Conversion Rate Optimization Manager Jobs in California

Pay rate: To maintain internal equity, we have identified the starting range for this position at the Oakland Zoo as $71,770.36 - $83,203.03 annually. An offer within this range will be determined by the experience and qualifications of a candidate and will be our best and final compensation offer, in alignment with Oakland Zoo's compensation philosophy.

Application Process

Applicants must submit:

• a resume
• a previous work sample of a website landing page mockup, showing the "before" and "after" versions. Please also include a brief description of your role in the project and any results achieved through the redesign.

Position Summary

The Marketing Manager leads development and execution of Oakland Zoo's digital marketing strategy and integrated campaign execution to drive attendance, membership growth, and revenue generation. This role owns the organization's website strategy and management, email marketing, and paid digital advertising (Google Ads, Meta, TikTok, and traditional media including billboards and print), while overseeing campaign analytics and reporting. The Marketing Manager partners closely with the Marketing and Communications team and web development vendors to ensure consistent brand execution, and collaborates across departments to promote special events, exhibits, education programs, and seasonal offerings.

Essential Job Duties

Website Strategy & Management

• Develop and implement web site strategy in alignment with Oakland Zoo’s marketing and communications goals.
• Manage Oakland Zoo’s website, including conceptualizing and creating pages, maintaining the content management system, and ensuring the website is accurate and up to date.
• Partner with Lead Graphic Designer to ensure the website is consistent with brand guidelines.
• Collaborate with web development team or vendors on website improvements and experience optimization.
• Implement conversion rate optimization strategies including landing page testing and funnel analysis.
• Monitor website performance (including tracking pixels, tags, and analytics), troubleshoot issues, and coordinate with IT on technical needs.

Storytelling and Brand Advertising

• Develop and implement Oakland Zoo's storytelling and brand advertising strategy across email, paid digital advertising, and integrated marketing campaigns that support daily admissions, memberships, special events, and seasonal programs.
• Develop and execute an email marketing strategy for members, prospects, and visitors via Pawprints E-blast and other targeted campaigns; segment audiences, personalize content, and optimize subject lines and send times.
• Manage paid digital advertising across platforms, including Google Ads, Meta (Facebook/Instagram), and TikTok — monitoring daily performance, adjusting budgets and bids, and running A/B tests.
• Develop paid content and audience- targeting strategies to optimize campaigns for conversion and ROI.
• Partner with the Digital Content Specialist on social media strategy, using data to guide shifts toward improved performance and alignment with emerging trends.
• Prepare campaign performance reports and clearly communicate results to senior leadership.

Analytics & Reporting

• Track, analyze, and report on campaign performance across all channels using Google Analytics, platform analytics, and attribution tools.
• Provide actionable insights and recommendations based on data analysis and collaborate with the Digital Content Specialist to implement them.
• Perform other duties as assigned.

Who You Are

• Minimun of 7 years of relevant experience, including at least 3 years of website strategy and management on Drupal, WordPress, or a similar platform. A Bachelor’s degree may be considered equivalent to 3 years of relevant experience, and an Associate’s degree may be considered equivalent to 2 years of relevant experience.
• Minimum of 2 years of experience in email marketing strategy and management on platforms such as Mailchimp or Constant Contact.
• Experience in digital and traditional advertising, including managing paid digital advertising campaigns (Google Ads, Meta, display), print and billboards.
• Proficiency with marketing analytics tools (Google Analytics, platform analytics)
• Available for occasional evening or weekend work during peak campaign periods

Bonus if you have...

• Nonprofit, cultural attractions, hospitality and/or tourism industry experience with a membership-based model.
• Experience with conversion rate optimization and A/B testing tools
• Knowledge of SEO, SEM, and content marketing best practices
• Google Ads and/or Meta Blueprint certification
• Corporate and community partnership experience

Work Environment – Environmental or atmospheric conditions commonly associated with the performance of the functions of this job.

• Primarily office-based with occasional Oakland Zoo grounds visits
• Standard business hours with some flexibility
• Limited remote work may be available after an evaluation period and is dependent on ongoing performance assessments

Physical Considerations- The physical demands described below are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodation may be made to enable individuals with disabilities to perform essential functions.

• Sustained computer-based administrative and analytical work, using standard or assistive technology for extended periods every day
• Ability to navigate Zoo grounds

Knowledge, Skills, and Qualities– May be representative, but not all-inclusive, of those knowledge, skills and abilities commonly associated with this position.

• Collaboration – builds trusting relationships with both internal and external stakeholders across our organization and community-wide and approaches differences of opinion with curiosity and humility.
• Communication – communicates respectfully and effectively with stakeholders across identities, both verbally and in writing
• Data Analysis – able to collect, interpret and detect patterns in clean data
• Dependability – demonstrates trustworthiness and reliability, including while working with little or no direct supervision
• Flexibility – nimbly adapts to evolving priorities and urgent needs; handles intervals of high pressure while maintaining perspective and humor
• Inclusive Culture - fosters a culture of mutual respect, transparency, collaboration and belonging which allows all employees to feel appreciated, included, and valued.
• Organization – strong attention to details and able to build and/or maintain efficient systems
• Passion – wholeheartedly believes in, represents, and models Oakland Zoo’s mission and PRIDE values at all times
• Project management – effectively prioritizes commitments, driving forward multiple high-profile and complex projects simultaneously with flexibility, resourcefulness, and agility to adapt to shifting organizational needs
• Relationship-Building: able to build and maintain trusting relationships and mutually beneficial partnerships with internal and external stakeholders
• Sustainability – oriented toward the mission and values of Oakland Zoo and able to put those into practice by finding creative and resourceful ways to develop sustainable practices within your role and department
• Technological Aptitude – able to quickly understand, develop and maintain functional digital systems
• Time management – strong capabilities with a demonstrated ability to effectively prioritize multiple commitments
• Wildlife Aware - understands mission to support the conservation and welfare of animals at the Zoo, locally and globally. This is demonstrated by a willingness/passion to reflect this mission in all actions and to continue to learn how to take action for wildlife
  

Benefits

Oakland Zoo offers a comprehensive benefits package, including Health insurance, Dental insurance, Vision insurance, Flexible spending account, Retirement plan, Paid time off, Employee Assistance Program, and Zoo Membership options.