Senior Digital Experience Manager

The Senior Digital Experience Manager is responsible for driving commercial digital performance across the Spire corporate website and OrthTeam Centre website. The role leads conversion rate optimisation (CRO), website experimentation, and personalisation strategies to improve consultant and private GP online bookings, enquiries, and online conversion outcomes.

Working closely with marketing, digital, analytics, and product teams, the postholder will own the testing roadmap, deliver A/B and multivariate experiments, develop audience segmentation and personalisation programmes, and use data-driven insights to optimise the user experience and maximise commercial performance across key digital journeys.

Responsibilities

Web Experimentation

• Design, implement, and scale a structured experimentation programme (A/B, multivariate testing, personalisation) to drive digital commercial performance
• Prioritise testing opportunities using data, customer insights, and commercial impact
• Establish experimentation best practices, governance frameworks, and success metrics
• Analyse experiment outcomes and communicate actionable recommendations to stakeholders.

Personalisation

• Develop and own the digital personalisation strategy, creating a roadmap that enhances conversion and commercial performance across key digital journeys.
• Identify and define high-value audience segments using behavioural, demographic, transactional, and customer data to deliver more relevant and personalised experiences.
• Lead the end-to-end delivery of personalisation programmes, from opportunity identification through to implementation, measurement, and optimisation.
• Manage and optimise personalisation technologies, AI capabilities, and platforms, ensuring effective audience targeting, content delivery, and measurement capabilities.
• Drive continuous improvement of personalisation programmes through ongoing analysis, segmentation refinement, and optimisation of customer experiences across digital touchpoints.

Digital Optimisation

• Own and evolve the CRO strategy, delivering continuous improvements in conversion rates, online booking volumes, and enquiries
• Develop and execute a digital optimisation strategy aligned to business and customer objectives.
• Define and manage optimisation KPIs and success measures.
• Establish a continuous improvement framework across the Spire corporate website and Orth Team Centre website and digital patient journeys.

Digital Insight & Analysis

• Analyse customer journeys, conversion funnels, and digital engagement patterns.
• Use patient feedback, usability research, and analytics data to support optimisation activities.
• Establish governance models for experimentation, personalisation, and Opal AI.
• Oversee the design and governance of data integrations between the website and key enterprise systems, including CRM, CDP, CMS, analytics, and automated marketing technology platforms.

Orth Team Centre

• Own the commercial digital performance of the OrthTeam Centre website, with accountability for delivering agreed online bookings, enquiries, and conversion targets.
• Develop and execute a data-driven optimisation strategy to improve key commercial KPIs across the customer journey, from acquisition through to enquiry and conversion.
• Monitor, analyse, and report on website performance, identifying opportunities to increase traffic quality, conversion rates, and commercial return on digital investment.

Skills and experience

• Experience in delivering measurable improvements in conversion, engagement, and online commercial performance through data-driven optimisation.
• Hands-on experience designing, managing, and analysing A/B tests, multivariate tests, and experimentation programmes at scale.
• Strong experience developing and executing digital personalisation strategies, from audience segmentation and use case development through to delivery and performance measurement.
• Experience with Optimizely Web Experimentation, including test setup, audience targeting, experimentation governance, statistical analysis, and optimisation reporting.
• Experience using Optimizely Data Platform (ODP) to develop audience segments, activate customer data, and deliver personalised digital experiences.
• Experience defining and reporting against digital KPIs, conversion funnels, customer journeys, and commercial performance metrics.
• Excellent stakeholder management and communication skills, with the ability to present recommendations and results to senior leadership.
• Strong project and prioritisation skills, managing multiple initiatives simultaneously in a fast-paced environment.
• Familiarity with UX research methodologies, including user testing, session replay, heatmaps, and customer feedback tools.

Benefits:

• 35 days annual leave inclusive of bank holidays
• Employer and employee contributory pension with flexible retirement options
• ‘Spire for you’ reward platform - discount and cashback for over 1000 retailers
• Free wellness screening
• Private medical insurance
• Life assurance