Coach Manager, Digital Testing & Optimisation

Coach; Greater London; On-site; GBP 75,000 - 110,000; Full time

Job summary

Coach is seeking a commercially minded Digital Testing & Optimisation Manager to lead CRO across our digital channels in Europe. You will shape the experimentation roadmap, identify opportunities to improve customer experience, add-to-cart and checkout completion, and drive growth through insights-led optimisation.

Working with Trading, Product, UX/UI, Analytics and Technology, you will champion a culture of experimentation and measure impact across the end-to-end journey.

Qualifications

• Commercially minded and data-driven with a testing mindset.
• Experience leading CRO programmes and experimentation roadmaps.
• Ability to translate insights into actionable optimisation initiatives.

Responsibilities

• Lead the Europe Digital Testing & Optimisation Programme across key journeys.
• Develop hypotheses based on data, analytics and business opportunities.
• Prioritise tests using impact-effort framework and align to strategic objectives.

Skills

CRO

A/B testing

Multivariate testing

Personalisation

Data analysis

Stakeholder management

Google Analytics

Customer journey mapping

Tools

Google Analytics

Quantum Metric

Job description

Coach is a global fashion house founded in New York in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusive and courageous spirit of our hometown, we make beautiful things, crafted to last-for you to be yourself in.

Coach is part of the Tapestry portfolio - a global house of brands committed to stretching what's possible.

A member of the Tapestry family, we are part of a global house of brands that has unwavering optimism and is committed to being innovative and wholly inclusive. Visit Our People page to learn more about Tapestry's commitment to equity, inclusion, and diversity.

Primary Purpose:

We are seeking a commercially minded and data-driven Digital Testing & Optimisation Manager to lead our experimentation and conversion rate optimisation programme across our Coach digital channel. This role will be responsible for identifying opportunities to improve customer experience, bounce rate, add to cart, checkout completion, conversion, engagement and sales through a structured testing roadmap and insight-led optimisation strategy.

Working closely with Trading, Product, Creative (UX/UI), Analytics, and Technology teams, you will champion a culture of experimentation, using customer insights and data to drive continuous improvement across the end-to-end customer journey.

The successful individual will leverage their proficiency to:

Lead the Europe Digital Testing & Optimisation Programme

• Own and deliver the digital testing and optimisation roadmap across all key customer journeys
• Develop clear hypotheses based on customer behaviour, analytics and business opportunities
• Prioritise testing opportunities using a structured impact and effort framework
• Ensure testing activity aligns to business priorities and strategic objectives

Drive Conversion Rate Optimisation (CRO)

• Work with the Digital Analyst to identify areas of friction within the customer journey and recommend improvements.
• Analyse user behaviour, conversion funnels and site performance to uncover optimisation opportunities.
• Improve key metrics including bounce rate, conversion rate, add-to-bag rate, checkout completion, average order value and customer engagement to drive growth

Execute and Measure Experiments

• Design, implement and evaluate A/B, multivariate and personalisation tests
• Define success metrics and statistical requirements for each experiment
• Monitor test performance and provide clear recommendations based on results
• Build a library of test learnings to inform future optimisation initiatives

Customer Insights & Analytics

• Utilise tools such as Google Analytics, Quantum Metric and other behavioural analytics platforms to understand customer interactions
• Analyse heatmaps, session replays, click behaviour and user journeys to identify opportunities for enhancement
• Partner with Analytics teams to create meaningful reporting and performance dashboards

Stakeholder Management & Collaboration

• Work closely with Ecommerce, UX, Product, CRM and Technology teams globally to identify optimisation opportunities
• Influence stakeholders through data-driven recommendations and clear business cases
• Present insights, test results and optimisation opportunities to senior leadership teams

Personalisation & Innovation

• Support the development of personalisation strategies to deliver more relevant customer experiences
• Stay current with industry trends, emerging technologies and best practices in experimentation and CRO
• Evaluate and pilot new tools and capabilities that enhance testing