Group Head of Conversion

**Group Head of Conversion - Manchester - £90,000 - Global Retail**

Are you a seasoned CRO specialist with a background in retail? This international retail brand who have been experiencing explosive growth over the last 5 years are now looking to appoint a Group Head of Conversion to work across their portfolio of retail brands and lead the optimisation strategy.

**Key Duties/Responsibilities**:

- Develop and implement a conversion optimisation programme across all digital channels, clearly outlining the expected business impact and timings for delivery
- Own conversion forecasts by channel/device in the budget and planning process
- Analyse and work with all relevant department to optimise marketing channel and device conversion
- Implement a continuous test and learn programme using the appropriate multi-variant testing tools to ensure potential site optimisations are proven
- Continuously enhance the analytics and insight into digital channel performance, benchmarking against the group and external operators
- Manage an appropriate suite of reports and operational KPIs that demonstrate the performance of the multi-channel on-site and cross-channel experience.
- Manage and develop customer segmentations from the customer data and insight that we have. Use these to enable more effective multi-channel marketing and targeting.
- Work with the retail and marketing teams to ensure the conversion of store only customers to multi-channel customers is maximised.
- Ensure that high volumes of new customers are efficiently converted and that returning customers are efficiently taken through the channel.
- Positively contribute to the maintenance, development and advancement of the multi-channel customer experience in such a way that continuous improvements in usability, efficiency and cost effectiveness are delivered. This is across all multi-channel touch points: mobile, iPads, kiosks, web enabled tills, apps and desktop etc.
- Regularly review, evaluate and benchmark the multi-channel on-site and cross channel experience (all channels and devices) versus best practice and ensure appropriateness to deliver the sales and profit plan.
- Determine the appropriate enhancements and upgrades of the multi-channel customer experience that are required to deliver the current and future needs of the business. Where appropriate, selecting new technologies and partners to deliver these requirements, managing the associated change process and ultimately the delivery of the required change.
- Evaluate the experience that customers have. Work to optimise this experience to maximise customer re-order and retention rates and lifetime value.
- Positively contribute towards delivering appropriate revenues in line with the budget plan and shared KPIs ensuring that sufficient cost controls are in place.
- Develop strong relationships with suppliers and partners to ensure effective delivery of services to the business and department. Work quickly to resolve any issues before they impact upon performance.
- Identify, manage and mitigate risks to multi-channel performance. Ensure that potential risks to service, sales and profits are quickly identified and mitigation plans put in place before they impact upon business performance.
- Lead, motivate and develop the Conversion Optimisation team to ensure high levels of job satisfaction and colleague retention. Ensure that all team members have accurate job descriptions and appropriate KPIs to monitor their performance. Hold twice annual appraisals to ensure effective team management and weekly team meetings to ensure the team are kept up to date with developments within the department.

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