Position Summary
The hybrid CRO/UX Strategist will own end-to-end conversion performance across Culligan Quench's digital surfaces, including web, paid and organic landing pages, product pages, lead forms, and the customer portal. The role centers on building and running a disciplined, always-on experimentation program: developing data-driven hypotheses, designing A/B and multivariate tests, establishing governance standards, and scaling winning results into permanent improvements. Beyond acquisition, the strategist will also optimize authenticated customer journeys to drive expansion revenue through upsell and cross-sell, improve onboarding flows, and reduce churn through lifecycle optimization.
This is a senior, cross-functional leadership role requiring 5–6+ years of CRO or growth experimentation experience, ideally within lead gen and recurring revenue businesses. The strategist will partner closely with Sales Ops to connect web behavior to lead quality and downstream revenue outcomes, direct external CRO and UX agency partners, and present performance insights to senior leadership including the Quench leadership team and Culligan CMO. Ideal candidates bring hands-on experience with A/B testing platforms and analytics tools, strong statistical literacy, and a track record of translating test outcomes into measurable pipeline and revenue impact.
*The in-office expectation for this role would be one/two days a week, twice a month at minimum - role would be based out of our Company Headquarters in King of Prussia, PA*
Key Responsibilities
1. Conversion and Experimentation Strategy
Own conversion performance across web, paid landing pages, organic landing pages, product pages, lead forms, and customer portal
Define and track funnel KPIs that connect traffic, engagement, lead capture, lead quality, opportunity creation, and revenue
Build and manage a prioritised experimentation roadmap using a structured impact, confidence, effort, traffic, and commercial value framework
Run an always-on programme, not occasional campaigns
2. Experimentation Operating Model
Build and operate a disciplined experimentation programme across all digital surfaces
Develop evidence-based hypotheses grounded in analytics, behavioural data, customer insight, sales feedback, and funnel performance
Define primary, secondary, and guardrail metrics for every experiment, including downstream lead quality and SQL outcomes
Select the appropriate validation method based on traffic and risk: A/B testing, multivariate testing, pre/post analysis, usability testing, controlled rollout, and qualitative validation
Establish governance including test briefs, QA checklists, statistical standards, decision rules, result readouts, and a central learning repository
Scale winning tests into permanent improvements and document learnings from both successful and unsuccessful experiments and share these across other regional BUs
3. Acquisition Funnel Optimisation
Improve visitor-to-MQL and MQL-to-customer conversion across organic, paid, direct, and referral traffic
Own conversion strategy for paid and organic landing page templates: page structure, messaging, proof points, forms, CTAs, routing logic, and post-submit experiences
Build segmented conversion journeys by industry, account size, product interest, geography, traffic source, and buying intent
Improve form performance, CTA design, and content hierarchy across the acquisition funnel
Optimise for AI-driven traffic from answer engines, AI overviews, and conversational search
4. Customer Portal and Expansion Revenue
Optimise authenticated customer journeys to grow expansion revenue: upsell and cross-sell of coffee, ice, sparkling, and product add-ons
Improve onboarding flows from signup to first delivery and first delivery to active use
Reduce involuntary churn through payment recovery and lifecycle journey optimisation
Increase self-service adoption and support deflection
Build lifecycle journeys that contribute to retention, reactivation, and net revenue retention
5. Lead Quality and Sales Feedback Loops
Partner with Sales Ops to connect web behaviour, form source, campaign, page path, and CTA data to lead quality, SQL conversion, opportunity creation, and closed-won outcomes
Identify which forms, pages, channels, and CTAs produce high-intent leads and which produce noise
Govern conversion improvement to protect lead quality, not just volume
6. Vendor and Cross-Functional Leadership
Act as the internal CRO owner and strategic lead for external CRO and UX partners. Set priorities, challenge recommendations, ensure analytical rigour, and hold agencies accountable for commercial outcomes
Represent user behaviour, customer intent, and conversion friction in digital planning and prioritisation discussions
Partner with the Culligan Marketing Centre of Excellence team to share testing infrastructure, hypothesis libraries, and best practice across Culligan business units
7. Measurement, Reporting, and Continuous Improvement
Establish dashboards tracking conversion performance, test velocity, win rate, learning velocity, and commercial impact
Present insights and recommendations to senior leadership including the Quench leadership team and Culligan CMO
Translate emerging CRO, UX, personalisation, and experimentation best practices into practical tests and scalable improvements
Own conversion tracking QA across forms, CTAs, landing pages, events, CRM handoffs, and dashboards
Required Skills
CRO and experimentation. Structured, hypothesis-driven approach to A/B, multivariate, and alternative validation methods. Statistical literacy e.g. sample sizing, MDE, sequential testing, false positive control.
