Job Description
Overview:
We’re looking for a data-driven, user-obsessed Conversion Rate Optimisation Lead to take ownership of optimising the performance of our website and digital journeys.
This role is responsible for increasing conversion rates across key digital touchpoints through experimentation, behavioural insights, and UX best practices. You’ll work cross-functionally with our digital, content, creative, and category teams to deliver measurable improvements in user experience and business results.
You will also play a key role in shaping what content goes live on the website, prioritising marketing activities, and partnering with business systems and global teams to influence future platform enhancements and rollouts.
Job Responsibilities:
The role holder will be expected to be responsible for the following:
- Lead the website conversion strategy, setting optimisation priorities based on data insights and commercial goals.
- Define and manage the web content strategy, collaborating with internal stakeholders to ensure the right content is prioritised and published.
- Partner with marketing and commercial leads to prioritise digital activities and campaigns, ensuring alignment with business impact and customer need.
- Represent digital performance needs in cross-functional planning, working with business systems and global teams to influence future site enhancements, integrations, and rollout plans.
- Design, implement, and analyse A/B tests, multivariate tests, and personalisation experiments.
- Leverage FullStory to uncover user behaviour through session replays, heatmaps, and funnel analysis—identifying friction points and high-impact opportunities.
- Combine behavioural insights from FullStory with quantitative data from Google Analytics and other tools to build a clear, comprehensive view of user journeys and site performance.
- Collaborate with UX/UI designers to enhance landing pages, navigation, forms, and checkout flows.
- Work closely with content and creative teams to test headlines, CTAs, page layouts, and messaging.
- Maintain a clear continuous improvement roadmap, aligned with key digital performance indicators (conversion rate, bounce rate, form completions, etc.).
- Report regularly on test results and optimisation progress, turning insights into actionable recommendations for stakeholders.
- Stay current on the latest CRO trends, tools, and user behaviour to continuously bring fresh thinking to the team.
This role is extremely varied; therefore, the job description is not exhaustive and the role holder will be required to participate in other duties as required by the business.
KPIs for Success
- Uplift in key conversion metrics (e.g. sales, leads, form submissions)
- Reduction in bounce and exit rates on key pages
- Increase in Revenue Per Visitor (RPV) or improvement in lead quality
- Test velocity and success rate aligned with the experimentation roadmap
- Positive feedback from global and business systems teams on collaborative planning and rollout delivery
- Improved marketing campaign prioritisation and alignment to digital performance outcomes
Job Skills & Experience Required:
To succeed in this role, you will need the following:
Qualifications:
- Preferably marketing degree and/or equivalent CIM level.
- Digital marketing qualification desirable, but practical hands-on digital ability and understanding is essential.
- Would be required to study and pass BDIA Introduction to Dentistry course.
Skill & Experience:
- You will have responsibility for a significant budget and therefore budget skills are essential.
- 5 years plus digital marketing experience (preferably within capital goods/large value services) including web, email, PPC, SEO and social media, content, inbound and automated marketing, video, webinars and online education.
Person Specification:
We believe the type of person best suited to this role will:
- Enjoy a fast-paced environment
- Be able to work on multiple projects going simultaneously
- Be socially-focused; building and maintaining relationships
- Adhere to established guidelines and procedures
- Involve others in the decision-making
- Have a persuasive, "selling" (rather than "telling") communication style
- Be able to lead by example, with first-hand knowledge of area of expertise
- Have strong, friendly follow-up necessary on tasks delegated to ensure proper results
Henry Schein is committed to the principle of equal opportunities in employment in all spheres of its operation. Henry Schein UK Holdings strives to operate a policy of equal opportunity and not discriminate against any person gender, race, colour, nationality, ethnic or national origin, religion, sexual orientation, marital status, disability, age or any other characteristic protected by law.
