Manager, CRO Digital Experience

Impact Starts at UNICEF Canada

JOIN OUR TEAM AS MANAGER, CRO, DIGITAL EXPERIENCE

Consider joining UNICEF Canada – one of Canada’s most respected and historic charities – and be part of a high-impact, mission-driven team working across Canada and globally to create a better world for children.

UNICEF Canada is seeking to recruit a talented and high-performing individual for the role of Manager, CRO Digital Experience.

Position Details

Position Title

Manager, CRO Digital Experience

Employment Type:

Permanent, Full-time (New Role / Vacant)

Reports to:

Director, Digital Performance Marketing 

Direct Reports:

None

Salary Range:

$65,000 to $80,000 annually with benefits and 3 weeks paid vacation

Work Location:

Toronto

Work Environment:

UNICEF Canada currently operates under a Fixed-Hybrid model that requires team members to attend the office at least 2 days/week (Tuesday and Wednesday).

Why UNICEF & UNICEF Canada?

UNICEF is the world’s farthest-reaching humanitarian organization for children. Across 190 countries and territories, and in the world’s toughest places, we provide and advocate for education, health and nutrition services. Protect children from violence and abuse. Bring clean water and sanitation to those in need. Keep them safe from climate change and disease. Serve as the world’s largest provider of vaccines. Before, during and after emergencies, we’re on the ground with life-saving help and hope. The needs of children around the world continue to increase and the role of UNICEF is more important than ever.

UNICEF Canada is one of 32 National Committees (NatComs) located in highincome countries around the world. Our team exists to fundraise for UNICEF’s highest priorities, and to work neutrally with governments and the private sector in Canada and internationally to advance the rights and well-being of children and youth.

As UNICEF Canada enters a bold new Strategic Plan in 2026, a key priority will remain on raising funds to support children around the globe. Be part of this next phase of impact!

Position Description

The Manager, Conversion Rate Optimization (CRO) will own the strategy and oversee the execution of the web donor journey and will play a key role in supporting paid digital marketing campaigns and supporting internal stakeholders to achieve UNICEF Canada’s fundraising

and advocacy objectives. Reporting to the Director, Digital Performance Marketing, you'll be responsible for converting web traffic into becoming a donor by creating best-in-class digital experiences.

You will own the overall .ca web strategy, analyze the user journey to develop rich insights, and develop a comprehensive experimentation roadmap to optimize our conversion funnels. You are donor-obsessed, love to solve problems, and aren’t afraid to challenge the status quo.

Working alongside the Digital Performance Marketing team and other stakeholders (internal and external), the Manager will support the team goals in revenue generation and new donor acquisition. Through ensuring the delivery of effective campaigns and projects, the Manager will aid UNICEF in delivering on its mission to ensure every child, everywhere can reach their full potential. 

Key Accountabilities

Conversion Rate Optimization (CRO) 40%

• Owning the execution of paid media campaigns landing pages in collaboration with Senior Manager, DPM to deliver a seamless best in class donor experience.
• Develop testing strategy to execute and iterate to gather valuable insights and validate design decisions.
• Monitoring success through analytics to recommend solutions.
• Conducting website audits and generating user experience, strategy, and user interface improvements and recommendations.
• Ensure digital experiences are user-centered, inclusive, accessible (AODA/WCAG 2.0+), and onbrand.

Website Strategy 25%

• Own homepage content strategy and donor donation flow experience through the creation and optimization of key entry points on the UNICEF Canada website.
• Partner with cross-functional teams to manage different areas of the website across various user journeys, ensuring best in class user experience.
• Monitoring market trends to ensure strategies remain innovative and competitive.

SEO Strategy 20%

• Lead the implementation SEO strategies to improve rankings for branded and non-branded keywords, driving organic traffic growth, and provide recommendations for content.
• Integrate GEO strategies to optimize content for citation within AI-powered responses to establish authority. 
• Partnering with internal teams to ensure SEO content best practices are integrated into every web project from conception to launch.

Analytics and Marketing Technology 15%

• Using analytics tools such as Google Analytics to track campaign performance, identify trends, and optimize strategies, and SEMrush for SEO optimization and content recommendations.
• Overseeing the monitoring and reporting of web and digital metrics related to fundraising web pages to inform strategy.

