CRO Manager

A bit about us: Established in 1994, The Fragrance Shop is the UK’s leading independent fragrance retailer. Our aim is to make mainstream and luxury fragrances affordable and accessible to all. We showcase more than 130 fragrance brands in over 220 stores throughout the UK and online at We are expanding and are looking for a CRO Manager to join the team and be part of a growing and vibrant brand. The Role: We are looking for a data-driven and detail-oriented Conversion Rate Optimisation (CRO) Manager to join our digital team. This role is focused on improving the performance of our website and app through systematic testing, analysis, and optimisation. The ideal candidate will be passionate about understanding user behaviour, running experiments, and delivering measurable improvements to conversion rates, customer journeys, and overall digital performance, What you’ll be doing: Conversion Rate Optimisation: Plan, execute, and analyse A/B and multivariate tests to improve on-site and in-app conversion. Maintain and prioritise the CRO roadmap, ensuring a continuous pipeline of testing opportunities. Lead A/B and multivariate test planning, delivery, and analysis using platforms such as AB Tasty or Optimizely. Use analytics, heatmaps, and customer feedback to identify pain points and generate test hypotheses. Report on test results and share actionable insights across the business. Digital Experience Support: Partner with UX, design, and development teams to improve landing pages, product pages, and checkout experiences. Ensure consistent, user-friendly experiences across desktop, mobile, and app platforms. Support app engagement and retention initiatives through UX improvements and experimentation. Analytics, Insight & Reporting: Use GA4, Google Tag Manager, and CRO platforms (e.g., AB Tasty, Optimizely, VWO) to measure performance and validate results. Build and maintain dashboards and reports to track funnel performance and CRO outcomes. Ensure data accuracy and compliance with consent and privacy standards. Collaboration & Commercial Impact: Work closely with Marketing, CRM, and Product teams to align CRO initiatives with commercial goals. Share customer insights and recommendations to support campaign effectiveness and trading performance. Contribute to improvements in conversion rate, average order value (AOV), and customer retention. Analytics, Insight & Reporting: Lead the digital analytics function within the digital experience team, turning behavioural data into actionable insight. Own key reporting tools and methodologies including GA4, Google Tag Manager, custom dashboards, and product analytics platforms. What you’ll bring: • Hands-on experience with A/B testing and CRO tools (Google Optimize, Optimizely, VWO, AB Tasty). • Strong knowledge of Google Analytics 4 (GA4) and Google Tag Manager (GTM). • Familiarity with heatmapping and behavioural analytics tools (Hotjar, Content square). • Strong analytical and problem-solving skills with attention to detail. • Ability to communicate insights clearly and collaborate across teams. • Commercial mindset with a focus on measurable outcomes. • Basic understanding of HTML, CSS, or JavaScript is desirable. Why you’ll love working here: • Enjoy work-life balance with our flexible working scheme - including 15 work from home days a year, duvet days and the choice to flex your working hours. • Vibrant state-of-the-art office, conveniently located in Trafford Park with great transport links and free onsite parking. • No need to travel to the gym – we have one here for you Take advantage of our free onsite gym facilities before/after work or even pop in at lunch time. • Generous staff discounts on a wide range of fabulous fragrances. • Excellent progression and development opportunities - work with teams who are passionate about what they do and develop your expertise within a creative and collaborative space.