--- title: 'Head of Web Strategy and Experience at Fora' canonical: 'https://feeny.ai/job/head-of-web-strategy-and-experience-fora-new-york-xcr8fpqmraqa' type: 'job' last_seen: '2026-10-25' --- # Head of Web Strategy and Experience at Fora - **Company:** Fora - **Location:** New York, NY - **Posted:** 2026-10-23 - **Last confirmed live:** 2026-10-25 - **Apply:** https://www.foratravel.com/careers/jobs?gh_jid=5453362008 ## Job description ## About Fora Fora is the modern travel agency, empowering the next generation of entrepreneurs to build thriving travel advisory businesses. We're modernizing the $100B+ travel industry with AI woven through every part of the advisor's workflow, plus global supplier relationships, personalized training, and a vibrant community, all in one place. That's what lets advisors build businesses that scale, while their taste and service create trips no algorithm alone could plan. At the heart of it all is our mission: to help the next generation of travel entrepreneurs turn their love for travel into a fulfilling career, whether full-time or part-time. We're mission-driven and obsessed with our customers, and we believe humans and AI are both essential: the best work here comes from people and technology at their best, together. That's not just a philosophy about our product, it's how we build our team. Everyone at Fora gets hands-on with frontier AI tooling as part of the job. At Fora, you'll learn to be AI-fluent, with real experience applying AI to solve problems day to day, wherever you sit in the company. Founded in 2021, Fora has grown to a team of 250+ full-time employees based in downtown New York City. In 2026, we closed a $60 million Series D led by Forerunner and Tactile Ventures, with continued backing from Thrive Capital, Insight Partners, and Heartcore Capital. We've been named a LinkedIn Top Startup (2024), one of Fast Company's Most Innovative Companies (2023 and 2025), and one of TIME's 100 Most Influential Companies (2026). Come build something that hasn't existed before. ## About The Role Our website is the front door to both sides of Fora. It's where future advisors decide whether this is the career for them, where established advisors decide if this is the place to grow their business, and where travelers find the advisor who will plan their next trip. It's one of our biggest growth levers, and right now it doesn't have a single owner. You'll be that owner: setting the strategy and goals, building the roadmap, and running the site like a growth business. If you care about what we're building for travel entrepreneurs, you'll feel at home here. You don't need category experience. This is a player-coach role. You'll set direction with our founders and leadership team, then get into the details yourself: the briefs, the test plans, the analytics, the page that isn't converting. You'll partner closely with SEO/GEO, Content, the WAV and M&G Pods, Brand, Creative, Product Marketing, Product, Engineering, and Data. Most of those teams won't report to you, so this role runs on clarity, data, and relationships. In your first month, you'll deliver a web strategy and a detailed roadmap with core website metrics. Within a year, we want to see a double-digit lift in session-to-signup conversion against a holdout, one completed test every week, and a backlog that keeps growing. As the work outgrows one person, you'll make the case for the team and build it. ## Key Responsibilities - Own the web strategy. Define what the site is for, who it serves, and how we measure it, then turn that into goals and a prioritized roadmap that leadership signs off on and teams can build against. - Grow quality advisor signups. Own conversion across the advisor journey, from first visit to application, including the homepage, core pages, paid landing pages, and persona routing. We goal on quality and LTV, not raw volume. - Build the experimentation engine. Stand up a prioritized backlog, a testing framework with clear hypotheses, holdouts, and decision criteria, and a weekly cadence that compounds what we learn. - Build the traveler path to an advisor. Partner with Product on advisor discovery and matching, and make the path from content and search to a booking inquiry clear and measurable. - Shape the platform. Partner with Engineering on the CMS, page templates, component library, and design system so teams can launch and test pages without waiting on a sprint. Hold the bar on site performance, accessibility, and crawlability. - Bring the brand to life on the web. Partner with Brand and Creative on information architecture, global navigation, and site strategy so the site feels elevated and converts. - Build for people and AI agents. Partner with SEO/GEO so the site is structured, fast, and machine readable across search engines and AI answer engines. - Own web measurement. Work with Data to get event-level web data in place and build reporting that ties the site to signups, activation, and LTV. - Set the operating model. Define who owns what on the web across Growth, Brand, Creative, Content, Product, and Engineering, and run the intake, prioritization, and review rhythm. - Use AI as core infrastructure. Build agents and automated workflows for research, page QA, test analysis, reporting, and content operations. ## Requirements - 10+ years in web strategy, digital experience, or