Website Optimization Specialist

Truliant Federal Credit Union

Winston Salem, NC

Truliant’s mission is to improve lives by putting our members first, providing great service and straightforward financial solutions. Our core values of Member Focus, Service, Guidance, Relationships, and Community define how we interact with members to fulfill our mission of improving lives and providing a foundation on which we conduct ourselves. Our Promise to Our Teammates: Truliant strives to provide all teammates with an enjoyable place to work where they feel valued, empowered and rewarded for all that they do. Purpose of the Job The Website Optimization Specialist is responsible for driving continuous improvement in the performance, usability, accessibility, and conversion effectiveness of Truliant Federal Credit Union’s public-facing websites and digital experiences. This role leads data-driven optimization efforts across member journeys, product pages, and digital acquisition funnels to improve member engagement, product adoption, and organizational growth. Serving as the organization’s subject matter expert for website analytics and digital experience optimization, this position translates insights into measurable performance improvements. The Specialist collaborates with Marketing, Digital Banking, IT, Compliance, and external partners to ensure website experiences align with brand standards, regulatory requirements, and evolving member expectations while advancing conversion rate optimization (CRO) outcomes. Essential Functions and Responsibilities

Leads ongoing website optimization initiatives by analyzing user behavior, conversion paths, and engagement metrics to identify and implement improvements that enhance member experience, lead generation, and digital product adoption.
Develops and executes a structured website optimization and experimentation roadmap, including A/B testing, personalization strategies, UX enhancements, and continuous performance improvement initiatives.
Leverages SEO, AEO, and ADA accessibility audits to improve organic discoverability, usability, and compliance of public-facing digital experiences.
Analyzes qualitative and quantitative data from analytics platforms, heatmaps, session recordings, surveys, and usability studies to inform optimization priorities and recommendations.
Leads cross-functional collaboration with Marketing, Digital Banking, Product, IT, Compliance, and external partners to plan, prioritize, and implement website enhancements aligned with organizational strategy.
Owns website performance measurement and reporting, including traffic trends, conversion rates, funnel performance, engagement metrics, and digital campaign effectiveness.
Creates and maintains dashboards and recurring executive reporting that translates website data into actionable insights for Senior Management and Marketing leadership.
Serves as the organizational subject matter expert for website analytics, accessibility standards, experimentation methodologies, and conversion rate optimization (CRO) best practices.
Collaborates with content strategists, designers, and marketing teams to optimize page layouts, messaging, calls-to-action, and content structure to improve clarity, usability, and conversion outcomes.
Ensures website experiences align with brand standards, accessibility guidelines, and applicable regulatory and compliance requirements within the credit union industry.
Manages relationships with external vendors and optimization platforms, establishing governance, quality controls, and best practices for website updates, testing methodologies, and performance measurement.
Supports digital acquisition and lifecycle marketing efforts by optimizing landing pages, ensuring accurate data capture and integration with CRM and marketing automation systems, and translating performance insights into strategic recommendations.

Assists with other tasks and projects as assigned.

Must have strong experience in website optimization, digital analytics, and conversion rate optimization (CRO), preferably in a financial services environment.
Must have advanced analytical skills with the ability to interpret complex data and translate findings into actionable recommendations.
Must have proficiency with web analytics and optimization tools (e.g., Google Analytics, A/B testing platforms, heatmapping tools, Semrush, Ahrefs, tag management systems).
Must have strong project management skills with the ability to manage multiple priorities from inception to completion with minimal supervision.
Must have excellent written and verbal communication skills, with the ability to present insights to all levels of the organization.
Must be detail-oriented, well-organized, and capable of handling multiple projects simultaneously.
Must have experience working cross-functionally with Marketing, IT, Compliance, and external partners.
Must have a strong understanding of digital user experience (UX), accessibility standards, and responsive design principles.
Must have the ability to learn new systems and technologies, especially AI-driven.
Must possess strong problem-solving skills and sound judgment.
Must be able to work effectively in a team-oriented, collaborative environment.
Must have superior interpersonal skills; ability to work with diverse personalities in a tactful, professional, and respectful manner.
Should possess a strong commitment to providing excellent service to Truliant’s members.

Occasional standing, walking, bending, and stooping required
Must be able to sit at a desk for long periods of time and use a computer
Must be able to moderately lift or move up to 5 pounds and occasionally lift or move up to 10 pounds

Bachelor’s degree required; degree in Marketing, Analytics, Data Science, Digital Media, or related field preferred.
Minimum of 5 years’ experience in website optimization, digital analytics, or related digital marketing roles required.
Experience in the credit union, banking, or financial services industry strongly preferred.
Experience working with complex websites and multiple digital initiatives over extended periods required.
Experience working with data from multiple systems to produce accurate insights and recommendations required.

No-cost employee Medical, dental, vision coverage
Prescription benefits (including mail order)
Paid holidays and Paid Time Off (PTO)
401(k) plan with contribution matching
Paid community involvement volunteers hours
Paid group life Insurance
Teammate loan discounts
Tuition reimbursement
Short and long-term disability
Health & Wellness program
Teledoc (physician video conferencing)
Onsite fitness facilities or health club reimbursement
Employee Assistance Program (EAP)
Medical flexible spending account
Dependent care flexible spending account

Posted 2026-03-20

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