Vans: Manager, CRO and A/B Testing

Vans is the original brand rooted in the authentic lifestyle of skateboarding. We are driven by our mission to inspire and empower everyone to live “Off The Wall” – embracing the youthful spirit of freedom, non-conformity, and relentless progression. Yesterday’s “Off The Wall” moment is today’s new normal, and at Vans, we believe in constantly outdoing ourselves. Together with our communities across the globe, our vision is to push culture forward because we believe that the pursuit of progression never ends. We are constantly inspired by the future generation of positive catalysts within our community.  

So, before we get to the job details, take a minute to learn a little more about us – our values and our culture. If you can see yourself working side-by-side with a team of people who think and live “Off the Wall,” Vans just may be the place for you.

To learn more about our values and our culture, visit Vans Careers or www.vans.com.

Vans: Manager, CRO & A/B Testing

As part of the Vans Americas eCommerce team, we are looking for a data-obsessed, experimentation-focused CRO & A/B Testing Manager to own the strategy, execution, and optimization of the Vans.com ecommerce journey. This role is responsible for improving conversion rate, identifying and testing growth opportunities, and building a culture of experimentation across the organization. This role will partner closely with our centralized VF Digital Technology Team and agency partners to design tests, analyze consumer behavior, and turn insights into meaningful business outcomes. This is a hybrid role (3 days/week in our Costa Mesa, CA HQ).

What you will do:  

• Own the full lifecycle of A/B and multivariate testing, from ideation and hypothesis building to test setup, execution, and roll out
• Build and maintain a prioritized testing roadmap aligned to business goals, user behavior data, and revenue opportunities
• Analyze customer behavior across the site funnel and identify friction points using analytics tools like Google Analytics and Quantum Metric
• Provide clear, actionable recommendations to improve the digital customer journey
• Partner closely with VF Digital Technology UX/ UI Design and key agency partners to develop tests variations and evaluate new experiences
• Partner with marketing and merchandising teams to ensure alignment with campaigns, product storytelling, and business priorities
• Manage and optimize tests within AB testing platform (Optimizely)
• Ensure AB tests are appropriately tagged for accuracy
• Maintain documentation for testing plans, methodologies, key learnings, and KPIs
• Present insights to leadership and cross functional teams

What success looks like:  

• Leverage data and consumer insights to drive a prioritized testing roadmap
• Apply a growth mindset and constantly pursuing evolution across our digital capabilities in the pursuit of a quantifiable return on investment
• Strong cross functional collaboration with stakeholders across Digital Technology, Analytics, Brand, Ecommerce, Merchandising teams
• Ability to connect CRO efforts to merchandising, campaign strategy, and larger digital roadmap
• Develop a reporting cadence, inclusive of learnings and insights, with the broader organization, to drive future growth across the business

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+ years of experience in conversion optimization, digital analytics, experimentation, or ecommerce growth

The foundation skills you will need in this position are:

• Strong understanding of ecommerce funnels, user behavior, UX best practices, and testing methodologies
• Hands on experience with A/B testing tools, analytics platforms, and UX research tools
• Ability to run structured testing frameworks (hypothesis building, segmentation analysis, statistical modeling)
• Comfortable with QA process and proven ability to collaborate with developers
• Strong communication skills and experience presenting insights to stakeholders
• Understanding of accessibility and performance considerations when testing uX variations

Now WE have a question for YOU.

Are you in?

Hiring Range:

$117,072.00 USD - $146,340.00 USD annually

Incentive Potential: This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. 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.

At VF, we value a diverse, inclusive workforce and we provide equal employment opportunity for all applicants and employees. All qualified applicants for employment will be considered without regard to an individual’s race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, domestic partner status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws. If you require accommodations during the application process, please contact us at peopleservices@vfc.com. VF will provide reasonable accommodations for qualified individuals to the extent required by applicable law.

Pursuant to all applicable local Fair Chance Ordinance requirements, including but not limited to the San Francisco Fair Chance Ordinance, VF will consider for employment qualified applicants with arrest and conviction records.