Vans: Manager, CRO and A/B Testing

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 www.vans.com.

Vans: Manager, CRO & A/B Testing

As part of the Vans Americas eCommerce team, we are looking for a data-obsessed, experimentation-focused CRO & A/B Testing Manager to own the strategy, execution, and optimization of the Vans.com ecommerce journey. This role is responsible for improving conversion rate, identifying and testing growth opportunities, and building a culture of experimentation across the organization. This role will partner closely with our centralized VF Digital Technology Team and agency partners to design tests, analyze consumer behavior, and turn insights into meaningful business outcomes. This is a hybrid role (3 days/week in our Costa Mesa, CA HQ).

What you will do:  

• Own the full lifecycle of A/B and multivariate testing, from ideation and hypothesis building to test setup, execution, and roll out
• Build and maintain a prioritized testing roadmap aligned to business goals, user behavior data, and revenue opportunities
• Analyze customer behavior across the site funnel and identify friction points using analytics tools like Google Analytics and Quantum Metric
• Provide clear, actionable recommendations to improve the digital customer journey
• Partner closely with VF Digital Technology UX/ UI Design and key agency partners to develop tests variations and evaluate new experiences
• Partner with marketing and merchandising teams to ensure alignment with campaigns, product storytelling, and business priorities
• Manage and optimize tests within AB testing platform (Optimizely)
• Ensure AB tests are appropriately tagged for accuracy
• Maintain documentation for testing plans, methodologies, key learnings, and KPIs
• Present insights to leadership and cross functional teams

What success looks like:  

• Leverage data and consumer insights to drive a prioritized testing roadmap
• Apply a growth mindset and constantly pursuing evolution across our digital capabilities in the pursuit of a quantifiable return on investment
• Strong cross functional collaboration with stakeholders across Digital Technology, Analytics, Brand, Ecommerce, Merchandising teams
• Ability to connect CRO efforts to merchandising, campaign strategy, and larger digital roadmap
• Develop a reporting cadence, inclusive of learnings and insights, with the broader organization, to drive future growth across the business

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+ years of experience in conversion optimization, digital analytics, experimentation, or ecommerce growth

The foundation skills you will need in this position are:

• Strong understanding of ecommerce funnels, user behavior, UX best practices, and testing methodologies
• Hands on experience with A/B testing tools, analytics platforms, and UX research tools
• Ability to run structured testing frameworks (hypothesis building, segmentation analysis, statistical modeling)
• Comfortable with QA process and proven ability to collaborate with developers
• Strong communication skills and experience presenting insights to stakeholders
• Understanding of accessibility and performance considerations when testing uX variations

Now WE have a question for YOU.

Are you in?

Hiring Ran