• Execute a CRO roadmap built on data, insights, and hypotheses in close collaboration with the CRO Director. • Independently configure, implement and QA experiments using Adobe Target and personalization tools like VWO; including front-end-coding where needed. Collaborate with the web engineering team to scope and deliver more complex test variations, ensuring robust site tagging, and to resolve technical blockers. • Optimize pages and forms to improve full-funnel performance across digital touchpoints. • Use user research and data to inform test concepts and experiment variants. • Assess test feasibility and recommend execution approaches, balancing business priorities, resources and technical constraints. • Translate UX strategies and wireframes into test-ready variants. • Work with Marketing Analytics team to define and create audiences • Build, QA, and launch personalization experiments in coordination with cross functional teams/initiatives. • Define, monitor, and analyze success metrics for all experiments, ensuring proper data validation and instrumentation for robust experiment tracking. • Share test results and insights with Marketing and cross-functional partners. • Manage testing timelines and backlog. • Work with site authors to ensure winning variants are implemented and scaled across the site, documenting outcomes and lessons learned.

• Audit funnels with GA4, Hotjar, and Clarity; identify drop‑offs. • Draft hypotheses, set success thresholds, and launch A/B or MVT tests with VWO (or your preferred tool). • Coordinate lightweight dev tweaks (HTML/CSS) when needed. • Turn every test result—win **or** learn—into snackable content for emails, posts, and webinars. • Report wins & next steps to our Service Development Manager in a weekly 30-minute checkpoint (held between 8 a.m.–12 p.m. ET).

• Own the 'Always-On' experimentation roadmap for the Degree and Executive Education portfolio. • Serve as the primary CRO partner to the Paid Media team. • Analyze traffic performance by channel to identify underperforming segments. • Translate quantitative and qualitative insights into robust, testable hypotheses. • Establish clear success criteria for high-value tests. • Present weekly & monthly performance updates to Marketing and Product leadership.

• Develop and own the holistic CRO roadmap for both Paid Landing Pages (PLPs) and Organic website pathways. Your primary goal is to increase the yield (Session-to-Lead) from our acquisition traffic. • Establish and govern the testing prioritization framework (e.g., PIE/RICE) to ensure resources are focused on high-impact, high-confidence experiments that drive measurable revenue growth. • Partner with Martech to assess and optimize the experimentation stack (e.g., Optimizely, GA4), ensuring we have the technical capability to deploy complex personalization and multivariate tests at scale. • Partner closely with the Director of Marketing Strategy & Analysis to validate that testing priorities address the highest-value business risks. • Collaborate deeply with Paid Media leadership to ensure landing page strategies align with media buying objectives. • Act as the strategic bridge between Marketing and Product. • Directly manage the CRO Strategy Leads (Sr. Managers) and Web Production/Ops team. • Oversee the velocity and quality of the testing pipeline. • Accountable for key top-of-funnel conversion metrics (Session-to-Lead, Lead-to-Enroll).