CRO and Analytics Manager

Warner Hotels; Birmingham; Hybrid; GBP 50,000 - 70,000; Full time

Job summary

A leading hotel provider in Birmingham is seeking a CRO and Analytics Manager to enhance website performance through data-driven strategies. The successful candidate will oversee A/B testing initiatives, leverage GA4 for insights, and ensure robust data governance. The role offers a competitive salary, hybrid working options, and numerous staff benefits, including discounts on stays and food. Candidates should have extensive experience in CRO and analytics management. Join us in creating exceptional customer experiences!

Benefits

Competitive salary

Bonus scheme

25 days holiday

Onsite Parking

Hybrid working

Discounts on Warner breaks

Discounted food and drinks

Pension Scheme

Qualifications

• Extensive experience managing CRO activity for medium to large businesses.
• Proven track record of implementing complex analytics setups using GA4 and GTM.
• Experience managing data governance and ensuring GDPR compliance.

Responsibilities

• Lead website optimization efforts and drive improvements in conversion rates.
• Design and execute A/B and multivariate testing strategies.
• Own the GA4 measurement strategy for the website.

Skills

CRO management

Analytics using GA4

Google Tag Manager

Data-driven decision making

A/B testing

Education

Google Analytics certification

Tools

ABTasty

GA4

Google Tag Manager

Job description

CRO and Analytics Manager

About the Role

The UK's leading provider of adult short break experiences, Warner Hotels is a collection of unique properties in great locations across the UK. All short breaks at a Warner Hotel include breakfast, dinner and specified entertainment and activities, ensuring guests make the most of their time away. Situated in stunning locations nationwide including Heythrop Park in the Cotswolds, Studley Castle in Warwickshire, Thoresby Hall in Nottinghamshire and The Runnymede on Thames, each hotel offers its own personal character that makes every Warner Hotels stay unique.

We're looking for a data-driven CRO and Analytics Manager to lead website optimisation efforts and drive measurable improvements in conversion rates. This pivotal role will be responsible for designing and executing A / B and multivariate testing strategies, using insights to enhance user experience and maximise commercial performance. As the analytics expert within the digital team, you'll build and maintain robust tracking infrastructure via Google Tag Manager and harness the power of GA4 to uncover actionable insights. You'll monitor conversion and engagement metrics at a granular level, identifying opportunities and sharing trends through clear, impactful dashboards and reports.

Key Responsibilities

Core CRO Activities

• Champion best-practice digital customer experience on our websites and apps
• Devise and deliver a continuous A / B and multivariate testing programme in ABTasty to improve conversion rates and revenue, including:
  • Simple redirects and layout changes
  • Complex multi-variant tests with sophisticated targeting rules
  • Advanced modifications requiring custom CSS and JavaScript
  • Dynamic content personalisation based on user attributes and behaviours
• Consider all elements including design, content and functional aspects; optimise the full digital user journey, including discover browse and search, landing pages, product details and our booking engine, as well as future guest experience platforms
• Test offers, propositions and promotions to inform future commercial plans, including personalisation opportunities where appropriate
• Identify, and work with content teams to deliver improvements to enable self-service online for those who might (otherwise unnecessarily) convert through our call centre, as well as gathering feedback from the wider business

Analytics & Measurement

• Own the GA4 measurement strategy for the website, ensuring comprehensive tracking of all key user interactions, engagement events, and conversion funnels
• Build and maintain custom GA4 reports, explorations, and dashboards to monitor performance across multiple dimensions (device, channel, audience segment, product line, etc.)
• Configure and optimise GA4 event tracking, including enhanced measurement, custom events, and conversion events aligned to business objectives
• Leverage GA4's predictive metrics (purchase probability, churn probability, predicted revenue) to identify high-value user segments and optimisation opportunities
• Perform ongoing, detailed analysis including browser & device type, geographic trends, funnel analysis, lead time, product performance, marketing channel performance, and order values to identify issues and drop-off points
• Conduct cohort analysis and user journey mapping in GA4 to understand behaviour patterns and identify friction points
• Collate and review quantitative and qualitative data to identify opportunities for improvement, including website analytics, user testing and guest feedback
• Analyse the effectiveness of website merchandising and personalisation using engagement metrics and custom dimensions

Google Tag Manager Management

• Serve as the primary GTM administrator, managing the implementation and maintenance of all tracking tags, triggers, and variables across web and app properties
• Design and implement complex tagging strategies to capture granular user interactions, e-commerce events, and custom data layers
• Collaborate with developers to define and implement data layer specifications that support advanced analytics and testing requirements
• Ensure tag governance and quality control, including tag debugging, version control, and documentation of all tracking implementations
• Integrate third-party tools through GTM, including testing platforms, analytics tools, and marketing technology
• Monitor tag performance and troubleshoot tracking issues, working with technical teams to resolve implementation problems quickly

Reporting & Stakeholder Management

• Report to the wider business on website performance and the testing programme, translating complex data into actionable insights for non-technical stakeholders
• Support the Digital Content team with data insights on how to structure and organise content to meet business goals
• Work with content editors and developers to implement CRO changes
• Create and distribute regular performance reports highlighting trends, wins, and areas for improvement

Experience / Education / Qualification

• Extensive experience managing CRO activity for medium to large businesses
• Proven track record of implementing and managing complex analytics setups using GA4 and GTM
• Experience managing data governance and ensuring GDPR-compliant tracking implementations
• Google Analytics certification (strongly preferred)

What we offer?

• Competitive salary
• Bonus scheme
• 25 days holiday
• Onsite Parking
• Hybrid working - 3 days a week in the office
• Great deals on Warner breaks for you, your friends and family
• Discounted food and drinks at our on-site restaurant
• Pension Scheme
• Other discounts on variety of shopping experiences, high street brands and access to a VIP box at the O2

Diversity, equity, and inclusion are at the heart of who we are and what we do. Our commitment to these values is unwavering and they are central to our mission. We encourage applications from all backgrounds, communities and industries and we are happy to discuss any reasonable adjustments or flexibility that you may require, including whether a role can be part-time or a job-share.

We genuinely care about every candidate's experience during the recruitment process and are here to provide support where we can. If you require any assistance or reasonable adjustments while applying, please don't hesitate to reach out to us at [e-mail]

Take the glow within and take the step you need!