Senior CRO Analyst

Established in 2021, Independence Pet Holdings is a corporate holding company that manages a diverse and broad portfolio of modern pet health brands and services, including insurance, pet education, lost recovery services, and more throughout North America.

We believe pet insurance is more than a financial product and build solutions to simplify the pet parenting journey and help improve the well-being of pets. As a leading authority in the pet category, we operate with a full stack of resources, capital, and services to support pet parents. Our multi-brand and omni-channel approach include our own insurance carrier, insurance brands and partner brands. 

Established in 2021, Independence Pet Holdings is a corporate holding company that manages a diverse and broad portfolio of modern pet health brands and services, including insurance, pet education, lost recovery services, and more throughout North America. 

We believe pet insurance is more than a financial product and build solutions to simplify the pet parenting journey and help improve the well-being of pets. As a leading authority in the pet category, we operate with a full stack of resources, capital, and services to support pet parents. Our multi-brand and omni-channel approach include our own insurance carrier, insurance brands and partner brands.   

PetPlace, a subsidiary of IPH, is building a digital first pet e-commerce platform with the aim of connecting key market services such as adoption, lost pet and insurance to make pet care easy. 

Job Summary: 

PetPlace is seeking a strategic and technically adept Sr. Conversion Rate Optimization (CRO) Analyst to own and drive optimization initiatives that enhance user experience, improve customer journeys, and maximize business performance across our digital properties. This role is accountable for key site conversion metrics and performance outcomes. The ideal candidate combines marketing expertise, customer insight, and technical fluency, with the ability to translate data into cohesive stories and actionable recommendations for leadership. This individual will partner closely with Product, Development, and Marketing within the Experience team. 

Location: Remote 

Main Responsibilities: 

Conversion Strategy & Ownership 

• Own and be accountable for key conversion rates and related performance metrics across the site. 

• Develop, prioritize, and execute the end-to-end A/B and multivariate testing process, including strategy, design, execution, QA, analysis, and reporting. 

• Deliver clear, actionable recommendations from testing and continuously evolve testing roadmaps. 

User Flow Mapping & Data Storytelling 

• Map end-to-end customer journeys and user flows with data, identifying drop-off points and friction areas. 

• Synthesize findings into a cohesive narrative that explains what’s happening, why it matters, and what should be done next. 

• Present insights and recommendations to Marketing, Product, and executive stakeholders in a compelling, data-driven way. 

• Apply learnings and expertise in feature development workshops. 

Customer Research, Sentiment & Voice of Customer (VoC) 

• Manage and analyze data from customer sentiment tools (e.g., surveys, call center transcripts, session recordings, site feedback). 

• Update and maintain customer personas and journey maps, ensuring they reflect evolving customer