CRO Specialist

About the role

Axeno’s conversion rate optimization (CRO) and experimentation practice helps enterprise clients grow website conversion. We turn analytics evidence into prioritised experiments and personalized experiences, and prove the business impact.

As Scrum Master & CRO Specialist you are the analytical and delivery lead of a CRO squad. You own journey analysis, drop-off diagnosis, hypotheses, experiment design and KPI interpretation, and you run the sprint cadence that keeps every cycle on time, evidence-backed and decision-ready. You will also strengthen the practice by evolving the playbooks, templates and ways of working we reuse across clients.

What you will do

CRO and insights

- Journey and funnel analysis. Analyse the end-to-end website journey in Adobe Analytics. Build funnels, fallout and cohort views by source, device and new vs returning traffic.

- Drop-off diagnosis. Combine quantitative funnels with session replay, heatmaps, zoning and journey analysis from Microsoft Clarity and Contentsquare to explain friction.

- Hypotheses. Produce focused insight briefs with ranked hypotheses, each with evidence, affected audience and a primary KPI.

- Experiment design. Specify tests (A/B, experience targeting, personalization rules) with primary KPI, eligible audience, minimum detectable effect, allocation, control and decision window. Report absolute and relative effect with uncertainty and guardrails, and call “continue learning” when the evidence says so.

- Measurement integrity. Define and maintain a measurement contract: journey events, experiment IDs, and reconciliation across SDK, analytics and server/CRM counts. Link website conversions to downstream lead quality.

- Reporting. Maintain KPI dashboards covering conversion, lead quality and guardrails (Core Web Vitals, form reliability, personalization delivery, data integrity).

- Activation partnership. Work with personalization and engineering specialists on Adobe Target and Salesforce Marketing Cloud Personalization campaigns: targeting logic, preview and tracking QA, rollout and rollback.

Scrum and delivery

- Run a fortnightly delivery cycle: evidence mining, test agreement, build and verify, release and review. Facilitate planning, daily check-ins, backlog refinement, reviews and retrospectives.

- Own the prioritised backlog and a written decision log (launch, continue, revise, stop, escalate). Prioritise by opportunity, effort and traffic using a framework such as ICE or PIE.

- Track dependencies on client platform, data and BAU teams (access, consent, SDK, approved content). Raise blockers and risks early, and keep acceptance evidence for every deliverable.

- Be the day-to-day contact for client marketing and digital stakeholders. Present readouts in plain business language, without overclaiming uplift.

Practice contribution

- Maintain and improve reusable assets: hypothesis and experiment brief templates, QA checklists, KPI frameworks, dashboards and a CRO operating playbook.

- Support pre-sales and proposals with CRO approach, scoping and case studies. Coach junior analysts and personalization specialists across the team.

** Must-have requirements**

Non-negotiable

Hands-on CRO delivery for comparable customers (large consumer or lead-generation websites, ideally automotive, BFSI or other high-consideration journeys), with proven, quantified impact you can walk us through.

- 6–7 years in web analytics, CRO or digital optimization, with at least 3 years running an experimentation programme end to end.

- Case studies we can verify: the problem, hypothesis, test design, result (with confidence or uncertainty) and business impact, e.g. lift in lead or conversion rate without loss in lead quality.

- Strong Adobe Analytics skills: Analysis Workspace, segments, calculated metrics, fallout and flow, eVars/props/events.

- Hands-on experience with Adobe Target (activities, audiences, A/B and experience targeting, QA; A4T is a plus).

- Hands-on experience with Microsoft Clarity and Contentsquare for session replay, heatmaps, zone-based and journey analysis.

- Working knowledge of Salesforce Marketing Cloud Personalization (Interaction Studio) and how Data Cloud segments feed website personalization.

- Solid grasp of experiment statistics: sample size and MDE, significance and confidence intervals, sample ratio mismatch, novelty effects, overlapping tests.

- Scrum fundamentals: you can run ceremonies, manage a backlog and unblock a team. CSM or PSM certification preferred.

- Clear written and verbal communication, able to turn data into a recommendation for non-technical stakeholders.

Good to have

- Adobe Analytics, Adobe Target or Salesforce certifications.

- Experience with consent-aware measurement and privacy-safe personalization (including India DPDP requirements).

- Familiarity with Core Web Vitals, tag management (Adobe Launch, GTM) and basic SQL or Python for ad-hoc analysis.

- Experience linking web leads to CRM or dealer outcomes (Salesforce, Data Cloud).

- Agency or consulting background with client-facing experience.