Qualifications

• A minimum of five years’ relevant work experience in CRO, web strategy, website management, or an equivalent combination of education and experience.
• 4+ years of growth/performance through SEO, UX or demand generation role.
• Track record of leading multiple complex projects independently, from scoping to delivery, with measurable impact.
• Experience leading large-scale web projects and cross-functional web teams.
• High proficiency with analytics (Google Analytics, Tag Manager) and how to tell a story with data.
• Experience with SEO tools such as SEMRush, Brightedge, Moz, Google Search Console, etc.
• Knowledge of CMS platforms (e.g., WordPress), HTML/CSS/JavaScript, and digital design tools.
• Knowledge of UX principles, accessibility, and human-centred design
• Proven organizational skills, project management skills , and attention to detail.
• Strong relationship management skills to build effective relationships with colleagues and external agency partners.
• Excellent written, verbal , and interpersonal communication skills, including the ability to develop and deliver clear and persuasive presentations.
• The ability to work effectively, independently, and as a member of a team.
• Knowledge of and an interest in the work and mission of UNICEF Canada.

An Employer of Choice: What We Offer

UNICEF Canada is where diverse talent & passion come together to create extraordinary impact for every child. We are committed to being an employer of choice and building a culture that is inclusive, ambitious, compassionate, and high impact.

Members of the UNICEF Canada team have access to the following employee benefits:

A ROBUST COMPENSATION PACKAGE

• Extended Health/Dental benefits, Healthcare Spending Account, and Wellness Account
• Life, AD&D, & Long-Term disability insurance coverage
• Employer match contributions (5%) to a Group Pension Plan
• Access to parental leave top-up

A COMMITMENT TO WELLNESS

• Fixed-hybrid work environment to balance connection and collaboration with the work-life integration needs of our team
• Minimum 3 weeks of annual vacation (increases with time served) & 1 additional day per year of service (max 30)
• 10 paid sick days & 2 personal days
• 9 to 11 employee wellness days – an additional series of pre-set days off, given annually to further extend long weekends
• Discounted rate for a GoodLife gym membership
• Access to an Employee and Family Assistance Program

A CULTURE OF LEARNING & GROWTH

• Access to a comprehensive global learning platform with over 1600 courses, webinars & resources ü Internal leadership development, training, & mentorship programs that integrate Anti-Racism and diversity, equity and inclusion principles
• Opportunities to access both local & global stretch assignments

AN INCLUSIVE & PURPOSE-DRIVEN WORKPLACE

• Centrally located head office in mid-town Toronto with satellite offices in Calgary & Montreal
• Easily accessed by public transit and a short walk from several parking locations
• Inclusive & accessible co-working and meeting spaces designed to foster purpose at every turn and accommodate the diverse needs of employees

A CHANCE TO DO MEANINGFUL & LIFE-CHANGING WORK

• Under the leadership of a dynamic, accomplished, and experienced executive leadership team, you’ll be part of a diverse & talented Canada team committed to creating meaningful impact while fostering an inclusive and supportive work environment.
• You’ll join a global UNICEF family with a shared commitment to impact the lives of children

Our Commitment to Inclusive Workplaces & Recruitment

UNICEF Canada is an inclusive workplace and is committed to championing diversity, equity, inclusion, and accessibility. Requests for accommodation can be made at any stage of the recruitment process.

At UNICEF Canada, we believe strongly in personal connections, and our hiring process is entirely humandriven. We do not use AI or automated systems to review applications or conduct interviews. Each candidate is evaluated by our experienced team to ensure a fair and thoughtful hiring experience.

How to Apply

Please submit your resume and cover letter as one document to careers@unicef.ca by 11:59 PM EST on Wednesday, March 18, 2025. Please include your salary expectations in your cover email and reference the Manager, CRO Digital Experience in the subject heading.

UNICEF Canada thanks all applicants for their interest in this opportunity; however, only those selected for an interview will be contacted. Consistent with our Child Safeguarding Policy, all successful candidates must receive clearance by a police background check (including a vulnerable sector screen).