Conversion Rate Optimization Lead

The Conversion Rate Optimization (CRO) Lead is responsible for driving measurable improvements across Ritchie Bros. digital customer journeys, helping turn website traffic and marketing investment into higher engagement, conversions, leads, bids, and revenue. 

This role combines growth marketing, customer experience, analytics, experimentation, UX, and technical web development to identify opportunities, develop hypotheses, prioritize initiatives, design and launch experiments, and scale winning experiences across RB Global websites. 

The CRO Lead will develop a deep understanding of customer behavior across the full digital journey—from acquisition and landing-page experience through account creation, item discovery, bidding, purchasing, selling, and lead generation. The role will use quantitative and qualitative data to identify friction, understand customer intent, and continuously improve the digital experience. 

The ideal candidate is a data-driven growth marketer with strong UX instincts and technical web skills. They do not need to be a full-stack developer, but must be comfortable working with HTML, CSS, JavaScript, analytics platforms, experimentation tools, CMS platforms, and modern AI-assisted development tools. 

The CRO Lead will also act as a strategic thought partner to Marketing, Product, Technology, Analytics, and other channel owners, helping establish a culture of continuous experimentation and optimization across RB Global. 

Key Responsibilities 

CRO & Experimentation Strategy 

• Develop and lead the CRO and experimentation strategy across key RB Global digital experiences. 

• Identify, evaluate, and prioritize optimization opportunities based on business impact, customer behavior, analytics, research, and organizational priorities. 

• Develop clear, data-driven hypotheses and experimentation plans aligned to business objectives and customer needs. 

• Lead A/B, multivariate, personalization, and other experimentation programs from hypothesis through analysis, implementation, and scaling. 

• Establish testing frameworks, methodologies, documentation, and best practices that can be adopted across Marketing and Product teams. 

• Ensure experiments are properly designed, measured, analyzed, and documented, including consideration of statistical validity and test integrity. 

• Build a continuous optimization roadmap that balances quick wins with larger strategic opportunities. 

Analytics & Customer Insights 

• Use GA4, behavioral analytics, customer data, experimentation results, and other data sources to identify conversion opportunities and customer friction. 

• Analyze customer journeys and conversion funnels across acquisition, landing pages, account creation, item views, watchlists, bids, purchases, selling, and lead-generation experiences. 

• Translate complex data into clear, actionable recommendations for marketing, product, technology, and business stakeholders. 

• Partner with Analytics and Data teams to develop reliable measurement frameworks and establish clear sources of truth. 

• Develop and maintain dashboards, reporting, and performance frameworks that demonstrate the business impact of CRO initiatives. 

• Combine quantitative and qualitative insights, including behavioral data, customer feedback, session recordings, usability research, and other research methodologies. 

UX, Design & Customer Experience 

• Lead UX thinking for conversion-focused landing pages and digital experiences. 

• Develop customer-centric page structures, journeys, messaging, calls-to-action, and interaction patterns designed to improve conversion. 

• Partner with designers and marketing teams to translate insights and hypotheses into compelling digital experiences. 

• Ensure conversion-focused experiences align with RB Global brand standards, accessibility requirements, and broader customer experience principles. 

• Identify friction and opportunities across the customer journey and recommend improvements beyond individual landing pages. 

Technical Development & Experimentation 

• Use experimentation and personalization platforms to build, configure, launch, and manage website experiments and customized experiences. 

• Develop and modify web experiences using HTML, CSS, JavaScript, and other relevant web technologies. 

• Work with CMS, personalization, analytics, CDP, tag-management, and marketing technology platforms to implement optimization initiatives. 

• Use modern development and AI-assisted coding tools to accelerate prototyping, experimentation, analysis, and implementation. 

• Partner with Engineering, Product, and IT teams when initiatives require more complex technical development or platform changes. 

• Understand modern web architecture, APIs, responsive design, performance, accessibility, and tracking sufficiently to identify technical opportunities and effectively collaborate with development teams. 

Personalization & Growth 

• Identify opportunities to use customer, behavioral, contextual, and first-party data to create more relevant digital experiences. 

