Head of E-commerce Conversion Rate Optimisation (CRO)

About the Role

The Head of E-commerce Conversion Rate Optimisation (CRO) will own the optimisation strategy across three in-house brands and selected agency clients. Your goal is to identify and prioritise the highest-value opportunities to improve conversion rates, Average Order Value (AOV), revenue, and profit per visitor.

You’ll combine quantitative analytics with customer research and behavioural insights to develop commercially focused experimentation roadmaps. You’ll determine what should be A/B tested, what should be implemented directly, and ensure designers and developers are focused on initiatives capable of delivering measurable commercial impact.

Beyond execution, you’ll play a key role in developing the company's CRO framework, maintaining the quality of client strategy, presenting findings to stakeholders, and eventually hiring and mentoring additional CRO strategists.

Key Responsibilities

• Own the end-to-end CRO and e-commerce optimisation strategy across three in-house brands and selected agency clients.
• Audit new client websites, funnels, analytics setups, and customer journeys to identify growth opportunities.
• Identify opportunities to improve conversion rates, AOV, revenue, and profit per visitor.
• Build, prioritise, and manage structured CRO and experimentation roadmaps.
• Develop clear, data-backed, and commercially focused hypotheses for experiments.
• Analyse GA4, Shopify, e-commerce, and behavioural data to uncover friction points and opportunities.
• Use heatmaps, session recordings, surveys, customer feedback, and qualitative research to understand customer behaviour.
• Determine when optimisation opportunities should be A/B tested versus implemented directly.
• Brief designers and developers on CRO initiatives, ensuring execution remains aligned with the commercial objective.
• Review experiment results and assess statistical validity before making recommendations.
• Translate complex data into clear, actionable insights for clients and internal stakeholders.
• Present CRO strategies, experiment findings, and recommendations directly to clients.
• Quantify incremental revenue, profit, and commercial impact generated through optimisation initiatives.
• Maintain a consistently high standard of CRO strategy across all accounts.
• Develop and continuously improve the company's CRO framework and methodology.
• Establish scalable processes for experimentation, reporting, customer research, and prioritisation.
• Hire, mentor, and develop future CRO strategists as the function grows.