Senior CRO (Conversion Rate Optimisation) Specialist

Unit: Digital & Technology, Digital Product, Marketing City: Milan, Italy

Senior CRO Specialist

(Conversion Rate Optimisation)

WeRoad is a fast-growing scale up that is disrupting the travel industry in Italy, Spain, the UK, and now also in Germany and France.


WeRoad is a community of travelers, united by their love for travel, adventure, and discovering faraway lands and cultures. We bring together small groups of like-minded millennials and send them on life-changing experiences to 100+ destinations all over the globe.

Founded in 2017, we're a dynamic, ambitious team of nearly 100 people experiencing exponential growth in Italy and Spain, and expanding in the UK and now also Germany and France. We're on a mission to design and deliver experiences worth living and sharing, rewriting the rules of the travel industry every step of the way.

WeRoad Tech & Marketing

At WeRoad Tech is not just “tech.” It’s a multidisciplinary team of Product Designers, Full Stack Designers, Engineers, and Developers that together designs, executes and optimizes the WeRoad digital experience. Growth Marketing for us is the intersection of paid media, SEO, marketing solutions and analytics. Our main goal is to contribute, in synergy with tech and business teams, to customer acquisition and retention.

There's no such thing as an "ordinary" day at WeRoad. We are constantly sharing and testing new things and working on a lot of different projects, each with their own complexities. We build our solutions in-house, which means we offer a complex architecture and a variety of different tasks to work on.

Meet two tech team members here!


To support the scaling of our business we are now looking to find a CRO Specialist to join WeRoad and the Experience Design team. We need you to be both able to create a clear vision as well as roll up your sleeves and be extremely hands on and operative. 

You have to be business driven but at the same time customer oriented, passionate about UX & CRO and the possibilities offered by its growth.

This is a key role for our company as you will have a direct impact on the customer journey, and website performance whilst making sure we develop a solid “test and learn” culture in the team. building test and learn culture.)

We are looking for someone who is a smart and savvy blend of UX Strategy, CRO, and project management. You will be responsible for drawing up and implementing our CRO strategy, formulating hypotheses, translating them into effective tests and running analyses based on qualitative and quantitative data. 

Common industry tools such as Google Analytics, Google Tag Manager, Hotjar, Visual Website Optimizer or Google Optimize, among others, will be in your toolbox.

Ultimately, your analysis will determine the way in which we develop our websites, apps and platforms but most importantly the onsite sales funnel and the whole marketing funnel.

The position lies within the GED (Global Experience Design) team and you will work directly with developers and designers but most importantly you will strictly cooperate with the Growth marketing team to optimize offsite and onsite conversion paths and with the Commercial team of each market.

As a Senior CRO specialist you will contribute to the growth of the company and there is also the possibility to grow into a lead-role and to form your own team.

What you’ll do:

  • Own the web conversion strategy for our customer acquisition funnels, including web personalization and segmentation strategies across the core website and campaign landing pages.
  • Define business cases for optimization testing and prioritize test schedules based on commercial value.
  • Build strategic and actionable insights from research and work with multi-disciplinary and cross-functional teams to create tangible outcomes.
  • Audit & analyze key metrics and user behavior, identify trends and drop-off points and make recommendations to improve overall conversion rates and customer experience based on-site analytics, reports, experience, and digital best practices.
  • Build page prototypes based on approved design components, best practices, and experience. Provide requirements & recommendations for the digital product team.
  • Own the day-to-day development of test hypotheses and execution of a/b, multivariate and behavioral targeting tests across channels and markets. Develop and maintain diagnostic reporting methods to keep track of tests and progress.

What you must bring to the table:

  • At least 3 years of proven experience within qualitative and quantitative data analysis, user experience & A/B testing, with a strong, strong, strong focus on CRO skills
  • Proficiency in CRO tools such as VWO, Optimizely, or Google Optimize, Google Analytics 4 (we know is something new so a GA 360 experience is perfect), Hotjar, CrazyEgg, Mouseflow
  • Working knowledge of analytics and of tracking with tools such as Google Tag Manager
  • General knowledge of statistical concepts related to A/B testing. Bingo if these skills are synergic with a real consumer psychology approach. 
  • Experience in operating both in a strategic capacity (big-picture perspective, asks "why") and a hands-on/execution capacity (detail-oriented, conscientious)
  • Pro-activity and independence are a must
  • Knowledge of HTML, CSS and JavaScript is preferred or at least a good understanding of development logics
  • Experience with analytics and developers is a strong plus
  • Team leadership interests and ability - while not now this is an important area you will need to be interested in, in order for the department to grow.  

Bonus skills and nice to haves:

  • Experience in end-user facing digital products design or web design, especially in D2C environments
  • Experience in front-end web development.
  • Experience with advanced analytics and tracking systems is a strong plus
  • Familiarity with SQL and relational databases
  • DataViz tools such as Tableau and DataStudio


In addition to sponsoring on-the-job training to make sure you have time to keep up with new trends and technologies, we offer a number of great benefits in a great startup work environment:

  • Free WeRoad trip to the destination of your choice, every year
  • Smart-working policy 
  • Take a virtual tour at C30, our HQ, Milan
  • High end MacBook Pro or Lenovo laptop
  • Family benefits: bonuses for newlyweds and parents
  • Regular (and fun!) team events
  • Unlimited Holidays 


  • Competitive salary
  • Budget for professional development (conferences, courses, meetups)
  • Discounts and deals (ATM, Flixbus, Car2Go, CityScoot, etc.)

TYPE OF CONTRACT: Full-time, permanent or fixed-term, depending on seniority.

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