CRO & UX Manager
Role Overview
Own and scale conversion rate optimization and data-driven UX across native iOS, native Android, and web platforms.
Establish conversion rate and funnel health as core metrics and build a performance-led, AI-enabled experimentation culture.
Protect customer funnel integrity as other teams deliver changes; the role is expected to grow the current lean CRO/UX team.
Key Skills for This Role
Full Job Posting
Role purpose
Own and scale conversion rate optimization and data-driven UX across native iOS, native Android, and web platforms.
Establish conversion rate and funnel health as core metrics and build a performance-led, AI-enabled experimentation culture.
Protect customer funnel integrity as other teams deliver changes; the role is expected to grow the current lean CRO/UX team.
Conversion and funnel performance
- Own conversion rate, revenue per visitor, and full-lifecycle funnel performance, from acquisition landing pages through post-purchase.
- Monitor funnel breaches and degradation; flag and resolve conversion risks introduced by product, development, marketing, and merchandising changes.
- Prioritize and execute high-impact CRO opportunities using quantitative and qualitative data.
- Translate business goals into UX and conversion KPIs with consistent tracking and reporting.
Data-driven UX
- Develop data-driven wireframes and flow recommendations from CRO insights and test findings.
- Partner with product and development to ensure UX changes are correctly and feasibly implemented.
- Focus on structure, flow, logic, and data-backed direction; visual design and content creation belong to the creative team.
- Maintain usability and consistency across app and web, with the app as the primary channel and web covered in parallel.
AI personalization and experimentation
- Drive AI-powered personalization using behavioral, transactional, and lifecycle data.
- Lead A/B, multivariate, and personalization tests; use AI tools for analysis, pattern discovery, and test hypotheses.
- Use AI tools throughout the workflow, from hypothesis generation to insight synthesis, and bring relevant emerging tools into the roadmap.
Tools, leadership, and collaboration
- Own the ROI and implementation, governance, and scalability of Contentsquare, Dynamic Yield, GA4, and related analytics and experimentation tools.
- Partner with data teams on accurate data collection, attribution, and insight generation.
- Build and scale the CRO/UX team, establish goals and development plans, and manage agencies and vendors against performance objectives.
- Report funnel health, experimentation results, and conversion impact to the Head of E-Commerce Business.
- Work with product, development, design, marketing, and merchandising teams; influence roadmaps and coordinate execution within agile processes.
Qualifications and experience
- Bachelor’s degree in Design, Human-Computer Interaction, Psychology, Statistics, Data Science, Business, or a related quantitative/analytical field; the degree field is weighted, not a strict gate.
- 8+ years in fast-paced, high-volume e-commerce, including 4–5+ years in CRO or experimentation leadership.
- Hands-on e-commerce experience is mandatory; experience may be from any market, as GCC-specific experience is not required.
- Fashion or off-price retail e-commerce experience is preferred, not mandatory.
- Hands-on expertise with Contentsquare, Dynamic Yield, GA4, or directly comparable tools.
- CRO/UX experience across native iOS and Android apps and web is required; app-first experience is a strong plus.
- Strong data-driven wireframing, experimentation, personalization, and data interpretation skills.
- Demonstrated use of AI tools for experimentation and analysis; team-building experience is a plus.
About BFL Group
BFL Group is an off-price fashion and homeware retailer headquartered in the UAE, serving markets across the region and Southeast Asia.
Its Treasure Hunt retail model offers customers new fashion and homeware discoveries.
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