Digital Conversion Manager

Overview

The Digital Conversion Manager is responsible for improving the effectiveness and performance of the organisation's digital channels through data-driven optimisation, experimentation, and personalisation. The role will be responsible for the delivery of conversion rate optimisation (CRO) initiatives across key digital journeys, using customer insights, analytics, A/B testing, and audience segmentation to enhance user experience, increase conversion rates, and deliver measurable commercial outcomes. Working closely with the wider marketing, product, digital content and analytics teams, the postholder will identify optimisation opportunities, develop testing roadmaps, implement experimentation programmes, and support the delivery of personalised customer experiences that drive engagement, lead generation, and business growth.

Responsibilities

Conversion Rate Optimisation (CRO)

• Manage and deliver a programme of conversion optimisation initiatives across key digital journeys and landing pages.
• Analyse customer behaviour, conversion funnels, and website performance data to identify opportunities for improvement.
• Develop optimisation hypotheses and recommendations based on quantitative and qualitative insights.
• Work with UX, Content, Product, and Development teams to implement and measure optimisation activity.
• Monitor and report on the impact of optimisation initiatives against agreed KPIs, conversion targets, and commercial objectives.

Experimentation and A/B Testing

• Build and manage a roadmap of A/B and multivariate tests aligned to business priorities and user needs.
• Design, implement, monitor, and evaluate experiments using experimentation platforms such as Optimizely Web Experimentation.
• Analyse experiment results and provide actionable recommendations to stakeholders.
• Maintain experimentation governance, documentation, and prioritisation processes.
• Communicate test outcomes and business impact to both technical and non-technical audiences.

Digital Insights and Analytics

• Generate actionable insights from website analytics, customer behaviour data, heatmaps, session recordings, and user feedback.
• Develop regular reporting and performance dashboards to monitor key conversion and engagement metrics.
• Translate complex data into clear recommendations and improvement opportunities.
• Support forecasting, target setting, and performance reviews through data analysis and insight generation.
• Identify emerging trends, customer needs, and optimisation opportunities through ongoing analysis.

Personalisation and Audience Segmentation

• Support the development and delivery of digital personalisation initiatives across key customer journeys.
• Create and manage audience segments using customer and behavioural data.
• Work with marketing and content teams to deliver targeted messaging, content, and experiences for defined audience groups.
• Collaborate with data and technology teams to ensure accurate audience targeting and data activation.
• Measure and optimise the effectiveness of personalisation activities through testing and performance analysis.
• Maintain governance and best practices relating to audience segmentation and personalisation.

Stakeholder Management

• Work collaboratively with Digital Marketing, Product, Content, Technology, Data, and external partners to deliver optimisation initiatives.
• Present insights, recommendations, and performance updates to stakeholders across the organisation.
• Influence prioritisation decisions through evidence-based recommendations and commercial rationale.
• Promote best practice in CRO, experimentation, and personalisation across digital teams.

Skills and Experience

• Experience delivering conversion rate optimisation (CRO) programmes for websites or digital products.
• Experience using experimentation platforms, ideally Optimizely Web Experimentation.
• Experience building and managing audience segments and supporting digital personalisation initiatives.
• Strong experience using web analytics tools such as Google Analytics 4 (GA4) and dashboarding solutions.
• Experience interpreting quantitative and qualitative customer data to generate actionable insights.
• Experience working with cross-functional teams including Marketing, Product, UX, Analytics, and Technology.
• Strong understanding of CRO principles, experimentation methodologies, and customer journey optimisation.
• Ability to interpret complex data sets and translate findings into clear business recommendations.
• Experience using customer insight tools such as Microsoft Clarity, Hotjar, Contentsquare, or similar platforms.
• Familiarity with tag management platforms and website data layer implementation.
• Understanding of UX research techniques and customer feedback methodologies.

Personal Attributes

• Highly analytical with a structured and evidence-led approach to decision making.
• Commercially minded and focused on delivering measurable outcomes.
• Collaborative and proactive, with the ability to build strong relationships across teams.
• Comfortable challenging assumptions and championing continuous improvement.
• Adaptable and resilient in a fast-paced digital environment.
• Enthusiastic about experimentation, innovation, and learning from results.
• Strong sense of accountability and ownership for delivering outcomes.
• Positive, self-motivated, and committed to professional development.

Benefits

We offer employees a competitive salary as well as a comprehensive benefits package which includes but is not limited to:

• 35 days annual leave inclusive of bank holidays
• Employer and employee contributory pension with flexible retirement options
• 'Spire for you' reward platform with discounts and cashback from over 1,000 retailers
• Free Bupa wellness screening
• Private medical insurance
• Life assurance
• Ongoing training and development opportunities

About Spire

Spire Healthcare are one of the UK’s leading independent hospital groups and the largest in terms of revenue. From our 38 hospitals and over 60 outpatient and diagnostic clinics, we operate a network of private GP, mental health, physiotherapy, occupational health and dermatology services across the UK. The group care for over 1 million patients per year and works with over 8,000 consultants, making us one of the UK’s largest independent healthcare providers.

Our people are our difference; it's their dedication, warmth and pursuit of excellence that sets Spire Healthcare apart. We are committed to supporting our colleagues through development, wellbeing initiatives and a positive working environment.

Spire Healthcare is a leading independent hospital group in the United Kingdom, providing diagnostics, inpatient, day case and outpatient care across England, Wales and Scotland.

For further information about this role or for an informal conversation please contact