Web Marketing Manager, CRO
InstacartWe're transforming the grocery industry
At Instacart, we invite the world to share love through food because we believe everyone should have access to the food they love and more time to enjoy it together. Where others see a simple need for grocery delivery, we see exciting complexity and endless opportunity to serve the varied needs of our community. We work to deliver an essential service that customers rely on to get their groceries and household goods, while also offering safe and flexible earnings opportunities to Instacart Personal Shoppers.
Instacart has become a lifeline for millions of people, and we’re building the team to help push our shopping cart forward. If you’re ready to do the best work of your life, come join our table.
Instacart is a Flex First team
There’s no one-size fits all approach to how we do our best work. Our employees have the flexibility to choose where they do their best work—whether it’s from home, an office, or your favorite coffee shop—while staying connected and building community through regular in-person events. Learn more about our flexible approach to where we work.
Overview
The Organic Search & Web team is responsible for driving traffic growth from all organic sources from traditional search engines to new emerging LLMs and in between while ensuring this traffic growth can be converted into valuable customers. This is a critical growth engine for our company driving new customer acquisition, re-engaging lapsed customers and driving increased engagement with existing customers. As part of a fast moving marketing team, this role underpins the success of all marketing channels by turbocharging our spend efficiency and ensuring visitors who reach our site find a compelling experience that nurtures them down the funnel.
We are currently seeking a CRO focused web marketing manager. This role focuses on optimizing our site across customer segments ensuring site visitors become long lasting, highly engaged customers of Instacart. The role is uniquely positioned to help drive broader marketing efficiencies by improving conversion rates for both organic, free traffic and paid traffic across a multitude of website surfaces. The potential to drive monumental impact is huge. The core KPI a candidate will be responsible for is web conversion rate, which is crucial in driving cost effective customer acquisition, order frequency & ultimately our company financials. The role will, however, carefully balance this with cross functional requirements from design and brand to search engine optimization.
About the Job
- Own the CRO strategy and experimentation roadmap for Instacart’s web surfaces, driving measurable conversion improvements across new, lapsed, and existing customer segments.
- Design, implement, and analyze A/B, multivariate, and personalization tests using website conversion platforms (e.g., Optimizely, Crazy Egg), and scale winning experiences.
- Translate customer insights and funnel analytics into prioritized hypotheses and test plans; define success metrics, report results, and communicate learnings to stakeholders.
- Partner with SEO, marketing technology, paid media, product, design, analytics, and data science to ensure CRO best practices are embedded into landing pages and end-to-end user journeys.
- Build and maintain a healthy cadence of experiments, ensuring rigorous QA, data integrity, and attention to site performance, accessibility, and mobile responsiveness.
- Improve conversion outcomes for both organic and paid traffic surfaces by optimizing entry points, landing pages, and complex paths to conversion at scale.
- Create and evangelize CRO playbooks and documentation that accelerate learning, enable repeatable wins, and inform cross-functional roadmaps.
About You
Minimum Qualifications
- 4-7 years of hands-on conversion rate optimization (CRO) experience for large-scale consumer websites.
- Significant experience with WYSIWYG website conversion and experimentation tools (e.g., Optimizely, Crazy Egg, or similar).
- Comprehensive knowledge of A/B testing, multivariate testing, and personalization—from hypothesis development through execution and analysis.
- Proven track record of turning customer insights and behavioral data into tactics that deliver measurable improvements in conversion.
- Strong analytical skills and proficiency with web analytics to diagnose funnel performance and prioritize a roadmap.
- Experience working with large site footprints (millions of pages) and navigating complex, multi-step conversion paths.
- Knowledge of key marketing and acquisition channels (e.g., SEO, SEM, paid social, affiliates, email) and how they influence on-site conversion.
Preferred Qualifications
- Power user expertise with website conversion platforms, including building complex experiments and targeting without engineering support.
- SQL and data analytics experience to source data, build dashboards, and report results to stakeholders.
- Ecommerce experience optimizing high-traffic landing pages.
- Demonstrated ability to influence cross-functional partners and align roadmaps across marketing, product, design, analytics, and data science.
- Experience optimizing experiences for both organic and paid traffic, tailored to new, lapsed, and existing customer segments.
Instacart provides highly market-competitive compensation and benefits in each location where our employees work. This role is remote and the base pay range for a successful candidate is dependent on their permanent work location. Please review our Flex First remote work policy here. Currently, we are only hiring in the following provinces: Ontario, Alberta, British Columbia, and Nova Scotia.
Offers may vary based on many factors, such as candidate experience and skills required for the role. Additionally, this role is eligible for a new hire equity grant as well as annual refresh grants. Please read more about our benefits offerings here.
For Canadian based candidates, the base pay ranges for a successful candidate are listed below.