CRO/UX Strategist

Culligan Quench’s purpose is to impact people’s lives and improve the earth by helping to eliminate the 500 million plastic bottles consumed each year. We play a front-line role in the battle against single-use plastic water bottles by delivering on-demand filtered water solutions to more than 120,000 healthy and environmentally conscious customers across North America. Our bottle-free water coolers, ice machines, sparkling water dispensers and coffee brewers purify the existing water supply, providing an endless supply of clean water and water-based beverages for a fixed monthly fee, typically under a long term bundled service and rental subscription agreement.  Culligan Quench has grown from a small regional company to an international leader that had a successful NYSE public offering in 2016 and is now a strategic company owned by private equity backed Culligan.  Headquartered in King of Prussia, PA, Quench has more than 1,600 team members operating out of more than 90 locations across North America and Puerto Rico. For more information visit https://quench.culligan.com/

 

There’s nothing more fundamental to life on Earth than water.  At Culligan, we believe transforming water can transform the world. That's why we offer expert water services and industry-leading solutions globally. Local Culligan teams deliver better drinking water to people at work, at home and on the go. With expertise across service, science and sustainability, Culligan turns water you can live with into water you can love.  For more information visit www.culligan.com. 

 

• Own conversion performance across web, paid landing pages, organic landing pages, product pages, lead forms, and customer portal 

• Define and track funnel KPIs that connect traffic, engagement, lead capture, lead quality, opportunity creation, and revenue 

• Build and manage a prioritised experimentation roadmap using a structured impact, confidence, effort, traffic, and commercial value framework 

• Run an always-on programme, not occasional campaigns 

• Build and operate a disciplined experimentation programme across all digital surfaces 

• Develop evidence-based hypotheses grounded in analytics, behavioural data, customer insight, sales feedback, and funnel performance 

• Define primary, secondary, and guardrail metrics for every experiment, including downstream lead quality and SQL outcomes 

• Select the appropriate validation method based on traffic and risk: A/B testing, multivariate testing, pre/post analysis, usability testing, controlled rollout, and qualitative validation 

• Establish governance including test briefs, QA checklists, statistical standards, decision rules, result readouts, and a central learning repository 

• Scale winning tests into permanent improvements and document learnings from both successful and unsuccessful experiments and share these across other regional BUs 

• Improve visitor-to-MQL and MQL-to-customer conversion across organic, paid, direct, and referral traffic 

• Own conversion strategy for paid and organic landing page templates: page structure, messaging, proof points, forms, CTAs, routing logic, and post-submit experiences 

• Build segmented conversion journeys by industry, account size, product interest, geography, traffic source, and buying intent 

• Optimise authenticated customer journeys to grow expansion revenue: upsell and cross-sell of coffee, ice, sparkling, and product add-ons 

• Improve onboarding flows from signup to first delivery and first delivery to active use 

• Reduce involuntary churn through payment recovery and lifecycle journey optimisation 

• Increase self-service adoption and support deflection 

• Build lifecycle journeys that contribute to retention, reactivation, and net revenue retention 

• Act as the internal CRO owner and strategic lead for external CRO and UX partners. Set priorities, challenge recommendations, ensure analytical rigour, and hold agencies accountable for commercial outcomes 

• Represent user behaviour, customer intent, and conversion friction in digital planning and prioritisation discussions 

• Partner with the Culligan Marketing Centre of Excellence team to share testing infrastructure, hypothesis libraries, and best practice across Culligan business units  

• Establish dashboards tracking conversion performance, test velocity, win rate, learning velocity, and commercial impact 

• Present insights and recommendations to senior leadership including the Quench leadership team and Culligan CMO 

• Translate emerging CRO, UX, personalisation, and experimentation best practices into practical tests and scalable improvements 

• Own conversion tracking QA across forms, CTAs, landing pages, events, CRM handoffs, and dashboards 

 

Required Skills 

• CRO and experimentation. Structured, hypothesis-driven approach to A/B, multivariate, and alternative validation methods. Statistical literacy e.g. sample sizing, MDE, sequential testing, false positive control. 

• Data analysis. Strong ability to interpret behavioural data, identify friction, segment performance, and translate insight into action. 

• UX and journey optimisation. Deep understanding of UX principles, navigation, information hierarchy, and conversion path design across web and authenticated portal experiences. 

• Customer research methods. Comfortable with usability testing, customer interviews, and jobs-to-be-done frameworks alongside quantitative testing. 

• Cross-functional leadership. Proven ability to influence marketing, product, engineering, design, sales ops, and senior stakeholders without direct authority. 

• CMS and implementation literacy. Able to brief engineering teams, write analytics implementation specs, and work with tag managers. 

• Vendor leadership. Able to direct and challenge external CRO and UX partners on strategy, prioritisation, and commercial accountability. 

 

Quench offers salary, commission, benefits, and incentive awards. We are proud to be an Equal Opportunity Employer. Quench provides equal opportunity in all of our employment practices to all qualified employees and applicants without regard to sex, sexual orientation, race, color, religion, gender, national origin, ethnicity, age, disability, marital or family status, pregnancy, military status, veteran status, genetic information or any other category protected by federal, state and local laws. This policy applies to all aspects of the employment relationship, including recruitment, hiring, compensation, promotion, transfer, disciplinary action, layoff, return from layoff, benefits, training, social and recreational programs. All such employment decisions will be made without unlawfully discriminating on any prohibited basis.