• Develop personalization strategies aligned to customer segments, intent, geography, lifecycle stage, acquisition source, and business objectives. 

• Partner with Paid Media, SEO, Marketing, Product, and other channel owners to optimize the experience beyond the initial click. 

• Act as a growth thought partner to channel owners, helping connect acquisition strategies with onsite conversion and downstream business outcomes. 

AI & Emerging Technologies 

• Stay current with emerging AI, personalization, analytics, experimentation, UX, and web technologies and identify opportunities to apply them to CRO and digital growth. 

• Leverage AI-assisted tools to accelerate research, analysis, prototyping, development, content iteration, and experimentation. 

• Explore emerging approaches to predictive personalization, behavioral insights, AI-assisted UX, and automated experimentation. 

• Help educate the broader Marketing organization on practical applications of AI within CRO and digital optimization. 

Collaboration & Leadership 

• Build strong working relationships across Marketing, Product Management, Technology, Analytics, Creative, UX, and other business teams. 

• Lead cross-functional initiatives from opportunity identification through implementation and measurement. 

• Translate business requirements into clear technical, UX, and experimentation requirements. 

• Communicate insights and recommendations clearly to both technical and non-technical audiences. 

• Educate colleagues on CRO principles, experimentation methodologies, customer behavior, and optimization best practices. 

• Create and maintain documentation, processes, and playbooks that enable broader adoption of CRO practices. 

• Advocate for a culture of testing, learning, and continuous improvement across RB Global. 

Qualifications 

Required 

• 3+ years of professional experience in CRO, growth marketing, digital optimization, UX, product optimization, digital analytics, or a related discipline. 

• Demonstrated experience developing and executing A/B tests and experimentation programs. 

• Strong understanding of customer journeys, conversion funnels, UX principles, and digital marketing. 

• Strong analytical and problem-solving skills with the ability to translate data into business recommendations. 

• Experience with web analytics platforms such as Google Analytics 4 or similar. 

• Experience with experimentation, personalization, or optimization platforms such as Optimizely or equivalent. 

• Working knowledge of HTML, CSS, and JavaScript. 

• Strong understanding of modern web technologies and responsive web design. 

• Excellent written, verbal, presentation, and stakeholder-management skills. 

• Ability to work effectively across Marketing, Product, Technology, Analytics, and Creative teams. 

• Ability to manage multiple priorities and work independently in a fast-paced environment. 

• Strong business acumen and the ability to connect optimization initiatives to measurable business outcomes. 

Preferred / Assets 

• Experience with personalization, CDPs, or customer data platforms such as Segment. 

• Experience with behavioral analytics and user research tools such as session recordings, heatmaps, surveys, or usability testing platforms. 

• Experience with Figma or similar design/prototyping tools. 

• Experience with SQL, data visualization, or working directly with data warehouses. 

• Experience with Content Management Systems, particularly headless CMS platforms. 

• Experience with marketing technology, tag management, APIs, or experimentation integrations. 

• Experience optimizing paid media landing pages and connecting acquisition performance to onsite conversion. 

• Knowledge of SEO, AEO/GEO, technical SEO, and content optimization. 

• Experience using AI-assisted development, analytics, research, or optimization tools. 

• Experience working in Agile product or software development environments. 

• Experience in e-commerce, marketplaces, auction platforms, lead generation, or other high-volume transactional digital environments. 

What Success Looks Like 

Success in this role will be measured by the ability to: 

• Increase conversion rates and downstream business outcomes across key digital journeys. 

• Continue to evolve and scale the experimentation and CRO program. 

• Increase the volume, quality, and impact of experiments launched. 

• Identify and eliminate meaningful customer friction. 

• Improve the efficiency of marketing traffic by optimizing the experience after the click. 

• Increase account creation, item engagement, watchlists, bids, purchases, seller leads, and other strategic conversion actions. 

• Establish clear measurement and reporting that demonstrates the financial and customer impact of CRO. 

• Increase adoption of experimentation and data-driven decision-making across Marketing and Product. 

• Use emerging technologies, including AI, to accelerate the pace and effectiveness of digital optimization.