Director, Growth Analytics & CRO

Job Description

This range is provided by tbk. Your actual pay will be based on your skills and experience — talk with your recruiter to learn more.

Base pay range

CA$110,000.00/yr - CA$120,000.00/yr

Location: Canada (tbk is headquartered in London, ON)

Position type: Full-time

Work Location: Hybrid – remote + 2-days/week in office (London, ON)

Salary: $110,000 – $120,000 (depending on experience)

Reports To: CEO

About tbk

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.

We’re known for combining math + magic: serious strategy, data, and engineering paired with creative that actually moves people.

As we level up tbk’s growth intelligence practice, we’re hiring a Director, Growth Analytics & CRO to define and lead how we use data, experimentation, UX and AI across the full funnel to drive growth for our clients.

Small confession: 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.

The Role

You’ll own tbk’s growth intelligence function.

This is not a reporting role. It’s a “what should we do next?” role.

You’ll be the person who can:

• Look at a messy mix of web analytics, CRM and pipeline data, media performance, and on-site behaviour
• Decide what actually matters
• Turn that into clear experiments, UX guidance, and dashboards that C-suite teams can act on

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 AI, BigQuery, and automation to find growth faster.

What You’ll Do

Own growth analytics & CRO for key clients

• Define North Star metrics and success measures for client programs (revenue, leads, CAC, LTV, conversion rates, pipeline velocity, etc.).
• Build and maintain executive-ready dashboards in Looker Studio and related tools that surface only the numbers that matter.
• Design and oversee CRO and experimentation roadmaps:
• hypotheses, test design, and sample sizing
• clear test readouts and next steps.
• Translate findings into decisions—“here’s what we saw, what it means, and what we should do next.”

Lead performance-focused website UI/UX reviews

• Partner with UX designers, product owners, and developers to review new and existing site experiences.
• Use analytics, heatmaps, user flows, and testing data to answer: “Will this UX actually move the KPIs?”
• page structure and hierarchy
• funnel flows and forms
• on-site messaging priorities
• You won’t be pushing pixels, but you’ll lead the performance lens on website planning and launches.

Own the full-funnel view (including CRM)

• Work with client and tbk teams to ensure:
• tracking is consistent from first touch through to opportunity and closed-won
• KPIs reflect true funnel health, not just vanity metrics.
• Use CRM and marketing automation data (e.g., HubSpot, Salesforce, Dynamics) to:
• identify leaks and friction points
• recommend nurture flows, handoff improvements, and lifecycle tweaks.

Lead a growth intelligence pod

• Provide day-to-day leadership to marketers, analysts, CRO specialists, and UX partners working on your accounts.
• Set standards for:
• reporting
• performance-focused UX feedback.
• Coach team members on how to think, not just what buttons to press – raising tbk’s overall analytics and CRO maturity.
• Partner with account leads and tbk leadership on quarterly business reviews and growth plans.

Push the frontier with AI, BigQuery & automation

• Use AI deeply and creatively – beyond simple prompting:
• Build or oversee custom scripts and connectors to clean, enrich, and join data (e.g., with BigQuery, Apps Script, Python, or similar tools).
• Use AI to accelerate analysis and experimentation – faster insight cycles, better segmentation, and stronger test ideas.
• Identify where AI can eliminate manual busywork (tagging, anomaly detection, content variants, etc.).
• Stay on top of new AI and data tools and regularly bring “here’s what we’re trying next” ideas into tbk’s practice.

Be the bridge to the C-suite

• Present insights and recommendations to VP and C-level stakeholders with confidence and clarity.
• Turn a sea of numbers into 3–5 slides that matter to busy executives.
• Build trust by tying your work directly to business outcomes: revenue, margins, retention, pipeline quality, customer experience.

What You’ll Bring

• 8+ years in growth analytics, digital analytics, CRO, performance marketing, product analytics or a closely-related role.
• Proven experience working in a digital or marketing agency environment. You understand agency pace, client expectations, and why some people love this world and others don’t.
• A proven track record of driving measurable growth through:
• UX and funnel improvements
• data-informed decisions (conversion lifts, revenue impact, CAC reduction, higher LTV, etc.).
• Experience leading or mentoring other practitioners (marketing, analytics, UX/CRO or similar).

Expert-level analytics and data stack

• performance-tuning and structuring for executive audiences.
• Strong hands-on experience with:
• BigQuery (or similar data warehouse engines like Snowflake / Redshift)
• Google Analytics 4
• Tag managers, pixels, and conversion tracking setup.
• Comfortable writing and reviewing SQL and working with large datasets.

CRO, UX, and CRM chops

• Demonstrated CRO and UX performance experience:
• structuring tests and experiments
• designing meaningful variants
• interpreting results beyond “did it win?”
• giving clear, performance-focused feedback on wireframes, comps, and flows.
• Solid experience with CRMs and marketing automation (e.g., HubSpot, Salesforce, Dynamics, or similar):
• understanding lifecycle stages, lead scoring, and opportunity stages
• linking web and campaign performance to pipeline and revenue.

AI and communication

• Deep comfort with AI as a craft, such as:
• using LLMs to accelerate analysis and insight generation
• guiding or building small tools/scripts that connect APIs, automate reporting, or enrich data
• knowing when AI is useful and when human judgment must lead.
• You can turn complexity into simple, compelling narratives.
• You know clients don’t want all the data—they want the right data with a clear recommendation.
• Bachelor’s degree in a quantitative, business, or related field (e.g., Analytics, Statistics, Computer Science, Economics) is an asset – but not required.
• We care more about what you’ve actually shipped (dashboards, experiments, growth wins) than the exact path you took to get here.

Seniority level

• Director

Employment type

• Full-time

Job function

• Research, Analyst, and Information Technology

Industries

• Advertising Services and Marketing Services