Senior Manager, Conversion Rate Optimization

The Opportunity

Reporting to the Director of Digital Experience, the Senior Manager, Conversion Rate Optimization is a player-coach who combines hands-on optimization expertise with cross-functional team leadership. This role owns Chartwell's user experience, content implementation, and analytics strategy – transforming data from business systems, marketing channels, and integrated platforms into insights that power always-on testing, personalization, and conversion optimization, delivering measurable improvements across UX, content, SEO, campaigns, automation, and development.

By closing the gap between insights and execution, the Sr. Manager, CRO will build a disciplined, scalable optimization program that accelerates test velocity, deepens personalization, and delivers sustained gains in lead quality, booked tours, and move-ins, leveraging Chartwell's full MarTech stack. Balancing strategic vision with technical fluency and people leadership, this role will set the roadmap, manage a high-performing team, and combine leadership with hands-on execution – designing experiments, troubleshooting, and collaborating across analytics, development, and content to elevate Chartwell's optimization capabilities from tactical to transformational.

KEY ACTIVITIES

     Leadership & Strategy

• Define and own the enterprise CRO roadmap, aligning optimization initiatives with Chartwell's move-in and revenue growth objectives. 
• Own the digital analytics and measurement strategy, ensuring data from multiple systems and channels is integrated, governed, and transformed into actionable insights.
• Translate insights into prioritized CRO initiatives that consistently deliver measurable lift in lead quality, booked tours, and move-ins.
• Continuously benchmark competitor conversion strategies and industry best practices to ensure Chartwell stays ahead of evolving market expectations.
• Partner cross-functionally with marketing, sales, operations, and IT to ensure alignment and impact.
• Champion a culture of evidence-based decision-making, experimentation, and continuous optimization.
• Build team capability in CRO, personalization, and data-driven optimization through ongoing training and knowledge-sharing.
• Scale CRO learnings across campaigns, regions, and functions by standardizing governance and providing insights and playbooks for adoption beyond digital.

Analytics & Insight Activation

• Translate data signals from analytics and performance tools into actionable insights that drive UX, UI, content, SEO, and web development priorities.
• Connect funnel performance, attribution, and test results into clear insights, prioritized experiments, and measurable optimization across the funnel.
• Build a repeatable loop where analytics findings feed directly into the CRO backlog and structured testing roadmap.
• Establish frameworks to translate KPIs into test hypotheses, personalization strategies, and journey improvements.
• Integrate behavioral and qualitative insights (behavior tracking, heatmaps, usability studies, surveys) with quantitative analytics to identify friction points and prioritize CRO opportunities.
• Analyze funnel performance, including entry/exit pages, bounce rates, visit depth, and channel/source segmentation, to improve conversion efficiency across acquisition paths.
• Map and optimize end-to-end digital journeys across web, content, paid, chatbot, email, and nurture flows.
• Measure and improve handoff effectiveness between digital channels (web, email, forms, chatbot) and offline sales touchpoints (call center, tours).
• Apply incrementality testing and predictive conversion models to isolate CRO impact, prioritize high-value segments, and validate true lift.

Optimization & Personalization

• Establish and manage a disciplined A/B and multivariate testing cadence, moving beyond ad-hoc testing to structured, scalable programs.
• Build and prioritize a hypothesis-driven backlog of CRO opportunities across UX, forms, journeys, and content.
• Design and oversee personalization strategies in Sitecore/Eloqua, delivering tailored experiences by segment, persona, region, and funnel stage.
• Govern technical SEO foundations that impact optimization, including schema, metadata, page speed, sitemaps, , canonical tags, and indexation.
• Partner with content and design teams to drive structured content testing, copy/creative variant generation, and multivariate landing page optimization.
• Own chatbot CRO by testing conversational flows, reducing drop-offs, and improving lead capture within the overall journey.
• Enable personalization at scale through rules engines, branching logic, geo-targeting, and advanced audience segmentation.
• Translate engagement signals (drop-offs, velocity, CTA performance) into prioritized experiments and measurable improvements.
• Lead end-to-end form and lead flow optimization, including progressive profiling, error handling, CRM integration, and mobile experience.

Key Requirement

Education:

• A university degree in a relevant field of study.

Experience:

• 8+ years of digital marketing leadership experience spanning strategy development, digital analytics, customer acquisition, UX design, and website development.
• 5+ years of hands-on experience in digital optimization, analytics, personalization, or CRO within a performance-driven marketing or enterprise environment.
• Hands-on background in digital experimentation tools, analytics platforms, and CMS/marketing automation systems.
• Proven success designing and scaling A/B/MVT testing and personalization programs.
• Advanced proficiency in web and marketing analytics platforms, with a focus on translating data into business impact.
• Proven experience leading cross-functional teams, managing both direct and indirect reports, and fostering a culture of coaching, employee engagement, and high performance.

Skills & Abilities:

• Strong expertise in CRO, UX testing, personalization frameworks, and data-driven journey design.
• Technical fluency with web development workflows, data integrations, and MarTech platforms.
• Deep knowledge of digital analytics ecosystems and data integration with the ability to connect platforms and leverage predictive models and AI-driven insights to optimize performance.
• Proven ability to balance strategic vision with hands-on execution ("player-coach"), making data-driven decisions under tight deadlines.
• Strong stakeholder management and communication skills, including written, oral, and presentation abilities; able to influence at all levels of the organization.
• Effective people leadership with a coaching mindset, and a commitment to developing others.
• Highly organized, detail-oriented, and analytical, with strong decision-making and prioritization capabilities.
• Creative, innovative, and curious, with a relentless focus on measurable impact.
• Comfortable balancing enterprise-scale discipline with lean, experimental agility.
• Collaborative and adaptable, able to lead through influence as well as direct management.
• Experience with agile methods, backlog prioritization, and iterative testing cycles.

Special Requirements

• Criminal reference check required