Web Marketing Manager, CRO

Transforming the Grocery Industry

At Instacart, we invite the world to share love through food because we believe everyone should have access to the food they love and more time to enjoy it together. Where others see a simple need for grocery delivery, we see exciting complexity and endless opportunity to serve the varied needs of our community. We work to deliver an essential service that customers rely on to get their groceries and household goods, while also offering safe and flexible earnings opportunities to Instacart Personal Shoppers.

Instacart has become a lifeline for millions of people, and we're building the team to help push our shopping cart forward. If you're ready to do the best work of your life, come join our table.

Instacart is a Flex First team

There's no one-size fits all approach to how we do our best work. Our employees have the flexibility to choose where they do their best workwhether it's from home, an office, or your favorite coffee shopwhile staying connected and building community through regular in-person events.

Overview

The Organic Search & Web team is responsible for driving traffic growth from all organic sources from traditional search engines to new emerging LLMs and in between while ensuring this traffic growth can be converted into valuable customers. This is a critical growth engine for our company driving new customer acquisition, re-engaging lapsed customers and driving increased engagement with existing customers. As part of a fast moving marketing team, this role underpins the success of all marketing channels by turbocharging our spend efficiency and ensuring visitors who reach our site find a compelling experience that nurtures them down the funnel.

We are currently seeking a CRO focused web marketing manager. This role focuses on optimizing our site across customer segments ensuring site visitors become long lasting, highly engaged customers of Instacart. The role is uniquely positioned to help drive broader marketing efficiencies by improving conversion rates for both organic, free traffic and paid traffic across a multitude of website surfaces. The potential to drive monumental impact is huge. The core KPI a candidate will be responsible for is web conversion rate, which is crucial in driving cost effective customer acquisition, order frequency & ultimately our company financials. The role will, however, carefully balance this with cross functional requirements from design and brand to search engine optimization.

About the Job

• Own the CRO strategy and experimentation roadmap for Instacart's web surfaces, driving measurable conversion improvements across new, lapsed, and existing customer segments.
• Design, implement, and analyze A / B, multivariate, and personalization tests using website conversion platforms (e.g., Optimizely, Crazy Egg), and scale winning experiences.
• Translate customer insights and funnel analytics into prioritized hypotheses and test plans; define success metrics, report results, and communicate learnings to stakeholders.
• Partner with SEO, marketing technology, paid media, product, design, analytics, and data science to ensure CRO best practices are embedded into landing pages and end-to-end user journeys.
• Build and maintain a healthy cadence of experiments, ensuring rigorous QA, data integrity, and attention to site performance, accessibility, and mobile responsiveness.
• Improve conversion outcomes for both organic and paid traffic surfaces by optimizing entry points, landing pages, and complex paths to conversion at scale.
• Create and evangelize CRO playbooks and documentation that accelerate learning, enable repeatable wins, and inform cross-functional roadmaps.

About You

Minimum Qualifications

Preferred Qualifications

Instacart provides highly market-competitive compensation and benefits in each location where our employees work. This role is remote and the base pay range for a successful candidate is dependent on their permanent work location. Offers may vary based on many factors, such as candidate experience and skills required for the role. Additionally, this role is eligible for a new hire equity grant as well as annual refresh grants.

For US based candidates, the base pay ranges for a successful candidate are listed below.

CA, NY, CT, NJ $119,000 $132,000 USD

WA $114,000 $127,000 USD

OR, DE, ME, MA, MD, NH, RI, VT, DC, PA, VA, CO, TX, IL, HI $109,000 $121,000 USD

All other states $98,000 $109,000 USD