Customer Rate Optimization Manager

CRO Manager – Digital Media                                                      

Contract type:    Permanent

Reports to:                          Data & Analytics Manager

Location:                              Premier League, Brunel Building, 57 North Wharf Road, London, W2 1HQ

Overview    

The Premier League’s Digital Media team is seeking a CRO (Conversion Rate Optimisation) Manager to drive performance and experimentation across the League’s digital platforms.

The Premier League’s digital media channels play a crucial role in expanding the global reach of our competition, increasing engagement among football fans, and supporting our member Clubs, broadcast licensees and commercial partners. Optimising how users interact with our platforms is central to delivering world-class digital experiences for millions of fans around the world.

The ideal candidate will bring experience in CRO or digital experimentation, a strategic mindset, strong analytical skills, and a collaborative approach to working across product, data, and content teams. They will be passionate about continuous improvement, driven by insights, and motivated to lead a culture of testing and learning.

Who we are                      

The Premier League is home to some of the most competitive and compelling football in the world. The League and its clubs use the power and popularity of the competition to inspire fans, communities and partners in the UK and across the world. The Premier League brings people together from all backgrounds. It is a competition for everyone, everywhere and is available to watch in 900 million homes in 189 countries.

We have a wide variety of responsibilities. These include organising the competition and its Rule Book as well as managing the centralised broadcast and commercial rights. The work we do in conjunction with the Clubs also goes far beyond the 90 minutes. We support and provide a framework for youth development, we protect the organisation’s intellectual property, support the wider game and community programmes, undertake international development work and liaise with governing bodies and other leagues.

The role

This exciting new role will be an important addition to the Digital Product & Marketing team, which oversees all Premier League digital media products, including Fantasy Premier League, and the Premier League’s first-party database.

Key responsibilities include:

·         Establish a Centre of Excellence function within the Digital Media Department, embedding best practice and building internal capability around optimisation, experimentation and performance measurement.

·         Define the long-term vision and strategy for CRO, aligning it with broader digital and organisational goals while delivering early wins that demonstrate impact.

·         Own and manage the CRO roadmap, including the prioritisation of hypotheses, test planning, execution and evaluation.

·         Design and deliver A/B and multivariate tests from end to end – from hypothesis development and test set-up through to implementation and post-test analysis.

·         Develop a deep understanding of user behaviour through both quantitative and qualitative data – leveraging analytics, surveys and other research methods.

·         Collaborate with product managers, analysts and developers to deliver high-impact optimisations that enhance user journeys and improve KPIs.

·         Translate complex test results into clear insights and actionable recommendations for a range of internal stakeholders, including senior leadership.

·         Report on CRO performance, test outcomes and conversion metrics across channels – championing a culture of experimentation and continuous improvement.

·         Advise internal teams on marketing optimisation strategies, including landing page effectiveness, user acquisition flows and campaign conversion performance.

·         Lead efforts to optimise cookie acceptance rates, using data-driven testing and behavioural insights to balance compliance with user experience and data capture needs.

·         Stay up to date with emerging CRO tools, trends and techniques to ensure the Premier League remains at the forefront of digital performance optimisation.

·         Champion the use and value of data-informed insights throughout the business.

Requirements for the role

·         Proven experience in a dedicated CRO or Digital Optimisation role, ideally in a fast-paced digital media or D2C environment.

·         Experience building a CRO function from the ground up, including stakeholder engagement and roadmap development.

·         Strong knowledge of A/B testing tools and platforms, preferably Optimizely.

·         Hands-on experience with digital analytics tools, preferably Google Analytics or Adobe CJA.

·         Familiarity with front-end technologies (HTML, CSS, JavaScript) and experience of working closely with development teams.

·         An analytical mindset with a strong understanding of UX principles and user behaviour.

·         Excellent stakeholder management and communication skills – able to explain test outcomes and optimisation opportunities to non-technical audiences.

·         Demonstrates excellent organisational skills, coupled with a strong commitment to teamwork.

·         Capable of working both independently and collaboratively, effectively managing timelines.

Nice-to-haves for the role

·         Understanding of personalisation strategies and how they complement CRO efforts.

·         Experience with behavioural analytics platforms, (e.g. Hotjar, FullStory, Contentsquare)

·         Familiarity with tag management systems, preferably Google Tag Manager and Adobe Launch.

·         Familiarity with Consent Management Platforms, preferably OneTrust,

·         Exposure to agile working environments and cross-functional digital teams.

·         Experience working with fan or customer segmentation strategies.

·         An interest in sport or football.

The Premier League is an equal opportunities employer and welcomes applications from all sections of the community. All appointments will be made based on merit.