Senior Manager – Site Experience, CRO & Testing Full Time

The Senior Manager, Site Experience, Conversion Rate Optimization, & Testing is responsible for overseeing the brand site experience; leading on-site experience to create a cohesive consumer journey that optimizes site engagement, product discovery, conversion, and overall consumer experience across Travismathew.com and Travismathew.ca. This individual will lead the process of creating a best-in-class consumer and brand experience through the creative presentation of relevant content, informed by customer behavior, performance insights, and business priorities.

Additionally, the Senior Manager, Site Experience & CRO is responsible for driving and optimizing the testing and personalization program for the ecommerce business. Will serve as the CRO subject matter expert and collaborate cross-functionally to improve conversion rate, revenue per user, engagement, and Net Promoter Score. This individual will create and execute testing, personalization, and optimization strategies, partnering closely with eCommerce leadership to ensure successful implementation, optimization, measurement, and reporting.

This role will also provide oversight and support for key site operations, including product activation, site readiness, and third-party applications (including Product Information Management Tool), while partnering closely with Digital Product and Development teams on site updates, releases, and issue resolution. The Senior Manager will balance strategic leadership with hands-on execution to ensure a consistent, high-quality site experience aligned with brand and business objectives.

Site Experience, Conversion Rate Optimization, & Testing

• Lead and plan short- and long-term strategy and execution of the site experience to drive the ecommerce business while ensuring a best-in-class customer experience. Shopify Experience is a must.
• Own the end-to-end consumer journey across homepage, PLPs, PDPs, cart, and checkout, with a focus on usability, product discovery, and storytelling
• Drive conversion rate optimization efforts focused on improving conversion rate, revenue per user, add-to-cart rate, and overall engagement
• Develop, manage, and maintain a comprehensive A/B and multivariate testing roadmap, including hypothesis development, prioritization, execution, and learnings
• Lead a robust testing and personalization program, executing 100+ tests annually with an emphasis on meaningful performance lift
• Partner with Graphic Design and Front-End Development to develop UX concepts, wireframes, and testable experiences that enhance the consumer journey
• Analyze customer behavior and engagement to inform experience decisions and optimization strategies
• Leverage insights from Google Analytics, ContentSquare / Quantum Metric, and Dynamic Yield to identify friction points, trends, and opportunities
• Translate quantitative and qualitative insights into clear recommendations that guide site experience, testing priorities, and business decisions
• Analyze test results and site performance, reporting findings and recommendations to ecommerce leadership and cross-functional partners
• Stay current on ecommerce and site experience trends, competitive landscapes, and emerging best practices

Site Operations & Platform Support

• Provide oversight and support for ongoing site operations to ensure site stability, readiness, and executional excellence
• Partner closely with Digital Product on site updates, releases, and enhancements
• Collaborate with Development and cross-functional teams to support issue resolution and post-release improvements
• Lead product data, activation and on-site readiness process through Product Information Management Tool
• Contribute to process improvements that support efficient execution of site updates, launches, and promotions

Third-Party Tools & Partnerships

• Manage third-party platforms that support site experience, optimization, and testing initiatives
• Oversee day-to-day relationships and performance across key tools, including:
  • Dynamic Yield (Testing & Personalization)
  • SearchSpring (Search & Merchandising)
  • Rebuy (Cart & Product Recommendations)
  • ContentSquare / Quantum Metric (Behavioral Analytics)
  • Pixlee (User Generate Content & Social Proof)
  • Akeneo (Product Information Management System
  • Bazaarvoice (Rating & Reviews)
  • TrueFit (Size & Fit Tool)
  • Qualtrics (NPS & Consumer Sentiment Tool)
  • GiveX (Gift Cards)
  • Next Tools (SupaEasy Discount Engine)
  • AfterPay, PayPal, ApplePay (3rd Party Payment Tools)
• Participate in the evaluation and selection of new tools and capabilities to support site experience and business goals

TECHNICAL COMPETENCIES (Knowledge, Skills & Abilities)

• Strong experience managing ecommerce site experience on Shopify Plus
• Proven expertise in CRO, A/B testing, and personalization tools (Dynamic Yield preferred)
• Experience with site search, merchandising, and recommendation platforms (SearchSpring, Rebuy preferred)
• Proficient in analytics platforms, including Google Analytics and ContentSquare / Quantum Metric
• Strong analytical skills with the ability to distill complex information into actionable insights
• Strong understanding of Product Information Management Tools & Product Set Up Process (Akeneo)
• Ability to conceptualize and communicate site experience and UX improvements
• Strong presentation, communication, and interpersonal skills
• Ability to manage multiple initiatives simultaneously and work effectively across teams
• Proficient in Microsoft Applications (i.e., Excel, PowerPoint, Word)
• Proficient in Google suite (i.e., sheets, slides, docs, gmail)
• Proficient in of CSS/HTML, preferred
• Ability to conceptualize, develop and implement new plans / strategies
• Ability to drive, influence and collaborate across numerous functional areas
• Ability to manage and mentor a team
• Ability to manage multiple projects simultaneously
• Strong analytical skills with the ability to efficiently distill complex information into strategic actionable recommendations
• Strong communication and decision-making abilities
• Strong organization, attention to detail and follow-up skills
• Strong presentation skills with the ability to lead large meetings with confidence
• Strong time management skills

EDUCATION AND EXPERIENCE

• Bachelor’s degree in Business, Computer Science, Economics or Marketing
• Minimum 6 years’ experience in product management, channel marketing, merchandising or brand activation in consumer durables industry
• Minimum 6 years’ experience in front end e-commerce content management tools (Magento, SAP Commerce, Shopify, Salesforce Commerce). Shopify Plus Preferred
• Minimum 7 years’ hands-on optimization / personalization party platform experience (Dynamic Yield, Adobe Target, etc.)

PHYSICAL REQUIREMENTS / WORK ENVIRONMENT (if applicable)

• Work is performed in a designated professional office workstation and environment.
• Extensive use of office equipment to include computer, calculator, copier, fax, and other business-related machines and software

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