Director, Growth Analytics & CRO

Job Description

<p><p>This range is provided by tbk. Your actual pay will be based on your skills and experience — talk with your recruiter to learn more.</p><h3>Base pay range</h3><p>CA$110,000.00/yr - CA$120,000.00/yr</p><p><b>Location:</b> Canada (tbk is headquartered in London, ON)</p><p><b>Position type:</b> Full-time</p><p><b>Work Location:</b> Hybrid – remote + 2-days/week in office (London, ON)</p><p><b>Salary:</b> $110,000 – $120,000 (depending on experience)</p><p><b>Reports To:</b> CEO</p><p><b>About tbk</b></p><p>tbk is a full-funnel marketing, web, and software partner for mid-market organizations who are tired of juggling vendors and short-term fixes. We help leadership teams align strategy, brand, web platforms, and campaigns – then turn that into qualified demand and clear revenue reporting.</p><p>We’re known for combining <b>math + magic</b>: serious strategy, data, and engineering paired with creative that actually moves people.</p><p>As we level up tbk’s <b>growth intelligence practice</b>, we’re hiring a <b>Director, Growth Analytics & CRO</b> to <b>define and lead</b> how we use data, experimentation, UX and AI across the full funnel to drive growth for our clients.</p><p><b>Small confession:</b> Yes, we know our current website and some of the icons are a bit… dated and dare we say cheesy. Please don’t judge our UX by that alone – we’re in the middle of a glow-up, and you’ll have a say in where it goes next.</p><p><b>The Role</b></p><p>You’ll own tbk’s <b>growth intelligence function</b>.</p><p>This is not a reporting role. It’s a <b>“what should we do next?”</b> role.</p><p>You’ll be the person who can:</p><ul><li>Look at a messy mix of <b>web analytics, CRM and pipeline data, media performance, and on-site behaviour</b></li><li>Decide what actually matters</li><li>Turn that into <b>clear experiments, UX guidance, and dashboards</b> that C-suite teams can act on</li></ul><p>You’ll lead a small cross-functional pod (marketing, analytics, CRO, UX, dev), work directly with client leadership, and push tbk forward in how we use <b>AI, BigQuery, and automation</b> to find growth faster.</p><h3>What You’ll Do</h3><p>Own growth analytics & CRO for key clients</p><ul><li>Define <b>North Star metrics</b> and success measures for client programs (revenue, leads, CAC, LTV, conversion rates, pipeline velocity, etc.).</li><li>Build and maintain <b>executive-ready dashboards</b> in Looker Studio and related tools that surface only the numbers that matter.</li><li>Design and oversee <b>CRO and experimentation roadmaps</b>:</li><li>hypotheses, test design, and sample sizing</li><li>clear test readouts and next steps.</li><li>Translate findings into <b>decisions</b>—“here’s what we saw, what it means, and what we should do next.”</li></ul><p>Lead performance-focused website UI/UX reviews</p><ul><li>Partner with <b>UX designers, product owners, and developers</b> to review new and existing site experiences.</li><li>Use analytics, heatmaps, user flows, and testing data to answer: “Will this UX actually move the KPIs?”</li><li>page structure and hierarchy</li><li>funnel flows and forms</li><li>on-site messaging priorities</li><li>You won’t be pushing pixels, but you’ll <b>lead the performance lens</b> on website planning and launches.</li></ul><p>Own the full-funnel view (including CRM)</p><ul><li>Work with client and tbk teams to ensure:</li><li>tracking is consistent from first touch through to opportunity and closed-won</li><li>KPIs reflect <b>true funnel health</b>, not just vanity metrics.</li><li>Use CRM and marketing automation data (e.g., HubSpot, Salesforce, Dynamics) to:</li><li>identify leaks and friction points</li><li>recommend nurture flows, handoff improvements, and lifecycle tweaks.</li></ul><p>Lead a growth intelligence pod</p><ul><li>Provide day-to-day leadership to <b>marketers, analysts, CRO specialists, and UX partners</b> working on your accounts.</li><li>Set standards for:</li><li>reporting</li><li>performance-focused UX feedback.