Sr. Manager, Conversion Rate Optimization (CRO)

About the Role:

This is an exciting opportunity for a new Sr. Manager, Conversion Rate Optimization (CRO) to drive website and digital experience optimization for Milan Laser Hair Removal across the country. With 400+ locations nationwide, Milan is the category leader in laser hair removal, and this role will ensure our digital properties convert visitors into clients at the highest possible rate while delivering exceptional user experiences.

The Sr. Manager, CRO will own website optimization strategy, experimentation roadmaps, landing page performance, user experience improvement, and data-driven testing across all digital touchpoints. A key focus will be identifying conversion barriers, designing and executing rigorous A/B tests, and implementing winning variations that improve conversion rates and customer experience. You will work cross-functionally with IT, Performance Marketing, Creative, and Marketing Analytics teams to deliver measurable improvements in conversion performance that drive business growth.

This role will be central to Milan's next chapter of growth, systematically improving digital conversion rates and user experiences that turn website visitors into booked appointments.

Location: This is a 100% on-site role at our Omaha, NE office. Remote or hybrid arrangements are not available. Relocation assistance is available for qualified candidates.

Essential Functions:

CRO Strategy & Roadmap

• Define and evolve Milan's conversion rate optimization strategy, ensuring systematic testing and improvement across website, landing pages, and digital conversion paths.
• Lead the development of testing roadmaps based on company data, user research, competitive insights, and business priorities to maximize conversion impact.
• Identify conversion opportunities and friction points through quantitative analysis (analytics, UX tools, funnel analysis, heat maps) and qualitative research (user testing, surveys, session recordings).
• Prioritize testing initiatives based on potential impact, effort, traffic volume, and statistical feasibility to ensure efficient resource allocation and maximum ROI.
• Partner with cross-functional teams, especially IT, Performance Marketing, Creative, and Marketing Analytics, to ensure CRO strategy aligns with business objectives, marketing campaigns, and customer experience goals.
• Develop frameworks and methodologies for conversion optimization that balance short-term wins with long-term customer experience improvements.

Testing & Experimentation

• Design and execute rigorous A/B and multivariate tests across website pages, landing pages, and site forms.
• Own the end-to-end testing process from hypothesis development through test design, implementation, analysis, and rollout of winning variants.
• Develop clear hypotheses grounded in data, user insights, and conversion principles that articulate expected outcomes and success metrics.
• Ensure tests meet rigorous statistical standards including proper sample sizing, statistical significance thresholds, test duration, and validity requirements.
• Use testing platforms (Optimizely - preferred, VWO, Google Optimize, or similar) to build test variations, manage traffic allocation, and monitor test performance.
• Analyze test results to determine winners, understand user behavior patterns, and extract insights that inform future optimization efforts.
• Document test learnings and share insights across the organization to build institutional knowledge and CRO best practices.

Landing Page Optimization

• Own website page performance across all marketing channels, ensuring pages are optimized for conversion, user experience, and load speed.
• Analyze landing page performance by traffic source, campaign, audience segment, and device to identify optimization opportunities and tailor experiences.
• Work with Creative to develop landing page variations that test different value propositions, messaging angles, visual treatments, and page layouts.
• Optimize landing page elements including headlines, body copy, images/video, social proof, forms, CTAs, mobile experience, and page speed.
• Build landing page frameworks and templates that enable scalability while maintaining conversion performance and brand consistency.
• Partner with Performance Marketing to ensure landing pages align with ad messaging, audience targeting, and campaign objectives.

Website Optimization

• Drive conversion improvements across Milan's main website including homepage, service pages, location pages, pricing/offers, and booking flow.
• Analyze user journeys and conversion funnels to identify drop-off points, navigation issues, and opportunities to streamline the path to conversion.
• Test website elements including navigation, page layouts, content hierarchy, forms, booking widgets, trust signals, and calls-to-action.
• Optimize mobile experience, ensuring responsive design, fast load times, and mobile-specific conversion paths.
• Work with IT to implement winning test variants and develop and execute new tests or optimizations
• Ensure website changes maintain brand consistency, accessibility standards, and technical SEO best practices.

User Research & Insights

• Conduct qualitative and quantitative research to understand user behavior, motivations, pain points, and decision-making processes.
• Use analytics tools (Google Analytics/GA4), heat mapping (Hotjar, Crazy Egg), session recordings (Full Story), and user testing platforms to gather insights.
• Develop and deploy user surveys to collect voice-of-customer data that informs optimization priorities.
• Analyze customer journey data to understand how users navigate the site, where they encounter friction, and what drives conversion or abandonment.
• Synthesize research findings into actionable insights and recommendations that guide testing strategy and experience improvements.
• Create user personas and journey maps that help teams understand customer needs and design better experiences.

