CRO Senior Specialist

As an Experimentation & Conversion Rate Optimisation (CRO) Senior Specialist, you will oversee the EMEA ITCG Digital CRO programme across all ITCG digital channels, including e-Commerce sites, brand websites, Amazon, mobile apps, email and paid media landing experiences. Your role involves fostering a culture of testing, implementing robust A/B and MVT testing strategies, and aiming to increase website conversion rates and customer value across the full ITCG digital ecosystem to drive incremental revenue growth and improve the digital customer experience.

• Performance Optimisation: Drive optimisation initiatives through comprehensive testing roadmaps across customer acquisition, conversion, and retention phases, collaborating with internal business stakeholders and ensuring optimisation coverage across ITCG websites, apps, emails and paid media landing experiences.
• Partnership Management: Supervise daily and weekly activities of agency partners to drive results. This includes ideation, testing prioritisation, brief reviews, UAT testing and QA, reviewing post-test results, and monitoring high-level programme KPIs.
• Cross-Functional Collaboration: Engage with key cross-functional teams throughout the CRO process to identify optimal solutions for complex customer problems, share results with internal stakeholders and the leadership team, and promote a culture of experimentation across all ITCG digital channels.
• Implementation of Successful Tests: Develop business cases for new functionalities based on successful tests and coordinate with IT for live site implementation and broader channel deployment where relevant.
• Advocacy and Education: Act as an ambassador for digital experimentation within the organisation by proactively sharing insights and the value of optimisation initiatives.
• Continuous Improvement: Continuously learn from industry peers and benchmark experimentation maturity against leading brands to elevate Canon’s digital optimisation capabilities.
• Personalisation Strategy: Spearhead the development and implementation of tailored strategies all ITCG digital channels, aiming to advance towards 1:1 personalisation. Utilise cutting-edge technologies such as AI and recommendation engines to drive transformative enhancements.
• Digital Experimentation Tools Relationship Lead: Your role will involve spearheading the relationship with digital experimentation tools vendors such as ContentSquare and Optimizely. This includes scheduling regular meetings and QBRs to maximise tool utilisation and ensure comprehensive training for business users.
• Expertise: Be recognised as one of the in-house experts in the use of the following tools- Optimizely, ContentSquare, Google Analytics, and survey tools.
• Experimentation Framework Governance: Own and evolve experimentation frameworks, governance models, prioritisation structures, and statistical standards to ensure test quality and alignment with business goals.

Skills and knowledge required:

• Expert knowledge of A/B and MVT testing programs (e.g., Optimizely)
• Expert knowledge of customer experience intelligence tools (e.g., ContentSquare)
• Advanced knowledge of analytics platforms (e.g., Google Analytics/GA4)
• Some experience with Tealium iQ and Audience Stream for leveraging data collection and onsite personalisation would be an advantage
• Good understanding of user experience (UX) principles and practices, and experience working closely with UX & UI Designers
• Basic knowledge of HTML, CSS, and JavaScript
• Strong analytical skills to interpret data and make data-driven decisions
• Excellent interpersonal skills with the ability to communicate effectively and concisely
• Good project and time management skills with the ability to deliver on time and to a high quality
• Good understanding of online marketing acquisition channels (SEO, PPC, CRM) and how they work together with CRO
• Experience with site personalisation strategies and implementation

Experience required:

• 3+ years’ experience in managing CRO/ experimentation programmes across multiple EMEA sites (can be either agency or client-side)

• Proficiency with both client and server-side experimentation

• Proven optimisation across multiple channels- websites, apps, Amazon, emails and paid media

• Strong track record in managing CRO agencies and technology partners

• Demonstrated ability to scale experimentation programmes across regions and channels

Canon Core Behaviours​

• Drive for results
• Focus on the Customer
• Take ownership and accountability
• Act as a team player
• Shows courage and conviction
• People orientated
• Caring for self and others

Salary: £47,863- £56,310 per annum, plus 10% bonus (dependent on experience)