Data analysis. Strong ability to interpret behavioural data, identify friction, segment performance, and translate insight into action.
UX and journey optimisation. Deep understanding of UX principles, navigation, information hierarchy, and conversion path design across web and authenticated portal experiences.
Customer research methods. Comfortable with usability testing, customer interviews, and jobs-to-be-done frameworks alongside quantitative testing.
Cross-functional leadership. Proven ability to influence marketing, product, engineering, design, sales ops, and senior stakeholders without direct authority.
CMS and implementation literacy. Able to brief engineering teams, write analytics implementation specs, and work with tag managers.
Vendor leadership. Able to direct and challenge external CRO and UX partners on strategy, prioritisation, and commercial accountability.
Qualifications
Required
5-6+ years in CRO, growth experimentation, or digital optimisation, with at least 3 years in a senior or lead capacityProven experience improving conversion rates and lead quality in B2B subscription, recurring revenue, or considered-purchase businessesStrong analytical skills with GA4, Adobe Analytics, or AmplitudeHands-on experience with A/B testing platforms (Optimizely, VWO, AB Tasty, or equivalent)Demonstrated ability to translate test outcomes into pipeline and revenue impactExperience managing external agency partners and holding them to commercial outcomes
Preferred
Experience in subscription, rental, or recurring revenue businesses (water, telco, SaaS, DTC subscription, equipment rental, or similar)B2B lead generation experience with multi-step forms, sales handoff, CRM integration, lead scoring, and offline conversion feedbackExperience optimising authenticated portal experiences and lifecycle expansion journeysExperience optimising for AI-driven traffic and answer engine surfaces (GEO/AEO)Familiarity with Salesforce and lifecycle marketing platforms
What We OfferMedical, Dental, Vision which start day one401(k) match of 50% up to 6%Life insurance DisabilityUnlimited Paid Time AwayParental leaveAdditional voluntary benefitsCareer progression opportunitiesCoaching and professional developmentAnnual bonus of 5%
Quench offers salary, commission, benefits, and incentive awards. We are proud to be an Equal Opportunity Employer. Quench provides equal opportunity in all of our employment practices to all qualified employees and applicants without regard to sex, sexual orientation, race, color, religion, gender, national origin, ethnicity, age, disability, marital or family status, pregnancy, military status, veteran status, genetic information or any other category protected by federal, state and local laws. This policy applies to all aspects of the employment relationship, including recruitment, hiring, compensation, promotion, transfer, disciplinary action, layoff, return from layoff, benefits, training, social and recreational programs. All such employment decisions will be made without unlawfully discriminating on any prohibited basis.
Applicants
Beware of fake job offers falsely claiming affiliation with our company.
• We never request banking details or other personally identifiable information during interviews.
• Our recruiters will never ask prospective employees for payment to apply for a position or as a condition of employment.
• Official emails are from our domain. Our approved emails will come from @quenchwater.com or @culliganquench.com.
Responsibilities:
Equipment testing, troubleshooting, scrap processing, equipment washing, equipment rebuilding, new equipment preparation.
Achievement of productivity metrics required for each assigned activity.
Use Quench ERP system to transact activities.
Follow best practices in maintaining a safe work environment and facility.
Track equipment and parts inventory.
Perform work neatly, effectively, and consistent with established standards of performance.
