Job Description

The Opportunity

Reporting to the Director of Digital Experience, the Senior Manager, Conversion Rate Optimization is a player-coach who combines hands-on optimization expertise with cross-functional team leadership. This role owns Chartwell's user experience, content implementation, and analytics strategy - transforming data from business systems, marketing channels, and integrated platforms into insights that power always-on testing, personalization, and conversion optimization, delivering measurable improvements across UX, content, SEO, campaigns, automation, and development.


By closing the gap between insights and execution, the Sr. Manager, CRO will build a disciplined, scalable optimization program that accelerates test velocity, deepens personalization, and delivers sustained gains in lead quality, booked tours, and move-ins, leveraging Chartwell's full MarTech stack. Balancing strategic vision with technical fluency and people leadership, this role will set the roadmap, manage a high-performing team, and combine leadership with hands-on execution - designing experiments, troubleshooting, and collaborating across analytics, development, and content to elevate Chartwell's optimization capabilities from tactical to transformational.

KEY ACTIVITIES

Leadership & Strategy

Define and own the enterprise CRO roadmap, aligning optimization initiatives with Chartwell's move-in and revenue growth objectives. Own the digital analytics and measurement strategy, ensuring data from multiple systems and channels is integrated, governed, and transformed into actionable insights. Translate insights into prioritized CRO initiatives that consistently deliver measurable lift in lead quality, booked tours, and move-ins. Continuously benchmark competitor conversion strategies and industry best practices to ensure Chartwell stays ahead of evolving market expectations. Partner cross-functionally with marketing, sales, operations, and IT to ensure alignment and impact. Champion a culture of evidence-based decision-making, experimentation, and continuous optimization. Build team capability in CRO, personalization, and data-driven optimization through ongoing training and knowledge-sharing. Scale CRO learnings across campaigns, regions, and functions by standardizing governance and providing insights and playbooks for adoption beyond digital.

Analytics & Insight Activation

Translate data signals from analytics and performance tools into actionable insights that drive UX, UI, content, SEO, and web development priorities. Connect funnel performance, attribution, and test results into clear insights, prioritized experiments, and measurable optimization across the funnel. Build a repeatable loop where analytics findings feed directly into the CRO backlog and structured testing roadmap. Establish frameworks to translate KPIs into test hypotheses, personalization strategies, and journey improvements. Integrate behavioral and qualitative insights (behavior tracking, heatmaps, usability studies, surveys) with quantitative analytics to identify friction points and prioritize CRO opportunities. Analyze funnel performance, including entry/exit pages, bounce rates, visit depth, and channel/source segmentation, to improve conversion efficiency across acquisition paths. Map and optimize end-to-end digital journeys across web, content, paid, chatbot, email, and nurture flows. Measure and improve handoff effectiveness between digital channels (web, email, forms, chatbot) and offline sales touchpoints (call center, tours). Apply incrementality testing and predictive conversion models to isolate CRO impact, prioritize high-value segments, and validate true lift.

Optimization & Personalization

Establish and manage a disciplined A/B and multivariate testing cadence, moving beyond ad-hoc testing to structured, scalable programs. Build and prioritize a hypothesis-driven backlog of CRO opportunities across UX, forms, journeys, and content. Design and oversee personalization strategies in Sitecore/Eloqua, delivering tailored experiences by segment, persona, region, and funnel stage. Govern technical SEO foundations that impact optimization, including schema, metadata, page speed, sitemaps, robots.txt, canonical tags, and indexation. Partner with content and design teams to drive structured content testing, copy/creative variant generation, and multivariate landing page optimization. Own chatbot CRO by testing conversational flows, reducing drop-offs, and improving lead capture within the overall journey. Enable personalization at scale through rules engines, branching logic, geo-targeting, and advanced audience segmentation. Translate engagement signals (drop-offs, velocity, CTA performance) into prioritized experiments and measurable improvements. Lead end-to-end form and lead flow optimization, including progressive profiling, error handling, CRM integration, and mobile experience.

Key Requirement

Education:

A university degree in a relevant field of study.

Experience:

8+ years of digital marketing leadership experience spanning strategy development, digital analytics, customer acquisition, UX design, and website development.

5+ years of hands-on experience in digital optimization, analytics, personalization, or CRO within a performance-driven marketing or enterprise environment.

Hands-on background in digital experimentation tools, analytics platforms, and CMS/marketing automation systems.

Proven success designing and scaling A/B/MVT testing and personalization programs. Advanced proficiency in web and marketing analytics platforms, with a focus on translating data into business impact. Proven experience leading cross-functional teams, managing both direct and indirect reports, and fostering a culture of coaching, employee engagement, and high performance.

Skills & Abilities:

Strong expertise in CRO, UX testing, personalization frameworks, and data-driven journey design. Technical fluency with web development workflows, data integrations, and MarTech platforms. Deep knowledge of digital analytics ecosystems and data integration with the ability to connect platforms and leverage predictive models and AI-driven insights to optimize performance. Proven ability to balance strategic vision with hands-on execution ("player-coach"), making data-driven decisions under tight deadlines. Strong stakeholder management and communication skills, including written, oral, and presentation abilities; able to influence at all levels of the organization. Effective people leadership with a coaching mindset, and a commitment to developing others. Highly organized, detail-oriented, and analytical, with strong decision-making and prioritization capabilities. Creative, innovative, and curious, with a relentless focus on measurable impact. Comfortable balancing enterprise-scale discipline with lean, experimental agility. Collaborative and adaptable, able to lead through influence as well as direct management. Experience with agile methods, backlog prioritization, and iterative testing cycles.

Special Requirements

Criminal reference check required

Direct Report

Online Content Manager


Digital Analytics Manager



At Chartwell, we're all about Making People's Lives BETTER: the lives of our residents and their families, and the lives of our employees. Join an exceptional group of diverse, inspiring, and caring people who are empowered to provide personalized, human experiences for our residents and staff through the connections they make every day within our communities.
Chartwell's commitment to diversity and inclusivity is a commitment to hiring people whose skills and abilities contribute the most to the success of the organization and who reflect the communities in which we live and work. We are an equal opportunity employer and welcome applications from a wide range of qualified candidates, including people with disabilities. If you have questions or require assistance with the application process, please email accessibility@chartwell.com or call 1-888-663-6448.
We thank all applicants for their interest, however, only those selected for further consideration will be contacted.