Manager, Digital Marketing Optimization

Oversees user experience and Conversion Rate Optimization strategies to increase website engagement, leads, sales, and revenue for all Paychex web properties. Defines and manages all testing, analysis, and improvement of various conversion points in the marketing funnel. Responsible for increasing the rate at which online traffic converts to leads. Develops and manages a strategic testing roadmap and process focused on lead and revenue generation.

• Identifies conversion rate optimization (CRO) opportunities and leads the test ideation process to increase our lead to customer conversion rate and marketing efficiencies. Establishes, documents, and maintains an evolving conversion optimization strategy that focuses on lead generation to improve our online marketing performance and KPIs.
• Works cross-functionally within Marketing and with IT to ensure consistency with brand guidelines are implemented across digital channels to deliver an optimized experience
• Facilitates end-to-end conversion testing and targeting process, including test/targeting outline, creative design, code development, QA launch, analysis, insights, and communication, to improve customer user experience, pathing, and conversion website traffic.
• Manages key conversion points in marketing funnel, including landing pages, website calls to action (CTA), and lead generating forms, to ensure optimal efficiency and results. Continually measures the performance of these conversion assets. Reports on the progress of conversion optimization on a regular basis through the delivery of key performance indicator reports and conversion test data.
• Leads regular and frequent qualitative testing efforts including and ensures recommendations are implemented and validated
• Collaborates with channel-specific areas (email, social media, SEM, SEO, etc.) in order to optimize each conversion path and rates overall while driving marketing-qualified leads to our sales teams.
• Provides insight to writers, graphic designers, and internal reviewers to ensure UX and CRO best practices are in place.
• Stays abreast on best practices and latest trends in UX and conversion rate optimization tactics to maintain the highest level of marketing efficiency.
• Recruits, selects, hires, and evaluates performance of personnel to ensure all department needs are handled appropriately. Counsels and develops staff for personal and corporate advancement through career development, training programs, and other resources, as required, for professional advancement.