What will you do?

The Manager, CRO & Digital Experience leads the strategy and execution of conversion rate optimization and digital experience design across the eCommerce journey. This role owns end-to-end experimentation (A/B and multivariate testing), using data, consumer insights, and UX best practices to continuously improve site performance and customer experience.

Reporting directly into the Head of eCommerce for the AMER Region, this role partners closely with Digital Technology, Analytics, UX, Marketing, and Site Merchandising. This leader translates insights into scalable testing roadmaps and high-impact design solutions - driving measurable gains in conversion, engagement, and revenue while elevating the overall digital brand experience. This is a hybrid role, working 3 days/week in our Costa Mesa, CA headquarters.

Let’s break down that day-in-the-life a bit more.

• Own the experimentation lifecycle: Lead end-to-end A/B and multivariate testing, from hypothesis development through execution, analysis, and rollout.

• Build and prioritize testing roadmap: Develop a data-driven roadmap aligned to business goals, consumer insights, and revenue opportunities.

• Optimize the digital customer journey: Identify friction points across the funnel and deliver actionable recommendations to improve conversion and engagement.

• Elevate digital design and UX: Guide the creative direction and usability of the eCommerce experience, ensuring intuitive, high-quality, on-brand consumer interactions.

• Translate insights into design solutions: Partner with UX/UI, content, and development teams to design and implement test variations and experience enhancements.

• Drive personalization strategy: Develop segmentation and personalization approaches that tailor experiences to key consumer cohorts.

• Lead cross-functional alignment: Collaborate with marketing, merchandising, analytics, and technology teams to integrate CRO into campaigns and broader digital roadmap.

• Deliver performance insights: Establish reporting cadences and communicate test results, learnings, and recommendations to stakeholders and leadership.

• Ensure technical execution excellence: Oversee testing tools, tagging, QA, and platform integrations to ensure accuracy and scalability.

• Champion experimentation culture: Embed a test-and-learn mindset across the organization, driving continuous improvement and measurable ROI.

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 5-7+ years of experience and professional achievements.

The foundation skills you will need in this position are:

• CRO & experimentation expertise: Strong command of A/B testing, multivariate testing, and structured experimentation frameworks.

• Data-driven decision making: Ability to analyze user behavior and translate data into clear, actionable insights and recommendations.

• UX & digital design fluency: Deep understanding of user-centered design, usability principles, and digital content execution.

• Ecommerce & funnel knowledge: Expertise in site performance drivers, conversion levers, and customer journey optimization.

• Technical acumen: Experience with testing platforms (e.g., Optimizely), analytics tools (GA4, Quantum Metric), Figma, and basic front-end (HTML/CSS).

• Cross-functional leadership: Proven ability to influence and collaborate across design, tech, marketing, and merchandising teams.

• Storytelling & communication: Strong ability to present insights, design rationale, and recommendations to stakeholders at all levels.

• Program & roadmap management: Skilled at prioritizing initiatives, managing multiple workstreams, and delivering against deadlines.

• Growth mindset: Curiosity and continuous improvement orientation, with a focus on driving measurable business impact.

Now WE have a question for YOU.

Are you in?

Hiring Range:

Incentive Potential: This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, orcommissionpotential. Specific details of the additional compensation eligibility for this position will be provided during the recruiting and interview process.

Benefits at VF Corporation: You can review a general overview of each benefit program offered, including this year's medical plan rates on www.MyVFbenefits.com and by clicking Looking to Join VF? Detailed information on your benefits will be provided during the hiring process.

Please note, our hiring ranges are determined and built from market pay data. In determining the specific compensation for this position, we comply with all local, state, and federal laws.