Lead – Search & Personalization

Aditya Birla Lifestyle Brands Limited; Bengaluru; On-site; INR 3,200,000 - 4,800,000; Full time

Job summary

Aditya Birla Lifestyle Brands Limited is seeking a Lead – Search & Personalization (CRO Manager) to optimize conversions across our D2C channels. You will analyze customer behaviour, identify friction, run experiments, and implement optimization strategies to boost conversions, UX, and revenue growth.

The role requires strong analytical skills, expertise in web analytics tools, A/B testing methodologies, and a deep understanding of e-commerce customer behavior.

Qualifications

• MBA from reputed college (required).
• 7–10 years’ CRO/Growth Marketing or digital marketing experience.

Responsibilities

• Analyze customer journeys and identify conversion bottlenecks.
• Optimize landing pages, PDPs, cart and checkout flows.
• Improve UX and site performance on desktop and mobile.
• Monitor and improve key funnel metrics across the journey.
• Design, run, and evaluate A/B and multivariate tests.
• Develop data-backed hypotheses for improvements and prioritize tests.
• Collaborate with Marketing, Product, Design, Tech and Merchandising.

Skills

CRO

A/B Testing

Web Analytics

Customer Insights

Growth Marketing

E-commerce Analytics

Mobile Optimization

Data-Driven

Education

MBA from Reputed College

Tools

GA4

Adobe Analytics

Mixpanel

Heatmaps

Session Replay

Job description

Job Title: Lead – Search & Personalization

Location

Department

Growth Marketing / E-commerce

Reports Tox

D2C Head

Job Summary

We are seeking a results-driven Conversion Rate Optimization (CRO) Manager to enhance customer acquisition and maximize website conversion performance across our D2C channels. The role will be responsible for analysing customer behaviour, identifying friction points in the user journey, conducting experiments, and implementing optimization strategies to improve conversion rates, customer experience, and revenue growth.

The ideal candidate should possess strong analytical skills, expertise in web analytics tools, A/B testing methodologies, and a deep understanding of e-commerce customer behaviour.

Key Responsibilities

Website & Funnel Optimization

• Analyze customer journeys and identify conversion bottlenecks.
• Optimize landing pages, product detail pages (PDPs), cart, and checkout flows.
• Improve user experience (UX) and website performance across desktop and mobile platforms.
• Monitor and improve key conversion metrics throughout the sales funnel.
• Design, execute, and evaluate A/B and multivariate tests.
• Develop data-backed hypotheses for website improvements.
• Measure test performance and provide actionable recommendations.
• Maintain a testing roadmap aligned with business objectives.

Analytics & Insights

• Track and analyze website performance using Google Analytics 4 (GA4), Adobe Analytics, Mixpanel, or similar tools.

Customer Behaviour Analysis

• Leverage heatmaps, session recordings, surveys, and customer feedback to identify improvement opportunities.
• Analyze customer segmentation and behavioral patterns.
• Collaborate with Customer Experience teams to address conversion barriers.

Cross-Functional Collaboration

• Partner with Marketing, Product, Design, Technology, and Merchandising teams.
• Ensure optimization initiatives align with acquisition and retention strategies.
• Work closely with developers and UX designers to implement CRO recommendations.
• Drive mobile-first optimization initiatives.
• Improve mobile usability, page load speeds, and checkout experience.
• Enhance conversions from app and mobile web traffic.

Required Qualifications

Education

• MBA from Reputed College

Experience

• 7-10 years of experience in CRO, Growth Marketing, E-commerce Analytics, or Digital Marketing.
• Proven track record of improving conversion rates and online revenue.