Director, CX Optimization & Experimentation

About the Role 

Kensington Tours is seeking a highly analytical and strategic Director, CX Optimization & Experimentation to lead the evolution of our digital acquisition and customer experience across digital properties and traveler touchpoints. 

This senior leadership role is for a data-driven optimization expert who combines quantitative rigor with customer-centric thinking. Partnering closely with the Senior Director, Web & Optimization, you will lead end-to-end experimentation strategy across ideation, UX design, execution, analysis, and rollout of winning experiences. 

The ideal candidate brings deep experience leading statistically rigorous CRO and experimentation programs within high-traffic digital environments. You are equally comfortable analyzing behavioral data, designing in Figma, interpreting multivariate test results, and partnering cross-functionally to operationalize winning experiences across Marketing, Sales, Product, and Engineering. 

This role is both strategic and hands-on executing directly while building the experimentation foundation and infrastructure that a future team will scale. 

What You'll Do 

• Maintain and contribute to the CX optimization and experimentation roadmap across kensingtontours.com and all digital acquisition experiences. 
• Ideate, design, execute, and scale statistically rigorous A/B and multivariate experiments across landing pages, forms, acquisition funnels, itinerary experiences, and lead generation flows. 
• Translate quantitative and qualitative insights into strategic hypotheses, testing frameworks, and prioritized optimization initiatives. 
• Create wireframes, UX concepts, prototypes, and test variants in Figma grounded in user behavior, analytics, and conversion best practices. 
• Lead end-to-end experimentation execution including test planning, QA, launch validation, analysis, significance evaluation, and recommendation development. 
• Analyze traveler behavior using web analytics, Amplitude, session replay tools, heatmaps, conversion funnels, attribution models, and behavioral segmentation. 
• Partner closely with Marketing Analytics to apply statistical analysis, probability modeling, funnel analytics, and customer behavior analysis to uncover optimization opportunities and predict conversion outcomes. 
• Drive optimization initiatives focused on increasing conversion rates, reducing friction, improving lead quality, and maximizing customer lifetime value. 
• Collaborate cross-functionally with Marketing, Engineering, UX, SEO, Content, and Sales teams to operationalize winning experiences and support organizational change management for implemented variants. 
• Work closely with Sales and business stakeholders to ensure experimentation outcomes align with operational realities, traveler expectations, and lead quality objectives. 
• Establish experimentation governance, KPI frameworks, testing methodologies, statistical standards, and reporting practices across the organization. 
• Present experimentation strategy, analytical findings, and business recommendations to senior leadership and executive stakeholders. 
• Champion a culture of experimentation, continuous learning, and evidence-based decision-making across the organization. 

What You Bring 

• 8–10+ years of experience leading digital experimentation, conversion rate optimization (CRO), behavioral analytics, growth optimization, marketing analytics, or performance-focused UX strategy within complex digital organizations. 
• At least 5 years leading and owning a growth program or product strategy in fast-moving or ambiguous environments where you are expected to adapt quickly  
• Proven success building and scaling experimentation programs with measurable business impact across high-traffic digital properties and multi-step acquisition funnels. 
• Deep hands-on expertise running statistically rigorous A/B and multivariate testing programs, with strong understanding of statistical significance, confidence intervals, regression analysis, probability modeling, hypothesis testing, sample sizing, incrementality, and experimentation methodologies. 
• Strong analytical and quantitative background in statistics, mathematics, economics, engineering, behavioral science, data science, or related disciplines. 
• Demonstrated ability to operate strategically while remaining highly execution-oriented in fast-paced, ambiguous, and evolving environments. 
• Strong experience using Figma to create wireframes, UX concepts, prototypes, and experiment variants tied directly to conversion and customer behavior objectives. 
• Advanced proficiency with web analytics and experimentation platforms including Amplitude, GA4, Adobe Target, VWO, Optimizely, Mixpanel, or equivalent tools. 
• Experience synthesizing large volumes of behavioral and quantitative data into actionable business recommendations, optimization roadmaps, and executive-level storytelling. 
• Strong stakeholder management and organizational influence skills, including experience driving alignment and change management across cross-functional teams and senior leadership. 
• Experience working alongside platform modernization efforts, digital transformation initiatives, or large-scale website rebuilds while maintaining optimization velocity and experimentation continuity. 
• Highly curious, hypothesis-driven, and energized by iterative problem solving, continuous testing, and uncovering non-obvious optimization opportunities through experimentation. 
• Experience within luxury travel, premium e-commerce, marketplaces, or other high-consideration purchase environments is strongly preferred. 

The actual compensation may vary depending on local market conditions, geography and relevant job-related factors such as knowledge, skills, qualifications, experience, and education/training.

We are committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act. If you require accommodation due to a disability at any stage of our hiring process, please advise us when completing your application.