Conversion Rate Optimization (CRO) Manager

As the Global Growth Marketing Specialist focused on Trial Conversion and Activation, you will lead the trial nurture, activation, and conversion for the SolarWinds Database portfolio. Your primary mission is to transform users who download or sign up for a free trial into active product evaluators, ultimately leading them to become customers. This is a highly analytical, experiment-driven role operating at the intersection of marketing, product, and sales.

Key Responsibilities

Trial Nurturing & Activation

• Own the Trial Lifecycle: Design, implement, and optimize a full-funnel lifecycle marketing strategy to guide trial users to evaluate and purchase.
• Behavioral Nurturing: Segment trial users based on product usage and in-product behavior and develop highly personalized campaigns to drive activation.
• Content for Conversion: Collaborate with content and product teams to create high-impact, contextually relevant content that helps users overcome setup friction and realize immediate product value.

Conversion Rate Optimization (CRO)

• Experimentation Roadmap: Design and execute rigorous A/B testing and experimentation roadmap for the entire trial-to-customer journey, including landing pages, trial signup flows, pricing pages, and in-app CTA placement.
• Trial Extension Strategy: Develop and test strategies for offering, qualifying, and managing trial extensions to maximize conversion for high-potential users who need more time.
• Sales Enablement: Define the conversion points for sales qualified leads and collaborate with Sales to ensure timely, effective follow-up with the most engaged trial accounts.

Data, Analytics & Testing

• Metric Ownership & Analysis: Own and report on critical KPIs related to the trial stage, including Trial Conversion Rate, Trial Duration, Customer Acquisition Cost, Trial Abandonment, and feature Adoption Rate.
• Data Integration:
  • Work with Revenue Operations and Product teams to ensure data fidelity and robust tracking across all platforms (CRM, Marketing Automation, Product Analytics).
  • Insight Generation: Analyze quantitative (GA4, Adobe, Pendo) and qualitative data to diagnose drop-off points and inform/test new growth hypotheses.

Qualifications

• 5+ years of experience in Growth Marketing, Demand Generation, or a similar role within a B2B SaaS or enterprise software environment
• Proven track record of success in optimizing free trial, free tool, or demo funnels and demonstrably increasing conversion rates.
• Technical fluency and experience with: Marketing Automation/CRM: Outreach, Marketo, Salesforce, or similar.
• Product Analytics: Pendo, Amplitude, Mixpanel, or similar.
• A/B Testing Tools: Optimizely, VWO, or similar.
• Landing Page Tools: Hushly, Mutiny
• Ad Platforms: Google, Bing, 6Sense, LinkedIn
• Data Proficiency: Highly comfortable interpreting large data sets, building dashboards, and extracting actionable insights from web analytics tools (e.g., Google Analytics 4, Tableau)
• Previous marketing experience with audiences and an understanding of the Database buyer persona (preferred but not mandatory)

Profile

• The Experimenter: You have a "fail fast, learn faster" mindset and approach every challenge with a scientific, hypothesis-driven methodology.
• The Translator: You can take complex product features and translate them into compelling, value-driven marketing messages for a technical audience.
• The Owner: You take full ownership of your metrics, constantly seek new opportunities, and thrive in an environment where your work directly impacts revenue.
• The Collaborator: You excel at working cross-functionally with Product Managers, Sales Leads, and Engineering teams to launch integrated growth initiatives.