CRO Manager

A bit about the team

This newly created roll will sit within the Media Lab team at ASOS, a centre of excellence for digital marketing comprising Media Investment, SEO and Marketing Technology teams. The teams are jointly responsible for driving almost half of the company’s revenues and have a high profile within the business. There is a firm emphasis on experimentation and measurement within the teams, encouraging us to always question the status quo and strive for better. This role will report to the Head of SEO but will work across all teams within Media Lab and use data, hypothesis and testing to drive improvements in conversion.

The Role

You’ll be leading conversion rate optimisation across paid and organic marketing channels. You’ll undertake research and data analysis of each channel to understand their activity and identify inefficiency in the traffic derived from each team’s investment. You’ll build strong relationships with a wide set of stakeholders across Media Lab, Insight & Analytics, Development and Finance. You’ll work tirelessly to improve the customer experience throughout the conversion funnel.

What you’ll be doing…

• You’ll establish a robust testing framework within the marketing function at ASOS
• You’ll complete research and data analysis to understand each marketing channel and where customer pain points exist within the funnel
• You’ll work closely with stakeholders to understand why inefficiencies may exist and together generate hypothesis on how to improve channel effectiveness
• You’ll present you testing hypothesis to key stakeholders for signoff
• You’ll collaborate with development teams and analytics teams to test your strongest hypothesis, specifying key metrics to monitor for each test.
• You’ll analyse test results and compile detailed retrospectives on your findings to present to key stakeholders
• Where successful you’ll continue to work with development teams to ensure your winning hypothesis is rolled out to production
• Where unsuccessful you’ll analyse test data and provide recommendations for further testing 
• Utilise CRO tooling available within the company and work alongside the Insight & Analytics team to flag technical issues and ensure testing can continue at pace
• Attend internal meetings with development and UX teams to have input on key template changes
• Investigate issues arising in the sales journey and produce analysis on trading changes or user behaviour trends
• Provide monthly reporting on tests completed, pipeline progress and results
• Keep abreast of the latest industry, news, trends, techniques, and technologies as needed to ensure on-going CRO best practice in your day-to-day work
• Acting as a line manager, conducting 1-2-1s, performance reviews and training

We’d love to meet someone with…

• Minimum 2 years CRO experience in a professional work environment
• Excellent communication skills: must be a personable, confident team player, able to build strong collaborative relationships
• An effective communicator who’s able to explain the complexities of CRO into a language that’s easy to understand
• Demonstrable web analytics experience using Adobe Analytics
• Demonstrable experience with an A/B testing and multivariate testing tool such as Optimizely or similar
• Experience as a line manager
• Understanding of website technologies and an awareness of website development and coding
• Understand of digital marketing channels, particularly SEO, PPC, Paid Social and Digital Media
• Experience with Sitecore desirable
• Experience working on a large-scale international ecommerce website desirable
• Takes responsibility and ownership of assigned tasks; able to handle multiple work streams and deliver to agreed deadlines, managing priorities and focus as needed
• A natural problem solver; demonstrates innovation and a proactive, can-do attitude