Who We Are:

Since 1906, New Balance has empowered people through sport and craftsmanship to create positive change in communities around the world. We innovate fearlessly, guided by our core values and driven by the belief that conventions were meant to be challenged. We foster a culture in which every associate feels welcomed and respected, where leaders and creatives are inspired to shape the world of tomorrow by taking bold action today. At New Balance, We Got Now.


We are seeking a highly analytical CRO Lead to sit within the EMEA Direct to Consumer organisation, headquartered in Houthavens in Amsterdam. Reporting to the Customer Experience Manager, this role is responsible for optimising the experience to drive meaningful impact in the consumer’s end-to-end browsing and shopping experience based on data and insight as well as personalisation.

In this position, you will be driving our testing initiatives with a focus on improving onsite KPIs like conversion and profitability. You’ll utilise your proficiency in A/B Testing methodologies across devices and channels together with our global stakeholders in the US. As CRO Lead, you will be responsible for ideating, planning, implementing, and analysing A/B tests and campaigns at a localised level, using a host of data and testing platforms. You’ll also act as a beacon of excellence, sharing our learnings throughout the Digital team as well as with the greater organization.

This is a key role within the Ecommerce team as you will directly impact the customer journey and website performance and be at the core of a test-and-learn culture within the company.


  • Own and manage the end-to-end testing process from developing business cases, gathering technical specifications, ensuring accurate tagging/tracking, and setting up and executing the tests to drive the maximum return on investment for the EMEA Ecomm business.
  • Collaborate with Global Product Managers and Global UX team to co-create the development roadmap and inform the global team about upcoming experiments. Identify potential testing conflicts and coordinate the timing of execution with other teams.
  • Managing one CRO Assistant to aid in analysing test performance, providing insights to enhance customer journeys or product categories gleaned from these analyses, and making informed recommendations for improvement.
  • Collaborate with EMEA Ecommerce CX, Marketing, Trade, and Buying and Planning teams to identify key opportunities to apply hypotheses from the testing roadmap.
  • Manage an optimization library to document test learnings and share with the wider Digital team, translating insights into best practices and next steps for other teams to action upon.
  • Act as an ambassador for testing across EMEA teams to drive a testing and optimization mindset by leading regular A/B Testing planning meetings, democratising learnings, and representing the Ecommerce team across business workstreams.
  • Own and manage the relationships with our partnered optimisation tools, Optimizely and Content Square, as well as maximising the utilisation of the tools.
  • Conduct in-depth analysis of market performances, channel user journeys, page performances, and deliver succinct, meaningful insights and actionable recommendations.


  • 5+ years’ experience in Conversion Rate Optimisation, User Experience, or in similar role in a retail brand or an agency.
  • Creative and energetic team player who has a passion for Experience Optimization, AB Testing, and Personalisation.
  • Experience with using Optimization tools such as Optimizely, AB Tasty, or Adobe Target.
  • Highly proficient with Google Analytics, Content Square, heat-mapping, and playback session solutions.
  • Strong statistical background to understand the significance, sample size, and frequentist methodologies.
  • Basic HTML/CSS, JavaScript experience and a good understanding of Google Analytics tag and event tracking.
  • Experience with Salesforce Commerce Cloud and Einstein A/B test functionalities is a plus
  • Detail-oriented with excellent organizational and project management abilities.
  • Strong ability to develop influential and collaborative relationships with the key stakeholders and the team.
  • Excellent knowledge of usability best practices and application to Ecommerce environment.
  • Team player.
  • Experience managing people and multiple stakeholders.


  • Discretionary Bonus Opportunity
  • Discount on the health insurance
  • 8% holiday allowance
  • Flexible Working Hours
  • Pension Scheme
  • 25 days Annual Leave per year
  • Up to €250 travel allowance each month
  • Hybrid working
  • Employee Discount
  • Work from-home allowance
  • Home working equipment
  • Sports subscription via OneFit
  • Opportunity to work abroad for four weeks per year
  • Wellbeing and Mental Health Benefit (24/7 Employment Assistance Program & Support)

Equal Opportunity Employer:

New Balance is committed to equality of opportunity for all current and prospective associates regardless of age, disability, race, religion or belief, gender, sexual orientation, pregnancy and maternity, marriage and civil partnership and gender reassignment.  We are an equal opportunity employer and support a culture of diversity and inclusion.

If you have not already done so, please let us know if you require any support so we can make the right adjustments and considerations should they be required.

Job Overview
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