CRO/UX Strategist

Job Description

Job Description

About Culligan Quench

Culligan Quench’s purpose is to impact people’s lives and improve the earth by helping to eliminate the 500 million plastic bottles consumed each year. We play a front-line role in the battle against single-use plastic water bottles by delivering on-demand filtered water solutions to more than 120,000 healthy and environmentally conscious customers across North America. Our bottle-free water coolers, ice machines, sparkling water dispensers and coffee brewers purify the existing water supply, providing an endless supply of clean water and water-based beverages for a fixed monthly fee, typically under a long term bundled service and rental subscription agreement.  Culligan Quench has grown from a small regional company to an international leader that had a successful NYSE public offering in 2016 and is now a strategic company owned by private equity backed Culligan.  Headquartered in King of Prussia, PA, Quench has more than 1,600 team members operating out of more than 90 locations across North America and Puerto Rico. For more information visit

About Culligan

There’s nothing more fundamental to life on Earth than water.  At Culligan, we believe transforming water can transform the world. That's why we offer expert water services and industry-leading solutions globally. Local Culligan teams deliver better drinking water to people at work, at home and on the go. With expertise across service, science and sustainability, Culligan turns water you can live with into water you can love.  For more information visit  

Values: 5Cs

Culligan as One

Customers come first

Commitment to Innovation

Courage to do what's right

Consistently deliver exceptional results

Position Summary

The hybrid CRO/UX Strategist will own end-to-end conversion performance across Culligan Quench's digital surfaces, including web, paid and organic landing pages, product pages, lead forms, and the customer portal. The role centers on building and running a disciplined, always-on experimentation program: developing data-driven hypotheses, designing A/B and multivariate tests, establishing governance standards, and scaling winning results into permanent improvements. Beyond acquisition, the strategist will also optimize authenticated customer journeys to drive expansion revenue through upsell and cross-sell, improve onboarding flows, and reduce churn through lifecycle optimization.

This is a senior, cross-functional leadership role requiring 5–6+ years of CRO or growth experimentation experience, ideally within lead gen and recurring revenue businesses. The strategist will partner closely with Sales Ops to connect web behavior to lead quality and downstream revenue outcomes, direct external CRO and UX agency partners, and present performance insights to senior leadership including the Quench leadership team and Culligan CMO. Ideal candidates bring hands-on experience with A/B testing platforms and analytics tools, strong statistical literacy, and a track record of translating test outcomes into measurable pipeline and revenue impact.

*The in-office expectation for this role would be one/two days a week, twice a month at minimum - role would be based out of our Company Headquarters in King of Prussia, PA*

Key Responsibilities 

1. Conversion and Experimentation Strategy 

• Own conversion performance across web, paid landing pages, organic landing pages, product pages, lead forms, and customer portal 

• Define and track funnel KPIs that connect traffic, engagement, lead capture, lead quality, opportunity creation, and revenue 

• Build and manage a prioritised experimentation roadmap using a structured impact, confidence, effort, traffic, and commercial value framework 

• Run an always-on programme, not occasional campaigns 

2. Experimentation Operating Model 

• Build and operate a disciplined experimentation programme across all digital surfaces 

• Develop evidence-based hypotheses grounded in analytics, behavioural data, customer insight, sales feedback, and funnel performance 

• Define primary, secondary, and guardrail metrics for every experiment, including downstream lead quality and SQL outcomes 

• Select the appropriate validation method based on traffic and risk: A/B testing, multivariate testing, pre/post analysis, usability testing, controlled rollout, and qualitative validation 

• Establish governance including test briefs, QA checklists, statistical standards, decision rules, result readouts, and a central learning repository 

• Scale winning tests into permanent improvements and document learnings from both successful and unsuccessful experiments and share these across other regional BUs 

3. Acquisition Funnel Optimisation 

• Improve visitor-to-MQL and MQL-to-customer conversion across organic, paid, direct, and referral traffic 

• Own conversion strategy for paid and organic landing page templates: page structure, messaging, proof points, forms, CTAs, routing logic, and post-submit experiences 

• Build segmented conversion journeys by industry, account size, product interest, geography, traffic source, and buying intent 

• Improve form performance, CTA design, and content hierarchy across the acquisition funnel 

• Optimise for AI-driven traffic from answer engines, AI overviews, and conversational search 

4. Customer Portal and Expansion Revenue 

• Optimise authenticated customer journeys to grow expansion revenue: upsell and cross-sell of coffee, ice, sparkling, and product add-ons 

• Improve onboarding flows from signup to first delivery and first delivery to active use 

• Reduce involuntary churn through payment recovery and lifecycle journey optimisation 

