Vans: Manager, CRO and A/B Testing

VF Corporation•Costa Mesa, CA

34d•Hybrid

About The Position

Vans is the original brand rooted in the authentic lifestyle of skateboarding. We are driven by our mission to inspire and empower everyone to live "Off The Wall" - embracing the youthful spirit of freedom, non-conformity, and relentless progression. Yesterday's "Off The Wall" moment is today's new normal, and at Vans, we believe in constantly outdoing ourselves. Together with our communities across the globe, our vision is to push culture forward because we believe that the pursuit of progression never ends. We are constantly inspired by the future generation of positive catalysts within our community. So, before we get to the job details, take a minute to learn a little more about us - our values and our culture. If you can see yourself working side-by-side with a team of people who think and live "Off the Wall," Vans just may be the place for you. To learn more about our values and our culture, visit Vans Careers or www.vans.com. Vans: Manager, CRO & A/B Testing As part of the Vans Americas eCommerce team, we are looking for a data-obsessed, experimentation-focused CRO & A/B Testing Manager to own the strategy, execution, and optimization of the Vans.com ecommerce journey. This role is responsible for improving conversion rate, identifying and testing growth opportunities, and building a culture of experimentation across the organization. This role will partner closely with our centralized VF Digital Technology Team and agency partners to design tests, analyze consumer behavior, and turn insights into meaningful business outcomes. This is a hybrid role (3 days/week in our Costa Mesa, CA HQ).

Requirements

Strong understanding of ecommerce funnels, user behavior, UX best practices, and testing methodologies
Hands on experience with A/B testing tools, analytics platforms, and UX research tools
Ability to run structured testing frameworks (hypothesis building, segmentation analysis, statistical modeling)
Comfortable with QA process and proven ability to collaborate with developers
Strong communication skills and experience presenting insights to stakeholders
Understanding of accessibility and performance considerations when testing uX variations
5+ years of experience in conversion optimization, digital analytics, experimentation, or ecommerce growth

Responsibilities

Own the full lifecycle of A/B and multivariate testing, from ideation and hypothesis building to test setup, execution, and roll out
Build and maintain a prioritized testing roadmap aligned to business goals, user behavior data, and revenue opportunities
Analyze customer behavior across the site funnel and identify friction points using analytics tools like Google Analytics and Quantum Metric
Provide clear, actionable recommendations to improve the digital customer journey
Partner closely with VF Digital Technology UX/ UI Design and key agency partners to develop tests variations and evaluate new experiences
Partner with marketing and merchandising teams to ensure alignment with campaigns, product storytelling, and business priorities
Manage and optimize tests within AB testing platform (Optimizely)
Ensure AB tests are appropriately tagged for accuracy
Maintain documentation for testing plans, methodologies, key learnings, and KPIs
Present insights to leadership and cross functional teams