CRO & UX Manager

About the role

Lead conversion rate optimisation and data‑driven UX across BFL’s app‑first digital platforms, establishing funnel health as a core metric and building an AI‑enabled experimentation culture.

Key responsibilities

• Own end‑to‑end conversion rate, revenue per visitor and funnel performance across acquisition, product, cart, checkout and post‑purchase stages.
• Monitor the funnel for breaches, flag and resolve conversion risks introduced by other teams before they impact revenue.
• Translate business goals into clear UX and conversion KPIs with consistent tracking and reporting.
• Produce data‑driven wireframes and flow recommendations, ensuring feasible implementation with product and development teams.
• Drive AI‑powered personalization and lead a rigorous experimentation programme (A/B, multivariate, personalization testing) using AI tools for hypothesis generation and insight synthesis.
• Own and optimise the analytics, experimentation and personalization stack (Contentsquare, Dynamic Yield, GA4, etc.) and ensure proper governance.
• Build and scale the CRO/UX function, set goals, manage external agencies and report funnel health to the Head of E‑Commerce Business.

Required profile

• 8+ years of e‑commerce experience, with 4‑5 years in CRO or experimentation leadership.
• Hands‑on e‑commerce domain experience; fashion or off‑price retail is a plus.
• Experience across native mobile apps (iOS, Android) and web, with a strong data‑driven mindset.
• Proven ability to interpret data, uncover insights and translate them into actionable UX direction.

Required skills

• Hands‑on expertise with Contentsquare.
• Hands‑on expertise with Dynamic Yield.
• Hands‑on expertise with GA4 (or comparable analytics tools).
• Strong data‑driven wireframing capability.
• Deep understanding of A/B testing, experimentation frameworks and personalization strategies.