Conversion Rate Optimization (CRO) Lead

Questrade Financial Group (QFG), through its companies - Questrade, Inc., Questrade Wealth Management Inc., Community Trust Company, ThinkInsure, Zolo, and Flexiti, provides securities and foreign currency investment, professionally managed investment portfolios, mortgages, insurance, real estate services, financial services and more. Questrade uses cutting-edge technologies to develop innovative products that give customers better, more affordable ways to take control of their money.

We are everything a traditional financial institution is not. At QFG, you will be constantly moving forward, bringing the future of fintech into existence. You will be a part of a collaborative team that cares deeply about our mission and each other. Your team members will help you conquer challenges, push boundaries and discover what you are truly capable of.

This is a place where you can explore, discover and learn with continuous growth. As a diverse and inclusive place to work, with a hybrid working environment you can unleash your creativity and curiosity with no limits. If you share the same sense of infinite possibility, come shape your future at QFG.

What's in it for you as an employee of QFG?

• Health & wellbeing resources and programs
• Paid vacation, personal, and sick days for work-life balance
• Competitive compensation and benefits packages
• Work-life balance in a hybrid environment with at least 3 days in office
• Career growth and development opportunities
• Opportunities to contribute to community causes
• Work with diverse team members in an inclusive and collaborative environment

We're looking for our next Conversion Rate Optimization (CRO) Lead. Could It Be You?

The purpose of this role is to lead the development and prioritization of the experimentation strategy and roadmap to enhance the performance, usability and conversion rates on Questrade.com.

Working closely with the marketing, design, product and development teams, this role will be responsible for the implementation of testing strategies that drive business growth and improve user experience.

As the CRO Lead, you will support in establishing the experimentation framework, processes and operations & governance model to ensure continuous growth and maturity of the CRO practice, to build a best-in-class center of excellence for experimentation and optimization in the organization.

You will lead in defining the strategy, roadmap, prioritization and implementation of the experimentation strategies to continuously optimize performance and conversion rates on Questrade.com, and collaborate with cross-functional teams on the execution of the tests.

You will have a strong understanding of A/B testing on websites, content optimization and data & performance analysis to identify testing strategies, define measurement methodologies and prioritize ongoing experimentation opportunities.

Need more details? Keep reading...

In this role, responsibilities include but are not limited to:

• Lead in establishing the CRO function, strategy and roadmap
• Ensure continuous growth & maturity of the CRO practice to build a best-in-class center of excellence for experimentation and optimization
• Establish and ensure governance & adoption of federated experimentation framework, operations model and processes
• Drive web performance for conversion, acquisition and improved customer experience through continuous experimentation across Journeys
• Drive adoption of experimentation framework that scores, prioritizes and recommends opportunities to gain alignment from key stakeholders on experiments to achieve Journey and Mission objectives and key results
• Plan and design prioritized testing strategies including:
  • stating hypothesis,
  • identifying experiment goals/KPIs,
  • identifying data requirements,
  • defining segmentation and targeting criteria,
  • defining test type, scope and complexity,
  • confirming measurement methodology/plan
• Responsible for leading the end-to-end test implementation, reviews, approvals and execution, collaborating with cross-functional teams to deliver on their respective areas for testing
• Validation of test implementation, including audience validation, test configuration, tracking and measurement for successful launch
• Share results, insights and learnings to inform business decisions
• Build a repository of learnings as the center of excellence to share across the organization
• Champion an experimentation culture across the organization to embrace continuous optimization to drive acquisition and business outcomes
• Identify resource/skills requirements, team capacity and risks to deliver on implementation strategies and scope
• Collaborate with cross-functional teams to intake, identify and prioritize testing opportunities to improve conversion performance
• Effectively manage relationships across internal and external teams/partners and vendors

So are YOU our next Conversion Rate Optimization (CRO) Lead? You are if you...

• Have 5+ years of experience in digital and performance marketing
• Have proven experience in developing strategy, recommendations and driving outcomes to improve conversion performance, increase engagement and enhance user experience on websites
• Have proven experience establishing processes and scaling operations for website experimentation
• Have demonstrable success in launching various types of tests (A/B, multivariate, etc.) and personalized journeys with ability to get alignment and support across senior leaders, cross-functional teams and stakeholders
• Have strong analytical capability to interpret data and turn them into actionable recommendations
• Have the ability to organize, frame and articulate experimentation results and recommendations in a simple and effective manner to senior leaders and stakeholders
• Have an understanding of conversion and optimization tools (Adobe Target, etc.)
• Are extremely organized, detail-oriented, and able to manage scope and priorities across multiple teams and project streams
• Have strong interpersonal, problem solving, and decision making skills
• Have an understanding of agile methodologies and experience working in an agile environment

Additional kudos if you...

• Have previous experience in financial services industry
• Have experience with SEO tools (Ahrefs, etc.), web analytics tools (Google Analytics, etc.), and CMS/DAM systems
• Have working knowledge of front-end code to fluidly converse with developers and UX designers

Sounds like you? Click below to apply!

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At Questrade Financial Group of Companies, with multiple office locations around the world, we are committed to fostering a diverse, inclusive and accessible work environment. This is an environment where individuals are treated with dignity and respect. Here, the unique skills and experience you bring will be valued. You will be supported and motivated, so that you can harness your unlimited potential. Our team reflects the diversity of the communities we serve and operate in. Having a collaborative and diverse team helps us push boundaries to bring the future of fintech into existence-not only for the benefit of our customers, but for those who build their career with us.

Questrade Financial Group of companies Applicant Tracking System utilizes artificial intelligence (AI) for application screening. The AI system operates on predetermined criteria, with final decisions subject to human review.

Candidates selected for an interview will be contacted directly. If you require accommodation during the recruitment/selection process, please let us know and we will work with you to meet your needs.