How do I balance CRO efforts with other marketing activities?

As an e-commerce manager, I'm struggling to integrate Conversion Rate Optimization (CRO) with our broader marketing strategy. We have multiple channels running simultaneously - social media, email marketing, paid ads - and I'm finding it challenging to coordinate CRO efforts without disrupting our existing campaigns or creating conflicting messaging. I need a holistic approach that allows me to optimize conversions while maintaining the integrity of our marketing initiatives and ensuring we're not overwhelming our customers with too many competing tactics.