Director, Conversion

Location Zip Code:

84604

Job Family:

Marketing Operations

The Director of Conversion Rate Optimization (CRO), SEO & Local Growth owns the strategy and execution for driving high-quality, scalable growth across organic search, local discovery, online reputation, and on-site conversion experiences. This role ensures that demand captured through search and local channels converts efficiently into revenue and long-term customer value.

This leader blends data-driven experimentation, technical expertise, and customer-centric thinking to optimize the full digital journey—from search visibility and reviews to website experience and conversion. You will partner closely with Product, Engineering, Analytics, Brand, Paid Media, CRM, and Local Operations teams to turn traffic into measurable business outcomes.

Key Responsibilities

Conversion Rate Optimization (CRO)

• Own end-to-end CRO strategy across web, landing pages, and local conversion flows with a focus on lead quality, service conversion, and CAC efficiency

• Develop and manage a prioritized experimentation roadmap (A/B testing, multivariate testing, personalization) aligned to business goals

• Identify friction points across the customer journey using behavioral analytics, session replays, funnel analysis, and qualitative insights

• Establish experimentation standards, statistical rigor, and testing governance to ensure learnings are scalable and repeatable

• Partner with Product and Engineering to prioritize UX, site performance, and mobile optimization initiatives that materially improve conversion

SEO & Organic Growth

• Lead enterprise SEO strategy across technical SEO, on-page optimization, content, and internal linking

• Own organic growth forecasting, keyword strategy, and content opportunity mapping across awareness and consideration stages

• Partner with Brand and Content teams to embed SEO best practices into content creation, site architecture, and messaging

• Oversee technical SEO initiatives including crawlability, indexation, site speed, Core Web Vitals, structured data, and mobile usability

Local SEO & Market-Level Visibility

• Own Local SEO strategy across all markets to maximize visibility and conversion from local search results

• Lead optimization of Google Business Profiles and other local listings, ensuring accuracy, completeness, and brand consistency at scale

• Drive local landing page strategy, including content, schema, internal linking, and conversion optimization

• Partner with local operations and field teams to align digital visibility with in-market execution

• Monitor local search performance at the market level and identify opportunities to improve rankings, traffic, and conversions

Review Management & Online Reputation

• Own review management strategy as a core growth lever for local visibility, trust, and conversion

• Partner with Operations, Customer Experience, and CRM teams to drive review generation, response strategy, and sentiment improvement

• Establish best practices for responding to reviews to protect brand reputation and improve customer trust

• Analyze review volume, ratings, and sentiment trends to surface insights that inform marketing, CX, and operational improvements

• Ensure reviews and ratings are leveraged effectively across local listings, landing pages, and conversion experiences

Analytics, Insights & Measurement

• Define KPIs and success metrics across CRO, SEO, Local SEO, and review management tied to revenue, CAC, and lifetime value

• Partner with Analytics to ensure accurate attribution, testing measurement, and performance reporting

• Translate complex performance data into clear, actionable insights for executive and cross-functional stakeholders

• Build dashboards and reporting frameworks that surface performance trends, experimentation learnings, and ROI

Cross-Functional Leadership<