FIND_THE_RIGHTJOB.

Senior CRO Analyst

United States

Established in 2021, Independence Pet Holdings is a corporate holding company that manages a diverse and broad portfolio of modern pet health brands and services, including insurance, pet education, lost recovery services, and more throughout North America.

We believe pet insurance is more than a financial product and build solutions to simplify the pet parenting journey and help improve the well-being of pets. As a leading authority in the pet category, we operate with a full stack of resources, capital, and services to support pet parents. Our multi-brand and omni-channel approach include our own insurance carrier, insurance brands and partner brands.

PetPlace, a subsidiary of IPH, is building a digital first pet e-commerce platform with the aim of connecting key market services such as adoption, lost pet and insurance to make pet care easy.

Job Summary:

PetPlace is seeking a strategic and technically adept Sr. Conversion Rate Optimization (CRO) Analyst to own and drive optimization initiatives that enhance user experience, improve customer journeys, and maximize business performance across our digital properties. This role is accountable for key site conversion metrics and performance outcomes. The ideal candidate combines marketing expertise, customer insight, and technical fluency, with the ability to translate data into cohesive stories and actionable recommendations for leadership. This individual will partner closely with Product, Development, and Marketing within the Experience team.

Location: Remote

Main Responsibilities:

Conversion Strategy & Ownership

Own and be accountable for key conversion rates and related performance metrics across the site.

Develop, prioritize, and execute the end-to-end A/B and multivariate testing process, including strategy, design, execution, QA, analysis, and reporting.

Deliver clear, actionable recommendations from testing and continuously evolve testing roadmaps.

User Flow Mapping & Data Storytelling

Map end-to-end customer journeys and user flows with data, identifying drop-off points and friction areas.

Synthesize findings into a cohesive narrative that explains what’s happening, why it matters, and what should be done next.

Present insights and recommendations to Marketing, Product, and executive stakeholders in a compelling, data-driven way.

Apply learnings and expertise in feature development workshops.

Customer Research, Sentiment & Voice of Customer (VoC)

Manage and analyze data from customer sentiment tools (e.g., surveys, call center transcripts, session recordings, site feedback).

Update and maintain customer personas and journey maps, ensuring they reflect evolving customer behaviors and needs.

Incorporate customer feedback and sentiment into optimization strategies and testing priorities.

Performance Measurement & Analytics

Define and monitor KPIs for newly implemented features, tracking business impact with rigor.

Build performance dashboards and deliver executive-ready reports to highlight progress, trends, and opportunities.

Collaboration & Leadership

Serve as the organization’s CRO subject matter expert and thought leader.

Provide strategic guidance to Marketing, Product, and Web Development teams on optimization and digital performance.

Stay current with CRO best practices, tools, and emerging trends, bringing innovative approaches to the team.

Basic Qualifications:

7+ years of experience in CRO, digital marketing, web analytics, or related fields, with demonstrated ownership of conversion and performance metrics.

Proficient understanding of how different sources of traffic or audience types impact conversion.

Ability to identify personalization opportunities by audience in order to produce the best conversion outcomes.

Proven experience leading A/B and multivariate testing programs end-to-end.

Proficiency in analytics and CRO tools (Google Analytics, Adobe Analytics, Optimizely, Adobe Target, VWO, etc.).

Strong background in customer research, persona development, and journey mapping.

Familiarity with customer sentiment/VoC platforms (Qualtrics, Medallia, Hotjar, etc.).

Working knowledge of HTML, CSS, and JavaScript to support QA and troubleshooting.

Exceptional analytical and storytelling skills with the ability to distill complex data into clear, compelling insights for senior stakeholders.

Excellent leadership, collaboration, and communication skills with the ability to influence across functions.

Preferred Qualifications:

Experience with advanced experimentation platforms (e.g., Statsig) and survey tools (SurveyMonkey, Qualtrics, Medallia).

Background in SEO, paid media, or marketing automation.

Experience with personalization and recommendation of engines.

Familiarity with Agile workflows and collaboration tools (e.g., Jira, Confluence, Trello).

#petplace

#IPG

All of our jobs come with great benefits including healthcare, parental leave and opportunities for career advancements. Some offerings are dependent upon the location of where you work and can include the following: