SENIOR CRO & ORGANIC GROWTH MANAGER

- Experience: 5–10 years
- Location: Marol, Andheri East, Mumbai
- Work model: Full-time, in-office
- Working hours: 12:00 PM–9:00 PM IST

ABOUT ACTION TOUR GUIDE (www.actiontourguide.com) Action Tour Guide creates GPS-activated, self-guided audio tours for national parks, cities, and scenic drives. Our platform helps more than two million travelers explore independently every year.

THE OPPORTUNITY

We are looking for a hands-on website-growth specialist who can turn qualified traffic into measurable revenue. You will own two closely connected areas:

• Conversion Rate Optimization: Lead CRO in-house—from research and funnel analysis through implementation, experimentation, measurement, and rollout.

• Organic Growth: Own SEO strategy, priorities, performance, quality, and agency accountability while execution remains with our external agency.

This is not a purely advisory role. You will build and manage a continuous pipeline of website improvements, landing-page experiments, and page redesigns—working closely with content, design, engineering, marketing, analytics, and leadership.

WHAT YOU WILL OWN

1. Conversion Rate Optimization

- Set the website CRO strategy, research plan, quarterly experimentation roadmap, and operating cadence.
- Maintain a transparent backlog prioritized by evidence, reach, effort, confidence, and expected commercial impact.
- Lead initiatives from observation and hypothesis through design, implementation, testing, analysis, and rollout.
- Map and optimize the complete buying journey: landing page → destination discovery → tour selection → product page → cart → checkout → purchase.
- Use GA4, funnels, cohorts, events, and segmentation to identify drop-offs by device, market, visitor type, page, and tour category.
- Combine quantitative analysis with heatmaps, session recordings, on-site search data, customer reviews, support contacts, surveys, interviews, and usability studies.
- Identify the underlying causes of confusion, hesitation, and abandonment—particularly for mobile users, new visitors, and international markets.
- Improve destination, category, tour, and landing pages, including navigation, hierarchy, comparison, messaging, CTAs, pricing, bundles, trust signals, and social proof.
- Reduce cart and checkout friction across forms, payment confidence, cancellation messaging, error handling, and mobile usability.
- Translate insights into wireframes, annotated recommendations, or explicit implementation briefs.
- Select the appropriate validation method, including A/B tests, multivariate tests, usability studies, staged releases, or controlled before-and-after analysis.
- Define success metrics, guardrails, audiences, sample requirements, and test duration before launch.
- Conduct functional, visual,



and analytics QA; monitor live tests; investigate anomalies; and decide whether to roll out, iterate, retest, or stop.

2. Organic Growth and SEO

- Set organic-growth objectives, KPIs, priorities, and the SEO agency’s operating cadence.
- Evaluate and challenge agency recommendations, forecasts, and deliverables using practical technical, on-page, and content SEO expertise.
- Direct indexation, crawlability, architecture, internal linking, schema, page speed, and mobile-performance initiatives according to business impact.
- Grow qualified non-brand visibility across traditional search and AI-driven discovery, including AEO and GEO.
- Connect search intent with the right landing pages and buying journeys—from search result through purchase.
- Evaluate changes to templates, content, schema, and links while protecting existing organic performance.
- Independently validate results using Google Search Console, GA4, Ahrefs, Semrush, or comparable platforms.
- Account for seasonality, algorithm updates, market demand, and other external factors when evaluating performance.
- Coordinate delivery across content, design, and engineering, including QA and post-release impact measurement.

MEASUREMENT AND DELIVERY

- Define and validate events and funnel tracking across GA4, Google Tag Manager, and behavioral-analytics tools.
- Own page, funnel, traffic-source, and experimentation KPIs.
- Connect customer behavior and website changes to purchases, revenue, and margin.
- Establish clear requirements and acceptance criteria, remove delivery blockers, and verify implementation quality.
- Turn technical findings into commercially meaningful recommendations for teams, stakeholders, and leadership.

WHAT SUCCESS LOOKS LIKE

- A continuous CRO research and experimentation pipeline with a prioritized backlog and documented learnings.
- Clear visibility into where and why customers abandon the buying journey—and what is being tested or improved.
- Measurable gains in conversion rate, revenue per visitor, checkout completion, funnel progression, and customer experience.
- Growing qualified non-brand traffic across traditional and AI search.
- SEO agency activity directly connected to customer, traffic, and revenue outcomes.

WHAT YOU WILL BRING

Essential experience:

- 5–10 years in CRO, e-commerce optimization, digital product growth, or comparable website-growth roles.
- Proven ownership of the complete CRO lifecycle: research,



funnel diagnosis, prioritization, experimentation, implementation, analysis, and rollout.
- Documented improvements in conversion rate, revenue per visitor, checkout completion, or another meaningful commercial metric.
- Hands-on experience with GA4, funnel and cohort analysis, behavioral research, and hypothesis-driven experimentation.
- Practical experience designing, quality-checking, interpreting, and communicating A/B or multivariate tests.
- Working knowledge of technical, on-page, and content SEO, including schema and structured data.
- Strong project-management skills and experience coordinating complex initiatives across content, design, engineering, marketing, and analytics.
- Independent judgment, commercial thinking, and the ability to make sound decisions with imperfect information.
- Clear communication with both technical and non-technical stakeholders.

Preferred experience:

- Managing an SEO agency, consultant, or external growth partner.
- Travel, e-commerce, D2C, marketplace, or consumer-technology experience.
- Mobile-first or international customer journeys.
- User research, usability testing, conversion copywriting, wireframing, merchandising, pricing, or checkout optimization.
- Working knowledge of Figma, HTML, CSS, JavaScript, or SQL.
- Experience using AI tools such as ChatGPT, Claude, or Gemini for research, experimentation, analysis, QA, or documentation.

RELEVANT TOOLS

Experience with comparable tools is equally valuable.

- Analytics and behavior: GA4, Google Tag Manager, Microsoft Clarity, Hotjar, Amplitude, Looker Studio, Tableau, Excel, or Google Sheets.
- Testing and research: VWO, Optimizely, Intelligems, usability-testing platforms, and Figma or similar wireframing tools.
- Search: Google Search Console, Ahrefs, Semrush, or comparable SEO platforms.

WHO THIS ROLE IS FOR

This role is suited to someone who has personally analyzed customer behavior, recommended and implemented improvements, conducted experiments, and delivered measurable commercial results.

You should be comfortable partnering with performance-marketing teams on landing-page opportunities without owning paid-media execution.

This is a commercial website-growth role. It is not primarily a visual UI/UX design, paid-media, social-media, or one-time website-audit position.

WHY JOIN ACTION TOUR GUIDE?

- Build the company’s CRO program with genuine ownership rather than inheriting a fixed playbook.
- Influence the complete customer journey—from search discovery through purchase and post-test rollout.
- Work closely with leadership and cross-functional teams on initiatives that directly affect revenue and customer experience.
- Apply your expertise to a travel platform used by more than two million people annually.

📌 SENIOR CRO & ORGANIC GROWTH MANAGER (5–10 years of exp.) (Mumbai)
🏢 Action Tour Guide
📍 Mumbai