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About The Role

Role Purpose

The Conversion Manager is responsible for the optimisation and personalization of all on-site customer journeys originating from our marketing activities (eg:  CRM coms leading to landing pages). You will be a front end developer who is a data-driven specialist with a strong focus on identifying, leading and developing fixes for customer journey break points, optimize conversion funnels through methodical A/B testing, identify niche customer cohorts and tailor experiences to their interests based on your analysis and available research.

You will have a strong interest in marketing technology and best practices related to acquisition & retention conversion and will work closely with the CRM, Brand, Product, Development and Creative teams to deliver high quality and sustainable customer experiences across the group in line with our brand proposition.

 

Key Responsibilities

  • Responsible for examining, measuring and setting-up baselines for key site performance metrics (conversion rate standards, cart abandonment rates, form completion rates, etc.) of current pages, site functionalities and cashier and checkout paths, used to measure improvement and progress over time.
  • Organise and prepare conversion tests together with creative, IT and product owners (test specifications, layout, code, tracking implementation, etc.) including A/B tests and complex tests by using conversion optimisation tools (eg: Target, Maxymiser, Qubit).
  • Development of tools and technology to facilitate a world-class customer experience; identify and recommend new 3rd party tools to integrate with the core architecture that will add material value, completing business case/CAPEX requests as needed

  • Take part in keeping the organization updated on site conversion plan, execution and outcome of the work including preparing conversion reports and presentations for the wider organisation

  • Taking part in proactively researching, initiating and developing site conversion breakdowns and opportunities in order to improve web conversion rates from user visit and until first deposit and bet placement. In addition the conversion manager will be responsible for improving the conversion rates of first deposit to second, third deposits and onwards by optimizing the Customer Retention Management journeys.
  • Actively investigate and test known or suspected issues from outside sources, including voice of customer data, shopper notes, call centre feedback, bug reports, site outages, research and internal observations of customers’ behaviours.

  • Developing a site conversion plan by site sections (such as cashier and checkout paths) and managing the work effort and communicating key findings and progress back to the executive management team.

  • Keeping everything on-brand by having a clear idea of how to keep the user experience in line with our brand, and what to do when it’s not.
Qualifications and Educational Requirements
  • Degree level education is preferable but not a pre-requisite for the role
Specialist Skills and Experience Required
 
  • Previous experience working on web, mobile and digital projects within a marketing team and involved with conversion and/or customer experience/journey optimization.

  • A good level of front-end development skills in HTML, CSS & Java.

  • Good knowledge in one or more of the conversion testing tools(Adobe Target, Maxymiser, Qubit)

  • Strong analytical skills and problem solving oriented person

  • Experience in dealing with and implementing tracking pixels and cookies


  • Two or more years' experience in a product management related roles

  • Cross platform and device conversion testing experience (desktop, mobile, native apps)

  • Good understanding of user journeys, usability and UI/UX