Vans: Manager, CRO & Digital Experience
About The Position
The Manager, CRO & Digital Experience leads the strategy and execution of conversion rate optimization and digital experience design across the eCommerce journey. This role owns end-to-end experimentation (A/B and multivariate testing), using data, consumer insights, and UX best practices to continuously improve site performance and customer experience. Reporting directly into the Head of eCommerce for the AMER Region, this role partners closely with Digital Technology, Analytics, UX, Marketing, and Site Merchandising. This leader translates insights into scalable testing roadmaps and high-impact design solutions - driving measurable gains in conversion, engagement, and revenue while elevating the overall digital brand experience.
Requirements
- 5-7+ years of experience and professional achievements.
- Strong command of A/B testing, multivariate testing, and structured experimentation frameworks.
- Ability to analyze user behavior and translate data into clear, actionable insights and recommendations.
- Deep understanding of user-centered design, usability principles, and digital content execution.
- Expertise in site performance drivers, conversion levers, and customer journey optimization.
- Experience with testing platforms (e.g., Optimizely), analytics tools (GA4, Quantum Metric), Figma, and basic front-end (HTML/CSS).
- Proven ability to influence and collaborate across design, tech, marketing, and merchandising teams.
- Strong ability to present insights, design rationale, and recommendations to stakeholders at all levels.
- Skilled at prioritizing initiatives, managing multiple workstreams, and delivering against deadlines.
- Curiosity and continuous improvement orientation, with a focus on driving measurable business impact.
Nice To Haves
- Formal education in a related field is great to have.
Responsibilities
- Own the experimentation lifecycle: Lead end-to-end A/B and multivariate testing, from hypothesis development through execution, analysis, and rollout.
- Build and prioritize testing roadmap: Develop a data-driven roadmap aligned to business goals, consumer insights, and revenue opportunities.
- Optimize the digital customer journey: Identify friction points across the funnel and deliver actionable recommendations to improve conversion and engagement.
- Elevate digital design and UX: Guide the creative direction and usability of the eCommerce experience, ensuring intuitive, high-quality, on-brand consumer interactions.
- Translate insights into design solutions: Partner with UX/UI, content, and development teams to design and implement test variations and experience enhancements.
- Drive personalization strategy: Develop segmentation and personalization approaches that tailor experiences to key consumer cohorts.
- Lead cross-functional alignment: Collaborate with marketing, merchandising, analytics, and technology teams to integrate CRO into campaigns and broader digital roadmap.
- Deliver performance insights: Establish reporting cadences and communicate test results, learnings, and recommendations to stakeholders and leadership.
- Ensure technical execution excellence: Oversee testing tools, tagging, QA, and platform integrations to ensure accuracy and scalability.
- Champion experimentation culture: Embed a test-and-learn mindset across the organization, driving continuous improvement and measurable ROI.
Benefits
- Annual incentive plan
- Sales incentive
- Commission potential
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What This Job Offers
Job Type
Full-time
Career Level
Manager
Education Level
No Education Listed
