Conversion Rate Optimization Director

Overview

The Conversion Rate Optimization Director is responsible for spearheading and optimizing student-facing digital experiences across landing pages, registration forms, engagement flows, and other digital-focused touchpoints. We’re looking for someone curious about why people convert, or why they don't.

This role sits within Growth Marketing and focuses on designing and optimizing student-facing digital experiences that drive engagement, application completion, and enrollment. You will act as the business owner of our student-facing digital conversion surfaces, owning the experience across university landing pages, forms, registration flows, product onboarding, and other key digital touchpoints. Partnering with Content, Product, Lifecycle Marketing, Partnerships, and  Enrollment, you will continuously improve conversion, simplify the student journey, and help ensure the supporting marketing technology and workflows enable scalable execution.

This is not a traditional design or production role. Success is measured by how digital experiences perform, how effectively they remove friction for students, and their measurable contribution to student enrollment growth across university partners.

What You'll Do

Digital Experience Optimization

• Own the optimization and performance strategy of landing pages, forms, registration experiences, product onboarding, and other conversion-focused experiences.

• Continuously evaluate the student journey to identify friction and improve conversion.

• Optimize page layouts, navigation, information hierarchy, buttons, calls-to-action, and mobile experiences.

• Ensure experiences are intuitive, accessible, and aligned with UX best practices.

• Apply strong visual and UX judgment to improve engagement and conversion outcomes.

• Collaborate with a web designer to improve UX and visual content block performance.

Conversion Optimization

• Design, develop, and summarize A/B tests to improve digital experiences.

• Analyze user behavior and performance data to identify optimization opportunities.

• Apply behavioral psychology, behavioral insights, and conversion best practices to improve decision making and reduce abandonment.

• Build and prioritize an experimentation roadmap based on business impact.

• Continuously improve lead capture, application completion, registration conversion, and enrollment yield.

• Identify friction points and develop scalable solutions to improve conversion rates.

• Improve experimentation cycles and implementation velocity across digital properties.

Experience Strategy

• Audit existing experiences and recommend improvements based on data, user feedback, and best practices.

• Partner with Product, Content, Growth Marketing, Lifecycle Marketing, and RevOps to simplify workflows and improve the end-to-end student journey.

• Conduct user research, usability testing, and customer feedback analysis.

• Recommend scalable solutions that balance the needs of students, university partners, and internal teams.

• Bring a product-oriented mindset to student acquisition and funnel optimization.

• Translate business growth objectives into digital experience and technical execution requirements.

• Contribute to both near-term conversion improvements and the long-term strategy for student-facing digital experiences.

Technical Marketing & Systems Oversight

• Serve as a technical contributor to the student acquisition experience and marketing experience stack.

• Understand what is possible across marketing systems and how integrations and production workflows function.

• Partner with Lifecycle Marketing and RevOps to oversee and improve integrations between Salesforce, Iterable, Duda, and other marketing systems.

• Help ensure tracking, attribution, workflows, and data flows are functioning accurately.

• Identify technical or system limitations that create friction in the student journey or slow experimentation.

• Recommend improvements that increase automation, scalability, and implementation velocity.

• Partner with technical teams to translate digital experience requirements into clear execution needs.

Analytics & Performance Management

• Monitor and report on funnel conversion metrics and performance trends.

• Develop actionable insights from user behavior, digital experience, and campaign data.

• Use data to prioritize experimentation opportunities and growth initiatives.

• Measure performance across student-facing digital touchpoints, including landing page conversion, application completion, registration conversion, and enrollment.

• Contribute to enrollment growth strategy through digital experience insights and recommendations.

University Partner Experience

• Manage landing page and digital experience requests from university partners.

• Ensure partner experiences remain accurate, accessible, and aligned with brand standards.

• Collaborate with the Content Marketing Manager to pair high-performing messaging with high-performing digital experiences.

• Recommend scalable solutions that balance the needs of students, university partners, and internal teams.

What We're Looking For

• 4+ years of experience in Conversion Rate Optimization, Digital Experience, UX, Growth Marketing, Product, Product Growth, or a related field.

• Experience optimizing and designing websites, landing pages, forms, registration flows, product onboarding, or digital conversion funnels.

• Strong understanding of user experience, mobile-first design, visual conversion principles, and accessibility best practices.

• Experience running A/B tests and translating analytics into actionable recommendations.

• Experience building and prioritizing experimentation roadmaps.

• Familiarity with behavioral psychology and what influences user decision making.

• Strong understanding of digital funnel analytics and performance metrics.

• Technical marketer mindset with experience working across integrated marketing systems.

• Familiarity with platforms such as Figma, Duda, Canva, Salesforce, Iterable, HubSpot, Marketo, Analytics, CrazyEgg, PostHog, or similar platforms.

• Ability to understand tracking, attribution, workflows, integrations, and data flows well enough to identify issues and define requirements.

• Experience conducting user research, usability testing, or customer feedback analysis.

• Strong analytical capability and the ability to turn ambiguous problems into clear opportunities and scalable solutions.

• A collaborative mindset with the ability to partner across Content, Product, Lifecycle Marketing, Partnerships, Enrollment, RevOps, Operations, and technical stakeholders.

• Strong communication, prioritization, and project ownership skills.

• Ability to independently shape strategy, identify opportunities, and develop solutions rather than relying on a predefined roadmap.

 

What Success Looks Like

• Increased landing page conversion rates.

• Improved application and registration completion rates.

• Reduced friction and abandonment across the student journey.

• Faster experimentation cycles and implementation velocity.

• More intuitive, accessible, and effective mobile experiences.

• Cleaner, more scalable system integrations and production workflows.

• A clear, prioritized experimentation roadmap tied to business impact.

• Stronger full-funnel enrollment performance.

• Measurable contribution to student enrollment growth across university partners.

• A scalable long-term vision for student-facing digital experiences.