Conversion Rate Optimization (CRO) Specialist

Department: Marketing

Direct Supervisor: Director, Digital Product

Status: Full-time

Summary: The Conversion Rate Optimization (CRO) Specialist will play a critical role in the experimentation and optimization program across our digital properties - including the Miami Dolphins, Formula 1 Crypto.com Miami Grand Prix, and the Miami Open. This role turns user behavior into measurable revenue and engagement gains, auditing UI/UX, identifying friction in key conversion paths, designing and running A/B and multivariate tests, and translating results into clear recommendations.

Location:

• This is a full-time position based on-site at Hard Rock Stadium in Miami Gardens, FL.

Responsibilities:

• Maintain and execute the experimentation roadmap of test hypotheses across web and mobile app, balancing quick wins against higher-impact structural changes.
• Design and execute A/B and multivariate tests end to end - hypothesis, success metrics, audience targeting, QA, launch, and statistical analysis - across ticketing, e-commerce, lead-gen, and content surfaces.
• Conduct UI/UX and heuristic reviews of websites and the mobile app, identifying usability friction and conversion blockers, and grounding findings in analytics, session recordings, and heatmaps.
• Analyze user behavior through funnel analysis, segmentation, heatmapping, and session replay to surface where and why users drop off.
• Translate data into recommendations. Produce clear, prioritized, business-focused write-ups and presentations that connect findings to revenue, engagement, and the customer experience.
• Partner cross-functionally with UX/UI, web content, brand, sales, and engineering to scope, ship, and measure changes.
• Build personalization and targeting strategies to tailor experiences by audience (e.g., new vs. returning fans, single-game vs. season-ticket holders, hospitality prospects).
• Define and report on CRO KPIs - conversion rate, AOV, funnel completion, bounce/exit, revenue per visitor - and maintain dashboards that keep stakeholders aligned on impact.
• Champion a culture of testing, documenting learnings (wins and losses) so insights compound over time rather than getting re-learned.
• Stay current on CRO, UX, accessibility, and experimentation best practices, and bring new tools and methods to the team

Qualifications:

• 3+ years in conversion rate optimization, UX/product analytics, and web growth
• Hands-on experience designing and running A/B and multivariate tests with a testing platform (e.g., Optimizely, VWO, or similar)
• Strong working knowledge of web/app analytics (GA4 strongly preferred) and behavioral tools (e.g., Hotjar)
• Solid grasp of experimentation methodology and statistics - sample size, significance, confidence, and how to avoid common testing pitfalls
• Ability to evaluate UI/UX critically and articulate the “why” behind recommendations
• Excellent communication and storytelling skills
• Comfort working across both desktop web and native mobile app environments
• Experience optimizing transactional funnels: e-commerce checkout, ticketing, subscriptions/memberships, or lead generation
• Familiarity with sports, entertainment, hospitality, travel, or ticketing industries
• Basic knowledge of HTML/CSS
• Experience with personalization and audience-targeting tools
• Familiarity with accessibility standards and how they intersect with UX
• Experience with Agile methodologies and project management tools like Wrike or Jira

Featured Benefits:

• Medical, dental, and vision insurance
• Life insurance (including voluntary coverage for spouses and children)
• Long term disability insurance
• Ticket benefits for events including Miami Dolphins games, the Formula 1 Crypto.com Miami Grand Prix, and the Miami Open
• Employee gym, subsidized lunch program, and discounts on a variety of products and services
• 401k, paid time off (PTO), and company holidays

The Miami Dolphins, Hard Rock Stadium and South Florida Motorsports are proud to be Drug-Free Workplaces. Offers of employment are contingent on successful completion of drug and background screening. It is the policy of the Company to provide equal employment opportunities to all employees and applicants for employment without regard to race, color, religion, sex, national origin, age, disability, marital status, military status, genetic information, sexual orientation, gender identity or expression, or other status protected by applicable federal, state, or local law.