Senior Conversion Rate Optimization Specialist

**About Winona**:
Winona is one of the leading telemedicine companies providing HRT for women in menopause. We’ve built all of our technology in house including an EHR, patient care admin system, patient portal, website, marketing technology etc. Winona has two compounding pharmacies and a team of in house physicians providing world-class care via a fully vertically integrated business model.

**About the role**:
**Seniority Level**:Senior-level

**Responsibilities**:
Landing Page Index Management
- Maintain and oversee the company’s active landing page index, ensuring all pages are up-to-date, aligned with campaign goals, and optimized for performance.
- Track and document changes, versioning, and performance metrics for all landing pages.
- Identify underperforming pages and recommend retirement, consolidation, or enhancement strategies.

Spend Tracking & ROI Analysis
- Monitor and analyze marketing spend (e.g., paid ads, PPC campaigns) directed to landing pages, ensuring efficient allocation and maximizing return on investment (ROI).
- Collaborate with the paid media team to align spend with high-performing pages and tests.
- Provide regular reports on spend efficiency and its impact on conversion outcomes.

Web Traffic & Usability Analysis
- Leverage tools like GA4, Mixpanel, Clarity, and Hyros to analyze web traffic patterns, user behavior, and conversion funnels across landing pages.
- Conduct on-page usability assessments (e.g., heatmaps, session recordings) to identify friction points, drop-off areas, and opportunities for improvement.
- Translate insights into actionable recommendations for design, content, or functionality enhancements.

Experimentation & Testing Ownership
- Design, prioritize, and execute A/B tests, multivariate tests, and other experiments using Optimizely.
- Develop hypotheses based on data analysis and industry best practices, ensuring tests are statistically valid and aligned with business objectives.
- Analyze test results, present findings to stakeholders, and implement winning variations.

Strategic Optimization
- Develop and execute a CRO roadmap to continuously improve conversion rates across landing pages and key user journeys.
- Stay ahead of CRO trends, tools, and methodologies to recommend innovative solutions and keep our optimization efforts cutting-edge.
- Partner with UX/UI designers, developers, and content creators to implement enhancements efficiently.

Cross-Functional Collaboration
- Work closely with marketing, product, and development teams to ensure landing page strategies align with broader company goals.
- Communicate insights, test outcomes, and recommendations clearly to both technical and non-technical stakeholders.

Performance Reporting
- Build and maintain dashboards to track landing page performance, conversion metrics, and test results.
- Deliver regular updates and presentations to leadership on CRO impact, including KPIs like conversion rate, cost per acquisition (CPA), and revenue lift.

**Qualifications**:

- Experience: 5+ years in CRO, digital marketing, or a related field, with at least 2 years in a senior or lead role managing landing page optimization or experimentation programs.
- Technical Skills:

- Proficiency with CRO tools (specifically Optimizely).
- Advanced knowledge of web analytics platforms (specifically Google Analytics and Mixpanel).
- Familiarity with usability tools (specifically Clarity and Hyros).
- Basic understanding of HTML/CSS/JavaScript for troubleshooting or collaborating with developers.
- Analytical Skills: Strong ability to interpret data, identify trends, and translate insights into actionable strategies.
- Project Management: Proven track record of independently managing complex projects with mínimal oversight, delivering results on time.
- Communication: Excellent verbal and written skills, with experience presenting data-driven insights to diverse audiences.
- Mindset: Self-starter with a proactive, curious, and results-oriented approach to optimization.

**Key Performance Indicators (KPIs)**:

- Increase in overall conversion rates across managed landing pages.
- Improved ROI on paid spend directed to landing pages.
- Successful execution of a consistent testing cadence (e.g., X tests per quarter).
- Reduction in bounce rates or user friction points based on usability enhancements.

**Nice-to-Haves**:

- Experience with paid media platforms (e.g., Google Ads, Meta Ads) for deeper spend analysis.
- Certification in CRO or analytics (e.g., Google Analytics Individual Qualification, CXL Institute).
- Knowledge of SEO principles to complement organic traffic optimization.
- Familiarity with Figma.

**Tools**:

- Optimizely
- Google Analytics (GA4)
- Mixpanel
- Clarity
- Hyros
- Basic HTML/CSS/JavaScript

**What’s in it for you?**

As a full-time member of our team, you’ll enjoy:

- Flexible hours, work wherever you choose.
- Unlimited PTO.
- Non-working holidays per country of residence.
- Pro-rated 13th-mont