growth at a consumer, marketplace, or technology company, including at least 4 years leading teams or major cross-functional programs - A track record of increasing conversion at scale through structured experimentation, with tests you can walk us through (what won, what lost, and why) - Experience optimizing against full-funnel economics (CAC, LTV, ROAS) - Experience working in a headless CMS and with analytics and experimentation tools (e.g., GA4, Amplitude, BigQuery, Eppo, Coframe) - Has shipped a site redesign, information architecture overhaul, or design-system rollout at a consumer, marketplace, or technology brand, and can show it in a portfolio or case study - Can name the specific AI tools in your current workflow and give a concrete example, such as an agent or automation for page QA, test analysis, or reporting - Has stood up a web or experimentation function, or owned a site's strategy, where none existed before - Has aligned senior stakeholders across Brand, Product, Engineering, and Data without direct authority over them Strongly Preferred - Hands-on experience with React or Next.js and tag management, working alongside engineers - Experience at a two-sided marketplace or platform where the site serves more than one audience - Has led a website replatform, CMS migration, or brand relaunch without stalling the testing program ## Compensation Compensation for this role varies based on experience, with an indicative range of $200K–$240K + equity. Final compensation will depend on the level at which the candidate is hired, as we’re considering multiple levels for this role. - Unlimited vacation - Health Insurance (including an option completely covered by Fora HQ) - Dental & Vision Insurance - Wellhub Memberships - 401k plan with company match - Commuter Benefits - Supplemental Life Insurance - Stock Options This role is based in our beautiful New York City office (Tribeca/Fidi) with lots of natural light and great views. ## Our Values We’re forging our own path Fora has always been about driving change within the industry. We’re not interested in maintaining the status quo. We’re stronger together Community is our cornerstone and collective power is our strength. We believe we can all go further when we operate together, using our combined leverage to unlock better opportunities and outcomes for our advisors, partners, and travelers. We believe in technology We believe technology is an answer to some of the most fundamental challenges the travel industry faces. We believe advancements in AI, bold investments in our platforms, and a world-class data infrastructure will transform the work of our advisors and our partners, while creating better travel experiences for travelers. We’re here to serve We operate in service of our community and believe that when they’re empowered to focus on what they do best, we all win. It’s why we relentlessly advocate for our advisors and prioritize their best interest every step of the way. We mean business Fora is equal parts fun, meaningful work and serious travel business. We’re unlocking opportunities for thousands of travel entrepreneurs, delivering a stream of high-quality guests at scale for our partners, and providing a superior travel experience for our travelers. It’s a better equation for the future of our industry. ## WORK AUTHORIZATION Authorization to work in the United States is required for full-time roles based in our New York City office. Fora is unable to sponsor or assist with U.S. work authorization. Roles based outside of the United States are not subject to this requirement. ## EQUAL OPPORTUNITY Fora is committed to an equitable hiring process and an inclusive work environment. BIPOC and traditionally underrepresented candidates are strongly encouraged to apply. We will not discriminate and will take action to ensure against discrimination in employment, recruitment, advertisements for employment, compensation, termination, upgrading, promotions, and other conditions of employment against any employee or job applicant on the bases of race, color, gender, national origin, age, religion, creed, disability, veteran's status, sexual orientation, gender identity, gender expression or any other characteristic protected by law. ## About Fora ## Company Overview - **One-liner**: Fora operates a modern travel agency platform that empowers a new generation of travel entrepreneurs with AI‑enabled technology, training, and a global supplier network to build real businesses. - **Entity Type**: Private (venture‑backed; investors include Thrive Capital, Insight Partners, Forerunner Ventures, Heartcore Capital) - **Headquarters**: New York City, USA - **Founded**: 2021 - **Founders**: Henley Vazquez, Evan Frank, Jake Peters ## Core Business - **Primary industry**: Travel technology / Travel agency services - **Target customers**: B2B2C – Fora’s platform is used by travel advisors (entrepreneurs) who in turn serve leisure travelers; also serves hotels, tour operators, and other travel suppliers. - **Mission/purpose**: “Power the next generation of travel entrepreneurs” and “create a better ecosystem for everyone” – advisors, travelers, and suppliers. ## Products & Services - **Fora Platform (for advisors)**: An all‑in‑one SaaS solution that handles booking (180k+ hotels, cruises, tours, etc.), payments, itinerary creation, price