Conversion Rate Optimization Specialist

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 our digital team! Join our team as a CRO Specialist and play a key role in optimizing the digital experiences that turn visitors into customers. You'll leverage data, testing, and user experience best practices to build and improve high-performing landing pages while partnering with cross-functional marketing teams to drive measurable business growth. As a CRO Specialist, you'll create, test, and optimize landing page experiences that enhance customer engagement, increase conversions, and directly impact the success of our DTC brands.

Key Responsibilities:

Landing Page Strategy Execution

• Leads landing page 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

• Supports A/B and multivariate landing page testing for paid media and DTC experiences by assisting with test planning, execution, monitoring, and analysis using defined hypotheses and success metrics.

Performance Analysis & Insights

• Analyzes landing page and test performance, monitors 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 Integrated Marketing, Paid Media, and Analytics teams 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 2 years of experience in conversion rate optimization, DTC marketing, or digital optimization with focus on landing pages.

• Experience supporting conversion optimization initiatives and utilizing testing methodologies to improve digital performance.
• Strong analytical skills with the ability to interpret data and identify optimization opportunities.

• 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 stakeholders.

• Experience in 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 [email protected] 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.