CRO and Analytics Manager

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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 design and execute 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 will build and maintain a robust tracking infrastructure via Google Tag Manager and harness the power of GA4 to uncover actionable insights.

You will monitor conversion and engagement metrics at a granular level, identifying opportunities and sharing trends through clear, impactful dashboards and reports.

• 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
• 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

• 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
• 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
• 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

• 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

• Extensive experience managing CRO activity for medium to large…