Conversion Rate Optimisation (CRO) Manager

Company: Alshaya –

WebSite: Nasr City, Cairo, Egypt

Job Description:**Job Description: Senior Conversion Rate Optimization (CRO) Manager**

**Objective:**

The Senior CRO Manager is responsible for the strategic leadership and comprehensive execution of the Conversion Rate Optimization (CRO) program across multiple brands. This role entails establishing and managing experimentation and testing programs, overseeing all phases from conception and planning to development, operation, maintenance, monitoring, analysis, and reporting of A/B and multivariate (MV) testing, and assuming accountability for program performance.

**Responsibilities:**

The Senior CRO Manager will lead the implementation of conversion initiatives and digital strategies aimed at optimizing eCommerce platforms, ensuring a data-driven approach to all activities. Responsibilities encompass the entire product lifecycle, including management and project coordination, from hypothesis generation and execution to final implementation, measurement, and reporting.

The Senior CRO Manager will own the intake and roadmap backlog process through a structured program framework that facilitates contributions from internal and external stakeholders. This includes ensuring appropriate prioritization based on targets, conversion impact, and return on investment (ROI).

This position requires close collaboration with research, design, product, and development teams, and necessitates providing thought leadership on optimization and testing strategies. Building strong relationships with brand stakeholders and establishing clear communication channels with all team members are critical.

**Key Duties:**

* Collaborate with the Head of Online Growth to execute the agreed-upon strategy.
* Champion a customer-centric and revenue-driven approach to optimization.
* Manage the experimentation roadmap and end-to-end program to maximize conversion revenue across the brand portfolio and markets.
* Advocate for continuous learning, testing, and enhancement of digital experiences, promoting an experimentation mindset within the organization.
* Utilize technical and data-driven insights to effectively lead, set up, and analyze experiments.
* Cultivate strong relationships with brand stakeholders through excellent communication and reporting, providing visibility into conversion results and program performance across business units.
* Oversee project management, ensuring efficient delivery of CRO projects and platform enhancements with tangible ROI and adherence to quality standards.
* Mentor and supervise the CRO Officer.
* Manage relevant external supplier relationships.

**Specific Responsibilities:**

* **Conversion Program Management:**
* Oversee the entire CRO program from concept to launch.
* Implement and manage A/B and multivariate tests, coordinating setup, quality assurance (QA), and results communication.
* Develop and maintain the experimentation product roadmap, managing the intake and delivery process through an agile methodology with a testing backlog and standardized processes.
* Develop test plans based on objectives and statistical significance, reporting on CRO test performance against targets.
* Liaise between customer value and technical trade-offs to establish viable and effective technical solutions, managing external relationships to determine scope and commercial feasibility for each project.
* Prioritize experiment hypotheses based on a CRO prioritization framework incorporating user testing insights, impact assessment, internal requirements, feasibility, and potential revenue growth.
* Establish agile processes to improve workflow, communication, alignment, scalability, and team capacity.
* **CRO Product Development:**
* Lead a multi-disciplinary team to achieve conversion results.
* Conduct regular show-and-tell sessions to update the team on optimization activities.
* Collaborate with designers, project managers, and delivery teams to ensure clear planning, testing, and successful project deployment.
* Manage cross-departmental stakeholder relationships, gathering feedback, explaining hypotheses, securing stakeholder approval, and presenting testing results.
* **Business Analysis:**
* Interpret customer data using web analytics and user segmentation to inform optimization, experimentation, and personalization.
* Remain current on industry developments, best practices, consumer experience research, and new technologies.
* Generate ideas and concepts for CRO activities using a data-driven approach.
* Identify key areas for improvement and optimization through research and collaboration with relevant business units.
* Collaborate with the CRO Officer to create data visualizations to communicate test results to stakeholders.
* Assess the potential impact and suitability of projects based on impact benchmarks and business needs.
* Measure and report on the effectiveness of initiatives and tests against planned KPIs.
* Trigger analysis for experiments of concern and facilitate change management for successful experiment rollouts.
* **Operations:**
* Maintain a commercial focus and drive conversion through experimentation.
* Manage stakeholder communications and updates for internal and external teams within allocated timeframes.
* Manage the CRO strategic customer experience based on optimization learnings and insights from user testing, heuristic analysis, competitor reports, and data performance analysis.
* Collaborate with development to ensure solutions are feasible, optimized, and secure.
* Continuously seek technical improvements as technologies and customer behavior evolve.
* **Reporting and Insight:**
* Define KPIs, create reporting frameworks, and implement best practice methodologies.
* Develop strategies for multivariate and A/B testing to deliver statistically significant conclusions.
* Deliver innovative insights and actionable outputs.
* **Customer Centricity:**
* Advocate for improved user experience and journey best practices to maximize conversion.
* Promote a customer-first approach across Alshaya business units.
* **People:**
* Manage external provider relationships.
* Support eCommerce team members to ensure initiatives are delivered in line with processes and achieve targets.
* Mentor, support, and train junior team members and new hires.
* Nurture, motivate, and manage direct reports to ensure optimal performance.
* Proactively seek new ways to improve processes and disseminate CRO knowledge.

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