UX​/CRO Lead

This role exists to make Tru’s digital experience better, every single day.

As UX & CRO Lead, you’ll be obsessed with how people actually behave across our website and digital journeys — where they hesitate, where they drop off, what confuses them and what nudges them forward. Your job is to spot those moments and A/B test the hell out of them.

You’ll focus on finding 1% improvements everywhere. Small refinements to flows, layouts, interactions and hierarchy that, when compounded, drive meaningful gains in usability, engagement and conversion. You won’t own revenue targets or commercial performance outright — but your work will directly support them. This is a hands‑on optimisation and experimentation role, sitting at the heart of how Tru improves its website today while laying the foundations for more product‑ and app‑like digital experiences in the future.

Tru Travels exists to create experiences that go beyond the ordinary, for our travellers and for the people who build the brand behind the scenes. We’re a fast‑moving, purpose‑led company that believes work should be meaningful, collaborative, and challenging in the right ways. We care deeply about the experiences we create, the people we work with, and the impact we have on the world around us.

At Tru, you’ll find real ownership, room to grow, and the opportunity to be part of something that’s constantly evolving. We encourage curiosity, back people to take responsibility, and support each other to raise the bar without losing the sense of fun and connection that makes this place special. If you’re looking for a place where you can do work that matters, be part of a genuine community, and help build something that doesn’t settle for ordinary, you’ll feel right at home.

• Get more value from the traffic Tru already has by improving how the website works.
• Identify friction, confusion and drop‑off points across the user journey.
• Turn insight into clear hypotheses, tests and improvements.
• Make incremental changes that improve clarity, ease and confidence for users.

• Run a continuous programme of A/B and multivariate testing across the site.
• Test layouts, copy, CTAs, imagery, navigation, flows and interactions.
• Prioritise tests based on impact, effort and learning potential.
• Ship fast, learn fast and iterate.
• Improve usability, speed and engagement across desktop and mobile.
• Support optimisation of key revenue‑driving pages and journeys.
• Ensure improvements are measurable, documented and scalable.
• Focus on progress through iteration, not big‑bang redesigns.
• Support the evolution of Tru’s digital experience from a traditional website into a more app‑like, product‑led platform.
• Help design and test new features that improve usability, engagement and repeat interaction — beyond the core booking journey.
• Apply UX best practice to flows, navigation, information architecture and interaction patterns.
• Experiment with how users interact with Tru across different moments in their journey — discovery, planning, booking and ongoing engagement.
• Contribute to shaping scalable UX patterns and components that can be reused across future web and app experiences.

• Work closely with:
  Growth Strategy & Marketing Operations on priorities, insight and performance context.
• Creative Team to test and refine design, layout and brand expression.
• Share learnings clearly and regularly.
• Build a test‑and‑learn knowledge base so insight compounds over time.
• Champion evidence‑led decision making across teams.

• A consistent pipeline of experiments running at all times.
• Clear, measurable improvements to conversion, engagement and usability metrics.
• Faster learning cycles and fewer opinion‑led decisions.
• A website that feels simpler, more intuitive and more valuable to users.
• Tangible progress towards Tru feeling like a lifestyle brand, not just a booking engine.

• Obsessed with detail, behaviour and outcomes.
• Naturally curious and deeply experimental.
• Comfortable working within a broader commercial framework rather than owning targets.
• Energised by marginal gains and compounding…