Hybrid CRO Manager

at MAG (Airports Group)

• Job title: CRO Manager
• Job type: Full Time
• Experience level: Mid level, Senior
• Salary: Not specified
• Degree requirement: Bachelor's Degree
• Location requirements: Hybrid, Manchester, United Kingdom

About the role

• CRO Manager responsible for optimisation strategy to improve conversion rate and user experience for CAVU. Collaborating with cross-functional teams to lead and execute A/B testing and analysis for digital growth.

Responsibilities

• Responsible for leading the optimisation strategy of our ecommerce journeys to improve conversion rate, user experience and drive overall business growth.
• Develop, lead and execute a comprehensive Conversion Rate Optimisation (CRO) strategy across all websites and devices to drive customer journey improvements and increase conversion & KPIs.
• Conduct in-depth opportunity analysis of user behaviour, customer journeys, and conversion funnels to identify optimisation opportunities.
• Work closely with key stakeholders (internal & external) to identify and prioritise UX pain points across the various existing & new user journeys & products aligned to business KPIs and targets.
• Regularly conduct and review website opportunity analysis to determine areas of focus for optimisation, driving the optimisation roadmap.
• Manage the relationship with key stakeholders including product, tech and UX to deliver a programme of CRO aligned to achieving commercial business KPI targets at both topline P&L level but also airport level, ultimately driving improvements in conversion rate
• Plan, execute, and analyze A/B and multivariate tests to optimize website elements, including copy, layout, forms, and calls-to-action (CTAs).
• Utilize testing platforms and tools to set up experiments, monitor performance, and derive actionable insights for iterative improvements.
• Interpret test results and make data-driven recommendations for ongoing optimisation efforts.
• Utilize web analytics tools (e.g., Google Analytics, Full story) to track key performance indicators (KPIs), such as conversion rates, bounce rates, and session duration.
• Generate reports and dashboards to monitor website performance, identify trends, and communicate insights to stakeholders.
• Conduct user research, surveys, and usability testing to gather qualitative feedback and identify areas for improvement.
• Collaborate with UX/UI designers to enhance the user experience and usability of digital properties through iterative design improvements, helping to shape industry leading, innovative experiences for our customers.
• Conduct heuristic evaluations and UX audits to identify usability issues and friction points in the conversion process.
• Implement best practices for responsive design, accessibility, and mobile optimization to optimize user engagement and conversion rates across devices, whilst influencing adoption across wider CAVU business.
• Chair regular weekly, monthly and quarterly meetings with stakeholders across the business ensuring an aligned roadmap delivered at pace to ensure delivery of growth targets.
• Partner with development teams to implement CRO enhancements, track performance metrics, and troubleshoot technical issues.
• Foster a culture of experimentation and continuous improvement by sharing insights, best practices, and success stories across the organization.
• Be the CRO expert lead across all Ecommerce activity working alongside the wider Ecommerce Department and Digital product teams and strive to continuously enhance the Customer Experience.
• Stay at the leading edge of trends in Digital Optimisation and UX design.
• Deputise for Head of Ecommerce when required.

Requirements

• Desirable (but not essential) - degree level or equivalent
• Driven and motivated to create a high performing CRO team that adapts, develops and grows through continuous feedback and improvement.
• Previous experience in an e-commerce orientated environment essential
• Have a strong background in digital marketing, website analytics, and A/B testing methodologies, along with a passion for delivering measurable results.
• Proven experience of establishing and driving Ecommerce optimisation and conversion improvements through leading CRO teams and their optimisation roadmap, delivery of tests and measuring/actions insight.
• Highly process driven
• Experience of UX design across web, mobile and app
• Analytical, evaluative, and problem-solving abilities, including specific usability research & analytics experience, and multivariate testing, including planning, implementing and presenting results
• Expert skills in user-centred design solutions with measurable results, across devices & platforms
• A track-record of considering intuitive site functionality, personalisation & interaction, site architecture, user interfaces & navigation
• Effective communication skills at all levels, with a proven ability to collaborate with a pragmatic and confident approach and ability to influence in a team-oriented, collaborative environment
• Strong advocacy for a customer-centric approach and enthusiasm for all things digital
• Advanced Google Analytics/digital Analytics experience essential
• Experience of working with multiple datasets within excel

Benefits

• 25 days holiday, increasing by 1 day per year with service (up to 28)
• Option to buy up to 10 additional days’ annual leave, plus 4 flexible bank holidays
• 10% company pension
• Annual bonus scheme
• On-site gym
• MediCash scheme
• A host of flexible benefits and discounts — including up to 50% off CAVU products such as Escape Lounges and Airport Parking
• Rail and retail discounts
• 2 paid volunteering days per year
• Access to an internal events calendar including health & wellbeing activities, ID&E initiatives, and learning sessions
• Formal and informal development opportunities, including mentoring programmes and learning grants
• Enhanced parental leave (T&Cs apply)