Conversion Rate Optimization (CRO) Manager

BT Group; Greater London; On-site; GBP 90,000 - 130,000; Full time

Benefits offered by this job

10% annual bonus

Private GP 24/7

Carers leave

Parental leave

BT product discounts

Pension scheme

Holiday purchase scheme

Additional benefits

Job summary

BT Group is seeking a CRO Manager in London for the UK Business division. You will lead the strategy and delivery of a comprehensive conversion-rate optimisation programme across digital journeys, turning insights into measurable commercial growth.

Responsibilities include shaping hypotheses, designing tests (A/B and multivariate), defining success metrics, and guiding senior stakeholders. You’ll mentor CRO professionals and align teams to drive revenue efficiency and customer experience.

Qualifications

• CRO and experimentation expertise — designing hypotheses, A/B tests and roadmaps.
• Analytical rigour — metrics, data interpretation and evidence-led recommendations.
• Commercial acumen — linking conversion with revenue growth.
• Customer-centred thinking — understanding journeys and friction points.
• Stakeholder leadership — aligning senior stakeholders and communicating impact clearly.
• People leadership — coaching CRO specialists across cross-functional teams.

Responsibilities

• Own end-to-end CRO and optimisation programme across digital journeys.
• Identify high-impact opportunities based on behaviour, data and value.
• Shape hypotheses and translate into a test-and-learn roadmap.
• Design, oversee and evaluate A/B, multivariate and other tests.
• Define success metrics and appropriate measurement frameworks.
• Analyse test performance and recommend rollout or iteration.
• Establish scalable CRO processes, governance and quality standards.
• Maintain rigour in test design, execution, analysis and decisions.
• Prioritise work by business value, customer impact and strategy.
• Collaborate with product, design, marketing, analytics, engineering and commercial teams.
• Coach CRO professionals to build capability and confidence.
• Align senior stakeholders around priorities and investment decisions.
• Communicate progress and commercial impact with clarity and credibility.

Skills

CRO & experiments

Analytical rigour

Commercial acumen

Customer journey

Stakeholder leadership

People leadership

Job description

Job Function

Strategy, Transformation & Business Intelligence

Division

UK Business

Job Location

London, Manchester, Birmingham & Bristol

Salary

Competitive

About the role

The CRO Manager leads the strategy, delivery, and continuous improvement of the organisation’s conversion rate optimisation programme, turning customer insight, behavioural data, and experimentation into measurable commercial growth. This role is responsible for identifying high-impact opportunities across digital journeys, building a structured test-and-learn roadmap, and partnering with product, design, marketing, analytics, engineering, and commercial teams to improve conversion, revenue efficiency, lead quality, and customer experience. The CRO Manager combines analytical rigour with user-centred thinking, ensuring every optimisation decision is grounded in evidence and focused on meaningful business outcomes.

What you’ll be doing

• Own and lead the end-to-end CRO and optimisation programme across digital journeys.
• Identify high-impact optimisation opportunities based on customer behaviour, performance data and commercial value.
• Shape clear hypotheses and translate them into a structured test-and-learn roadmap.
• Design, oversee and evaluate A/B, multivariate and other experimentation approaches.
• Define success metrics and ensure each test has a clear measurement framework.
• Analyse test performance and translate findings into recommendations for rollout, iteration or further investigation.
• Establish scalable CRO processes, governance and quality standards for experimentation.
• Maintain rigour across test design, execution, analysis and decision-making.
• Prioritise team effort against business value, customer impact and strategic objectives.
• Partner with product, design, marketing, analytics, engineering and commercial teams to improve conversion, revenue efficiency, lead quality and customer experience.
• Coach, develop and support CRO specialists/professionals to build capability and confidence.
• Align senior stakeholders around optimisation priorities, trade-offs and investment decisions.
• Communicate progress, learnings and commercial impact with clarity, confidence and credibility.
• Build a culture of curiosity, accountability, evidence-led decision-making and continuous improvement.

Essential Skills / Experience

• CRO and experimentation expertise — designing hypotheses, A/B tests, multivariate tests and optimisation roadmaps.
• Analytical rigour — defining success metrics, interpreting data and making evidence-led recommendations.
• Commercial acumen — connecting conversion, revenue efficiency, lead quality and customer experience to business growth.
• Customer-centred thinking — understanding user behaviour, journey friction and what drives customers to act.
• Stakeholder leadership — aligning senior stakeholders, managing trade-offs and communicating impact clearly.
• People leadership and collaboration — coaching CRO specialists and working effectively across product, design, marketing, analytics, engineering and commercial teams.

Our Package

• 10% on target annual bonus
• Access to an online private GP 24/7 for you and your immediate family
• Market-leading paid carers leave with up to 2 weeks off
• Equalised maternity, paternity, and adoption leave – 18 weeks’ full pay and 8 weeks’ half pay
• Discounted EE and BT products, including mobile and broadband
• Market leading Pension scheme – 5% from you and 10% from us
• Holiday purchase scheme
• You can select additional benefits, including healthcare, dental, gym memberships and more when you’re ready.

Join us at a pivotal moment for BT Business. We are executing a multi-year transformation to restore growth, modernise at scale and unlock new markets beyond connectivity. Our ambition is clear – return to sustainable revenue and EBITDA growth, strengthen our market position, and deliver meaningful shareholder value through disciplined execution and bold reinvention.

We are fundamentally reshaping the business – simplifying our portfolio, digitising our customer experience and building market-leading capability across cyber, AI and managed services, all powered by the UK’s leading fixed and mobile networks. This is a shift from a legacy connectivity provider to a modern, solutions-led, AI-first business that can truly differentiate in a competitive and fast-moving market.

With execution momentum building and a clear path to growth, the opportunity now is to scale what works, accelerate performance and fully realise our potential. This is about delivering against ambitious financial outcomes while transforming how we operate – creating a business that is simpler, faster, more innovative and easier to do business with.

If you want to be part of the team shaping the turnaround of a multi-billion-pound business – and building a stronger, more competitive BT for the future – this is your moment.