Senior Manager, Site Experience & Optimization

Who We Are: 

WHY Brands Inc., a parent company of Munchkin, Inc., focuses on creating, incubating, and growing the next generation of consumer lifestyle brands. Founded in 1990, Munchkin is the leading consumer product company and most loved baby lifestyle brand behind the innovative gear and products for children, mothers, and caregivers. Munchkin has sold billions of dollars of products through our key retail partners: Target, Walmart, and Amazon and has global distribution in over 50 countries. With over 350+ patents under our belt and over 250 international product and brand design awards, we continue to create solutions that leave our customers asking, "how did I ever live without this?" Innovation is the core of our company DNA and has been driving our designs for over 30 years!  Recognized as #8 on America’s Most Innovative Companies list by Fortune Magazine, innovation is the core of our company DNA and has been driving our designs for 30 years!  

We lead with our core values and believe that investing in the community is our responsibility.  We create opportunities for every child’s potential and well-being through the Radiant Colors program, work to create a sustainable future, and in partnership with the International Fund for Animal Welfare have committed to animal conservation.   

There is no better time than now to join WHY Brands as we embark on our next and biggest growth journey, and you could be the next influential leader to play a key role in driving enormous customer-centered value and rapid growth.    

What You’ll Do: 

Site Experience Ownership

• Own the overall customer experience across our ecommerce sites and identify opportunities to improve conversion, engagement, retention, and average order value.
• Monitor site performance and customer behavior to uncover friction points and areas for improvement.
• Partner closely with Ecommerce, Merchandising, Creative, and Marketing teams to continuously improve the shopping experience.
• Ensure site experiences support business objectives, customer needs, and brand standards.

Testing & Experimentation

• Build and lead our website testing and experimentation program.
• Create and manage a prioritized testing roadmap based on business goals, customer insights, and performance data.
• Develop test hypotheses and recommendations using both quantitative and qualitative research.
• Plan, launch, and analyze A/B tests, multivariate tests, and personalization initiatives.
• Establish testing processes, documentation, and best practices that can scale with the business.
• Help foster a culture where decisions are informed by data, customer behavior, and experimentation.

Conversion Rate Optimization (CRO)

• Identify opportunities to improve key ecommerce metrics such as conversion rate, revenue per visitor, add-to-cart rate, checkout completion, and average order value.
• Optimize critical customer journeys across the homepage, collection pages, PDPs, cart, checkout, subscription flows, and post-purchase experiences.
• Use customer research, heatmaps, session recordings, surveys, and behavioral data to uncover insights and inform testing strategies.
• Partner with Marketing and Merchandising teams to ensure landing pages and site experiences support acquisition and conversion goals.

Analytics & Insights

• Define and track key site performance metrics and KPIs.
• Build and maintain weekly dashboards and reporting that communicate website performance, customer behavior, testing outcomes, and business impact.
• Turn data into actionable recommendations that drive business results.
• Measure and report on the incremental revenue and performance gains generated through experimentation and site improvements.
• Present findings, recommendations, and optimization priorities to leadership and cross-functional stakeholders.

Digital Experience Strategy & Product Development

• Serve as the primary liaison between Ecommerce, Marketing, Creative, UX, and Technology teams to translate business objectives into customer-facing website features, functionality, and digital experiences.
• Partner with Marketing, CRM, Paid Media, Product Marketing, and Merchandising teams to identify opportunities to improve customer acquisition, engagement, conversion, and retention through new website capabilities and experiences.
• Develop business requirements, user stories, and prioritization recommendations for website enhancements and new feature development.
• Partner closely with UX designers and Creative teams to design, test, and launch new consumer-facing experiences, landing pages, site functionality, and merchandising tools.
• Manage and prioritize a roadmap of site enhancements, optimization initiatives, and customer experience improvements in partnership with Ecommerce and Technology leadership.
• Work closely with Web Development and QA teams to ensure projects are thoroughly tested, meet business requirements, and are delivered on time.
• Champion customer-centric design principles and advocate for best-in-class experiences across desktop and mobile platforms.
• Ensure website experiences comply with accessibility standards (ADA/WCAG), privacy regulations, and applicable legal and regulatory requirements.
• Partner with Legal, Compliance, and Technology teams to review proposed features, data collection practices, and customer experiences to mitigate risk and ensure compliance.
• Stay current on emerging ecommerce technologies, UX best practices, AI tools, accessibility standards, privacy requirements, and digital experience trends to inform future roadmap recommendations.

Cross-Functional Leadership

• Work closely with Marketing, Product, Engineering, UX/UI Design, Analytics, Lifecycle Marketing, Merchandising, and Creative teams.
• Help prioritize initiatives based on customer insights, business goals, and performance data.
• Ensure optimization efforts support broader company objectives.
• Serve as the go-to expert for site experience, conversion optimization, customer journey performance, and digital experience strategy.
• Drive alignment across teams to ensure successful execution of site enhancements and customer experience initiatives.
• Other duties may be assigned

Bring It! 

• 7+ years of experience in Ecommerce, CRO, Digital Product, Site Experience, Growth, or a related field.
• 3+ years of experience leading website optimization and experimentation programs.
• Proven track record of improving conversion, revenue, and customer experience through testing and optimization.
• Strong understanding of experimentation methodologies, statistical significance, and testing best practices.
• Experience with analytics and testing platforms such as GA4, Adobe Analytics, Optimizely, Triple Whale, Hotjar, or similar tools.
• Deep understanding of ecommerce customer journeys and DTC business models.
• Strong analytical skills and the ability to turn data into clear recommendations and action plans.
• Experience partnering with UX, Design, Engineering, and QA teams to launch digital experiences and website functionality.
• Experience developing business requirements, user stories, or functional specifications for website enhancements.
• Understanding of website accessibility (ADA/WCAG), privacy regulations, and ecommerce compliance requirements.
• Excellent project management, communication, and stakeholder management skills.
• Experience working for a high-growth DTC, retail, subscription, or consumer products brand.
• Familiarity with Shopify Plus and the broader ecommerce technology ecosystem.
• Experience using customer research, heatmapping, and session replay tools to identify opportunities.
• Experience leading cross-functional initiatives across Product, Engineering, Marketing, and Ecommerce teams.
• Knowledge of personalization and customer segmentation strategies.
• Experience managing UX, agency, or development partners.

We Got You Covered! 

As a Great Place to Work Certified™ company, we are committed to offering the best to our employees.  We offer a comprehensive benefits package that includes medical, vision, dental, prescription drug coverage, life insurance, wellness benefits, generous employer-matched 401(k) plan, Paid Childcare Leave, among other benefit plans.  Our total rewards are top of market and include competitive salary, bonus, and opportunities to earn equity.  We focus on supporting employee development and growth.  

We regularly hold social functions to foster a genuine camaraderie that enhances teamwork. At our company-wide award functions, we take time to recognize the talent and dedication of the people who make Munchkin the most loved baby lifestyle brand in the world. 

To give our people flexibility, we offer hybrid work environment.  Munchkin’s Hybrid Schedule is where an employee works in the office on Monday, Wednesday, and Thursday, and remotely from home on Tuesday and Friday. 

 We also provide annual weeklong global office closures giving our people a chance to recharge.   

To learn more, visit us at www.munchkin.com. 

Munchkin welcomes and values what makes everyone unique.  We’re proud to be an equal opportunity and affirmative action employer. All hires for our team are based on qualifications, merit, and business needs. We recruit, employ, train, and promote regardless of race, color, religion, disability, sex, sexual orientation, gender identity, national origin, age, veteran status, genetic characteristic, or any other protected status. 

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