WHO WE ARE:

At AAA Washington, we equip our members with trusted service and expertise to confidently travel through life. We provide our members with best-in-class roadside assistance, discounts and rewards, travel services and insurance. For nearly 120 years, we’ve served our members, not shareholders, so our growth supports innovation for the Club today and for the future. Seeking to reflect the communities we serve and create an inclusive culture, we encourage employees to bring their full self to work and support applicants from all backgrounds, abilities and walks of life to apply.

MINIMUM QUALIFICATIONS:

• Bachelor’s degree (BA) in information technology or related field or equivalent experience
• 6+ years’ experience in digital product management in growth, optimization, and web performance
• Experience owning e-commerce, acquisition, or conversion funnels

PREFERRED QUALIFICATIONS:

• Experience in membership-based organizations or regulated industries (insurance, travel, finance, healthcare)
• Familiarity with agile delivery methodologies, tools such as Jira, Azure DevOps, design thinking and rapid experimentation approaches, and Genesys, AgentForce, or other AI-enabled support tools.
• Experience with campaign teams or marketing automation systems.

KNOWLEDGE, SKILLS, ABILITIES:

• Knowledgeable on emerging technologies, including AI-driven personalization, real-time web experiences, and automation tools.
• Familiarity with growth tools and strategies including A/B testing, personalization, SEO/SEM optimization, and campaign performance tracking.
• Working knowledge of platforms and tools such as Adobe Experience Manager (AEM), Adobe Target, Adobe Analytics, Adobe Journey Optimizer, Real Time Customer Data Platform (RTCDP), Salesforce CRM or other martech/CRM stacks.
• Ability to partner with cross-functional teams in UX, marketing, analytics, and engineering.
• Strong communication and presentation skills with a track record of demonstrating business impact through digital optimization.
• Strong problem-solving skills.
• Highly effective facilitation and project management skill sets.
• Experience successfully collaborating professionally and diplomatically with diverse stakeholders.
• Ability to establish, nurture, and optimize key internal and external partnerships and influence organizational change.

WHAT YOU’LL DO:

This role is responsible for leading digital growth and performance across AAA Washington’s public-facing web experiences. Also, owns the conversion strategy for unauthenticated visitors, operating at the intersection of growth strategy, UX, performance marketing, and experimentation—helping turn digital visitors into loyal, transacting members.

ESSENTIAL DUTIES/RESPONSIBILITIES:

• Responsible for conversion and funnel optimization, including improving conversion funnels, optimizing lead captures, and identifying and removing friction from key user journeys on the public website.
• Defines and executes the A/B testing roadmap, collaborating with UX, Engineering, and Adobe Target teams. Uses experimentation to continuously refine CTAs, content placement, and design for conversion lifts.
• Leads automation, personalization, and real-time experience delivery through the use of customer data, behavioral signals, and campaign attributes to personalize and trigger experiences across digital touchpoints.
• Owns, creates, and reports out on the performance dashboard, partnering with analytics to define and track KPIs related to funnel drop-off, bounce rate, and conversion performance.
• Translates data into clear business impact stories, informing prioritization and demonstrating measurable growth outcomes.
• Makes data-driven decisions using web analytics, testing platforms, and real-time behavioral insights.
• Partners with Marketing to ensure inbound traffic from SEO, SEM, social, email, and paid channels lands on optimized, relevant experiences. Owns the conversion performance of these landing experiences— analyzing what’s working (and what’s not) and driving changes to maximize lead generation and transactions.
• Owns the SEO and SEM landing page strategy ensuring there is SEO, campaign, and paid channel alignment, in collaboration with marketing teams, and that inbound traffic lands on optimized, relevant experiences.
• Leads the digital transaction strategy across public-facing journey, including new member joins, insurance quotes, travel bookings, and Visa applications.
• Owns the end-to-end experience for quote tools, booking engines, and join flows, ensuring clarity, speed, and conversion optimization.
• Proactively identifies opportunities to innovate within the organization’s digital platform.
• Acts as growth strategist and experimentation leader, bringing a test-and-learn culture to digital optimization.
• Aligns conversion flows with business goals, balancing revenue generation, usability, and cross-sell opportunities to maximize digital sales performance across product lines.
• Contributes to a Digital Growth Playbook, establishing product-led growth (PLG) strategies and scalable best practices.
• Collaborates with stakeholders to evaluate and integrate AI tools (i.e. AgentForce, Genesys, AJO).
• Contributes to a positive team dynamic through respectful interactions, positive contributions, and active collaboration to achieve department and organizational goals.
• Incorporates AAA’s vision, mission and values in day-to-day activities and behaviors; guides and motivates others to remain committed to AAA’s vision mission and values.

SUPERVISORY RESPONSIBILITIES:

• This job does not have supervisory responsibility.