Digital Analytics & CRO Manager at Northern overseeing analytics and performance programs. Collaborating with developers and creative teams for conversion optimization and data insights.
About the role
- Conversion Rate Optimization Specialist optimizing A/B testing and personalization for Twilio’s digital channels. Collaborating with Marketing, Design/UX, Analytics, and Engineering teams to enhance user conversion rates.
Responsibilities
- Execute a CRO roadmap built on data, insights, and hypotheses in close collaboration with the CRO Director.
- Independently configure, implement and QA experiments using Adobe Target and personalization tools like VWO; including front-end-coding where needed. Collaborate with the web engineering team to scope and deliver more complex test variations, ensuring robust site tagging, and to resolve technical blockers.
- Optimize pages and forms to improve full-funnel performance across digital touchpoints.
- Use user research and data to inform test concepts and experiment variants.
- Assess test feasibility and recommend execution approaches, balancing business priorities, resources and technical constraints.
- Translate UX strategies and wireframes into test-ready variants.
- Work with Marketing Analytics team to define and create audiences
- Build, QA, and launch personalization experiments in coordination with cross functional teams/initiatives.
- Define, monitor, and analyze success metrics for all experiments, ensuring proper data validation and instrumentation for robust experiment tracking.
- Share test results and insights with Marketing and cross-functional partners.
- Manage testing timelines and backlog.
- Work with site authors to ensure winning variants are implemented and scaled across the site, documenting outcomes and lessons learned.
Requirements
- 5+ years of experience executing A/B testing and personalization frameworks with a strong understanding of web funnel performance.
- Comfort editing HTML, CSS, and JavaScript to implement
- Strong analytical skills to interpret data, monitor site performance, and generate insights.
- Experience with Adobe Experience Manager website instrumentation.
- Familiarity with Adobe Target, Mutiny, VWO and data visualization tools (GA4, Looker, Tableau, etc.).
- Proven collaboration with Marketing and Engineering teams.
- Strong design sensibility, understanding of technical trade-offs, and awareness of B2B user behavior and customer psychology behind conversion decisions.
- Effective communication skills across diverse teams and organizational levels.
Benefits
- competitive pay
- generous time off
- ample parental and wellness leave
- healthcare
- a retirement savings program
- incentive programs
- commissions
- equity grants
- health and wellness benefits
- retirement contributions
- paid time off
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