Senior UX Executive

BFL Group is one of the world’s leading off-price retailers of fashion and homeware.

With headquarters based in United Arab Emirates, we serve over markets across the region and Southeast Asia.

Our goal is to delight customers and entice them back with the promise of exceptional pieces that excite – all at up to 80% off the original retail price for fashion designer brands.

Our unique “Treasure Hunt” model ensures there is always something new to explore, desire and discover within our stores.

Our customers walk out with new items every time they visit any of our stores.

The role is responsible for executing and optimizing user experience and CRO initiatives across e-commerce platforms.

It focuses on analysing data to generate actionable insights, implementing optimization activities, and supporting experience improvements through wireframes and CMS execution.

The role collaborates closely with cross-functional teams to enhance digital performance and customer journeys.

Oversee the Execution of UX and CMS Activities:

Effectively execute identified UX plans and fixes impacting the mobile app and website user experience on a daily basis.

Oversee all Business-as-Usual (BAU) and campaign executions within the CMS function.

Identify Conversion Rate Optimization (CRO) opportunities daily by monitoring various segments, including user journeys, conversion funnels, user frustration points, technical issues, heatmap analysis, traffic analysis, product analytics, and all core conversion metrics.

Rigorously analyze data on a daily basis using analytics and digital performance tools.

Derive actionable insights, build dashboards, and publish findings with relevant teams while ensuring subsequent execution.

Collaborate with Cross-Functional Internal and External Teams:

Coordinate with development teams to execute UX fixes; collaborate with the marketing team to share insights on traffic performance and enhancements; partner with the merchandising team to share product analytics performance; and work with design teams on creative asset development.

Additionally, regularly coordinate with external partners to achieve conversion KPIs.

Conceptualize and design wireframes based on historical campaign data and market trends.

Ensure that every asset within the wireframe is data-backed, performance-driven, and feasible from both a merchandising and design perspective.

Utilize digital performance tools, Google Analytics, A/B testing frameworks, and personalization/recommendation engines daily to continuously enhance the user experience across the app and website.

and we would love to meet you soon!