</li><li>Coach team members on <b>how to think</b>, not just what buttons to press – raising tbk’s overall analytics and CRO maturity.</li><li>Partner with account leads and tbk leadership on <b>quarterly business reviews and growth plans</b>.</li></ul><p>Push the frontier with AI, BigQuery & automation</p><ul><li>Use <b>AI deeply and creatively – </b>beyond simple prompting:</li><li>Build or oversee <b>custom scripts</b> and connectors to clean, enrich, and join data (e.g., with BigQuery, Apps Script, Python, or similar tools).</li><li>Use AI to <b>accelerate analysis and experimentation – </b>faster insight cycles, better segmentation, and stronger test ideas.</li><li>Identify where AI can <b>eliminate manual busywork</b> (tagging, anomaly detection, content variants, etc.).</li><li>Stay on top of new AI and data tools and regularly bring <b>“here’s what we’re trying next”</b> ideas into tbk’s practice.</li></ul><p>Be the bridge to the C-suite</p><ul><li>Present insights and recommendations to <b>VP and C-level stakeholders</b> with confidence and clarity.</li><li>Turn a sea of numbers into <b>3–5 slides</b> that matter to busy executives.</li><li>Build trust by tying your work directly to <b>business outcomes</b>: revenue, margins, retention, pipeline quality, customer experience.</li></ul><h3>What You’ll Bring</h3><ul><li><b>8+ years</b> in growth analytics, digital analytics, CRO, performance marketing, product analytics or a closely-related role.</li><li><b>Proven experience working in a digital or marketing agency environment.</b> You understand agency pace, client expectations, and why some people love this world and others don’t.</li><li>A proven track record of <b>driving measurable growth</b> through:</li><li>UX and funnel improvements</li><li>data-informed decisions (conversion lifts, revenue impact, CAC reduction, higher LTV, etc.).</li><li>Experience <b>leading or mentoring</b> other practitioners (marketing, analytics, UX/CRO or similar).</li></ul><h3>Expert-level analytics and data stack</h3><ul><li>performance-tuning and structuring for executive audiences.</li><li>Strong hands-on experience with:</li><li><b>BigQuery</b> (or similar data warehouse engines like Snowflake / Redshift)</li><li><b>Google Analytics 4</b></li><li>Tag managers, pixels, and conversion tracking setup.</li><li>Comfortable writing and reviewing <b>SQL</b> and working with large datasets.</li></ul><h3>CRO, UX, and CRM chops</h3><ul><li>Demonstrated <b>CRO and UX performance</b> experience:</li><li>structuring tests and experiments</li><li>designing meaningful variants</li><li>interpreting results beyond “did it win?”</li><li>giving clear, performance-focused feedback on wireframes, comps, and flows.</li><li>Solid experience with <b>CRMs and marketing automation</b> (e.g., HubSpot, Salesforce, Dynamics, or similar):</li><li>understanding lifecycle stages, lead scoring, and opportunity stages</li><li>linking web and campaign performance to pipeline and revenue.</li></ul><h3>AI and communication</h3><ul><li>Deep comfort with <b>AI as a craft</b>, such as:</li><li>using LLMs to accelerate analysis and insight generation</li><li>guiding or building small tools/scripts that connect APIs, automate reporting, or enrich data</li><li>knowing when AI is useful and when human judgment must lead.</li><li>You can turn complexity into <b>simple, compelling narratives</b>.</li><li>You know clients don’t want all the data—they want the <b>right</b> data with a <b>clear recommendation.</b></li><li>Bachelor’s degree in a quantitative, business, or related field (e.g., Analytics, Statistics, Computer Science, Economics) is an asset – but not required.</li><li>We care more about what you’ve <b>actually shipped</b> (dashboards, experiments, growth wins) than the exact path you took to get here.</li></ul><h3>Seniority level</h3><ul><li>Director</li></ul><h3>Employment type</h3><ul><li>Full-time</li></ul><h3>Job function</h3><ul><li>Research, Analyst, and Information Technology</li></ul><h3>Industries</h3><ul><li>Advertising Services and Marketing Services</li></ul></p>
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