Manager, CRO & Personalization

Kforce has a client in Orlando, FL that is seeking a Manager, CRO & Personalization. Summary: This role will serve as the strategic owner responsible for defining how Customer Data Platform (CDP) capabilities, website personalization, conversion rate optimization (CRO), customer segmentation, experimentation, and analytics work together to drive measurable increases in customer engagement, digital conversion, and revenue performance across prospect and Owner digital experiences. Duties:

• Establish a best-in-class CRO and personalization program using VWO
• Drive incremental revenue, bookings, package conversions, and owner engagement
• Move the company from isolated tests to always-on, audience-based personalization
• Create an experimentation culture rooted in data, learning, and iteration
• Operationalize personalization across the guest-to-owner lifecycle
• Define and own the enterprise personalization vision and roadmap across all HGV digital properties
• Develop personalization strategies leveraging customer data, behavioral analytics, audience segmentation, and customer journey insights
• Partner closely with Customer Data Platform (CDP) teams to align customer data capabilities with personalization initiatives
• Establish governance, prioritization frameworks, and success metrics for personalization programs
• Identify new opportunities to improve customer engagement, digital conversion, and customer experience through personalization
• Lead enterprise conversion optimization efforts across prospect and Owner digital experiences
• Design and manage experimentation programs focused on increasing conversions, engagement, customer acquisition, and customer retention
• Develop testing roadmaps aligned with business objectives and digital strategy initiatives

• Serve as the primary business owner and subject matter expert for VWO (Visual Website Optimizer)
• Create, configure, monitor, and optimize A/B tests, multivariate tests, personalization campaigns, and experimentation initiatives
• Develop reporting and insights within VWO to measure performance and business impact
• Collaborate with development teams when technical implementation support is required
• Partner closely with CDP leadership and technical teams to leverage customer profiles, audience segmentation, behavioral data, and personalization use cases
• Help define requirements for customer data activation strategies supporting personalization initiatives
• Identify opportunities to improve customer journey orchestration through better use of customer data
• Work closely with GA4 stakeholders and analytics teams to establish measurement frameworks supporting personalization and optimization initiatives
• Define KPIs, dashboards, attribution models, and reporting standards
• Utilize GA4 insights to evaluate experiment effectiveness and customer behavior trends
• Establish data-driven decision-making practices across personalization and optimization programs
• Collaborate with Marketing, Product, Analytics, Development, Customer Experience, and CDP teams
• Translate business objectives into actionable personalization and optimization initiatives

• Annual and quarterly Personalization & CRO Strategy
• Prioritized experimentation backlog by platform and KPI
• Audience and segmentation framework
• VWO experimentation and personalization setup
• Testing hypotheses and experiment design briefs
• Personalized experience rules and targeting matrices
• Test performance readouts and dashboards
• Conversion lift and revenue impact summaries
• Learning repository and best practices
• CRO and personalization playbooks
• Intake and governance frameworks
• Stakeholder education and best-practice sharing