Sr. Web Analytics & CRO Manager

Marketing Santa Barbara, California Dallas, Texas San Diego, California Remote - San Francisco, CA Remote - Denver, CO Remote - Atlanta, GA Remote - Chicago, IL Remote - Washington DC, United States Columbus, Ohio

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Description

AppFolio is more than a company. We’re a community of dreamers, big thinkers, problem solvers, active listeners, and multipliers. At every opportunity, we set the pace while delivering innovation built to carry real estate into the future. One in which every experience feels effortless, yet meaningful. Where customers are empowered to take on any opportunity. We show up as one team, connected by our values to be a force for good. Because together, we have the power to create extraordinary outcomes for our customers, our communities, and ourselves.
AppFolio is looking for a data-obsessed, high-energy Senior Manager of Web Analytics & Conversion Optimization to join our Digital Marketing team. We don’t just want a "reporter"; we want a technical architect and a strategic visionary who lives for the "why" behind the click.
In this role, you will be the ultimate authority on our digital ecosystem. You’ll transform appfolio.com into a state of the art B2B website, optimized for Humans and AI. You’ll own the technical instrumentation that captures our data, the frameworks that analyze it, and the experimentation roadmap that turns traffic into revenue. You are a "ninja" in the Google stack, a storyteller for leadership, and a relentless advocate for a frictionless B2B buyer’s journey.
Your impact

The Analytics Framework & Technical Instrumentation

  • Serve as the primary architect for GA360 (GA4), Looker Studio, and Tableau, ensuring data integrity across all touchpoints.

  • Partner with Marketing Operations (MOPs) to manage the "plumbing"—pixels, lead routing logic, and attribution modeling.

  • Develop and maintain a sophisticated analytics framework that tracks the full-funnel lifecycle from first-touch to closed-won.

  • Insights Distillation: Act as the bridge between raw data and executive action. You must be an expert at distilling complex, nuanced data sets into digestible, high-impact insights for the leadership team.

Conversion Rate Optimization (CRO) & UX Testing

  • Own the global Conversion Rate. You aren't just looking at a dashboard; you are proactively identifying leaks in the funnel and plugging them.

  • Lead the strategy for Landing Page Architecture, ensuring our digital campaign destinations are optimized for both user experience and lead capture.

  • Run a rigorous A/B and multivariate testing program to constantly evolve our site’s UX/UI.

Innovation & Personalization

  • Own the Personalization roadmap, leveraging data to serve tailored content and experiences to different segments of our B2B audience.

  • Collaborate on Lifecycle Retargeting and remarketing initiatives, ensuring optimal UX for users visiting our site multiple times in their research journey.  

Qualifications 

  • Ability to create dashboards, synthesize data and distill insights from Google Analytics GA4/GA360.

  • Experience presenting complex concepts to marketing leaders

  • Ability to train less experienced members of the organization to increase self-service use of Looker/Tableau dashboards or Explore reports.

  • Proven track record of managing large-scale experimentation programs (Optimizely, VWO, or similar) and driving a clear strategy for improving/iterating on current conversion experience. 

  • Passionate about AI and how it can improve data analysis, data capture, conversions and user experience

Must have

  • 7+ years in Web Analytics, CRO, or Digital Marketing Operations, preferably within a B2B SaaS environment

  • Tooling: Advanced mastery of Google Analytics 360/GA4, Tag Manager, Tableau, and Looker Studio. Familiarity with Salesforce and Marketo is a major plus.

  • Communication: Exceptional ability to visualize data and present "the story" to stakeholders.

  • Deep understanding of marketing channels, martech and strategies to drive user acquisition. 

  • Passion for innovation and staying up to date with new trends and technologies

Location

Find out more about our locations by visiting our site. 

Compensation & Benefits

The compensation that we reasonably expect to pay for this role is: $125,600 - $157,000 [base pay / OTE]. The actual compensation for this role will be determined by a variety of factors, including but not limited to the candidate’s skills, education, experience, and internal equity.

Please note that compensation is just one aspect of a comprehensive Total Rewards package. The compensation range listed here does not include additional benefits or any discretionary bonuses you may be eligible for based on your role and/or employment type.

Regular full-time employees are eligible for benefits - see here

About AppFolio

AppFolio is the technology leader powering the future of the real estate industry. Our innovative platform and trusted partnership enable our customers to connect communities, increase operational efficiency, and grow their business. For more information about AppFolio, visit appfolio.com.

Why AppFolio

Grow | We enable a culture of high performance, where delivering results is recognized by opportunities for growth and compelling total rewards. Our challenging and meaningful work drive the growth of our business, and ourselves.

Learn | We partner with you to realize your potential by investing in you from the start. We're cultivating a team of big thinkers through coaching and mentorship with our best-in-class leaders, and giving you the time and tools to develop your skills.

Impact | We are creating a world where living in, investing in, managing, and supporting communities feels magical and effortless, freeing people to thrive. We do this by innovating with purpose while cultivating a culture of impact. We learn as much from each other as we do our customers and our communities.

Connect | We excel at hybrid work by fostering an environment that feels flexible, personal and connected, no matter where we are. We create space to fuel innovation and collaboration, and we come together to celebrate, connect, and succeed.

Paddle as One.

Learn more at appfolio.com/company/careers

Statement of Equal Opportunity

At AppFolio, we value diversity in backgrounds and perspectives and depend on it to drive our innovative culture. That’s why we’re a proud Equal Opportunity Employer, and we believe that our products, our teams, and our business are stronger because of it. This means that no matter what race, color, religion, sex, sexual orientation, gender identification, national origin, age, marital status, ancestry, physical or mental disability, or veteran status, you’re always welcome at AppFolio.

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