Introduction

We are looking for an Optichannel Strategist & Digital Journey / CRO Expert to support an organisation with a strong focus on digital marketing and customer experience. In this strategic role, you will be responsible for designing, coordinating and continuously optimising integrated customer experiences across a wide range of digital and offline touchpoints.

You combine a strategic understanding of optichannel marketing with deep expertise in digital journeys, UX, analytics and Conversion Rate Optimisation. Your role is to ensure that different channels work together in a coherent way to create relevant, seamless and high-performing user experiences.

You will translate business and marketing objectives into channel strategies, digital journey designs and data-driven optimisation initiatives. You will also stay up to date with evolving platforms, AI capabilities and Large Language Models (LLMs).

Responsibilities

• Optichannel Strategy & Experience Design
• Develop and maintain an integrated optichannel strategy across web, mobile, social media, email, paid media, offline and emerging channels.
• Translate marketing and business objectives into funnel-based channel plans.
• Determine which message should be delivered through which channel, at what moment and to which audience.
• Align touchpoints, content formats and communication depth with the needs of different target audiences.
• Analyse cross-channel behaviour and develop experience frameworks.
• Act as a strategic sparring partner for marketing managers and experts.
• Ensure consistency and quality across digital channels and touchpoints.
• Digital Journey Mapping & Optimisation
• Design and continuously evolve end-to-end digital customer journeys for priority audiences.
• Map journeys across acquisition, onboarding, engagement and retention stages.
• Identify friction points, drop-offs and opportunities for improvement.
• Collaborate with UX, IT and Marketing teams to optimise user flows, interactions and interface clarity.
• Ensure that journey designs are aligned with both brand strategy and commercial performance objectives.
• Conversion Rate Optimisation (CRO)
• Lead CRO initiatives across websites, landing pages, funnels, forms and mobile experiences.
• Design and analyse A/B tests, multivariate tests and other experiments.
• Analyse user behaviour using tools such as Adobe Analytics, Content Square and heatmap and session-recording solutions.
• Formulate hypotheses and translate experiment results into concrete improvement actions.
• Collaborate with designers and developers to implement and validate CRO enhancements.
• Analytics, Performance Measurement & Insights
• Define KPIs and dashboards to measure channel effectiveness, journey performance and conversion.
• Analyse engagement, behavioural and conversion data.
• Translate complex data into clear strategic insights and actionable recommendations.
• Measure the impact of changes and foster a culture of continuous optimisation.
• Collaborate with Analytics teams to develop dashboards focused on optichannel performance.
• Manage and further develop a central knowledge environment containing channel strategies, standards, guidelines, KPIs, best practices, audiences and templates.
• Channel Orchestration & Cross-functional Collaboration
• Work closely with Content, SEO/GEO and Channel experts to ensure alignment across cross-channel initiatives.
• Guide Channel Owners in the continuous optimisation of their respective platforms.
• Facilitate collaboration between channels through a structured community or Channel Guild, supported by Agile/Scrum methodologies.
• Ensure that channels do not operate in silos but contribute to a coherent customer experience.
• Coordinate with UX and technology teams on journey improvements and CRO experiments.
• Align strategic and creative stakeholders around messaging consistency.
• Coach marketing teams on channel best practices and emerging digital trends.
• Personalisation & Segmentation
• Support or lead initiatives aimed at developing personalised digital experiences.
• Use segmentation insights to adapt journeys, messaging and conversion touchpoints.
• Align personalisation strategies with different stages of the customer lifecycle and CRM programmes.

Experience

• At least 10 years of relevant professional experience.
• Proven expertise in optichannel marketing strategy and digital experience design.
• Strong experience in digital journey mapping, UX and conversion optimisation.
• Experience with A/B testing, behavioural analytics and experimentation frameworks.
• Experience collaborating with Marketing, UX and IT teams.
• Experience in digital transformation is a strong asset.

Technical Skills

• Strong command of tools such as Adobe Analytics, GA4, Google Tag Manager and Content Square, or equivalent solutions.
• Experience with analytics and experimentation platforms.
• Experience with SharePoint, Notion or other no-code collaborative platforms.
• Knowledge of Figma and/or service design is a plus.
• Strong understanding of Agile/Scrum methodologies.
• A strong interest in AI, platform evolution and Large Language Models (LLMs).

Business & Stakeholder Management

• Strong knowledge of Agile methodologies.
• Excellent communication, negotiation and presentation skills.
• Ability to simplify and explain complex concepts clearly.
• Strong stakeholder management skills, particularly when working with Marketing and IT teams.
• Excellent analytical and problem-solving capabilities.
• Experience working in complex and fast-paced digital environments.

Offer

• A strategic expert role with a direct impact on digital customer experience and business growth.
• The opportunity to design and optimise integrated customer journeys.
• Close collaboration with multidisciplinary teams across Marketing, UX, Analytics and Technology.
• A hybrid working model with approximately 50% on-site presence and 50% remote work.
• An environment focused on innovation, data, Agile methodologies and continuous improvement.