Regular and reliable attendance
Qualifications:
2+ years of professional experience in HVAC/R field, desired
EPA/ HVAC certification, desired
Excellent organizational skills
Reliable, Energetic, and Problem Solver
Ability to think on one’s feet and learn rapidly without a great deal of supervision
Flexible with performance, and time-sensitive expectations
Must be disciplined, self-motivated, and able to meet team goals
Able to work as a team member as well as independently
Basic computer skills (MS Word, Excel, Outlook)
Strong command of company’s policies and procedures
Continuously evaluate and identify opportunities to drive process improvements that positively impact the customer’s experience
A desire to continually increase your knowledge of the industries we serve; and, products, services and processes our company can produce
The employee is often required to stand; walk; sit; use ladders; use hands to manipulate, handle, or feel surfaces, parts and tools; reach with hands and arms and stoop, kneel, crouch, or crawl
Occasionally lift and/or move up to 50 pounds
Stands for extended periods of time (8+ hours per day)
What We OfferCompetitive hourly rate Medical, Dental, and Vision insurance starting Day 1401(k) match of 50% up to 6%10 paid holidays plus PTOBeware of fake job offers falsely claiming affiliation with our company. • We never request banking details or other personally identifiable information during interviews.• Our recruiters will never ask prospective employees for payment to apply for a position or as a condition of employment.• Official emails are from our domain. Our approved emails will come from @quenchwater.com. Verify offers through our official HR channels to safeguard your privacy and security. If you have any questions or suspicions regarding the authenticity of any job posting or communication allegedly by or on behalf of Quench, please contact us immediately at jobs@quenchwater.com We are proud to be an Equal Opportunity Employer. Quench provides equal opportunity in all of our employment practices to all qualified employees and applicants without regard to sex, sexual orientation, race, color, religion, gender, national origin, ethnicity, age, disability, marital or family status, pregnancy, military status, veteran status, genetic information or any other category protected by federal, state and local laws. This policy applies to all aspects of the employment relationship, including recruitment, hiring, compensation, promotion, transfer, disciplinary action, layoff, return from layoff, benefits, training, social and recreational programs. All such employment decisions will be made without unlawfully discriminating on any prohibited basis.Responsibilities:
Equipment testing, troubleshooting, scrap processing, equipment washing, equipment rebuilding, new equipment preparation.
Achievement of productivity metrics required for each assigned activity.
Use Quench ERP system to transact activities.
Follow best practices in maintaining a safe work environment and facility.
Track equipment and parts inventory.
Perform work neatly, effectively, and consistent with established standards of performance.
Regular and reliable attendance
Qualifications:
2+ years of professional experience in HVAC/R field, desired
EPA/ HVAC certification, desired
Excellent organizational skills
Reliable, Energetic, and Problem Solver
Ability to think on one’s feet and learn rapidly without a great deal of supervision
Flexible with performance, and time-sensitive expectations
Must be disciplined, self-motivated, and able to meet team goals
Able to work as a team member as well as independently
Basic computer skills (MS Word, Excel, Outlook)
Strong command of company’s policies and procedures
Continuously evaluate and identify opportunities to drive process improvements that positively impact the customer’s experience
A desire to continually increase your knowledge of the industries we serve; and, products, services and processes our company can produce
The employee is often required to stand; walk; sit; use ladders; use hands to manipulate, handle, or feel surfaces, parts and tools; reach with hands and arms and stoop, kneel, crouch, or crawl
Occasionally lift and/or move up to 50 pounds
Stands for extended periods of time (8+ hours per day)
What We OfferCompetitive hourly rate Medical, Dental, and Vision insurance starting Day 1401(k) match of 50% up to 6%10 paid holidays plus PTOBeware of fake job offers falsely claiming affiliation with our company. • We never request banking details or other personally identifiable information during interviews.• Our recruiters will never ask prospective employees for payment to apply for a position or as a condition of employment.• Official emails are from our domain. Our approved emails will come from @quenchwater.com. Verify offers through our official HR channels to safeguard your privacy and security. If you have any questions or suspicions regarding the authenticity of any job posting or communication allegedly by or on behalf of Quench, please contact us immediately at jobs@quenchwater.com We are proud to be an Equal Opportunity Employer. Quench provides equal opportunity in all of our employment practices to all qualified employees and applicants without regard to sex, sexual orientation, race, color, religion, gender, national origin, ethnicity, age, disability, marital or family status, pregnancy, military status, veteran status, genetic information or any other category protected by federal, state and local laws. This policy applies to all aspects of the employment relationship, including recruitment, hiring, compensation, promotion, transfer, disciplinary action, layoff, return from layoff, benefits, training, social and recreational programs. All such employment decisions will be made without unlawfully discriminating on any prohibited basis. 