Digital Product Manager
Generac, Waukesha, WI, United States
The Digital Product Manager will be responsible for leading the digital experience strategy for a business unit and all corresponding products and solutions. This role will collaborate with key business partners across Digital Marketing, Product Marketing, Product Management, Technology, Sales, Operations, and Finance to identify growth opportunities and drive product innovation.
Major Responsibilities
Own the technical foundation of the web platform, including CMS configuration, hosting environments, domains, and deployment structure.
Ensure platform setup follows best‑practice architectural standards for scalability, security, uptime, and performance.
Serve as the primary SME for how the website is structured in partnership with IT.
Define and govern URL structures, redirects, canonical rules, and site hierarchies to ensure technical SEO integrity and long‑term maintainability.
Partner with SEO, content, and engineering teams to ensure changes do not introduce crawl, indexation, or performance issues.
Oversee domain, subdomain, and environment strategies (prod, staging, test).
Ensure the web platform is correctly configured to support reliable analytics, event tracking, and data collection.
Partner with analytics and marketing technology teams to validate:
Data layer strategy
Platform readiness for experimentation and personalization
Page tagging and event schemas
Own the technical readiness of the site to support measurement, attribution, and optimization programs.
Own the technical implementation and governance of cookie consent and privacy tools.
Ensure consent structures properly control:
Marketing tags
Analytics scripts
Third‑party technologies
Partner with legal, security, and data privacy teams to ensure ongoing compliance with applicable regulations (e.g., GDPR, CCPA) from a technical execution standpoint.
Act as the connective layer between the web platform and critical business systems, such as:
CRM
Marketing automation
Product databases
E‑commerce or lead systems
Ensure integrations are stable, well‑documented, and aligned with platform standards.
Anticipate upstream and downstream impacts of platform changes on business systems.
Job Requirements
Bachelor's degree in business, computer science, marketing, or related field; or equivalent experience.
5+ years of experience in product management.
Knowledge, Skills, And Abilities
Strong understanding of:
CMS platforms and web architectures, Optimizely a plus
Hosting and deployment models
Client‑side vs server‑side tracking concepts
Familiarity with web standards including:
URL structures
Redirect logic
Tag management systems
Consent management platforms
This role:
Is less about feature backlogs and UI components.
Is more about platform correctness, stability, and integrity.
Owns the technical underpinnings that make experiences measurable, compliant, and connected to the business.
Acts as a guardian of the web platform’s long‑term health, not just roadmap delivery.
Excellent analytical, problem‑solving, negotiation, and decision‑making skills.
Strong communication and interpersonal skills, with the ability to work effectively with cross‑functional teams.
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Major Responsibilities
Own the technical foundation of the web platform, including CMS configuration, hosting environments, domains, and deployment structure.
Ensure platform setup follows best‑practice architectural standards for scalability, security, uptime, and performance.
Serve as the primary SME for how the website is structured in partnership with IT.
Define and govern URL structures, redirects, canonical rules, and site hierarchies to ensure technical SEO integrity and long‑term maintainability.
Partner with SEO, content, and engineering teams to ensure changes do not introduce crawl, indexation, or performance issues.
Oversee domain, subdomain, and environment strategies (prod, staging, test).
Ensure the web platform is correctly configured to support reliable analytics, event tracking, and data collection.
Partner with analytics and marketing technology teams to validate:
Data layer strategy
Platform readiness for experimentation and personalization
Page tagging and event schemas
Own the technical readiness of the site to support measurement, attribution, and optimization programs.
Own the technical implementation and governance of cookie consent and privacy tools.
Ensure consent structures properly control:
Marketing tags
Analytics scripts
Third‑party technologies
Partner with legal, security, and data privacy teams to ensure ongoing compliance with applicable regulations (e.g., GDPR, CCPA) from a technical execution standpoint.
Act as the connective layer between the web platform and critical business systems, such as:
CRM
Marketing automation
Product databases
E‑commerce or lead systems
Ensure integrations are stable, well‑documented, and aligned with platform standards.
Anticipate upstream and downstream impacts of platform changes on business systems.
Job Requirements
Bachelor's degree in business, computer science, marketing, or related field; or equivalent experience.
5+ years of experience in product management.
Knowledge, Skills, And Abilities
Strong understanding of:
CMS platforms and web architectures, Optimizely a plus
Hosting and deployment models
Client‑side vs server‑side tracking concepts
Familiarity with web standards including:
URL structures
Redirect logic
Tag management systems
Consent management platforms
This role:
Is less about feature backlogs and UI components.
Is more about platform correctness, stability, and integrity.
Owns the technical underpinnings that make experiences measurable, compliant, and connected to the business.
Acts as a guardian of the web platform’s long‑term health, not just roadmap delivery.
Excellent analytical, problem‑solving, negotiation, and decision‑making skills.
Strong communication and interpersonal skills, with the ability to work effectively with cross‑functional teams.
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