Sr. Web Analytics & CRO Manager

AppFolio is more than a company. We’re a community of dreamers, big thinkers, problem solvers, active listeners, and multipliers. At every opportunity, we set the pace while delivering innovation built to carry real estate into the future. One in which every experience feels effortless, yet meaningful. Where customers are empowered to take on any opportunity. We show up as one team, connected by our values to be a force for good. Because together, we have the power to create extraordinary outcomes for our customers, our communities, and ourselves.

AppFolio is looking for a data-obsessed, high-energy Senior Manager of Web Analytics & Conversion Optimization to join our Digital Marketing team. We don’t just want a "reporter"; we want a technical architect and a strategic visionary who lives for the "why" behind the click.

In this role, you will be the ultimate authority on our digital ecosystem. You’ll transform appfolio.com into a state of the art B2B website, optimized for Humans and AI. You’ll own the technical instrumentation that captures our data, the frameworks that analyze it, and the experimentation roadmap that turns traffic into revenue. You are a "ninja" in the Google stack, a storyteller for leadership, and a relentless advocate for a frictionless B2B buyer’s journey.

Your impact

The Analytics Framework & Technical Instrumentation

• Serve as the primary architect for GA360 (GA4), Looker Studio, and Tableau, ensuring data integrity across all touchpoints.
• Partner with Marketing Operations (MOPs) to manage the "plumbing"—pixels, lead routing logic, and attribution modeling.
• Develop and maintain a sophisticated analytics framework that tracks the full-funnel lifecycle from first-touch to closed-won.
• Insights Distillation: Act as the bridge between raw data and executive action. You must be an expert at distilling complex, nuanced data sets into digestible, high-impact insights for the leadership team.

Conversion Rate Optimization (CRO) & UX Testing

• Own the global Conversion Rate. You aren't just looking at a dashboard; you are proactively identifying leaks in the funnel and plugging them.
• Lead the strategy for Landing Page Architecture, ensuring our digital campaign destinations are optimized for both user experience and lead capture.
• Run a rigorous A/B and multivariate testing program to constantly evolve our site’s UX/UI.

Innovation & Personalization

• Own the Personalization roadmap, leveraging data to serve tailored content and experiences to different segments of our B2B audience.
• Collaborate on Lifecycle Retargeting and remarketing initiatives, ensuring optimal UX for users visiting our site multiple times in their research journey.

Qualifications

• Ability to create dashboards, synthesize data and distill insights from Google Analytics GA4/GA360.
• Experience presenting complex concepts to marketing leaders
• Ability to train less experienced members of the organization to increase self-service use of Looker/Tableau dashboards or Explore reports.
• Proven track record of managing large-scale experimentation programs (Optimizely, VWO, or similar) and driving a clear strategy for improving/iterating on current conversion experience.
• Passionate about AI and how it can improve data analysis, data capture, conversions and user experience

Must have

• 7+ years in Web Analytics, CRO, or Digital Marketing Operations, preferably within a B2B SaaS environment
• Tooling: Advanced mastery of Google Analytics 360/GA4, Tag Manager, Tableau, and Looker Studio. Familiarity with Salesforce and Marketo is a major plus.
• Communication: Exceptional ability to visualize data and present "the story" to stakeholders.
• Deep understanding of marketing channels, martech and strategies to drive user acquisition.
• Passion for innovation and staying up to date with new trends and technologies

Location

Find out more about our locations by visiting our site.

Compensation & Benefits

The compensation that we reasonably expect to pay for this role is: $125,600 - $157,000 [base pay / OTE]. The actual compensation for this role will be determined by a variety of factors, including but not limited to the candidate’s skills, education, experience, and internal equity.

Please note that compensation is just one aspect of a comprehensive Total Rewards package. The compensation range listed here does not include additional benefits or any discretionary bonuses you may be eligible for based on your role and/or employment type.

Regular full-time employees are eligible for benefits - see here