CRO & UX Manager
Company Overview
BFL Group is one of the world’s leading off-price retailers of fashion and homeware. With headquarters based in the United Arab Emirates, we serve multiple markets across the region and Southeast Asia.
Our goal is to delight customers and entice them back with the promise of exceptional pieces that excite, all at up to 80% off the original retail price for fashion designer brands. Our unique “Treasure Hunt” model ensures there is always something new to explore, desire, and discover within our stores. Our customers walk out with new items every time they visit any of our stores.
Role Purpose
Own and scale conversion rate optimization and data-driven UX across BFL's app-first digital platforms (native iOS, native Android, and web). This role establishes conversion rate and funnel health as core north-star metrics, builds a performance-led, AI-enabled experimentation culture, and protects the integrity of the customer funnel as other teams ship changes across the business. The role currently has a lean team structure and includes building out the CRO and UX function over time.
Key Responsibilities
Conversion Rate Optimization & Funnel Performance
- Own conversion rate, revenue per visitor, and funnel performance end-to-end across the full customer lifecycle: acquisition landing pages, PLPs, PDPs, cart, checkout, and post-purchase.
- Continuously monitor the funnel for points of breach or degradation - proactively flag and resolve conversion risk introduced by changes from other teams (product, dev, marketing, merchandising) before they impact revenue.
- Identify, prioritize, and execute high-impact CRO opportunities based on quantitative and qualitative data.
- Translate business goals into clear UX and conversion KPIs, with consistent tracking and reporting.
Data-Driven UX & Wireframing
- Own data-driven wireframing for funnel and journey improvements - translating CRO insights and test findings into clear, implementation-ready wireframes and flow recommendations.
- Ensure correct, feasible implementation of UX changes in partnership with product and development teams.
- This role is not a visual design or content-creation function - creative execution (landing page visuals, content, copy) sits with the creative team. Focus is on structure, flow, logic, and data-backed direction.
- Maintain usability and consistency standards across app and web, with app treated as the primary channel and web fully covered in parallel.
AI-Driven Personalization & Experimentation
- Drive AI-powered personalization using behavioral, transactional, and lifecycle data.
- Lead a rigorous experimentation program (A/B, multivariate, personalization testing), using AI tools to generate analysis, surface patterns, and formulate test hypotheses.
- Apply AI tools as a core, everyday part of the workflow - from hypothesis generation to insight synthesis - rather than as an occasional aid.
- Stay current on emerging AI capabilities in CRO/UX tooling and bring relevant applications into the roadmap.
Tools & Analytics Ownership
- Own and optimize the ROI of the existing analytics, experimentation, and personalization stack: Contentsquare, Dynamic Yield, GA4 etc.
- Ensure correct implementation, governance, and scalability of tracking and experimentation tools across app and web.
- Partner with data teams to ensure accurate data collection, attribution, and insight generation.
Team Leadership & Team Building
- Build and scale the CRO/UX function from its current lean base - this role is expected to grow the team, not just manage an existing one.
- Set clear goals, priorities, and development plans as the team is built out.
- Manage external agencies and vendors where relevant, against clear performance objectives.
- Report directly to the Head of E-Commerce Business, including regular reporting on funnel health, experimentation results, and conversion impact.
Cross-Functional Collaboration
- Liaise closely with product, development, design, marketing, and merchandising teams to embed CRO thinking into their initiatives and protect funnel integrity.
- Influence roadmap decisions through data-backed UX and conversion insights.
- Ensure seamless execution of experiments and UX changes within agile development processes.
Qualifications
- Bachelor's degree in Design, Human-Computer Interaction, Psychology, Statistics, Data Science, Business, or a related quantitative/analytical field - field of study is a weighted factor, not a strict gate; demonstrated CRO/UX capability matters most.
- 8+ years of experience in fast-paced, high-volume e-commerce, with 4-5+ years specifically in a CRO or experimentation leadership capacity.
- Mandatory: hands-on e-commerce domain experience. GCC-specific experience is not required - this role is open to experience gained in any market.
- Fashion or off-price retail e-commerce experience preferred, not mandatory.
- Hands-on expertise with Contentsquare, Dynamic Yield, GA4 (or directly comparable tools).
- Experience across both native mobile app (iOS and Android) and web CRO/UX - app-first experience is a strong plus given BFL's channel mix.
- Strong data-driven wireframing capability.
- Deep understanding of A/B testing, experimentation frameworks, and personalization strategies.
- Demonstrated use of AI tools for experimentation and analysis - hypothesis generation, insight synthesis, pattern detection.
- Strong ability to interpret data, uncover insights, and translate them into actionable, implementation-ready UX direction.
- Experience building or scaling a CRO/UX function or team is a plus, given this role's team-building mandate.
If you think you are fit for this job position, then apply right away. You are steps away from joining a Great Place to Work© and we would love to meet you soon!
