Manager - Digital Experience & CRO

Job Summary

The role will be responsible for managing and optimizing all marketing-owned digital assets, including landing pages, program pages, website content, forms and associated user experiences.

The role will act as the business owner for digital experiences, partnering with Marketing, Sales, Marcom, Content, Creative, IT, Analytics and Agency teams to ensure that digital assets support business objectives, provide a superior user experience and continuously improve conversion performance.

This is a business ownership and project management role focused on driving conversion improvements through better digital experiences, rather than a design, development, or campaign execution role.

Key Responsibilities

1. Digital Asset Ownership

• Own the inventory of marketing landing pages, program pages and website assets.
• Ensure all digital assets remain updated, accurate and aligned with current business priorities.
• Manage content updates, page enhancements and website improvement initiatives.
• Conduct periodic audits to identify usability, content and performance gaps.
• Maintain consistency across digital experiences from a user and brand perspective.

2. Business Requirement Management

• Gather requirements from Marketing, Sales and other stakeholders.
• Translate business objectives into detailed execution briefs.
• Define project scope, objectives, timelines and success metrics.
• Prioritize requests based on business impact and urgency.
• Ensure stakeholder alignment throughout project lifecycles.

3. Cross-Functional Execution & Project Management

• Coordinate with Creative, Content, IT, Analytics, Marcom and Agency partners.
• Track project progress, dependencies and risks.
• Drive timely execution of website and landing-page initiatives.
• Escalate delays and blockers proactively.
• Maintain project visibility through defined project management processes and tools.

4. Conversion Rate Optimization (CRO)

• Analyze landing page and website performance metrics.
• Identify user drop-offs, conversion challenges and optimization opportunities.
• Recommend improvements across messaging, information hierarchy, page layouts, forms and calls-to-action.
• Design and execute A/B tests and optimization initiatives.
• Scale successful experiments across applicable digital assets.

5. Analytics & Insights

• Monitor performance of key web assets and conversion journeys.
• Create dashboards and reports to track performance.
• Generate insights and recommendations for business stakeholders.
• Measure business impact of enhancements and optimization initiatives.

6. Governance & Quality Assurance

• Develop and maintain launch checklists and digital asset governance processes.
• Ensure tracking, analytics tagging and form functionality are implemented correctly.
• Validate quality before launches and updates.
• Maintain documentation of changes, experiments and key decisions.

Experience

• 3-7 years of experience in Digital Marketing, Website Management, CRO, Marketing Operations, Digital Project Management or related areas.
• Experience managing websites, landing pages or digital experience projects.
• Exposure to analytics, conversion optimization and stakeholder management.

(Preferred Industry Exposure: EdTech/Higher Education/Consumer Internet/D2C/SaaS)

Skills & Competencies

Functional Skills

• Website & Landing Page Management
• Conversion Rate Optimization (CRO)
• Google Tag Manager, Google Analytics (GA4)
• User Journey Analysis, Heatmaps, tools like HotJar, MS Clarity;
• A/B Testing
• Requirement Gathering & Documentation
• Project Management
• CMS Familiarity
• Basic SEO Understanding

Behavioral Skills

• Strong Ownership Mindset
• Structured Problem Solving
• Stakeholder Management
• Cross-Functional Collaboration
• Data-Driven Decision Making