Conversion Rate Optimisation Manager at Collinson

Purpose of the role:

• The Conversion Rate Optimisation Manager is pivotal in fostering a culture of experimentation & personalisation across Collinson’s digital touchpoints. This role focuses on designing, executing, and evaluating A/B and multivariate tests to optimise customer journeys, improve user experiences, and drive key performance metrics such as engagement, lead generation, and revenue growth. By leveraging data-driven insights and advanced testing methodologies, the manager will identify opportunities to remove friction, enhance user satisfaction, and maximise conversion rates. Collaborating with cross-functional teams, this role ensures that experimentation informs strategic decisions, aligns with global business objectives, and addresses regional needs.

Key Responsibilities:

Customer Journey Strategy

• Develop and implement a comprehensive customer journey optimisation framework, focused on data-driven experimentation to enhance digital experiences and meet business objectives.
• Establish workflows and align cross-functional teams to deliver seamless, optimised customer experiences.
• Leverage tools such as Optimizely and other testing platforms to design and execute A/B and multivariate experiments for continuous journey improvement.
• Ensure all journey enhancements align with brand standards and global/regional campaign strategies.
• Evangelise experimentation and A/B testing across the organisation, ensuring teams understand the value of data-driven decision-making and incorporating testing into their workflows.

Journey Design and Improvement

• Identify pain points in customer journeys using qualitative insights and analytics.
• Design, execute, and manage experimentation plans, including A/B and multivariate tests, to validate hypotheses and optimise user flows.
• Collaborate with UX/UI teams to deliver intuitive and engaging journey designs across web and app platforms, informed by testing insights.
• Maintain and manage a customer journey optimisation roadmap, prioritising initiatives based on testing results, ROI, and business impact.
• Facilitate engaging workshops and training sessions to get stakeholders involved in experimentation and personalisation initiatives.

Performance Monitoring and Insights

• Track and analyse the performance of customer journey optimisation initiatives through well-defined success metrics.
• Source and gather relevant data independently, working closely with the data teams to ensure the accuracy and completeness of the data needed for experimentation.
• Generate actionable insights from test results and analytics to inform continuous improvement efforts.
• Maintain a repository of testing learnings and insights to build organisational knowledge and refine strategies.

Execution and Governance

• Partner with developers to integrate successful experiments into production environments.
• Create scalable, repeatable processes for testing and journey optimisation to ensure consistent quality across implementations.
• Advocate for test-and-learn methodologies and foster a culture of continuous improvement across teams.
• Be a charismatic leader, inspiring teams to adopt a mindset of continuous experimentation and optimisation.

Collaboration and Stakeholder Management

• Work closely with regional and global marketing, data, product, and technology teams to align on goals and execution strategies for optimisation initiatives.
• Serve as a trusted advisor, providing guidance on customer journey optimisation strategies to key stakeholders.
• Manage the Experimentation Executive, ensuring their growth and involvement in the execution of experiments and journey improvements.

Knowledge, skills & experience required:

Essential

• Strong experience in customer journey optimisation and digital experimentation in B2B and B2C environments.
• Hands-on expertise with experimentation tools like Optimizely, as well as familiarity with testing methodologies (A/B, multivariate).
• Proficiency in analytics platforms (Google Analytics, Heap) and data visualisation tools to monitor and interpret experiment results.
• Knowledge of CMS platforms like Contentful or Sitecore.
• Deep understanding of A/B testing, multivariate testing, and optimisation frameworks.
• Ability to source and gather data independently to support experimentation and decision-making.
• Experience in managing and mentoring teams, with the ability to manage an Experimentation Executive and oversee their development.
• Excellent communication skills with the ability to manage cross-functional collaboration in a global organisation.
• Data-driven mindset with strong analytical and problem-solving skills.
• Strong facilitation skills to lead engaging workshops and training sessions on experimentation best practices.

Desirable

• Familiarity with HTML/CSS/JavaScript to support experiment design and implementation.
• Experience with lead generation and MarTech tools.
• Exposure to customer experience design and optimisation methodologies.

Skills and Attributes

• Proactive, solution-oriented, and detail-focused.
• Capable of managing multiple priorities in a dynamic, fast-paced environment.
• Strong interpersonal skills to build relationships with diverse stakeholders.
• Charismatic and persuasive, with the ability to inspire teams and embed a culture of experimentation within the organisation.