Staff Marketing Manager, CRO & WebOps
Company Overview
樱花动漫 is the global financial technology platform that powers prosperity for the people and communities we serve. With approximately 100 million customers worldwide using products such as TurboTax, Credit Karma, QuickBooks, and Mailchimp, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible.
Job Overview
As the Staff Marketing Manager, Conversion Rate Optimization, you'll be responsible for converting top of funnel traffic into paying customers by creating best-in-class digital experiences. You will own the web strategy, analyze the user journey to develop rich insights, and develop a comprehensive experimentation roadmap to optimize our conversion funnels.
You are customer-obsessed, love to solve problems, and aren鈥檛 afraid to challenge the status quo.
Please note that this role will be on a hybrid work model of 3x per week in the Toronto office.
Responsibilities
- Define and communicate a strategic roadmap for the international Mailchimp website that aligns with business objectives, brand positioning, and customer lifecycle
- Develop and prioritize the experimentation roadmap, ensuring it aligns with GTM strategy and customers’ needs. Constantly evaluate and refine the roadmap based on changing business priorities, customer feedback, data-backed insights, and market trends.
- Develop and oversee an intake and prioritization process for regional teams to request web content pages, ensuring alignment with business goals and efficient resource allocation.
- Use A/B testing to continually enhance the web acquisition funnel, striking a balance between bold transformative initiatives and incremental improvements
- Develop strategies to convert customers on a freemium plan to a paid plan by deploying funnel optimization and personalization across owned marketing channels
- Extensive use of web analytics (e.g. pathing & fallout analysis, data mining, feedback/surveys, etc.) to understand user behavior and identify actionable insights
- Collaborate with and influence cross-functional teams, including engineers, designers, data scientists, and product marketing to create a cohesive and impactful web experience that supports business strategies and goals.
- Define and monitor key performance indicators (KPIs) related to conversion rates, user engagement, and other relevant metrics to measure success and identify opportunity within the conversion funnel.
- Serve as a growth and conversion rate optimization expert within the company, leading the charge in integrating AI-driven technologies for personalized user experiences.
Qualifications
- 8+ years of experience in conversion rate optimization - proven track record of optimizing conversion funnels with data-backed insights
- 6+ years of experience developing website strategy - defining website goals and priorities, identifying opportunities, and managing complex programs to achieve business goals
- 6+ years of experience analyzing web analytics data to understand performance, identify insights, and extract learning outcomes from experiments
- Hands-on experience with self-serve analytics (Adobe Analytics, Google Analytics, Fullstory) and experimentation tools (Optimizely, Adobe Target)
- Creative problem solver with a passion for creating out-of-the-box solutions
- Strong communicator with the ability to influence senior leaders and cross-functional teams
- Ability to work in ambiguity, quickly pivoting on hypotheses and prioritizing the most impactful initiatives
- Ability to thrive on change in a rapidly changing business and fast-paced work environment
- Ability to be a self-starter, pushing initiatives from an idea to execution
- B2B marketing experience is strongly preferred