UX / CRO Lead in Kingston upon Thames

This role exists to make Tru's digital experience better, every single day. As UX & CRO Lead, you'll be obsessed with how people actually behave across our website and digital journeys — where they hesitate, where they drop off, what confuses them and what nudges them forward. Your job is to spot those moments and A/B test the hell out of them.

You’ll focus on finding 1% improvements everywhere. Small refinements to flows, layouts, interactions and hierarchy that, when compounded, drive meaningful gains in usability, engagement and conversion. You won’t own revenue targets or commercial performance outright — but your work will directly support them. This is a hands‐on optimisation and experimentation role, sitting at the heart of how Tru improves its website today while laying the foundations for more product‐ and app‐like digital experiences in the future.

Why Join Tru?

TruTravels exists to create experiences that go beyond the ordinary, for our travellers and for the people who build the brand behind the scenes. We’re a fast‐moving, purpose‐led company that believes work should be meaningful, collaborative, and challenging in the right ways. We care deeply about the experiences we create, the people we work with, and the impact we have on the world around us. At Tru, you’ll find real ownership, room to grow, and the opportunity to be part of something that’s constantly evolving. We encourage curiosity, back people to take responsibility, and support each other to raise the bar without losing the sense of fun and connection that makes this place special. If you’re looking for a place where you can do work that matters, be part of a genuine community, and help build something that doesn’t settle for ordinary, you’ll feel right at home.

What you’ll be responsible for:

• Get more value from the traffic Tru already has by improving how the website works.
• Identify friction, confusion and drop‐off points across the user journey.
• Turn insight into clear hypotheses, tests and improvements.
• Make incremental changes that improve clarity, ease and confidence for users.
• Run a continuous programme of A/B and multivariate testing across the site.
• Test layouts, copy, CTAs, imagery, navigation, flows and interactions.
• Prioritise tests based on impact, effort and learning potential.
• Ship fast, learn fast and iterate.
• Improve usability, speed and engagement across desktop and mobile.
• Support optimisation of key revenue‐driving pages and journeys.
• Ensure improvements are measurable, documented and scalable.
• Focus on progress through iteration, not big‐bang redesigns.
• Support the evolution of Tru's digital experience from a traditional website into a more app‐like, product‐led platform.
• Help design and test new features that improve usability, engagement and repeat interaction — beyond the core booking journey.
• Apply UX best practice to flows, navigation, information architecture and interaction patterns.
• Experiment with how users interact with Tru across different moments in their journey — discovery, planning, booking and ongoing engagement.
• Contribute to shaping scalable UX patterns and components that can be reused across future web and app experiences.

Collaboration & ways of working:

• Work closely with Growth Strategy & Marketing Operations on priorities, insight and performance context.
• Collaborate with the Creative Team to test and refine design, layout and brand expression.
• Share learnings clearly and regularly.
• Build a test‐and‐learn knowledge base so insight compounds over time.
• Champion evidence‐led decision making across teams.
• Maintain a consistent pipeline of experiments running at all times.
• Achieve clear, measurable improvements to conversion, engagement and usability metrics.
• Facilitate faster learning cycles and fewer opinion‐led decisions.
• Ensure a website that feels simpler, more intuitive and more valuable to users.
• Drive tangible progress towards Tru feeling like a lifestyle brand, not just a booking engine.

The mindset we’re looking for:

• Obsessed with detail, behaviour and outcomes.
• Naturally curious and deeply experimental.
• Comfortable working within a broader commercial framework rather than owning targets.
• Energised by marginal gains and compounding impact.
• Pragmatic, hands‐on and delivery‐focused.

About You:

Experience:

• 2+ years' experience in UX, CRO, website optimisation or digital experimentation roles.
• Hands‐on experience running A/B and multivariate tests on live websites.
• Experience working with high‐traffic, consumer‐facing digital products or platforms.
• Exposure to e‐commerce, travel, lifestyle or community‐led brands is a bonus, not a requirement.
• Experience collaborating with marketing, creative and performance teams.

Capabilities:

• Obsessed with how users behave, not just how sites look.
• Strong design intuition with a solid understanding of UX and UI best practice.
• Highly experimental — comfortable forming hypotheses, testing ideas and learning fast.
• Data‐literate and confident using insight to guide decisions and prioritisation.
• Detail‐oriented, with a natural instinct for incremental improvement.
• Comfortable balancing brand expression with usability and performance.
• Clear, confident communicator who can explain design and test outcomes simply.
• Collaborative and pragmatic, able to work within a wider commercial and creative framework.

We’re All About Diversity, Inclusion, Belonging and Fair Opportunity:

We are committed to building a team that reflects the diverse communities we serve. We believe that a wide range of perspectives, backgrounds and experiences makes us stronger and drives innovation. We actively encourage applications from candidates of all backgrounds. We are dedicated to fostering an environment where everyone feels respected, valued and empowered to thrive. If you are excited about this role but your experience doesn’t align perfectly with every qualification and experience listed, we encourage you to apply anyway.

How to Apply:

Click apply and attach your CV. If you haven’t heard from us within 3 weeks, please consider your application unsuccessful this time around, but we appreciate you putting yourself forward.