Web Incrementality & Growth Lead

• Own the web experimentation roadmap across the consumer ecosystem: defining hypotheses, prioritizing tests, and setting success metrics that tie directly to incremental impact
• Partner with analytics to evolve Microsoft’s incrementality model, moving from correlation-based reporting to causal measurement frameworks that quantify true lift
• Translate test outcomes into a growth playbook that informs investment decisions and roadmap prioritization
• Maintain accountability for the organization’s net new impact metric, ensuring each test contributes to measurable, reportable business growth
• Lead optimization efforts across the consumer web funnel—homepage, category, and post-purchase experiences—to increase net new sessions, transfers, and conversions
• Partner with SEO, personalization, and design teams to accelerate experimentation velocity and apply learnings to the larger Agent-ready web strategy
• Identify and scale winning experiments globally, codifying repeatable frameworks for traffic lift
• Develop an annual forecast of incrementality goals across key output metrics aligned with business goals
• Translate these top-down targets into a quarterly and monthly experiment pipeline
• Partner with Analytics and Finance to track monthly progress against forecast, diagnosing deltas and identifying which experiments or segments are underperforming
• Adjust testing roadmaps dynamically to stay on pace with annual incrementality goals
• Act as the single point of accountability for web incrementality performance reporting
• Deliver quarterly ROI and growth impact reviews to leadership, clearly connecting experimentation results to business outcomes
• Develop mechanisms for “stop, start, scale” decisions—helping executives and partners allocate resources efficiently based on proven performance data
• Define experimentation standards, guardrails, and data quality expectations across engineering and analytics pipelines
• Partner with engineering to ensure robust test setup, clean data capture, and clear lineage between test design, execution, and business metrics
• Champion compliance, accessibility, and ethical experimentation practices across all test surfaces
• Lead the relationship with experimentation vendor, overseeing contract performance, SOW prioritization, and quarterly business reviews
• Administer a million-dollar annual budget, balancing spend across test design, creative, analytics, and platform operations
• Track budget utilization and ROI, ensuring funds are allocated to experiments with the highest potential impact
• Embody our Culture and Values

• Bachelor's Degree in Business, Marketing, Data Analytics, Economics, or related field AND 3+ years experience in digital growth, web experimentation, analytics/marketing science or related work experience OR equivalent experience
• Experience designing and scaling experimentation frameworks that directly influenced multi-million-dollar decisions
• Experience in A/B testing, multi-variate testing (MVT), and incrementality modeling
• Experience in web analytics, statistical testing, incrementality measurement, reinforcement learning, multi-armed bandit testing and consumer journey optimization
• Experience managing vendors within marketing technology or experimentation platforms
• Experience with agentic web experiences, large language model (LLM)-driven content, AI-powered personalization, and answer engine optimization (AEO)

Master's Degree in Business, Marketing, Data Analytics, Economics, or related field AND 2+ years experience in digital growth, web experimentation, analytics/marketing science or related, or related experience OR Bachelor's Degree in Business, Marketing, Data Analytics , Economics, or related field AND 5+ years experience in digital growth, web experimentation, analytics/marketing science or related or related experience OR equivalent experience