Senior Conversion Rate Optimization Specialist

Johnson Outdoors•Elmwood Park, WI

About The Position

The Senior Conversion Rate Optimization Specialist leads the execution of CRO strategy, development, testing, analysis, and optimization of high-performing landing pages, particularly those supporting paid media traffic, to optimize the consumer purchase journey. Serves as a subject-matter expert in post-click optimization, translating data, consumer insights, and testing to drive measurable conversion and revenue growth. Operates with a high degree of autonomy and partners closely with various Digital Commerce team members to maximize return on marketing investment.

Requirements

Typically requires a bachelor’s degree in marketing, business administration or equivalent.
Typically requires a minimum of 5 years of experience in conversion rate optimization, DTC marketing, or digital optimization with significant ownership of landing pages.
Demonstrated success improving conversion performance for paid media traffic through structured experimentation.
Advanced analytical skills with the ability to translate data into strategic recommendations.
Hands-on experience with Content Management System (CMS) platforms, landing page builders, basic HTML/CSS, analytics, testing, and CRO tools (e.g., GA4, Optimizely, Hotjar/FullStory).
Strong understanding of post-click optimization, UX principles, and persuasion frameworks.
Very good communication skills with experience presenting results to senior stakeholders.
Experience in mid- to large-scale DTC eCommerce environments working on multiple brand sites simultaneously.
Experience partnering directly with Paid Media, Analytics, and other marketing channel teams.
Knowledge of accessibility and web performance best practices.

Responsibilities

Owns and leads landing pages end-to-end including strategy, execution and optimization for paid media, campaign, and evergreen DTC experiences, developing frameworks aligned to traffic source, user intent, funnel stage and campaign objectives.
Defines data‑driven page‑level hypotheses and ensures landing pages balance conversion performance with brand standards, usability, and accessibility.
Partners with creative agencies, Digital Merchandising and Content teams to build, launch and quality check landing pages efficiently.
Provides CRO-driven direction on page layout, messaging hierarchy, visuals, forms, Call to Actions (CTAs), and User Experience (UX) patterns, and ensures accurate analytics implementation through validated pixel tracking and event tagging.
Leads and plans A/B and multivariate landing page tests for paid media and high‑impact DTC experiences, prioritizing experiments through structured frameworks and defined hypotheses while ensuring strong test design, statistical rigor, and clearly defined success metrics.
Analyzes landing page and test performance, evaluates conversion and efficiency metrics for paid traffic, and shares insights and recommendations to support ongoing optimization and marketing decisions.
Continuously optimizes landing page experiences based on test results, media performance, and consumer behavior, applying best practices in mobile‑first design, page speed, accessibility (WCAG), and usability to identify scalable CRO patterns and drive ongoing improvement.
Serves as the CRO subject‑matter expert for paid media post‑click experiences, partnering with leaders and analytics to align landing page execution to channel goals and ensure accurate measurement and reporting of CRO impact.
Performs other duties as assigned.

Benefits

competitive base salary with additional earning potential through participation in the management bonus program
eligibility for annual pay increases
generous Paid Time Off and holiday benefits
a full benefits package
broad range of employee support and fitness and wellness plans
performance development and training opportunities
tuition assistance program
fun company events
great employee discounts on all our outdoor recreational products
401(k) with company match
deferred retirement contributions
Sons & Daughters Scholarship program
college savings program
life and LTD insurance