Vans: Manager, CRO & Digital Experience

Vans is the original brand rooted in the authentic lifestyle of skateboarding. We are driven by our mission to inspire and empower everyone to live “Off The Wall” – embracing the youthful spirit of freedom, non-conformity, and relentless progression. Yesterday’s “Off The Wall” moment is today’s new normal, and at Vans, we believe in constantly outdoing ourselves. Together with our communities across the globe, our vision is to push culture forward because we believe that the pursuit of progression never ends. We are constantly inspired by the future generation of positive catalysts within our community. So, before we get to the job details, take a minute to learn a little more about us – our values and our culture. If you can see yourself working side-by-side with a team of people who think and live “Off the Wall,” Vans just may be the place for you. To learn more about our values and our culture, visit Vans Careers or What will you do? The Manager, CRO & Digital Experience leads the strategy and execution of conversion rate optimization and digital experience design across the eCommerce journey. This role owns end-to-end experimentation (A/B and multivariate testing), using data, consumer insights, and UX best practices to continuously improve site performance and customer experience. Reporting directly into the Head of eCommerce for the AMER Region, this role partners closely with Digital Technology, Analytics, UX, Marketing, and Site Merchandising. This leader translates insights into scalable testing roadmaps and high-impact design solutions - driving measurable gains in conversion, engagement, and revenue while elevating the overall digital brand experience. This is a hybrid role, working 3 days/week in our Costa Mesa, CA headquarters. Let’s break down that day-in-the-life a bit more. Own the experimentation lifecycle: Lead end-to-end A/B and multivariate testing, from hypothesis development through execution, analysis, and rollout. Build and prioritize testing roadmap: Develop a data-driven roadmap aligned to business goals, consumer insights, and revenue opportunities. Optimize the digital customer journey: Identify friction points across the funnel and deliver actionable recommendations to improve conversion and engagement. Elevate digital design and UX: Guide the creative direction and usability of the eCommerce experience, ensuring intuitive, high-quality, on-brand consumer interactions. Translate insights into design solutions: Partner with UX/UI, content, and development teams to design and implement test variations and experience enhancements. Drive personalization strategy: Develop segmentation and personalization approaches that tailor experiences to key consumer cohorts. Lead cross-functional alignment: Collaborate with marketing, merchandising, analytics, and technology teams to integrate CRO into campaigns and broader digital roadmap. Deliver performance insights: Establish reporting cadences and communicate test results, learnings, and recommendations to stakeholders and leadership. Ensure technical execution excellence: Oversee testing tools, tagging, QA, and platform integrations to ensure accuracy and scalability. Champion experimentation culture: Embed a test-and-learn mindset across the organization, driving continuous improvement and measurable ROI. What do you need to succeed? We all have unique skills that we bring to work and celebrate every day. For this role, there are foundation skills you’ll need to succeed and excel. Additionally, while formal education in a related field is great to have, we are most interested in your 5-7+ years of experience and professional achievements. The foundation skills you will need in this position are: CRO & experimentation expertise: Strong command of A/B testing, multivariate testing, and structured experimentation frameworks. Data-driven decision making: Ability to analyze user behavior and translate data into clear, actionable insights and recommendations. UX & digital design fluency: Deep understanding of user-centered design, usability principles, and digital content execution. Ecommerce & funnel knowledge: Expertise in site performance drivers, conversion levers, and customer journey optimization. Technical acumen: Experience with testing platforms (e.g., Optimizely), analytics tools (GA4, Quantum Metric), Figma, and basic front-end (HTML/CSS). Cross-functional leadership: Proven ability to influence and collaborate across design, tech, marketing, and merchandising teams. Storytelling & communication: Strong ability to present insights, design rationale, and recommendations to stakeholders at all levels. Program & roadmap management: Skilled at prioritizing initiatives, managing multiple workstreams, and delivering against deadlines. Growth mindset: Curiosity and continuous improvement orientation, with a focus on driving measurable business impact. Now WE have a question for YOU. Are you in? Hiring Range: $90,720.00 USD - $113,400.00 USD annually Incentive Potential: This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. Specific details of the additional compensation eligibility for this position will be provided during the recruiting and interview process. Benefits at VF Corporation: You can review a general overview of each benefit program offered, including this year's medical plan rates on and by clicking Looking to Join VF? Detailed information on your benefits will be provided during the hiring process. Please note, our hiring ranges are determined and built from market pay data. In determining the specific compensation for this position, we comply with all local, state, and federal laws. At VF, we value a diverse, inclusive workforce and we provide equal employment opportunity for all applicants and employees. All qualified applicants for employment will be considered without regard to an individual’s race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, domestic partner status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws. If you require accommodations during the application process, please contact us at View email address on click.appcast.io. VF will provide reasonable accommodations for qualified individuals to the extent required by applicable law. Pursuant to all applicable local Fair Chance Ordinance requirements, including but not limited to the San Francisco Fair Chance Ordinance, VF will consider for employment qualified applicants with arrest and conviction records. VF Corporation outfits consumers around the world with its diverse portfolio of iconic lifestyle brands, including Vans®, The North Face®, and Timberland®. Founded in 1899, VF is one of the world's largest apparel, footwear and accessories companies with socially and environmentally responsible operations spanning numerous geographies, product categories and distribution channels. VF is committed to delivering innovative products to consumers and creating long-term value for its customers and shareholders. VF Diversity Vision Statement VF is committed to creating an inclusive environment that welcomes and values the differences among all of our associates, customers, suppliers and the communities in which we live and conduct business. The continued success and growth of VF is enhanced through initiatives that promote diversity throughout VF around the world. VF is an equal employment opportunity employer of minorities, females, protected veterans and the disabled. VF is committed to providing equal opportunities in employment, and treating our VF associates and VF applicants without discrimination on the basis of their race, color, gender, age, national origin, religion, sexual orientation, gender identity or expression, marital status, citizenship, disability, protected veteran status, HIV/AIDS status, or any other legally protected factor. VF is committed to meeting the diverse needs of people with disabilities in a timely manner that is consistent with the principles of independence, dignity, integration and equality of opportunity, and will do so by striving to identify, prevent and remove barriers to accessibility wherever possible as well as by meeting the accessibility requirements under the ADA, AODA, and other applicable state, local or provincial regulations. VF is committed to digital accessibility, and to conforming to the Web Content Accessibility Guidelines (WCAG) 2.1, Level AA and complying with the ADA and AODA Standards for Accessible Design, and other applicable regulations. If you need an accommodation or have any questions regarding this statement, please send your request to View email address on click.appcast.io.