GoCo.io

Marketing Operations & CRO Specialist

Posted 4 Days Ago

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Houston, TX

Mid level

HR Tech • Software

The Role

The Marketing Operations & CRO Specialist will manage marketing systems and drive conversion rate optimization strategies. Responsibilities include user behavior analysis, A/B testing, marketing database management, and collaboration with sales and marketing teams to optimize performance and lead management.

Summary Generated by Built In

Notice to Applicants: We value your privacy and security. At GoCo, we do not request any Personally Identifiable Information (PII), such as Social Security numbers or bank details, during our application process. Applicants are encouraged to apply directly from our certified, secured careers page: https://www.goco.io/careers#open-positions.

Our mission at GoCo is to help small businesses spend less time on manual, HR tasks, so they can focus on growing happier, more productive teams. Backed by notable investors such as Salesforce Ventures and named one of the best places to work in Houston, we’re a close-knit team driven by honesty, hard work, fun and creativity. At GoCo every team member has a big impact on our business, and on the world!
About this role:

We’re seeking a Marketing Operations & CRO Specialist to take ownership of our marketing systems (in collaboration with our Rev Ops team) and conversion rate optimization strategies. This individual contributor role will be critical in ensuring our marketing efforts are both efficient and impactful, driving pipeline growth and improving campaign performance.

You’ll work closely with the marketing, Rev Ops, and sales teams to manage systems, track and analyze performance, and optimize the buyer journey from awareness to conversion. This role is perfect for someone who thrives on data, loves digging into user behavior, and is motivated by driving measurable results.

Responsibilities:

Conversion Rate Optimization (CRO)

Comprehensive User Behavior Analysis:

Conduct in-depth analysis of user behavior across all touchpoints, including landing pages, email campaigns, paid ads, and the website.
Use tools like Google Analytics, Hotjar, and session recordings to identify friction points and drop-off areas.
Segment data by audience type, traffic source, and campaign to uncover targeted optimization opportunities.

Strategic A/B and Multivariate Testing:

Design, execute, and monitor A/B and multivariate tests to improve key performance metrics, including click-through rates, form submissions, and demo bookings.
Develop hypotheses based on data insights, user feedback, and industry best practices.
Prioritize high-impact experiments to ensure measurable improvements in conversion rates.

End-to-End Optimization Execution:

Partner closely with designers, content creators, and developers to implement test variations and iterate on findings.
Optimize landing pages for mobile and desktop experiences to ensure consistency and maximize conversions across devices.
Focus on refining form structures, CTAs, and page layouts to increase engagement and reduce abandonment rates.

Data-Driven Insights and Reporting:

Leverage analytics tools to provide actionable recommendations.
Regularly present CRO findings and improvements to stakeholders, demonstrating ROI and progress against business goals.
Create and maintain a CRO roadmap to align testing efforts with broader marketing objectives.

Cross-Functional Collaboration for Continuous Improvement:

Work with the paid media team to optimize ad landing pages and ensure seamless ad-to-site experiences.
Align with the product marketing team to test messaging and value propositions that resonate with target audiences.
Incorporate user research and client feedback into CRO strategies to address real-world challenges.

Marketing Operations

Marketing Database Management:

Oversee and maintain the health of the marketing database, ensuring data accuracy, segmentation, and compliance with data privacy regulations (e.g., GDPR, CCPA).
Regularly clean and enrich data to improve targeting and campaign effectiveness.
Develop and implement database strategies to support lead nurturing, segmentation, and outbound marketing efforts.

Programmatic Outbound Engine Leadership:

Act as the functional leader for the programmatic outbound engine, managing tools, workflows, and campaigns.
Ensure the programmatic engine integrates seamlessly with CRM and marketing automation systems.

Marketing Technology Management:

Manage, maintain, and optimize marketing technology tools (e.g., HubSpot, 6Sense, Google Analytics, Lemlist, etc.) to support campaigns and lead management.
Create and refine workflows, automation, and integrations to improve lead flow and pipeline efficiency.
Ensure data accuracy, tracking, and reporting across marketing and sales systems.

Performance Tracking and Reporting:

Develop dashboards and reports to monitor campaign performance, pipeline contribution, and conversion rates.

Collaboration & Strategy:

Work with the marketing team to align campaigns with overall revenue and growth goals.
Collaborate with sales to ensure a smooth handoff of leads and optimize the lead to deal process.
Identify bottlenecks in the marketing and sales funnel and recommend solutions.
Stay up to date on the latest trends in marketing technology, CRO best practices, and user behavior.

Necessary Skills, Experience & Education

3–7+ years of experience in marketing operations, CRO, or related roles.
Hands-on experience with marketing automation tools (e.g., HubSpot, Marketo) and CRM platforms.
Strong analytical skills and proficiency with tools like Google Analytics, Looker Studio, or similar.
Proven track record of running A/B tests and implementing successful CRO strategies.
Technical aptitude with tools like Google Optimize, Hotjar, Optimizely, or similar.
Excellent organizational skills and the ability to manage multiple projects simultaneously.
Strong communication skills with the ability to present findings and recommendations to stakeholders.