Conversion Rate Optimization Lead

Job Description

The Conversion Rate Optimization (CRO) Lead is responsible for driving measurable improvements across Ritchie Bros. digital customer journeys, helping turn website traffic and marketing investment into higher engagement, conversions, leads, bids, and revenue.

The Conversion Rate Optimization (CRO) Lead is responsible for driving measurable improvements across Ritchie Bros. digital customer journeys, helping turn website traffic and marketing investment into higher engagement, conversions, leads, bids, and revenue.

This role combines growth marketing, customer experience, analytics, experimentation, UX, and technical web development to identify opportunities, develop hypotheses, prioritize initiatives, design and launch experiments, and scale winning experiences across RB Global websites.

The CRO Lead will develop a deep understanding of customer behavior across the full digital journey—from acquisition and landing-page experience through account creation, item discovery, bidding, purchasing, selling, and lead generation. The role will use quantitative and qualitative data to identify friction, understand customer intent, and continuously improve the digital experience.

The ideal candidate is a data-driven growth marketer with strong UX instincts and technical web skills. They do not need to be a full-stack developer, but must be comfortable working with HTML, CSS, JavaScript, analytics platforms, experimentation tools, CMS platforms, and modern AI-assisted development tools.

The CRO Lead will also act as a strategic thought partner to Marketing, Product, Technology, Analytics, and other channel owners, helping establish a culture of continuous experimentation and optimization across RB Global.

• Develop and lead the CRO and experimentation strategy across key RB Global digital experiences.
• Identify, evaluate, and prioritize optimization opportunities based on business impact, customer behavior, analytics, research, and organizational priorities.
• Develop clear, data-driven hypotheses and experimentation plans aligned to business objectives and customer needs.
• Lead A/B, multivariate, personalization, and other experimentation programs from hypothesis through analysis, implementation, and scaling.
• Establish testing frameworks, methodologies, documentation, and best practices that can be adopted across Marketing and Product teams.
• Ensure experiments are properly designed, measured, analyzed, and documented, including consideration of statistical validity and test integrity.
• Build a continuous optimization roadmap that balances quick wins with larger strategic opportunities.

• Use GA4, behavioral analytics, customer data, experimentation results, and other data sources to identify conversion opportunities and customer friction.
• Analyze customer journeys and conversion funnels across acquisition, landing pages, account creation, item views, watchlists, bids, purchases, selling, and lead-generation experiences.
• Translate complex data into clear, actionable recommendations for marketing, product, technology, and business stakeholders.
• Partner with Analytics and Data teams to develop reliable measurement frameworks and establish clear sources of truth.
• Develop and maintain dashboards, reporting, and performance frameworks that demonstrate the business impact of CRO initiatives.
• Combine quantitative and qualitative insights, including behavioral data, customer feedback, session recordings, usability research, and other research methodologies.

• Lead UX thinking for conversion-focused landing pages and digital experiences.
• Develop customer-centric page structures, journeys, messaging, calls-to-action, and interaction patterns designed to improve conversion.
• Partner with designers and marketing teams to translate insights and hypotheses into compelling digital experiences.
• Ensure conversion-focused experiences align with RB Global brand standards, accessibility requirements, and broader customer experience principles.
• Identify friction and opportunities across the customer journey and recommend improvements beyond individual landing pages.

• Use experimentation and personalization platforms to build, configure, launch, and manage website experiments and customized experiences.
• Develop and modify web experiences using HTML, CSS, JavaScript, and other relevant web technologies.
• Work with CMS, personalization, analytics, CDP, tag-management, and marketing technology platforms to implement optimization initiatives.
• Use modern development and AI-assisted coding tools to accelerate prototyping, experimentation, analysis, and implementation.
• Partner with Engineering, Product, and IT teams when initiatives require more complex technical development or platform changes.
• Understand modern web architecture, APIs, responsive design, performance, accessibility, and tracking sufficiently to identify…