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Personalisation and Conversion Rate Optimisation Manager

The AA
Job LocationLondon
EducationNot Mentioned
SalaryCompetitive salary
IndustryNot Mentioned
Functional AreaNot Mentioned
Job TypePermanent, full-time

Job Description

Company description We are the AA. And we keep everyone’s show on the road. There for our customers wherever and whenever they need us, we’re always ready for anything. That’s why, for over 100 years, we’ve continued to evolve and adapt. Today, as the nation’s number one motoring organization, we offer a range of excellent products and services to millions of customers.Location: LondonSalary: CompetitiveFull TIme/Permanent This is the job The AA is committed to transforming its products, services and customer experiences to make UK driving life smarter and simpler. The AA’s digital propositions team is absolutely fundamental to achieving this vision, and as a Group Personalisation and Conversion Rate Optimisation Manager, you will be a pivotal part of this team.You will leading the Personalisation and Conversion Rate Optimisation strategy in order to make a step change in our digital KPI’s and customer experiences. You will be responsible for both shaping the strategy, but also helping build the practice and playing a hands on role implementing these strategies. Your role will span all digital channels including mobile app, and will involve working with our digital teams, and with our wider stakeholders.You will be a key part of a team who define the strategy and lead the implementation of initiatives in this area to deliver best in class customer experiences as well as measurably improving operational efficiency. You will collaborate with stakeholders right across the business to achieve defined goals, working with operational, commercial and technical colleagues on a day to day basis. Your role will span multiple agile product teams and you will help to support the product owners identifying and prioritising product requirements. What will I be doing As the Optimisation & Personalisation Manager you will be expected to define and implement the Optimisation and Personalisation strategy and vision across the AA website and mobile app. You will be working towards delivering a personalised customer experience across digital channels leveraging onsite and customer data to identify valuable segments to target & optimise.Key responsibilities within this include

  • Create the personalisation and conversion rate optimisation strategy for the AA digital channels
  • Co-ordinate the delivery of A/B tests and MVT from ideation through to completion including prioritisation, creating hypotheses, implementation and measuring results.
  • Develop best practice testing guidelines by implementing and running A/B and MVT plans that support KPI’s
  • Create, own and communicate the personalisation and conversion rate optimisation roadmap based on business objectives and overarching team strategy
  • Prioritise the backlog to ensure deliveries align with the AA’s strategic objectives.
  • Conduct analysis to identify and recommend key tests which will improve value of digital performance
  • Create and present results, drawing clear and actionable conclusions for audiences at all levels
  • Lead the creation and updating of CRO reporting and commentary across the digital product teams
  • Assisting with 3rd party vendor selection, onsite implementation and then reporting from selected tools
  • Pro-actively suggest and present new analyses and sources of insight, share best practices within the team, and learn from external sources.
  • Work with the data analytics team to develop requirements for cross channel and cross team analytics to allow end to end measurement of deliverables
  • Act as product owner for personalisation across all digital channels
  • Work with our CRM and Architecture teams to ensure we build the right data platform for personalisation
    • What do I need Capability, Knowledge and Experience:
  • Previous experience successfully managing and delivering a programme of personalisation and CRO initiatives.
  • Experience in research, competitor and industry analysis as well as detailed quantitative and qualitative analysis, and split testing.
  • Hands on experience leading on strategy, delivery and managing the result into development
  • Knowledge of CRO, CRM and personalisation tools and the ability to understand the connections between these systems
  • Able to gather and generate ideas/concepts for CRO activity with a data-led approach
  • Understanding of website technologies and an awareness of website development and coding
  • Ideally experience of session capture technology, including assessing sessions and running reports to identify issues or opportunities
  • Experience with forecasting commercial results, uplift, and applying conversion rate uplift by channel
  • Experience in multivariate testing processes and providers eg. Maxymiser, Firebase
  • Previous experience of working with / at a large financial services, insurance, utility or similar brands is an advantage
  • Ability to be a strong voice for customer experience in the business
  • Awareness of the digital marketing mix

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