CRO/UX Strategist

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 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 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 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 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 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 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 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 part #J-18808-Ljbffr Quench USA, Inc.