Audience Conversion Manager

Footballco; Leeds; On-site; GBP 55,000 - 75,000; Full time

Job summary

Footballco is seeking an Audience Conversion Manager to optimize CRO across its digital ecosystem. You will map journeys, segment audiences, and enhance affiliate funnels to boost conversions and revenue while maintaining user experience.

You’ll collaborate with product, design, and editorial teams to implement data-driven changes, test extensively, and monitor performance across web and mobile platforms.

Qualifications

• Proven CRO or UX analytics experience in digital publishing or ecommerce.
• Strong analytics using GA4/Hotjar to map user journeys and measure impact.
• Experience planning and running A/B and multivariate tests across multi-channel touchpoints.

Responsibilities

• Map and analyze audience journeys across websites and apps to reduce friction and improve conversions.
• Segment users into cohorts to drive targeted affiliate and marketing campaigns.
• Optimize affiliate funnels and off-platform journeys with data-backed recommendations.

Skills

CRO

Product analytics

Digital analytics

A/B testing

Multivariate testing

Cross-functional collaboration

Mobile-first UX

Tools

Google Analytics 4

Hotjar

A/B testing platforms

Job description

Footballco creates more football content, across more platforms & languages than anyone else, reaching over 700 million football fans across the world each month. Our consumer brands include GOAL, FanZone, Front Three, Beast Mode On Podcast, INDIVISA and many more – no one else has our reach or depth of understanding within the game. We’re a company with over 300 employees globally engaging a huge audience (our channels generate over 2 billion video views a month) and we work with exciting partners in the UK, US and around the world.

About the Role

The Audience Conversion Manager sits at the intersection of user experience and commercial performance. This role is dedicated to understanding how users navigate our digital ecosystem and identifying opportunities to seamlessly guide them toward high-value actions. You will champion conversion rate optimisation (CRO) across the business, focusing heavily on maximising the efficiency of our affiliate funnels. By proposing data-driven tests and collaborating closely with product, design, and channel owners, you will ensure our audience journeys are frictionless, engaging, and highly profitable.

What you’ll be doing:

• Audience Journey Analysis: Map and analyse key audience journeys across Footballco's websites and apps. Identify friction points and user drop-offs, making strategic, data-backed recommendations to the Product and Design teams to improve the overall user experience.
• Audience Segmentation & Mapping: Map key audience groups and segment users into action-based cohorts. Leverage these high-intent segments to power targeted affiliate and betting marketing campaigns, ensuring the most relevant offers reach the right fans.
• Affiliate Funnel Optimisation: Conduct deep-dive analyses into affiliate-specific user journeys (e.g., ticketing, streaming, betting). Provide clear, actionable recommendations to streamline pathways and increase final conversion rates on partner sites.
• Off-Platform Conversion: Partner with the CRM/Newsletter and Social Media teams to optimise off-platform audience journeys. Design tests and messaging strategies to increase click-throughs from email campaigns and social posts directly into high-converting affiliate funnels.
• Testing & Experimentation: Propose, design, and manage a robust testing roadmap. Develop hypotheses and execute A/B and multivariate tests specifically targeted at increasing on-site click-through rates and overall conversion rates.
• Performance Monitoring: Continuously monitor the commercial impact of product updates, UX changes, and editorial layouts, translating journey improvements into measurable revenue uplifts.
• Editorial & Content Commerce Alignment: Collaborate directly with editorial and content teams to strategically place affiliate links, native widgets, and calls-to-action (CTAs) within articles and match previews, maximizing conversion while maintaining editorial integrity.

What you have:

• Proven experience in Conversion Rate Optimisation (CRO), product analytics, or digital user experience (UX) analysis.
• Strong proficiency with digital analytics and user behaviour platforms (e.g., Google Analytics 4, Hotjar) to map user journeys.
• Experience optimising conversion funnels across multiple touchpoints, including web, mobile apps, email newsletters, and social media platforms.
• Hands-on experience designing, launching, and measuring A/B and multivariate tests using testing platforms
• Excellent cross-functional collaboration skills, with a track record of successfully pitching recommendations to Product, Design, Engineering, and Social teams.
• A user-centric mindset balanced with strong commercial acumen; the ability to increase revenue without compromising the integrity of the fan experience.
• Experience working with standard publishing tech stacks (e.g., enterprise CMS platforms) and a deep understanding of mobile-first conversion optimisation for fast-scrolling news audiences

Preferred Qualifications

• Previous experience working within digital publishing, media, or an affiliate-heavy business model.
• Familiarity with UX design principles, wireframing, or prototyping tools to help visualise recommendations for the design team.
• Understanding of how different traffic sources (Search, Social, Discover, CRM) impact user intent and conversion behavior.

Footballco is proud to be an equal opportunity workplace. All qualified applicants will receive consideration for employment without regard to, and will not be discriminated against based on age, race, gender, colour, religion, national origin, sexual orientation, gender identity,