At PMI, we’re not just evolving—we’re revolutionizing. As we transition toward a smoke-free future, we’re embracing bold innovation and digital excellence. This transformation brings immense opportunity, especially in how we engage with adult consumers through smarter, science-backed alternatives to smoking.
Our Smoke-Free Product function is at the heart of this change, becoming more agile, consumer-centric, and data-driven. Within this journey, Conversion Rate Optimization (CRO) plays a pivotal role. We’re building a culture that values experimentation, continuous learning, and measurable impact—where every test is a step toward delivering better digital experiences.
As part of our growing global Digital Commerce team, you’ll help shape best-in-class personalisation journeys that drive conversion. You’ll support Web Product Owners and CX Managers in embedding CRO principles across our platform, Campaigns and Toolboxes—ensuring that every decision is backed by insight, and every improvement is validated through testing.
This is your chance to make a real difference. You’ll advocate for a test-and-learn mindset, champion data-informed decisions, and help scale a culture of experimentation across teams and markets. Together, we’ll turn insights into action and deliver meaningful change for millions of adult smokers worldwide.
About the role:
As a Conversation Rate Optimisation Manager (CRO) Manager, you’ll play a key role in supporting our Conversion Rate Optimisation team in their next phase of growth. You’ll work closely with cross-functional teams—Including UX, Analytics, Audience Insight, Category teams and our Product owners —to coordinate our updates, streamline processes, and identify opportunities to enhance the consumer journey through our personalisation strategy.
Key Responsibilities:
* Assisting the CRO Team with test ideation using tools such as GA4 and Content Square to gather insights.
* Work cross functionality with UX, Product and our Performance teams to translate insights into a/b tests and personalisation campaigns.
* Proven experience in executing personalisation journeys, not just a/b tests
* Experience working with CDP/DMP platforms to create hyper segmented customer journeys.
* Strong experience defining audience segments with data teams.
* Strong analytical mindset comfortable with data, test design, and performance metrics
* Champion a test and learn mindset across teams and markets.
* Coordinate CRO-related updates such as our team newsletter.
* Track and manage market-specific requests and ensure timely communication of updates.
* Maintain and update internal documentation, including our dedicated SharePoint site and our Jira & Confluence space.
* Prepare regular status roadmap reports for internal stakeholders.
* Assist with administrative and business support tasks as required.
What We’re Looking For:
* 5+ years of experience in E-commerce, with a strong focus on personalisation
* Excellent written and verbal communication skills with the ability to communicate technical tools and processes to non-technical teams and stakeholders.
* Excellent PowerPoint skills- able to design engaging slides that tell a story.
* Ability to work independently and manage multiple projects effectively.
* A collaborative team player who is adaptable and proactive.
* Experience working with third party vendors or agencies (Desirable)
* Knowledge of a/b testing tools such as Adobe Target/ Optimizely (Desirable)
Key things to know before you apply:
* If you have been in your current job for less than 12 months or if you are on a Performance Improvement Programme, you must get the approval of your current manager before applying for the job.
* If you are not a PMI employee and employed by an agency, please make a formal application via the external career site at
* To find out more about eligibility to apply for internal jobs, please refer to the Open Sourcing Employee Guidebook on the Internal Careers Portal.
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