Optichannel Strategist & Digital Journey​/CRO Expert; SRQ

Integrated within the Digital Marketing Chapter of the Marketing & Communication (Marcom) department of de organisatie, the Digital Marketing Strategies team is responsible for ensuring the effectiveness of digital journeys, increasing online visibility, developing brand awareness, generating leads/sales, and driving business growth through the creation and maintenance of relevant content and architecture on external platforms. This implies collaborating with the IT Tribes through ad hoc agile ceremonies to maintain a relevant content architecture and future-proof our external platforms, as well as our digital marketing tools.

Join our team as an Optichannel Strategist & Digital Journey / CRO Expert who represents both stakeholders and the voice of the customers, capturing their expectations, preferences, and aversions.

The Optichannel Strategist & Digital Journey/CRO Expert is responsible for designing and optimizing seamless customer experiences across all digital and offline touchpoints. This role ensures that the brand narrative, content, and interactions are consistent and effective across channels. Combines deep knowledge of channel mechanics, audience segmentation, and attribution models with a constant awareness of platform evolution, AI capabilities, and Large Language Models (LLMs) to optimize user journeys and maximize conversion performance.

Combining strategic oversight with analytical rigor, this role aligns all Marketing & Communication teams to deliver frictionless, data-driven experiences that support engagement, retention, and business growth.

• Develop and maintain a holistic optichannel strategy that ensures consistent, integrated customer experiences across web, mobile, social, email, paid media, offline, and emerging channels. Translates Mar Com and business goals into funnel-based channel plans
• Design the channel mix and orchestration: what message goes where, when, for which audience, and why? across the full digital (customer) journey
• Works with Mar Com Strategists, SEO/GEO Strategists and Head of Digital Marketing Strategies to define the right audience strategy. Matches audience needs to right touchpoints and messaging depth (short vs. long format, push vs pull, etc.). Map cross-channel behaviors and build experience frameworks that reflect how users navigate between platforms.
• Act as a strategic partner to Mar Com managers and experts, providing guidance and, together with the SEO/GEO Strategist, owning the Digital Shelf.
• Create and evolve end-to-end user digital journey maps for priority audiences, including acquisition, onboarding, engagement, and retention paths
• Identify friction points, drop-offs, and opportunities for journey improvement
• Collaborate with UX, Tribes, and Mar Com teams to enhance user flows, interactions, and interface clarity
• Ensure journey design aligns with both brand narrative and performance goals

• Lead CRO initiatives across digital properties (websites, landing pages, funnels, forms, mobile experiences)
• Conduct A/B and multivariate testing, behavioral analysis, and performance experiments
• Use tools like Adobe Analytics, Content Square and heatmap/recording tools to understand user behavior.
• Define hypotheses, run experiments, and translate findings into actionable improvements
• Work with designers and developers to implement and validate CRO enhancements

• Build KPIs and dashboards to track channel effectiveness, journey performance, and conversion metrics
• Analyze engagement, behavioral, and conversion data to identify actionable insights
• Measure the impact of changes and ensure a culture of continuous optimization
• Provide reporting and recommendations to Mar Com Management and their major stakeholders
• Accountable for the creation and lifecycle management of the Digital Shelf, a section on the Mar Com Sharepoint featuring a catalog of all channels/touchpoints with channel strategy, standards, and guidelines, Analytics & KPIs, best practices, Description audiences, templates,?

• Partner with Content Strategist & SEO/GEO Expert and Channel Owners to align cross-channel initiatives
• Steer the Channel Owners to continuously optimize their respective channels and coordinate this via a Channel Guild
• Ensure all channels work together, not in silos - supporting coherent and optimized customer experiences
• Coordinate with UX and tech teams for journey improvements and CRO experiment implementation
• Align with SEO/GEO Strategist & Content Creators on messaging consistency
• Coach marketing teams on channel best practices and emerging trends
• Support or lead the development of personalized experiences across channels
• Use segmentation insights to tailor journeys, messaging, and conversion points to user needs and behaviors
• Align personalization strategy with lifecycle stages and CRM programs

• Fluent in Dutch or…