Senior Conversion Rate Optimization Specialist

At Johnson Outdoors, home to some of the world’s most innovative and best-known outdoor recreation brands, we create amazing outdoor experiences - for adventurers, by adventurers. Check out each of the unique Johnson Outdoor brands in Fishing, Watercraft, Camping and Diving!

With 1,300 employees, 19 global facility locations and selling in over 80 countries, the Johnson Outdoors team is continuing to grow!  The Senior Conversion Rate Optimization Specialist leads the execution of CRO strategy, development, testing, analysis, and optimization of high-performing landing pages, particularly those supporting paid media traffic, to optimize the consumer purchase journey.  Serves as a subject-matter expert in post-click optimization, translating data, consumer insights, and testing to drive measurable conversion and revenue growth. Operates with a high degree of autonomy and partners closely with various Digital Commerce team members to maximize return on marketing investment.

Key Responsibilities:

Landing Page Strategy Execution

• Owns and leads landing pages end-to-end including strategy, execution and optimization for paid media, campaign, and evergreen DTC experiences, developing frameworks aligned to traffic source, user intent, funnel stage and campaign objectives.
• Defines data‑driven page‑level hypotheses and ensures landing pages balance conversion performance with brand standards, usability, and accessibility.

Landing Page Build & Implementation

• Partners with creative agencies, Digital Merchandising and Content teams to build, launch and quality check landing pages efficiently.
• Provides CRO-driven direction on page layout, messaging hierarchy, visuals, forms, Call to Actions (CTAs), and User Experience (UX) patterns, and ensures accurate analytics implementation through validated pixel tracking and event tagging.

Landing Page Testing & Experimentation

• Leads and plans A/B and multivariate landing page tests for paid media and high‑impact DTC experiences, prioritizing experiments through structured frameworks and defined hypotheses while ensuring strong test design, statistical rigor, and clearly defined success metrics.

Performance Analysis & Insights

• Analyzes landing page and test performance, evaluates conversion and efficiency metrics for paid traffic, and shares insights and recommendations to support ongoing optimization and marketing decisions.

Optimization & Continuous Improvement

• Continuously optimizes landing page experiences based on test results, media performance, and consumer behavior, applying best practices in mobile‑first design, page speed, accessibility (WCAG), and usability to identify scalable CRO patterns and drive ongoing improvement.

Cross-Functional Leadership

• Serves as the CRO subject‑matter expert for paid media post‑click experiences, partnering with leaders and analytics to align landing page execution to channel goals and ensure accurate measurement and reporting of CRO impact.

Other:

• Performs other duties as assigned.

What you need to succeed:

• Typically requires a bachelor’s degree in marketing, business administration or equivalent.

• Typically requires a minimum of 5 years of experience in conversion rate optimization, DTC marketing, or digital optimization with significant ownership of landing pages.

• Demonstrated success improving conversion performance for paid media traffic through structured experimentation.

• Advanced analytical skills with the ability to translate data into strategic recommendations.

• Hands-on experience with Content Management System (CMS) platforms, landing page builders, basic HTML/CSS, analytics, testing, and CRO tools (e.g., GA4, Optimizely, Hotjar/FullStory).

• Strong understanding of post-click optimization, UX principles, and persuasion frameworks.

• Very good communication skills with experience presenting results to senior stakeholders.

• Experience in mid- to large-scale DTC eCommerce environments working on multiple brand sites simultaneously.

• Experience partnering directly with Paid Media, Analytics, and other marketing channel teams.

• Knowledge of accessibility and web performance best practices.

A few pointers about our culture:

• Entrepreneurial spirit and innovation are in our bones! We authentically innovate trusted equipment that gets people out in the great outdoors.
• We are laser-focused on our consumers, and passionate about providing superior solutions flexible to meet any event’s needs or mission requirements.
• We strive to create meaningful, healthy change in the world as individuals and as a family of brands.
• We value team members who are willing to wear many hats; who take personal initiative, anticipating what needs to be done, and figuring things out to make them happen; but who are also willing to ask for help, to assist others and work together.

What you will receive:

• Share in the company’s success with competitive base salary with additional earning potential through participation in the management bonus program, and eligibility for annual pay increases.
• Find work/life balance with generous Paid Time Off and holiday benefits, a full benefits package, and broad range of employee support and fitness and wellness plans.
• Further your career with performance development and training opportunities, including our tuition assistance program.
• Have fun at work, enjoy a collaborative and casual work environment, participating in fun company events, and taking advantage of great employee discounts on all our outdoor recreational products.
• Plan for your future with our 401(k) with company match and deferred retirement contributions, Sons & Daughters Scholarship program, college savings program, life and LTD insurance, and more.

All qualified applicants will receive consideration for employment at Johnson Outdoors (and all subsidiaries) without regard to race; creed; color; religion; national origin; sex; age; disability; sexual orientation; gender identity or expression; genetic predisposition or carrier status; veteran, marital, or citizenship status; or any other status protected by law.  Johnson Outdoors is proud to be an affirmative action and equal opportunity employer. If, because of a medical condition or disability, you need a reasonable accommodation for any part of the application process, please contact Human Resources at HRSpecialAccommodations@johnsonoutdoors.com to let us know the nature of your request and your contact information.

JOHNSON OUTDOORS is a leading global innovator of outdoor recreation equipment and technologies that inspire more people to experience the awe of the great outdoors. The company designs, manufactures and markets a portfolio of winning, consumer-preferred brands across four categories: Watercraft Recreation, Fishing, Diving and Camping.  Johnson Outdoors' iconic brands include: Old Town® canoes and kayaks; Ocean Kayak™; Carlisle® paddles; Minn Kota® fishing motors, batteries and anchors; Cannon® downriggers; Humminbird® marine electronics and charts; SCUBAPRO® dive equipment; Jetboil® outdoor cooking systems. Founded in 1970 by Samuel C. Johnson, the Company has delivered double-digit compound annual growth over its history, evolving from a single brand into a nearly $663 million global enterprise with around 1,300 employees across 20 countries. 

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