CRO/UX Strategist

About Culligan Quench

Culligan Quench’s purpose is to impact people’s lives and improve the earth by helping to eliminate the 500 million plastic bottles consumed each year. We play a front-line role in the battle against single-use plastic water bottles by delivering on-demand filtered water solutions to more than 120,000 healthy and environmentally conscious customers across North America. Our bottle-free water coolers, ice machines, sparkling water dispensers and coffee brewers purify the existing water supply, providing an endless supply of clean water and water-based beverages for a fixed monthly fee, typically under a long term bundled service and rental subscription agreement. Culligan Quench has grown from a small regional company to an international leader that had a successful NYSE public offering in 2016 and is now a strategic company owned by private equity backed Culligan. Headquartered in King of Prussia, PA, Quench has more than 1,600 team members operating out of more than 90 locations across North America and Puerto Rico. For more information visit https://quench.culligan.com/

About Culligan

There’s nothing more fundamental to life on Earth than water. At Culligan, we believe transforming water can transform the world. That's why we offer expert water services and industry-leading solutions globally. Local Culligan teams deliver better drinking water to people at work, at home and on the go. With expertise across service, science and sustainability, Culligan turns water you can live with into water you can love. For more information visit www.culligan.com .

Values: 5Cs Culligan as One Customers come first Commitment to Innovation Courage to do what's right Consistently deliver exceptional results 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

1. 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

1. 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

1. 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

1. 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

1. 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

1. 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 capacity

• Proven experience improving conversion rates and lead quality in B2B subscription, recurring revenue, or considered-purchase businesses

• Strong analytical skills with GA4, Adobe Analytics, or Amplitude

• Hands-on experience with A/B testing platforms (Optimizely, VWO, AB Tasty, or equivalent)

• Demonstrated ability to translate test outcomes into pipeline and revenue impact

• Experience 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 feedback

• Experience optimising authenticated portal experiences and lifecycle expansion journeys

• Experience optimising for AI-driven traffic and answer engine surfaces (GEO/AEO)

• Familiarity with Salesforce and lifecycle marketing platforms