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Senior Manager of CRO Initiatives

3 months ago


London, Greater London, United Kingdom Lyca Mobile Group Full time

Position Overview

As the Global Conversion Rate Optimization (CRO) Manager at Lyca Mobile Group, you will play a pivotal role within our Global Digital Marketing team. Your primary focus will be to enhance our eCommerce and digital marketing efforts across our diverse markets, ensuring an exceptional customer experience while driving commercial success through effective conversion rate optimization.

Your responsibilities will include the optimization of our websites and mobile platforms across 21 international markets. You will be tasked with transforming interested visitors into satisfied customers by refining the user journey for millions seeking Sim-only mobile deals. Your contributions to improving the conversion funnel are essential for our growth and for facilitating a seamless shopping experience for users on the go.

Key Responsibilities

  1. Develop and manage a comprehensive CRO strategy across all markets, collaborating closely with local digital marketing teams.
  2. Design and implement A/B testing frameworks as part of your global CRO strategy, targeting various stages of the user journey on our platforms.
  3. Generate A/B test hypotheses aligned with strategic objectives to guide the testing agenda.
  4. Analyze and document test outcomes, providing actionable recommendations for future initiatives.
  5. Assist in establishing CRO workflows and processes, promoting standardization within our content management systems, managing tickets, and conducting competitor analyses.
  6. Collaborate with design teams and external partners to create briefs for CRO-related projects.
  7. Support the content team in ensuring prominent visibility of key titles on our homepage and landing pages.
  8. Engage with cross-functional teams in marketing, product, and IT, ensuring our digital strategies align with overall business goals.

About the Role

As the Group CRO Manager, your responsibilities will encompass:

  1. Creating and executing A/B testing strategies to enhance conversion rates, while managing a roadmap of experiments in partnership with engineering teams.
  2. Delivering insightful analyses and recommendations based on data to improve campaign performance.
  3. Working with creative teams to optimize marketing materials for various platforms, including Desktop and Mobile Web.
  4. Conducting thorough performance tracking and analysis of marketing creatives to identify areas for enhancement.
  5. Researching market trends and competitor tactics to inform creative development.
  6. Facilitating communication between the paid media and creative teams to ensure alignment of objectives.
  7. Monitoring key performance indicators (KPIs) to assess the effectiveness of optimization efforts, utilizing tools related to Lyca's CRO activities.
  8. Performing multi-channel analyses to evaluate the performance of different media sources and their conversion effectiveness.
  9. Staying abreast of industry trends and best practices in conversion rate optimization to inform our strategies.
  10. Providing regular analyses of user behavior and conversion pathways to recommend site improvements that enhance performance.
  11. Collaborating with Product Designers to identify and implement enhancements across the customer journey, focusing on reducing friction and increasing engagement.
  12. Utilizing data to inform recommendations for up-selling and cross-selling initiatives.
  13. Managing the creation of dedicated landing pages for new product launches, ensuring effective call-to-action elements and easy navigation.
  14. Tracking and reporting on acquisition and conversion metrics, sharing insights with various stakeholders across the organization.
  15. Offering guidance and mentorship in experimentation and CRO practices to digital marketing managers and product team members.

Your Profile

The ideal candidate will possess:

  • Extensive experience in Product and/or Growth roles, preferably in a high-growth startup or scale-up environment.
  • A strong drive to cultivate a high-performing CRO team that embraces continuous feedback and improvement.
  • In-depth technical expertise in conversion rate optimization and A/B testing methodologies.
  • A passion for understanding and influencing customer behavior to achieve positive business outcomes.
  • Experience in supporting B2C/D2C businesses, particularly in eCommerce settings.
  • Strong analytical skills, with a proven ability to work with complex data sets to derive actionable insights.
  • Experience collaborating effectively with Product Designers and Engineers.
  • Proficiency in digital analytics tools, such as Google Analytics and Adobe Analytics.
  • A solid background in digital marketing, website analytics, and A/B testing techniques.
  • A track record of driving eCommerce optimization and conversion improvements through effective leadership of CRO teams.
  • Strong process orientation and experience in UX design across web and mobile platforms.
  • Exceptional analytical and problem-solving skills, including usability research and multivariate testing.
  • Expertise in user-centered design solutions that yield measurable results across various devices.
  • Effective communication skills, with the ability to collaborate and influence within a team-oriented environment.
  • A commitment to a customer-centric approach and a passion for digital innovation.
  • Advanced experience with digital analytics.