Digital Customer Journey (CRO) Manager Fixed Term / Secondment

Bupa; Salford; On-site; GBP 55,000 - 69,000; Full time

Benefits offered by this job

25 days holiday pro rata

Enhanced pension plan

Life insurance

Online discounts

Job summary

Bupa is seeking a Digital Customer Journey Manager to lead the optimisation of our online customer journeys. You will drive CRO activities across key UK digital touchpoints, managing a backlog and coordinating with marketing, UX, analytics and agency partners to deliver measurable improvements.

You will define strategies, run discovery through delivery cycles, and champion data-driven decisions to boost conversion and profitability while ensuring regulatory alignment.

Qualifications

• You must have significant website optimisation, experimentation and CRO experience.
• Experience leading initiatives from discovery to delivery using iterative evidence-based approaches.
• Strong understanding of customer journey management and digital acquisition.
• Experience with web analytics and experimentation platforms listed above.
• Experience managing agency partners and stakeholder relationships.
• Proficiency with Jira, Azure DevOps, Confluence, Miro and Figma.

Responsibilities

• Lead and develop the Customer Journey team within Digital Commercial.
• Own and evolve optimisation strategy and backlog for online customer journeys.
• Plan and deliver new and existing optimisation initiatives with cross-functional stakeholders.
• Build relationships and communicate journey strategy, priorities and outcomes.
• Use data insights to prioritise customer-centric improvements with measurable impact.
• Oversee website enhancements to improve experience and commercial performance.
• Manage external optimisation partners to ensure value for money.
• Ensure budget and resource planning for optimisation projects.
• Act as SME for optimisation best practice across Digital Commercial.
• Monitor trends and competitor activity to inform strategy.
• Report performance and insights to senior stakeholders.
• Ensure compliance with Financial Promotions and regulatory standards.

Skills

CRO

Digital analytics

Stakeholder management

A/B testing

Project management

UX principles

Data-informed decision making

Jira

Azure DevOps

Confluence

Miro

Figma

Tools

Amplitude

Adobe Target

FullStory

Contentsquare

Job description

Job Description: Digital Customer Journey Manager Fixed Term Bupa Place M50 3SP – hybrid 2 days per week in the office Fixed Term 12 months Full-time 37.5 hours per week Salary £54800 - £68500 depending on experience + Management Bonus

We make health happen

The role

You’ll be responsible and accountable for leading the Digital Customer Journey team, driving customer journey development and conversion rate optimisation (CRO) activity across Bupa.co.uk. You’ll manage a portfolio of customer acquisition journeys, ensuring they meet the needs of customers and prospects while maximising commercial performance. By combining customer, market and performance insights, you will identify optimisation opportunities, define strategic priorities and deliver improvements that enhance customer experience, conversion and profitability. Working closely with marketers, developers, content specialists, analysts and agency partners, you will be responsible for developing and delivering a roadmap of optimisation initiatives across key digital journeys. You will also ensure that customer journeys remain aligned with business objectives, regulatory requirements and customer needs. This is an opportunity to join a thriving digital team within a purpose-led organisation committed to helping people live longer, healthier, happier lives by making health services and products easy to access online.

