Conversion Rate Optimization Specialist
Who we are At Twilio, we’re shaping the future of communications, all from the comfort of our homes. We deliver innovative solutions to hundreds of thousands of businesses and empower millions of developers worldwide to craft personalized customer experiences. Our dedication to remote-first work, and strong culture of connection and global inclusion means that no matter your location, you’re part of a vibrant team with diverse experiences making a global impact each day. As we continue to revolutionize how the world interacts, we’re acquiring new skills and experiences that make work feel truly rewarding. Your career at Twilio is in your hands. We use Artificial Intelligence (AI) to help make our hiring process efficient, fair, and transparent, but automation never makes the final call. Every hiring decision is made by real Twilions, ensuring a human touch at every step. . Who we are At Twilio, we’re shaping the future of communications, all from the comfort of our homes. We deliver innovative solutions to hundreds of thousands of businesses and empower millions of developers worldwide to craft personalized customer experiences. Our dedication to remote-first work, and strong culture of connection and global inclusion means that no matter your location, you’re part of a vibrant team with diverse experiences making a global impact each day. As we continue to revolutionize how the world interacts, we’re acquiring new skills and experiences that make work feel truly rewarding. Your career at Twilio is in your hands. See yourself at Twilio Join the team as Twilio’s next Conversion Rate Optimization Specialist. About the job This position is needed to support A/B testing and personalization efforts to improve conversion rates across the digital journey, including the website, landing pages, and chat experiences on twilio.com. This role focuses on optimizing signup and lead capture pages in collaboration with Marketing, Design/UX, Analytics, and Engineering. The position reports to the Sr. Director of Web and works in strong partnership with CRO Director. Responsibilities In this role, you’ll: Execute a CRO roadmap built on data, insights, and hypotheses in close collaboration with the CRO Director. Independently configure, implement and QA experiments using Adobe Target and personalization tools like VWO; including front-end-coding where needed. Collaborate with the web engineering team to scope and deliver more complex test variations, ensuring robust site tagging, and to resolve technical blockers. Optimize pages and forms to improve full-funnel performance across digital touchpoints. Use user research and data to inform test concepts and experiment variants. Assess test feasibility and recommend execution approaches, balancing business priorities, resources and technical constraints. Translate UX strategies and wireframes into test-ready variants. Work with Marketing Analytics team to define and create audiences Build, QA, and launch personalization experiments in coordination with cross functional teams/initiatives. Define, monitor, and analyze success metrics for all experiments, ensuring proper data validation and instrumentation for robust experiment tracking. Share test results and insights with Marketing and cross-functional partners. Manage testing timelines and backlog. Work with site authors to ensure winning variants are implemented and scaled across the site, documenting outcomes and lessons learned. Qualifications Twilio values diverse experiences from all kinds of industries, and we encourage everyone who meets the required qualifications to apply. If your career is just starting or hasn't followed a traditional path, don't let that stop you from considering Twilio. We are always looking for people who will bring something new to the table • Required: 5+ years of experience executing A/B testing and personalization frameworks with a strong understanding of web funnel performance. Comfort editing HTML, CSS, and JavaScript to implement Strong analytical skills to interpret data, monitor site performance, and generate insights. Experience with Adobe Experience Manager website instrumentation. Familiarity with Adobe Target, Mutiny, VWO and data visualization tools (GA4, Looker, Tableau, etc.). Proven collaboration with Marketing and Engineering teams. Strong design sensibility, understanding of technical trade-offs, and awareness of B2B user behavior and customer psychology behind conversion decisions. Effective communication skills across diverse teams and organizational levels. Desired: Experience in B2B environments or companies with similar acquisition flows. Familiarity with Twilio products, like CDP. Location This role will be remote, but is not eligible to be hired in CA, CT, NJ, NY, PA, WA. Travel We prioritize connection and opportunities to build relationships with our customers and each other. For this role, you may be required to travel occasionally to participate in project or team in-pe