• Develop and own the holistic CRO roadmap for both Paid Landing Pages (PLPs) and Organic website pathways. Your primary goal is to increase the yield (Session-to-Lead) from our acquisition traffic. • Establish and govern the testing prioritization framework (e.g., PIE/RICE) to ensure resources are focused on high-impact, high-confidence experiments that drive measurable revenue growth. • Partner with Martech to assess and optimize the experimentation stack (e.g., Optimizely, GA4), ensuring we have the technical capability to deploy complex personalization and multivariate tests at scale. • Partner closely with the Director of Marketing Strategy & Analysis to validate that testing priorities address the highest-value business risks. • Collaborate deeply with Paid Media leadership to ensure landing page strategies align with media buying objectives. • Act as the strategic bridge between Marketing and Product. • Directly manage the CRO Strategy Leads (Sr. Managers) and Web Production/Ops team. • Oversee the velocity and quality of the testing pipeline. • Accountable for key top-of-funnel conversion metrics (Session-to-Lead, Lead-to-Enroll).