Web Marketing Manager, CRO

Overview

The Organic Search & Web team is responsible for driving traffic growth from all organic sources from traditional search engines to new emerging LLMs and in between while ensuring this traffic growth can be converted into valuable customers. This is a critical growth engine for our company driving new customer acquisition, re-engaging lapsed customers and driving increased engagement with existing customers. As part of a fast moving marketing team, this role underpins the success of all marketing channels by turbocharging our spend efficiency and ensuring visitors who reach our site find a compelling experience that nurtures them down the funnel.

We are currently seeking a CRO focused web marketing manager. This role focuses on optimizing our site across customer segments ensuring site visitors become long lasting, highly engaged customers of Instacart. The role is uniquely positioned to help drive broader marketing efficiencies by improving conversion rates for both organic, free traffic and paid traffic across a multitude of website surfaces. The potential to drive monumental impact is huge. The core KPI a candidate will be responsible for is web conversion rate, which is crucial in driving cost effective customer acquisition, order frequency & ultimately our company financials. The role will, however, carefully balance this with cross functional requirements from design and brand to search engine optimization.

About the Job

• Own the CRO strategy and experimentation roadmap for Instacart’s web surfaces, driving measurable conversion improvements across new, lapsed, and existing customer segments.
• Design, implement, and analyze A/B, multivariate, and personalization tests using website conversion platforms (e.g., Optimizely, Crazy Egg), and scale winning experiences.
• Translate customer insights and funnel analytics into prioritized hypotheses and test plans; define success metrics, report results, and communicate learnings to stakeholders.
• Partner with SEO, marketing technology, paid media, product, design, analytics, and data science to ensure CRO best practices are embedded into landing pages and end-to-end user journeys.
• Build and maintain a healthy cadence of experiments, ensuring rigorous QA, data integrity, and attention to site performance, accessibility, and mobile responsiveness.
• Improve conversion outcomes for both organic and paid traffic surfaces by optimizing entry points, landing pages, and complex paths to conversion at scale.
• Create and evangelize CRO playbooks and documentation that accelerate learning, enable repeatable wins, and inform cross-functional roadmaps.

About You

Minimum Qualifications

• 4-7 years of hands-on conversion rate optimization (CRO) experience for large-scale consumer websites.
• Significant experience with WYSIWYG website conversion and experimentation tools (e.g., Optimizely, Crazy Egg, or similar).
• Comprehensive knowledge of A/B testing, multivariate testing, and personalization—from hypothesis development through execution and analysis.
• Proven track record of turning customer insights and behavioral data into tactics that deliver measurable improvements in conversion.
• Strong analytical skills and proficiency with web analytics to diagnose funnel performance and prioritize a roadmap.
• Experience working with large site footprints (millions of pages) and navigating complex, multi-step conversion paths.
• Knowledge of key marketing and acquisition channels (e.g., SEO, SEM, paid social, affiliates, email) and how they influence on-site conversion.

Preferred Qualifications

• Power user expertise with website conversion platforms, including building complex experiments and targeting without engineering support.
• SQL and data analytics experience to source data, build dashboards, and report results to stakeholders.
• Ecommerce experience optimizing high-traffic landing pages.
• Demonstrated ability to influence cross-functional partners and align roadmaps across marketing, product, design, analytics, and data science.
• Experience optimizing experiences for both organic and paid traffic, tailored to new, lapsed, and existing customer segments.

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