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CRO Lead

Amsterdam, North Holland, Netherlands

CRO Lead

  • WE00602
  • Amsterdam, North Holland, Netherlands

About Fontem

Fontem Ventures, a subsidiary of Imperial Brands plc and has a clear mission to deliver harm reduced nicotine products to consumers. We are a leader in vaping technology and own the global e-vapour brand blu. Headquartered in Amsterdam, Netherlands, and with its research & development centre in Liverpool, UK, Fontem Ventures develops and commercializes vaping products under the blu brand. The rapid growth of vaping is a consumer-driven revolution, based on a whole range of different motivations, which is fundamentally changing social habits and lifestyles.


We're a truly international company, fourth largest in our industry and operating across 120 markets. An inclusive, innovative global FMCG business supported by over 27,500 employees. As we embrace a new era of growth, we are transforming. Our ways of working and culture are driven by a challenger mindset, constantly questioning the status quo. Our agility and entrepreneurial spirit, alongside award winning development programs, enable innovation and success while creating exciting and rewarding career choices.

As we move forward, our customers will be at the heart of what we do, evolving to needs and expectations and committing to a more meaningful contribution to harm reduction by building a successful Next Generation Product business. Integral to our long-term success is our sustainability strategy, behaving responsibly and supporting our ambitions, all underpinned by high governance.

Encouraging inclusion at local levels and supporting a developing and robust diversity agenda globally, we’re fully committed to creating and maintaining an environment that celebrates and respects difference.

The role

The CRO Lead is pivotal in shaping the strategy and efforts of conversion optimizations across our product domains. This role requires proven leadership experience and expertise to lead, inspire, mentor and coach our Next Generation Products (NGP) Digital product teams and drive exceptional performance and productivity.

In this role you will be responsible for setting up and managing the CRO strategy, framework, prioritization, reporting and tool selection and to manage and deploy CRO agency resources across our product domains.  We expect a hands-on approach while working together with Digital leadership team and Category teams to address the bigger topics and get them prioritized on the Digital Product Roadmap. You will be working closely with the UX, SEO, content and engineering roles in NGP Digital. The CRO Lead is to deliver optimal user experience and devise strategies to reach full potential across user engagements. Next to quantitative research we expect you to lead and support workshops with stakeholders and consumers to capture qualitative input.

Key accountabilities

  • Own the split testing roadmap (A/B, Multivariate);
  • Drive detailed test hypothesis;
  • Build out the UX research and qualitative analysis function;
  • Perform deep-dive statistical analysis and user segmentation;
  • Tracking and interpret user behaviour;
  • Identify & test new technologies and practices to improve conversion rate performance, free growth, consumer engagement, delivery against key metrics;
  • Key point of contact regarding optimisation across the business;
  • Work with executive management on a long-term strategy to grow the optimisation team;
  • Work with product teams and squads to shape, conceive and develop experiments that drive intelligent, sustainable growth through continuous learning and innovation;
  • Drive the personalisation of user journeys and establish an optimisation framework to deliver significant growth across a network of sites;
  • Identify new conversion opportunities across the site to enhance commercial returns.

Skills & experience

  • 5+ years experience in CRO, experiments, digital analytics or data/insights;
  • Proven track record in managing, growing and coaching teams of CRO experts, and ideally analysts and User Researchers;
  • Deep knowledge and expertise in CRO methods and best practice, alongside analytics and data;
  • Extensive split testing experience (A/B and MVT);
  • Strong interpersonal skills coupled with the ability to gain trust and confidence from teams and stakeholders;
  • Experience leading and driving CRO projects in a high-volume, user-centric digital environment;
  • Experience of working in cross-functional teams in an agile environment;
  • Web Analytics experience.

What we offer

Imperial Brands offers a competitive package of salary, bonus scheme, pension and 25 days holiday (with an additional 4 days on top to cover the Christmas period and bank holidays).

Next steps

Interested applicants should apply with their current CV highlighting their suitability for the role. 

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The year Imperial was founded through the
coming together of 13 UK family-run


Imperial employees worldwide


Number of markets worldwide in which our products are sold