Marketing, CRO Specialist – Testing and Optimization

Upbound Group•Plano, TX

About The Position

The Marketing, CRO Specialist – Testing and Optimization is a hands-on individual contributor responsible for turning personalization strategy into shipped, measured growth. The role owns the audience playbook, testing backlog, and day-to-day digital execution that make personalization consistent and effective across customer journeys. It does not own strategy or manage people. The specialist maintains organization-wide audience definitions and governance, partners with the Personalization & Testing Manager to turn strategy and roadmap into prioritized tests, and coordinates requests across marketing, product, customer experience, and analytics. The role designs, builds, quality-checks, and launches experiments and personalized experiences across web, app, and other assigned owned channels; measures results; and scales successful experiments into ongoing personalization. It also reports program impact and works with Creative Services on content variants and experiment readiness.

Requirements

4–6+ years in personalization, experimentation/CRO, lifecycle/CRM, or digital optimization roles, with a track record of shipping tests and personalized experiences.
Hands-on experience building and running A/B and multivariate tests and personalization campaigns on platforms such as Optimizely, Adobe Target, Dynamic Yield, or similar.
Working fluency with segmentation and CDPs, such as Salesforce Data Cloud, Segment, Sitecore, or Zeta Global, and ability to turn audience criteria into governed, production-ready segments.
Strong analytical skills and comfort pulling and interpreting data in GA4, Amplitude, Looker, or similar tools.
Knowledge of experimental-design fundamentals, including significance, guardrails, and holdouts.
Excellent documentation, organization, and cross-functional communication skills, with ability to run a backlog and keep partners aligned without day-to-day management support.
Ability to use AI tools responsibly while maintaining governance, privacy, accuracy, and brand standards.
Authorization to work for any employer in the U.S.; sponsorship or takeover of employment visa sponsorship is not available.

Nice To Haves

Experience in fintech, retail, eCommerce, or financial services.
Familiarity with identity and signal governance, event taxonomy, and data-quality practices that support personalization.
Experience with predictive segmentation or AI-assisted decisioning.
Front-end familiarity with HTML, CSS, or JavaScript for test QA and lightweight personalization builds.
Familiarity with SQL and Python for lightweight ETL workflows, exploratory data analysis, and data transformation.

Responsibilities

Maintain the enterprise audience playbook as the source of truth for segments, eligibility rules, signal sources, and naming and taxonomy.
Build, QA, and govern audiences and segments in the CDP and personalization platform, translating criteria into reliable, reusable production segments.
Enforce governance standards, including audience minimums, frequency and fatigue limits, signal hygiene, and quality reviews for high-impact rollouts.
Partner with CRM teams to enhance enterprise audience strategies and ensure personalization complements existing audience-building processes.
Partner with the Personalization & Testing Manager to translate strategy and roadmap into a prioritized, sequenced backlog of tests and use cases.
Run intake and triage for personalization requests from marketing, product, CX, and analytics, keeping stakeholders aligned on current and upcoming work.
Document hypotheses, decision logic, targeting rules, and outcomes to connect strategy with execution and retain learnings.
Identify high-impact personalization opportunities across the customer journey and work with cross-functional stakeholders to prioritize them.
Design, build, QA, and launch A/B, multivariate, and personalization campaigns across web, app, and other assigned owned channels.
Define success metrics, guardrails, and holdout or incrementality approaches for tests; analyze results and report lift with statistical rigor.
Scale winning experiments into durable always-on personalization with documented targeting and measurement expectations.
Track program-level conversion, engagement, and revenue impact and produce regular reporting connecting personalization activity to business growth.
Partner with Creative Services on personalization content strategy, content variant requirements, audience sizing, and traffic thresholds to support adequately powered experiments and targeted content.