Web Incrementality & Growth Lead

Overview

In the Consumer Marketing Organization (CMO), we transform the way we reach and engage with our customers across our digital channels. We aspire to create innovative digital experiences through rich storytelling and creative that is both immersive and impactful. Within CMO, the Web Strategy Team is redefining Microsoft's consumer-facing web experiences. We are seeking a Web Incrementality & Growth Lead to drive Microsoft's experimentation and web growth charter across the Consumer Marketing Organization.

This role defines and drives the single key performance indicator (KPI) for mid-funnel web impact-measuring the real incremental value of the consumer web ecosystem across Windows, Surface, and Copilot web experiences. You will oversee a centralized experimentation portfolio spanning content, UX, and Copilot integrations, converting data-driven insights into business growth decisions. Your mandate: build a repeatable growth engine that connects business priorities, customer behavior, and experimentation insights. Through cross-team collaboration with Store, Product Marketing, Analytics, and Engineering, you'll translate insights into portfolio-level investment decisions and shape Microsoft's next-generation, agent-ready web experiences.

Microsoft's mission is to empower every person and every organization on the planet to achieve more. As employees we come together with a growth mindset, innovate to empower others, and collaborate to realize our shared goals. Each day we build on our values of respect, integrity, and accountability to create a culture of inclusion where everyone can thrive at work and beyond.

In alignment with our Microsoft values, we are committed to cultivating an inclusive work environment for all employees to positively impact our culture every day.

Responsibilities

Experimentation & Incrementality Leadership

• 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.

Cross-Site Growth & Optimization

• 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.

Annual Forecasting and Monthly Performance Tracking

• 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

Strategic Decision Enablement

• 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.

Test Infrastructure & Governance

• 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.

Vendor & Budget Management

• 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.

Other

• Embody our Culture and Values

Qualifications

Required/minimum qualifications

• 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.

Additional or preferred qualifications

• 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.
• 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).

Integrated Marketing IC4 - The typical base pay range for this role across the U.S. is USD $106,400 - $203,600 per year. There is a different range applicable to specific work locations, within the San Francisco Bay area and New York City metropolitan area, and the base pay range for this role in those locations is USD $137,600 - $222,600 per year.

Certain roles may be eligible for benefits and other compensation. Find additional benefits and pay information here:


This position will be open for a minimum of 5 days, with applications accepted on an ongoing basis until the position is filled.

Microsoft is an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to age, ancestry, citizenship, color, family or medical care leave, gender identity or expression, genetic information, immigration status, marital status, medical condition, national origin, physical or mental disability, political affiliation, protected veteran or military status, race, ethnicity, religion, sex (including pregnancy), sexual orientation, or any other characteristic protected by applicable local laws, regulations and ordinances. If you need assistance with religious accommodations and/or a reasonable accommodation due to a disability during the application process, read more about requesting accommodations.