Country Commercial Lead - Marketing Conversion

📋 Description

• • As the Country Commercial Lead for Marketing Conversion at Tide, you will be instrumental in optimising the critical 'handshake' moments within our customer journey. This pivotal leadership role sits at the nexus of Product, Engineering, and Commercial teams, with a singular focus on ensuring that every spark of intent generated by our marketing efforts culminates in a successfully onboarded customer. Your primary mission is to meticulously safeguard and aggressively grow our conversion rates by proactively identifying friction points across the user journey – from web-to-app drop-offs to mismatches in onboarding flows – and then mobilising cross-functional teams to implement swift and effective resolutions. You will transcend the pursuit of vanity metrics, instead driving tangible revenue impact through strategic technical and user experience interventions.
• • You will own the entire conversion funnel, acting as the first line of defence for conversion health. When key metrics experience a dip, such as a decline in 'Intent to Registration' rates, you will be responsible for convening and leading Intensive Working Groups. These groups will be tasked with diagnosing the root causes of these dips, which could range from third-party system outages and critical UX handoff failures to persistent legacy data issues. Your analytical prowess will be key in dissecting these complex problems.
• • A core aspect of your role will involve driving forensic data investigations. You won't merely monitor dashboards; you will delve deep into the data, interrogating it to understand the precise 'why' behind user drop-offs. This includes pinpointing specific issues like technical errors, broken resumption flows where users cannot continue their application after an interruption, or instances where users land in the incorrect onboarding journey (e.g., Company Formation users mistakenly entering the Business Current Account flow). Your ability to translate complex data into actionable insights will be paramount.
• • You will lead critical technical and product interventions by effectively translating commercial challenges into clear, actionable engineering requirements. Collaborating closely with Product Managers and Engineers, you will prioritise and champion the implementation of critical fixes. This could involve advocating for the development and integration of cross-device handoff capabilities, ensuring users can seamlessly switch devices during their application process, or implementing necessary manual KYC workarounds to unblock user journeys.
• • A significant focus will be bridging the gap between our web presence and our mobile application. You will specifically own the critical seam connecting these two platforms, ensuring a fluid and intuitive transition for users. This will involve implementing smoother handover logic and optimising the user experience as they move between web and app environments.
• • You will align all conversion initiatives with broader commercial objectives, such as prioritising optimisation efforts on high-Lifetime Value (LTV) customer flows. A key responsibility will be to report directly and transparently on the revenue impact and ROI of your optimisation strategies, demonstrating the commercial value of your work.
• • This role demands a strong commercial acumen, understanding that conversion is not merely a percentage but a direct driver of revenue. You will be adept at prioritising fixes and initiatives based on their potential business impact and financial return.
• • You will be data-native, comfortable working with extensive datasets. Your ability to identify subtle deviations within specific user cohorts and trace them back to deployment dates or other causal factors will be essential. Expect to spend significant time analysing data using spreadsheets, charts, business intelligence tools, and analytics platforms.
• • Technical fluency is crucial; you must be able to engage meaningfully with Engineers on technical details. A solid understanding of how APIs, data patches, and authentication flows operate will enable you to effectively challenge estimates and propose practical, unblocking solutions.
• • You will act as a collaborative force, capable of rallying Product Managers to adjust their roadmaps for conversion wins and guiding Marketers on traffic direction to ensure users are seamlessly routed into the correct onboarding flows.
• • An obsessive attention to detail is required to identify the small, often overlooked issues that lead to user churn, such as a user being unable to resume their application after switching devices or encountering confusing error messaging.
• • Your experience should encompass at least 5 years in Product Growth, Conversion Rate Optimisation (CRO), or a commercial role with significant product/tech overlap. Experience managing complex onboarding flows, including KYC (Know Your Customer), KYB (Know Your Business), and ID&V (Identity and Verification), is highly desirable and will be a significant advantage.