CRO Specialist Europe in West Bromwich

At YETI, we believe that time spent outdoors matters more than ever and our gear can make that time extraordinary. When you work here, you'll have the opportunity to create exceptional, meaningful work and problem solve with innovative team members by your side. Together, you'll help our customers get the high-quality gear they need to make the most of their adventures. We are BUILT FOR THE WILDTM.

The CRO Specialist will own end‐to‐end conversion rate optimisation across YETI Europe's digital experience. This role combines experimentation, behavioural insight, analytics, and UX best practice to improve conversion and identify new revenue opportunities. You'll play a key part in building our CRO capability, shaping a test‐and‐learn culture, and turning insight into actionable product, content, and development improvements.

• Lead full CRO workflow: hypothesis generation, test planning, KPI definition, configuration, execution, and post‐test analysis.
• Run A/B and multivariate tests across core journeys (PDP, cart, checkout, navigation, mobile experience).
• Maintain and prioritise the CRO roadmap and backlog based on data, opportunity size, and business goals.
• Use GA4, Shopify analytics, heatmaps, session recordings, and behavioural data to identify friction points and conversion opportunities.
• Translate insight into clear, evidence‐based recommendations for Product, UX, Content, and Engineering teams.
• Conduct deep‐dive funnel, journey and behaviour analyses to uncover trends specific to European customers.
• Work with Global UX, Product and Dev teams to ensure recommendations are translated into production‐ready solutions.
• Influence site hygiene, content optimisation, and eCommerce best practice across teams.
• Input CRO findings into the wider product, content and development roadmap.

• Create light prototypes or wireframes in Figma to support testing or validation.
• Run qualitative user tests, surveys, polls, and concept validation sessions.

• Partner with Digital Product, Design, Content, Trading, Development and Marketing to embed test learnings.
• Synthesis test outcomes through clear reporting, storytelling, and data‐driven recommendations.

• Over 5 years strong experience running CRO programmes for an eCommerce business (A/B, MVT, funnel optimisation).
• Skilled in GA4, Shopify analytics, and behavioural insight tools (Optimizely, Visually, VWO, AB Tasty, Clarity etc.).
• Strong analytical and numerical skills with the ability to interpret data into clear decisions.
• Understanding of UX principles, customer psychology, and mobile-first optimisation.
• Ability to manage multiple tests, priorities and stakeholders in a fast-paced environment.

• Must Have: GA4, Shopify, A/B testing and Heatmapping tools (Optimizely/Visually/VWO/AB Tasty, Hotjar, Clarity).
• Nice To Have: Figma for prototyping, Shopify Site Management for building testable experiences, Understanding of front-end behaviour (events, data layers), Jira.

• Improved conversion and revenue across Europe through structured, data‐driven optimisation.
• Insight into local user behaviour and consumption trends to identify market-specific opportunities.
• Stronger alignment between CRO findings and product, content, and development decisions.
• A shift toward a continuous optimisation culture, testing, learning and improving, not just shipping one-off projects.
• Building foundational CRO capability as part of our broader analytics and experience strategy.

In a Nutshell You'll shape and run the CRO engine for YETI Europe — using experimentation, behavioural insights and smart optimisation to improve conversion and influence the direction of our digital experience. This role is perfect for someone who wants ownership, impact, and the chance to build capability from the ground up.

This job description outlines the main responsibilities of the role; however, it is not intended to be an exhaustive list of all duties. The role holder may be required to undertake additional tasks and responsibilities that are reasonably aligned with the role, skills, and business needs.

YETI is proud to be an Equal Opportunity Employer. Our commitment to creating a diverse, equitable, and inclusive culture is at the center of everything we do for our employees. We embrace all applicants looking to bring their authentic selves to YETI and contribute to our mission of keeping the wild WILD.

YETI welcomes and encourages applications from people with disabilities. Accommodations are available upon request for candidates taking part in all aspects of the selection process. If you require accommodation in order to apply for a job, please contact us at accommodationrequest@yeti.com.