Title
Digital Experimentation (CRO) Analyst
Reports to
Sn CRO Manager
Division
Digital
Department
Consumer
Location
Paddington, Reading, Manchester or Birmingham
Level
4
Role Dimensions
Direct Reports: none; Indirect Reports: none; Budget: supporting the delivery of £500m+ eCommerce (Fixed, Mobile, and FMCT)
Overview
We are looking for a Digital Experimentation (CRO) Analyst to join the VMO2 Experimentation (CRO) teams within the Digital division. You will be working in a fast‑paced, ever‑evolving, fun and friendly cross‑functional squad environment. Teams are responsible for optimising and improving the VMO2 digital experience by solving customer problems while achieving business goals, through quick cycles of data‑led experiments and innovation, maintaining excellent customer experience.
This role is hands‑on, data‑driven and impact‑focused. You will be responsible for providing evaluations based on experiments while turning web analytics, funnel analysis and customer insights into clear recommendations that shape business priorities and improve outcomes across the Digital journeys.
Responsibilities and accountabilities
Experimentation and optimisation
- Support a wide-ranging implementation of Experimentation activities across websites using both client‑side and server‑side techniques.
- Build forecasting and optimisation models for strategic decisions.
- Support A/B testing and experimentation initiatives, including test design, measurement and analysis.
- Evaluate test results and provide clear recommendations on next steps.
- Contribute to a culture of continuous improvement through data‑led learning and iteration.
- Drive the type of experimentation method used for the right case from AB, MAB, Multi‑var, Personalisation, Stats Accelerator and others.
Journey and funnel analysis
- Analyse end‑to‑end customer journeys.
- Identify drop‑offs, friction points and behavioural patterns across web and mobile journeys.
- Perform funnel, cohort and path analysis to understand how customers interact with products and features.
- Translate insights into clearly articulated problems and opportunities for the squad to address.
Web analytics and measurement
- Own and maintain product and journey dashboards, ensuring consistent and reliable reporting.
- Work with tools such as GA4, Tableau, Optimizely and ContentSquare.
- Define and track KPIs such as conversion rate, drop‑off, take‑up, funnel completion and revenue impact.
- Ensure events, tracking and tagging are correctly implemented and fit for purpose.
Stakeholder collaboration
- Act as the product analytics partner within the squad, translating complex data into clear, actionable insights.
- Communicate findings clearly to Product Owners, designers and engineers.
- Collaborate with central analytics and data teams to align standards, definitions and tooling.
Minimum Criteria
Candidates must demonstrate they meet all of the following criteria:
- 3+ years’ experience working in a Martech/Adtech or data‑driven marketing environment.
- Knowledge or experience of Google Cloud Platform products such as BigQuery, database SQL or experience with similar cloud solutions would be desirable.
- Have a practical knowledge and passion for stats and data models and visualisation Toolkit and data warehouse.
- Practical experience of using digital data – ideally Optimizely or a similar enterprise optimisation platform.
- Data processing for customer segmentation: SQL is highly desirable, Javascript including Node.js or Python would be an advantage.
- Practical experience of using data visualisation tools such as Looker and Tableau.
- Enjoys task‑focused delivery, a fast pace of work, overcoming challenges by careful and swift prioritisation calls.
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