• Increase self-service adoption and support deflection 

• Build lifecycle journeys that contribute to retention, reactivation, and net revenue retention 

5. Lead Quality and Sales Feedback Loops  

• Partner with Sales Ops to connect web behaviour, form source, campaign, page path, and CTA data to lead quality, SQL conversion, opportunity creation, and closed-won outcomes 

• Identify which forms, pages, channels, and CTAs produce high-intent leads and which produce noise 

• Govern conversion improvement to protect lead quality, not just volume 

6. Vendor and Cross-Functional Leadership 

• Act as the internal CRO owner and strategic lead for external CRO and UX partners. Set priorities, challenge recommendations, ensure analytical rigour, and hold agencies accountable for commercial outcomes 

• Represent user behaviour, customer intent, and conversion friction in digital planning and prioritisation discussions 

• Partner with the Culligan Marketing Centre of Excellence team to share testing infrastructure, hypothesis libraries, and best practice across Culligan business units  

7. Measurement, Reporting, and Continuous Improvement 

• Establish dashboards tracking conversion performance, test velocity, win rate, learning velocity, and commercial impact 

• Present insights and recommendations to senior leadership including the Quench leadership team and Culligan CMO 

• Translate emerging CRO, UX, personalisation, and experimentation best practices into practical tests and scalable improvements 

• Own conversion tracking QA across forms, CTAs, landing pages, events, CRM handoffs, and dashboards 

Required Skills 

• CRO and experimentation. Structured, hypothesis-driven approach to A/B, multivariate, and alternative validation methods. Statistical literacy e.g. sample sizing, MDE, sequential testing, false positive control. 

• Data analysis. Strong ability to interpret behavioural data, identify friction, segment performance, and translate insight into action. 

• UX and journey optimisation. Deep understanding of UX principles, navigation, information hierarchy, and conversion path design across web and authenticated portal experiences. 

• Customer research methods. Comfortable with usability testing, customer interviews, and jobs-to-be-done frameworks alongside quantitative testing. 

• Cross-functional leadership. Proven ability to influence marketing, product, engineering, design, sales ops, and senior stakeholders without direct authority. 

• CMS and implementation literacy. Able to brief engineering teams, write analytics implementation specs, and work with tag managers. 

• Vendor leadership. Able to direct and challenge external CRO and UX partners on strategy, prioritisation, and commercial accountability. 

Qualifications

Required

• 5-6+ years in CRO, growth experimentation, or digital optimisation, with at least 3 years in a senior or lead capacity
• Proven experience improving conversion rates and lead quality in B2B subscription, recurring revenue, or considered-purchase businesses
• Strong analytical skills with GA4, Adobe Analytics, or Amplitude
• Hands-on experience with A/B testing platforms (Optimizely, VWO, AB Tasty, or equivalent)
• Demonstrated ability to translate test outcomes into pipeline and revenue impact
• Experience managing external agency partners and holding them to commercial outcomes

Preferred

• Experience in subscription, rental, or recurring revenue businesses (water, telco, SaaS, DTC subscription, equipment rental, or similar)
• B2B lead generation experience with multi-step forms, sales handoff, CRM integration, lead scoring, and offline conversion feedback
• Experience optimising authenticated portal experiences and lifecycle expansion journeys
• Experience optimising for AI-driven traffic and answer engine surfaces (GEO/AEO)
• Familiarity with Salesforce and lifecycle marketing platforms

• • Medical, Dental, Vision which start day one
  • 401(k) match of 50% up to 6%
  • Life insurance 
  • Disability
  • Unlimited Paid Time Away
  • Parental leave
  • Additional voluntary benefits
  • Career progression opportunities
  • Coaching and professional development

Annual bonus of 5%

Quench offers salary, commission, benefits, and incentive awards. We are proud to be an Equal Opportunity Employer. Quench provides equal opportunity in all of our employment practices to all qualified employees and applicants without regard to sex, sexual orientation, race, color, religion, gender, national origin, ethnicity, age, disability, marital or family status, pregnancy, military status, veteran status, genetic information or any other category protected by federal, state and local laws. This policy applies to all aspects of the employment relationship, including recruitment, hiring, compensation, promotion, transfer, disciplinary action, layoff, return from layoff, benefits, training, social and recreational programs. All such employment decisions will be made without unlawfully discriminating on any prohibited basis.

Applicants

Beware of fake job offers falsely claiming affiliation with our company.

• We never request banking details or other personally identifiable information during interviews.

• Our recruiters will never ask prospective employees for payment to apply for a position or as a condition of employment.

• Official emails are from our domain. Our approved emails will come from @quenchwater.com or @culliganquench.com.

Equal Opportunity Employer

This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.