Principal Digital Experience Engineer

Own the strategic direction of a high-performance B2B SaaS website – and set the standard for how marketing websites drive revenue.

We’re looking for a Principal Digital Experience Engineer to join our Marketing team in Helsinki, Dublin, Amsterdam, or the UK.

Our website is our most important marketing asset – it’s where pipeline starts, where brand perception is formed, and where every campaign and paid media dollar ultimately lands. We don’t need another strong engineer who can build things. We need a recognised authority who can decide what should be built, why, and how – someone who sets the technical strategy for our entire web presence and is accountable for the outcomes.

This is a Principal-level individual contributor role (IC5). You’ll make architectural decisions, define engineering standards, influence senior leadership, manage external partners, and shape how the organisation thinks about digital web experience as a growth lever. You can and will get your hands dirty in the code when it matters – but your primary value is strategic ownership, technical authority, and the judgment to know where your time creates the most leverage.

The stack: Astro.js, TypeScript, Sanity (headless CMS), integrated with HubSpot, Google Tag Manager, Google Analytics, and Zendesk.

The strategic responsibilities you’ll own…

– End-to-end technical strategy for the marketing website – platform, stack, infrastructure, and architecture decisions that you make and are accountable for at the organisational level
– Website builds and redesigns from strategy through launch – you define technical requirements, set engineering standards, oversee delivery, and ensure the final product meets performance, accessibility, and brand standards
– The technical foundation for conversion optimisation and experimentation – designing site architecture where A/B testing, personalisation, and rapid iteration are first-class capabilities. You enable the growth team to move fast; you’re not the person running the tests
– Site performance, Core Web Vitals, uptime, and technical SEO health – developing and documenting performance methodologies that become organisational standards
– The website data layer – defining event architecture and tracking standards that feed the broader BI strategy, working with Data Architects and Analysts
– Content infrastructure strategy in Sanity – designing content models, reusable blocks, and ingestion pipelines that enable a ”Create Once, Publish Everywhere” approach across the organisation
– AI strategy for the website – evaluating and championing where AI-driven personalisation, dynamic content, conversational interfaces, and intelligent search can measurably improve the visitor experience or conversion rate
– External partner management – briefing agencies and contractors, reviewing output quality, and making strategic build-vs-buy decisions
– Strategic influence – shaping how senior leadership and external stakeholders think about web as a growth lever, bringing data-backed recommendations, and influencing decisions well beyond your immediate scope

Where you’ll roll up your sleeves…

You’re not above the code – you’re selective about when you’re in it. You’ll get hands-on when the work is high-stakes, architecturally significant, or when you need to set the standard that others will follow. In practice, that looks like:

– Writing and reviewing TypeScript, Astro.js components, and Sanity integrations when the work is foundational or sets a pattern for others
– Managing deployments through GitHub, owning code quality for critical paths, and defining the engineering practices and documentation that keep the site resilient
– Monitoring and optimising Core Web Vitals and mobile performance – diagnosing and resolving issues that require deep technical expertise
– Implementing AI-driven features where you need to evaluate feasibility, set the approach, or prove the concept before handing off
– Building the first version of content models, ingestion pipelines, or integration patterns that engineers across departments will extend

How you’ll raise the bar…

– Mentoring and coaching colleagues at all levels on web best practices, modern development approaches, and AI tooling – acting as a role model across the organisation and potentially the broader industry
– Sharing knowledge proactively through documentation, internal sessions, and external contributions
– Collaborating as a credible technical peer with product and platform engineering teams across departments – not just marketing colleagues

This position is for you if you have…

– 12+ years of professional web development experience, with at least 5 years in B2B SaaS at a senior or principal level
– Deep, hands-on expertise with Astro.js and Sanity; candidates from a Next.js or similar TypeScript-first framework background will be considered provided they can demonstrate Sanity depth and a clear path to ramping up on Astro
– A proven track record of leading major website projects with significant strategic and organisational implications – not just building, but deciding what gets built and being accountable for the outcome
– Experience designing experimentation and personalisation infrastructure – A/B testing frameworks, dynamic content delivery, and the architectural patterns that enable growth teams to move fast at scale
– Strong understanding of technical SEO at a systems level – architecture, rendering strategies, structured data, and crawlability – approached as an engineering discipline that creates compounding gains
– Strong experience with headless CMS architecture – ideally Sanity, but Contentful or equivalent is relevant. Comfortable designing content models, reusable modular blocks, and COPE content pipelines
– Deep experience with the web analytics and tracking layer – event architecture, GTM, and data collection implementation
– Experience integrating with marketing automation and analytics platforms (e.g., HubSpot, Marketo, Segment, Google Analytics/GTM)
– Significant experience working within and actively improving structured engineering workflows – version control, branching strategies, PR review processes, deployment pipelines, and incident management
– Proven ability to collaborate as a credible technical peer with product and platform engineering teams across departments
– Practical, daily use of AI development tools (Cursor, GitHub Copilot, Claude, etc.) and experience implementing AI-driven site features with measurable outcomes
– Demonstrated ability to influence senior leadership and external stakeholders through technical expertise and strategic thinking
– A track record of developing new approaches, methodologies, or standards that have been adopted across an organisation or recognised within the industry
– The ability to communicate technical trade-offs in plain language to non-technical stakeholders and influence decision-making at all levels

To be clear about what this role is and isn’t…

This is a strategic technical leadership role that happens to require deep engineering capability – not an engineering role with some strategy attached. You’ll be assessed on the decisions you make, the standards you set, and the outcomes you drive – not on lines of code shipped.

– You won’t be responsible for product/application development – this is a marketing-focused role
– You won’t be writing content or designing creative – you’ll work with content and design teammates to bring their work to life on the web
– You won’t be doing basic maintenance tickets daily – but if something is broken, you don’t leave it unfixed
– You won’t own data analysis, reporting, or conversion and growth strategy – you’ll be the authoritative technical voice responsible for technical execution and strategic technical leadership