How you’ll help us make health happen

Lead and develop the Customer Journey team within the Digital Commercial function, ensuring effective resource planning and prioritisation across optimisation initiatives. Own and evolve the optimisation strategy and backlog for key online customer acquisition journeys, including: UKI Consumer Direct quote and buy journey UKI Small Business Health Insurance Quote tools Clinics booking journey Create and manage discovery and optimisation processes, including ideation, customer validation, prototyping, experimentation and A/B testing, to identify and prioritise opportunities for improvement. Plan and lead the delivery of new and existing optimisation initiatives alongside a team of Customer Journey Consultants and cross-functional stakeholders. Build strong relationships with business stakeholders, clearly communicating journey strategy, priorities, progress, performance and outcomes, while ensuring alignment with wider business objectives. Use customer, behavioural and commercial data to identify insights, uncover opportunities and prioritise customer-centric improvements that drive measurable results. Manage development, UX and content team members to deliver website enhancements that improve customer experience and commercial performance. Own and manage strategic relationships with external optimisation and agency partners to ensure effective delivery and value for money. Ensure effective budget and cost management through robust planning and prioritisation of internal and agency resources. Ensure the business has access to the tools, insight and capabilities required to support ongoing optimisation and performance improvement. Act as the subject matter expert for optimisation best practice within Digital Commercial, providing recommendations and guidance to stakeholders across the business. Monitor market developments, digital trends and competitor activity, applying insights to inform optimisation strategy and future opportunities. Communicate performance, learnings and recommendations for key customer journeys to marketing, operational and senior stakeholders. Act as the business owner in reviews of customer-facing and internal documentation, ensuring compliance with Financial Promotions requirements, Consumer Duty principles and other regulatory obligations. Maintain and promote a culture of effective risk management, ensuring positive customer outcomes and adherence to regulatory standards.

Requirements

You Significant experience in website optimisation, experimentation and CRO, including ownership and management of optimisation backlogs. Experience leading initiatives from discovery through to delivery, using iterative and evidence-based approaches to problem solving. Strong understanding of customer journey management, digital acquisition and conversion optimisation principles. Extensive experience using data and analytics to identify opportunities, measure performance, optimise customer journeys and communicate recommendations to stakeholders. Experience using web analytics and experimentation platforms such as Amplitude, Adobe Target, FullStory, Contentsquare, or equivalent technologies. Strong knowledge of digital disciplines including web analytics, UX, customer experience, web development and SEO. Experience working with and managing agency partners to achieve high-quality outcomes. Excellent stakeholder management, communication and relationship-building skills, with the ability to influence senior leaders and manage competing priorities. Strong commercial awareness, with the ability to balance customer needs and business objectives. Experience leading, coaching and developing colleagues, enabling high performance and professional growth. Proficiency in product and delivery tools such as Jira, Azure DevOps, Confluence, Miro and Figma. Passionate about improving digital customer experiences through data-driven decision making. Proactive, curious and solutions-focused, with a continuous improvement mindset. Comfortable operating in a fast-paced environment and managing multiple priorities. Collaborative team player who enjoys working across functions to achieve shared goals.

Benefits

Our benefits are designed to make health happen for our people. Viva is our global wellbeing programme and includes all aspects of our health – from mental and physical, to financial, social and environmental wellbeing. We support flexible working and have a range of family friendly benefits. You’ll receive the following benefits and more:

• 25 days holiday pro rata, increasing through length of service
• An enhanced pension plan and life insurance
• Various other benefits and online discounts

Why Bupa?

We’re a health insurer and provider. With no shareholders, our customers are our focus. Our people are all driven by the same purpose – helping people live longer, healthier, happier lives and making a better world. We make health happen by being brave, caring and responsible in everything we do. We encourage all our people to "Be you at Bupa", we champion diversity, and we understand the importance of our people representing the communities and customers we serve. That’s why we especially encourage applications from people with diverse backgrounds and experiences. Bupa is a Level 2 Disability Confident Employer. This means we aim to offer an interview/assessment to every disabled applicant who meets the minimum criteria for the role. We’ll make sure you are treated fairly and offer reasonable adjustments as part of our recruitment process to anyone that needs them.

Working details

Time Type: Full time Job Area: PR , Marketing & Brand Locations: Bupa Place Be at the heart of helping people live longer healthier, happier lives and making a better world. We employ more than 80,000 people globally who are making this a reality. If you've got the belief, the drive and the talent to help us in our ambition then we’d like to hear from you. Wherever you work, one thing stands out about Bupa people. Our customers are our passion – they’re at the heart of our positively different culture of care. At Bupa you’ll be challenged, you’ll be encouraged to innovate, and collaborate with colleagues who are committed to delivering exceptional experiences. We trust, respect and consider everyone, knowing your difference will make the difference.