Director, CX Optimization & Experimentation

Kensington•Toronto, ON

10h

About The Position

Kensington Tours is seeking a highly analytical and strategic Director, CX Optimization & Experimentation to lead the evolution of our digital acquisition and customer experience across digital properties and traveler touchpoints. This senior leadership role is for a data-driven optimization expert who combines quantitative rigor with customer-centric thinking. Partnering closely with the Senior Director, Web & Optimization, you will lead end-to-end experimentation strategy across ideation, UX design, execution, analysis, and rollout of winning experiences. The ideal candidate brings deep experience leading statistically rigorous CRO and experimentation programs within high-traffic digital environments. You are equally comfortable analyzing behavioral data, designing in Figma, interpreting multivariate test results, and partnering cross-functionally to operationalize winning experiences across Marketing, Sales, Product, and Engineering. This role is both strategic and hands-on executing directly while building the experimentation foundation and infrastructure that a future team will scale.

Requirements

8–10+ years of experience leading digital experimentation, conversion rate optimization (CRO), behavioral analytics, growth optimization, marketing analytics, or performance-focused UX strategy within complex digital organizations.
At least 5 years leading and owning a growth program or product strategy in fast-moving or ambiguous environments where you are expected to adapt quickly
Proven success building and scaling experimentation programs with measurable business impact across high-traffic digital properties and multi-step acquisition funnels.
Deep hands-on expertise running statistically rigorous A/B and multivariate testing programs, with strong understanding of statistical significance, confidence intervals, regression analysis, probability modeling, hypothesis testing, sample sizing, incrementality, and experimentation methodologies.
Strong analytical and quantitative background in statistics, mathematics, economics, engineering, behavioral science, data science, or related disciplines.
Demonstrated ability to operate strategically while remaining highly execution-oriented in fast-paced, ambiguous, and evolving environments.
Strong experience using Figma to create wireframes, UX concepts, prototypes, and experiment variants tied directly to conversion and customer behavior objectives.
Advanced proficiency with web analytics and experimentation platforms including Amplitude, GA4, Adobe Target, VWO, Optimizely, Mixpanel, or equivalent tools.
Experience synthesizing large volumes of behavioral and quantitative data into actionable business recommendations, optimization roadmaps, and executive-level storytelling.
Strong stakeholder management and organizational influence skills, including experience driving alignment and change management across cross-functional teams and senior leadership.
Experience working alongside platform modernization efforts, digital transformation initiatives, or large-scale website rebuilds while maintaining optimization velocity and experimentation continuity.
Highly curious, hypothesis-driven, and energized by iterative problem solving, continuous testing, and uncovering non-obvious optimization opportunities through experimentation.

Nice To Haves

Experience within luxury travel, premium e-commerce, marketplaces, or other high-consideration purchase environments is strongly preferred.

Responsibilities

Maintain and contribute to the CX optimization and experimentation roadmap across kensingtontours.com and all digital acquisition experiences.
Ideate, design, execute, and scale statistically rigorous A/B and multivariate experiments across landing pages, forms, acquisition funnels, itinerary experiences, and lead generation flows.
Translate quantitative and qualitative insights into strategic hypotheses, testing frameworks, and prioritized optimization initiatives.
Create wireframes, UX concepts, prototypes, and test variants in Figma grounded in user behavior, analytics, and conversion best practices.
Lead end-to-end experimentation execution including test planning, QA, launch validation, analysis, significance evaluation, and recommendation development.
Analyze traveler behavior using web analytics, Amplitude, session replay tools, heatmaps, conversion funnels, attribution models, and behavioral segmentation.
Partner closely with Marketing Analytics to apply statistical analysis, probability modeling, funnel analytics, and customer behavior analysis to uncover optimization opportunities and predict conversion outcomes.
Drive optimization initiatives focused on increasing conversion rates, reducing friction, improving lead quality, and maximizing customer lifetime value.
Collaborate cross-functionally with Marketing, Engineering, UX, SEO, Content, and Sales teams to operationalize winning experiences and support organizational change management for implemented variants.
Work closely with Sales and business stakeholders to ensure experimentation outcomes align with operational realities, traveler expectations, and lead quality objectives.
Establish experimentation governance, KPI frameworks, testing methodologies, statistical standards, and reporting practices across the organization.
Present experimentation strategy, analytical findings, and business recommendations to senior leadership and executive stakeholders.
Champion a culture of experimentation, continuous learning, and evidence-based decision-making across the organization.