Senior CRO Strategist

Role Overview

Location: Canada (tbk is headquartered in London, ON)
Position type: Full-time
Work Location: Hybrid – remote + 2-days/week in office (London, ON)
Salary: $90,000 – $110,000 (depending on experience)
Reports To: CEO

About tbk

tbk is a full-funnel marketing, web, and software partner for mid-market organizations who are tired of juggling vendors and short-term fixes. We help leadership teams align strategy, brand, web platforms, and campaigns – then turn that into qualified demand and clear revenue reporting.

We’re known for combining math + magic: serious strategy, data, and engineering paired with creative that actually moves people.

As we level up tbk’s growth intelligence practice, we’re hiring a Director, Growth Analytics & CRO to define and lead how we use data, experimentation, UX and AI across the full funnel to drive growth for our clients.

Small confession: Yes, we know our current website and some of the icons are a bit… dated and dare we say cheesy. Please don’t judge our UX by that alone – we’re in the middle of a glow-up, and you’ll have a say in where it goes next.

The Role

This is not a reporting role. It’s a “what should we do next, and how do we ship it?” role.

We’re hiring a Senior CRO Strategist to lead conversion growth for key clients by combining:

• Data: Web + CRM + pipeline to find what’s actually driving outcomes

• Experimentation: structured hypotheses, prioritization, testing, and learnings

• Conversion Design & Copy: Design, strategy and messaging that moves people, not just minor UI tweaks

We believe modern CRO requires copy. If you can diagnose friction but cannot shape the message, you’re stuck optimizing around the real problem. In this role, copy is part of the CRO engine, not a handoff.

You’ll partner closely with marketers, designers, developers, and account leads to turn insights into real changes that improve conversion rates, pipeline quality, and revenue outcomes.

What You’ll Do

Own CRO strategy and experimentation for key client accounts

• Build and maintain a prioritized CRO roadmap across landing pages, service pages, key flows, and funnel steps.

• Develop strong hypotheses grounded in data, research, and customer intent.

• Design and oversee experiments:

  • test design and success metrics

  • sample sizing and measurement approach

  • QA, tracking validation, and clean readouts

• Turn results into clear decisions: what we learned, what we do next, what we stop doing.

Turn insights into prototypes (wireframes, design direction, and test-ready copy)

• Translate findings into wireframes and clickable prototypes for priority pages and flows (typically low to mid-fidelity).

• Create testable variants for experiments, including layout, hierarchy, and messaging changes, not just button tweaks.

• Provide design direction to UX and visual designers by defining:

  • page structure and section order

  • conversion hierarchy and attention flow

  • persuasion elements (proof, objections, risk reversal)

  • interaction guidance for forms and multi-step flows

• Write and refine conversion copy for prototypes, including:

  • headlines, subheads, value props, CTA language

  • microcopy for forms (helper text, error states, reassurance, privacy)

  • proof and objection handling modules

• Deliver clear build-ready notes: annotations, acceptance criteria, and “what success looks like” tied to KPIs.

Make data useful, not noisy

• Define North Star metrics and success measures (revenue, leads, CAC, LTV, conversion rates, pipeline velocity).

• Build executive-ready dashboards in Looker Studio and related tools that show the numbers that matter.

• Diagnose performance using GA4, heatmaps, user flows, session insights, and attribution context.

• Create clear, repeatable reporting that supports action, not endless debate.

Write and direct conversion copy as part of CRO delivery

• Audit and improve on-site messaging with a conversion lens: clarity, hierarchy, proof, objections, and CTAs.

• Write conversion-focused copy and test variants for key funnel pages and steps.

• Collaborate with brand and design to keep conversion improvements aligned with voice and identity.

Connect the full funnel, including CRM and pipeline

• Connect media → web → CRM → pipeline → revenue so CRO decisions reflect business reality.

• Ensure tracking consistency from first touch through to opportunity and closed-won.
• Use CRM and marketing automation data (HubSpot, Salesforce, Dynamics, or similar) to identify leaks and improve lifecycle performance.

Raise standards across tbk’s CRO practice

• Set a high bar for experiment quality, measurement rigor, and conversion storytelling.

• Partner with account leads on QBRs and growth plans.

• Influence cross-functional teams through clarity, prioritization, and sharp feedback.

Push the frontier with AI, BigQuery, and automation

• Use AI to accelerate insight generation, segmentation, and experimentation cycles.

• Build or guide scripts and connectors to clean, enrich, and join data (BigQuery, Apps Script, Python, or similar).

• Identify where automation can remove busywork (tagging, anomaly detection, reporting QA, variant generation).

What You’ll Bring

• 8+ years in CRO, growth analytics, digital analytics, performance marketing, product analytics, or a closely related role.

• Proven experience in a digital or marketing agency environment. You thrive in a fast-moving, multi-stakeholder setting and love turning ambiguity into momentum, wins, and clear next steps.

• A proven track record of driving measurable growth through:

  • experiments and CRO roadmaps

  • UX and funnel improvements

    • messaging and conversion copy improvements

    • data-informed decisions (conversion lifts, revenue impact, CAC reduction, higher LTV, improved lead quality, etc.)

• Experience leading or mentoring other practitioners (marketing, analytics, UX/CRO, or similar), leading through influence and standards.

Expert-level analytics and data stack:

• Expert-level Looker Studio experience:

  • building complex, multi-source dashboards

  • performance-tuning and structuring for executive audiences.

• Strong hands-on experience with:

  • BigQuery (or similar data warehouse engines like Snowflake / Redshift)

  • Google Analytics 4

  • Tag managers, pixels, and conversion tracking setup.

• Comfortable writing and reviewing SQL and working with large datasets.

CRO, UX, and CRM chops:

• Demonstrated CRO and UX performance experience:

  • structuring tests and experiments

  • designing meaningful variants

  • interpreting results beyond “did it win?”

  • giving clear, performance-focused feedback on wireframes, comps, and flows.

• Solid experience with CRMs and marketing automation (e.g., HubSpot, Salesforce, Dynamics, or similar):

  • understanding lifecycle stages, lead scoring, and opportunity stages

  • linking web and campaign performance to pipeline and revenue.

AI and communication:

• Deep comfort with AI as a craft, such as:

  • using LLMs to accelerate analysis and insight generation

  • guiding or building small tools/scripts that connect APIs, automate reporting, or enrich data

  • knowing when AI is useful and when human judgment must lead.

• Excellent communication skills:

  • You can turn complexity into simple, compelling narratives.

  • You know clients don’t want all the data—they want the right data with a clear recommendation.

Education (or equivalent experience)

• A bachelor’s degree is an asset but not required. We welcome backgrounds in analytics, statistics, computer science, economics, business, UX, design, or research. We care most about what you’ve shipped, the results you’ve driven, and how you work – curiosity, clarity, and follow-through.

Our Hiring Process

As an employer of choice, tbk aims to be welcoming and transparent in our candidate selection process. 

We thank all applicants for their interest; however, only candidates selected for an interview will be contacted. 

Equal Opportunities:

tbk is an equal opportunity employer that values diversity. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital, veteran, or disability status.

tbk values diversity and is committed to creating an inclusive work environment. We provide equal employment opportunity for all applicants and employees. We do not discriminate based on any legally-protected class or characteristic. Employment decisions are made based on qualifications, merit, and business needs. If you need assistance or accommodation due to a disability, please let your recruiter know.

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