Performance Analysis & Reporting

• Monitor and report on conversion rate performance across all digital properties, traffic sources, campaigns, and user segments.
• Build dashboards and reporting systems that track key conversion metrics (conversion rate, form completion rate, bounce rate, time on page, booking rate).
• Conduct deep-dive analyses to understand conversion trends, diagnose performance issues, and identify optimization opportunities.
• Measure and communicate the business impact of optimization efforts including conversion lift, incremental revenue, and ROI of testing programs.
• Partner with Marketing Analytics to ensure proper tracking implementation, attribution modeling, and measurement of CRO initiatives.
• Develop performance frameworks that connect CRO metrics to broader business objectives and marketing KPIs.

Personalization & Segmentation

• Develop and implement personalization strategies that deliver tailored experiences based on traffic source, user behavior, location, device, or audience segment.
• Test personalized messaging, offers, and experiences that increase relevance and conversion for different audience types.
• Build segmentation strategies that identify high-value users and optimize experiences accordingly.
• Partner with Marketing teams to align personalization efforts with campaign targeting, audience strategies, and customer lifecycle stage.

Cross-Functional Collaboration

• Lead the weekly Website Steerco to identify new test ideas, recommend prioritizations based on impact and LOE and ensure clarity and communication in next steps and action items in partnership with the project managers.
• Partner with Performance Marketing teams (Paid Search, Paid Social) to optimize landing pages and ensure alignment between ad messaging and page experience.
• Work closely with Creative to develop test variations, provide data-driven feedback on creative performance, and balance aesthetics with conversion optimization.
• Collaborate with Marketing Analytics to design tests, analyze results, ensure measurement accuracy, and build reporting infrastructure.
• Partner with IT to implement tests, troubleshoot technical issues, and ensure site performance and functionality.
• Coordinate with Brand to ensure optimization efforts maintain brand integrity, messaging consistency, and quality standards.

CRO Best Practices & Enablement

• Build and evangelize CRO best practices, frameworks, and methodologies across the marketing organization.
• Educate stakeholders on conversion principles, testing methodology, statistical rigor, and data-driven decision making.
• Create documentation, playbooks, and templates that enable efficient test execution and knowledge sharing.
• Stay current on CRO trends, tools, techniques, and industry benchmarks to continuously improve Milan's optimization capabilities.
• Foster a culture of experimentation, learning, and continuous improvement where testing is embraced and data drives decisions.

Qualifications:

• High school education or equivalent (e.g., GED) required
• Bachelor's degree in Marketing, Statistics, Psychology, Business, or related field OR equivalent combination of education/experience combined (one year of experience equals one year of education) required
• Minimum of six years of experience in conversion rate optimization, A/B testing, user experience, or digital analytics with demonstrated results improving conversion performance required
• Proven track record designing and executing A/B tests with rigorous statistical methodology and measurable business impact required
• Deep expertise in testing platforms (Optimizely, VWO, Google Optimize, Adobe Target, or similar) and analytics tools (Google Analytics/GA4, heat mapping, session recording tools) required
• Strong understanding of statistical concepts including hypothesis testing, sample sizing, confidence intervals, and statistical significance required
• Experience optimizing websites and landing pages across multiple traffic sources, devices, and audience segments required
• Fluency in user research methodologies including usability testing, surveys, heat maps, session recordings, and customer feedback analysis required
• Understanding of web technologies (HTML, CSS, JavaScript basics) sufficient to communicate with developers and troubleshoot implementation issues required
• Strong analytical skills with ability to analyze data, identify patterns, extract insights, and translate findings into actionable recommendations required
• Excellent communication and presentation skills with ability to influence stakeholders and build consensus around data-driven decisions required
• Demonstrated ability to manage multiple concurrent tests and projects while maintaining quality, rigor, and timelines required
• Experience with personalization platforms, customer data platforms, or marketing automation tools preferred
• Knowledge of UX/UI design principles, accessibility standards, and mobile optimization best practices preferred
• Familiarity with multivariate testing, bandit algorithms, and advanced experimentation methodologies preferred
• Background in beauty, aesthetics, wellness, lifestyle, or multi-location consumer services strongly preferred

Benefits Include:

• Medical, dental, vision, disability and life insurance with in 30 days
• Unlimited PTO - work with your manager and take time as needed
• 7 paid holidays that we are closed
• $50 cellphone stipend paid out monthly
• 401k retirement plan with vested 4% employer match after 90 days
• Career advancement opportunities + Culture/environment
• Employees and their spouse or legal partner receive free laser hair removal services

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Other duties may be assigned.

We are deeply committed to attracting talented team members in the US from all backgrounds regardless of race, age, gender, ethnicity, religion, sexual orientation, disability status, or nationality. However, at this time, we are not sponsoring any Visas.

Equal Opportunity Employer