Manager, CRO & Digital Experience

Vans is the original brand rooted in the authentic lifestyle of skateboarding. We are driven by our mission to inspire and empower everyone to live “Off The Wall” – embracing the youthful spirit of freedom, non‑conformity, and relentless progression. This role is a hybrid position, working 3 days a week in our Costa Mesa, CA headquarters.

The Manager, CRO & Digital Experience leads the strategy and execution of conversion rate optimization and digital experience design across the eCommerce journey. This role owns end‑to‑end experimentation (A/B and multivariate testing), using data, consumer insights, and UX best practices to continuously improve site performance and customer experience. Reporting directly into the Head of eCommerce for the AMER Region, this role partners closely with Digital Technology, Analytics, UX, Marketing, and Site Merchandising.

• Own the experimentation lifecycle:
  Lead end‑to‑end A/B and multivariate testing, from hypothesis development through execution, analysis, and rollout.
• Build and prioritize a testing roadmap:
  Develop a data‑driven roadmap aligned to business goals, consumer insights, and revenue opportunities.
• Optimize the digital customer journey:
  Identify friction points across the funnel and deliver actionable recommendations to improve conversion and engagement.
• Elevate digital design and UX:
  Guide the creative direction and usability of the eCommerce experience, ensuring intuitive, high‑quality, on‑brand consumer interactions.
• Translate insights into design solutions:
  Partner with UX/UI, content, and development teams to design and implement test variations and experience enhancements.
• Drive personalization strategy:
  Develop segmentation and personalization approaches that tailor experiences to key consumer cohorts.
• Lead cross‑functional alignment:
  Collaborate with marketing, merchandising, analytics, and technology teams to integrate CRO into campaigns and the broader digital roadmap.
• Deliver performance insights:
  Establish reporting cadences and communicate test results, learnings, and recommendations to stakeholders and leadership.
• Ensure technical execution excellence:
  Oversee testing tools, tagging, QA, and platform integrations to ensure accuracy and scalability.
• Champion experimentation culture:
  Embed a test‑and‑learn mindset across the organization, driving continuous improvement and measurable ROI.

We all have unique skills that we bring to work and celebrate every day. For this role, there are foundation skills you’ll need to succeed and excel. Additionally, while formal education in a related field is great to have, we are most interested in your 5‑7+ years of experience and professional achievements.

• CRO & experimentation expertise:
  Strong command of A/B testing, multivariate testing, and structured experimentation frameworks.
• Data‑driven decision making:
  Ability to analyze user behavior and translate data into clear, actionable insights and recommendations.
• UX & digital design fluency:
  Deep understanding of user‑centered design, usability principles, and digital content execution.
• Ecommerce & funnel knowledge:
  Expertise in site performance drivers, conversion levers, and customer journey optimization.
• Technical acumen:
  Experience with testing platforms (e.g., Optimizely), analytics tools (GA4, Quantum Metric), Figma, and basic front‑end (HTML/CSS).
• Cross‑functional leadership:
  Proven ability to influence and collaborate across design, tech, marketing, and merchandising teams.
• Storytelling & communication:
  Strong ability to present insights, design rationale, and recommendations to stakeholders at all levels.
• Program & roadmap management:
  Skilled at prioritizing initiatives, managing multiple work streams, and delivering against deadlines.
• Growth mindset:
  Curiosity and continuous improvement orientation, with a focus on driving measurable business impact.

Hiring Range: $90,720.00

USD – $USD annually.

Incentive Potential:
This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. Specific details of the additional…