Manager Conversion Rate Optimisation

At PMI, we’re not just evolving—we’re revolutionizing. As we transition toward a smoke-free future, we’re embracing bold innovation and digital excellence. This transformation brings immense opportunity, especially in how we engage with adult consumers through smarter, science-backed alternatives to smoking. Our Smoke-Free Product function is at the heart of this change, becoming more agile, consumer-centric, and data-driven. Within this journey, Conversion Rate Optimization (CRO) plays a pivotal role.

We’re building a culture that values experimentation, continuous learning, and measurable impact—where every test is a step toward delivering better digital experiences. As part of our growing global Digital Commerce team, you’ll help shape best-in-class personalisation journeys that drive conversion. You’ll support Web Product Owners and CX Managers in embedding CRO principles across our platform, Campaigns and Toolboxes—ensuring that every decision is backed by insight, and every improvement is validated through testing.

This is your chance to make a real difference. You’ll advocate for a test-and-learn mindset, champion data-informed decisions, and help scale a culture of experimentation across teams and markets. Together, we’ll turn insights into action and deliver meaningful change for millions of adult smokers worldwide.

As a Conversion Rate Optimisation Manager (CRO) Manager, you’ll play a key role in supporting our Conversion Rate Optimisation team in their next phase of growth. You’ll work closely with cross-functional teams—Including UX, Analytics, Audience Insight, Category teams and our Product owners —to coordinate our updates, streamline processes, and identify opportunities to enhance the consumer journey through our personalisation strategy.

• Assisting the CRO Team with test ideation using tools such as GA4 and Content Square to gather insights.
• Work cross-functionally with UX, Product and our Performance teams to translate insights into a/b tests and personalisation campaigns.
• Proven experience in executing personalisation journeys, not just a/b tests.
• Experience working with CDP/DMP platforms to create hyper-segmented customer journeys.
• Strong experience defining audience segments with data teams.
• Strong analytical mindset comfortable with data, test design, and performance metrics.
• Champion a test and learn mindset across teams and markets.
• Coordinate CRO-related updates such as our team newsletter.
• Track and manage market-specific requests and ensure timely communication of updates.
• Maintain and update internal documentation, including our dedicated SharePoint site and our Jira & Confluence space.
• Prepare regular status roadmap reports for internal stakeholders.
• Assist with administrative and business support tasks as required.

• 5+ years of experience in E-commerce, with a strong focus on personalisation.
• Excellent written and verbal communication skills with the ability to communicate technical tools and processes to non-technical teams and stakeholders.
• Excellent PowerPoint skills- able to design engaging slides that tell a story.
• Ability to work independently and manage multiple projects effectively.
• A collaborative team player who is adaptable and proactive.
• Experience working with third party vendors or agencies (Desirable).
• Knowledge of a/b testing tools such as Adobe Target/ Optimizely (Desirable).

Our Commitment to Inclusion: PMI is on a continuous journey to ensure that all of our employees feel welcome and feel that they belong. We have a number of internal networks that are inclusive and open for anyone to join, including networks covering employees from ethnic minority backgrounds, LGBTQ+ and gender. We’re also extremely proud to be the first global company to be awarded Equal Salary Certification. We take wellbeing seriously, so we have trained mental health First Aiders to help support our employees, as well as support in the form of our LifeWorks app and Employee Assistance Programme. PMI is an equal opportunities employer, hiring solely on merit and business need. We encourage applications regardless of sex, gender identity, ethnicity, age, sexual orientation, gender reassignment, religion or belief, marital status, pregnancy, parenthood and disability. If you require reasonable adjustments in any recruitment process with us, please make us aware.