shifts, and research, and advising senior leadership on priorities and investment.

User Experience and Conversion Optimization

• Own the UX strategy, defining experience principles, journey frameworks, and design standards.

• Lead continuous CRO, using behavioural data, analytics, and testing to remove friction and improve conversion across key journeys.

• Partner with Digital Marketing to align campaign landing pages with audience intent, messaging, and conversion goals.

• Ground UX decisions in user insight, conducting and interpreting research and usability testing as needed.

Web Analytics and Performance Reporting

• Own the web analytics strategy, ensuring robust, scalable measurement across GA4, tagging, events, and goals.

• Lead the analytics agency and performance framework, defining KPIs, dashboards, and reporting that clearly show web health and channel impact.

• Turn data into action, translating performance insights into prioritized improvements across search, UX, and content tied to commercial outcomes.

• Own the website analytics and optimization stack, ensuring the right tools are in place to measure, test, and optimize performance.

Cross-Functional Collaboration and Stakeholder Engagement

• Act as the primary web and search strategy partner to Digital Marketing leads, aligning campaigns, content, and performance frameworks to web outcomes.

• Partner with Sales and Global Marketing to ensure web and search strategy supports pipeline priorities, GTM plans, and brand standards.

• Serve as the internal authority on search, UX and AI search, building capability through strategic guidance and knowledge sharing.

• Contribute as the SME to digital planning, budget discussions, and agency reviews across website, search, and UX.

Qualifications

Required

• Bachelor’s degree in marketing, digital, information science, or related field.

• 10+ years’ experience in digital marketing, with deep expertise in SEO, website strategy, and digital experience.

• Proven SEO leadership, spanning content strategy, technical SEO, performance analysis, and measurable growth in visibility and organic traffic.

• Strong understanding of AI‑driven search, including hands‑on exposure to generative search platforms (e.g. Google AI Overviews, ChatGPT, Perplexity) and emerging GEO best practices.

• Solid UX and CRO foundation, including journey design and use of behavioral analytics to inform experience decisions.

• Web analytics capability, particularly GA4, tag management, and performance dashboards.

• Experience managing or collaborating with external agencies.

• Strong cross‑functional collaborator, able to influence marketing, sales, technology, and senior stakeholders in a global environment.

• Experience in B2B or complex technical environments, with the ability to understand and communicate scientific or technical topics.

• Excellent written and verbal communication skills and experience working cross-functionally.

Preferred

• Experience in life sciences, biopharma, biotech, or CDMO/CRO environments.

• Familiarity with enterprise CMS platforms (e.g. Sitecore, Drupal, Adobe Experience Manager).

• Experience with SEO, testing, and optimisation tools (e.g. Semrush, Ahrefs, Screaming Frog, Optimizely etc.).

• Working knowledge of structured data, schema, and entity‑based SEO relevant to GEO and AI search.

• Understanding of WCAG accessibility standards and web governance.

• Experience with ABM and its implications for web personalisation and conversion.

• Exposure to web development concepts sufficient to partner credibly with web development teams.

• Degree or equivalent professional qualification in marketing, digital, or life sciences.

ABOUT LONZA

Every day, Lonza’s products and services have a positive impact on millions of people. For us, this is not only a great privilege, but also a great responsibility. How we achieve our business results is just as important as the achievements themselves. At Lonza, we respect and protect our people and our environment. Any success we achieve is no success at all if not achieved ethically.

People come to Lonza for the challenge and creativity of solving complex problems and developing new ideas in life sciences. In return, we offer the satisfaction that comes with improving lives all around the world. The satisfaction that comes with making a meaningful difference.