monitoring, automated commission tracking, and workflow management. - **Training & Support**: Comprehensive onboarding and ongoing education programs, including AI‑powered tools and a community forum, designed to help newcomers (97% of advisors are new to selling travel) launch and scale their businesses. - **Supplier Network**: Access to preferred partnerships with 7,000+ suppliers globally, providing exclusive perks and commission structures for advisors and their clients. - **AI‑Enabled Features**: Proprietary AI agents, conversational AI operations, and data‑driven insights to streamline research, booking, and client communication. ## Market Standing - **Valuation / Funding**: Not publicly disclosed; backed by major venture firms Thrive Capital, Insight Partners, Forerunner Ventures, and Heartcore Capital. - **Key Metrics**: Over 15,000 active advisors; more than $2.5 billion in travel booked; serving 384k+ travelers across 180+ countries. - **Notable Investors/Partners**: Thrive Capital, Insight Partners, Forerunner Ventures, Heartcore Capital; preferred partnerships with major hotel chains (Hilton, IHG, Accor, Marriott), cruise lines, tour operators, and destination management companies. - **Growth Signals**: Rapid advisor community growth (15k+ advisors since 2021); international expansion (Chapters across North America and growing globally); 63% year‑over‑year increase in job postings (LinkedIn). ## Competitive Advantages - **AI‑First Platform**: Combines AI efficiency with human judgment, enabling advisors to deliver highly personalized trips that algorithms alone cannot replicate. - **Low‑Barrier Entry**: Training and support structure designed to attract thousands of first‑time travel entrepreneurs (97% new to industry), dramatically expanding the talent pool. - **Community & Partnership Ecosystem**: A collaborative global community of advisors, plus exclusive supplier relationships, create network effects that strengthen both advisor and traveler experience. - **Operational Back‑End**: Automated payments, commission tracking, and itinerary management remove administrative friction, letting advisors focus on client relationships. ## Strategic Focus - **Expanding the Advisor Network**: Continue recruiting and training new entrepreneurs, with a strong emphasis on inclusivity and accessibility. - **AI & Product Innovation**: Deep investment in AI agents, data analytics, and platform automation to further simplify the advisor workflow and enhance travel planning. - **International Growth**: Building local Chapters outside North America and developing a global advisor community. - **Supplier Partnership Development**: Expanding the preferred partner roster to offer advisors even more exclusive benefits and inventory. ## Why Work Here - **Culture**: Described as “energizing, collaborative, and mission‑driven” with a strong emphasis on teamwork and trust. Leadership trusts employees to make meaningful contributions. - **Engineering Environment**: The engineering team is “collaborative, disciplined, and mission‑driven”; they see technology as the key to solving fundamental travel industry challenges. - **Work Policy**: Hybrid/office‑first based in a sunlit NYC headquarters with skyline views. Catered lunches weekly, team outings, and travel perks. - **Benefits**: “Best‑in‑class benefits” including travel perks, weekly catered lunches, team outings, and a vibrant office environment. Employees cite the energy and support as standout reasons to join. - **Recent Job Postings**: 31 active openings as of mid‑2026, including roles in engineering (front‑end, data, AI), product management, analytics, operations, and advisor success. The company is actively growing its HQ team. ## Sources 1. [foratravel.com/about-us](https://www.foratravel.com/about-us) 2. [foratravel.com/careers](https://www.foratravel.com/careers) 3. [foratravel.com/](https://www.foratravel.com/) 4. [linkedin.com/company/foratravel](https://www.linkedin.com/company/foratravel) ## Other roles at Fora - [Community Support Lead](https://feeny.ai/job/community-support-lead-fora-new-york-erfdvt2s01qn) — New York, NY - [Senior Growth Marketing Lead](https://feeny.ai/job/senior-growth-marketing-lead-fora-new-york-vp1awgk4w56x) — New York, NY - [Membership Support Specialist](https://feeny.ai/job/membership-support-specialist-fora-new-york-vjymgvh4jyt4) — New York, NY - [DMC & Multiday Tour Supply Lead](https://feeny.ai/job/dmc-multiday-tour-supply-lead-fora-new-york-m4j3e2q6b0dk) — New York, NY - [Senior Program Manager, Events (Fora X)](https://feeny.ai/job/senior-program-manager-events-fora-x-fora-new-york-9wgjmgmj9zh1) — New York, NY - [Revenue Operations Lead](https://feeny.ai/job/revenue-operations-lead-fora-new-york-zrfva27gyjc8) — New York, NY - [Regulatory Counsel, International Expansion](https://feeny.ai/job/regulatory-counsel-international-expansion-fora-new-york-mqsnmfje7w38) — New York, NY - [Senior Data Scientist, Business Analytics](https://feeny.ai/job/senior-data-scientist-business-analytics-fora-new-york-50wqhyt1gdv5) — New York, NY - [Senior Data Scientist, Marketing Science](https://feeny.ai/job/senior-data-scientist-marketing-science-fora-new-york-66xs4d4p2z71) — New York, NY - [Senior Data Scientist, Product Analytics](https://feeny.ai/job/senior-data-scientist-product-analytics-fora-new-york-6y2yj9x5c8mr) — New York, NY