CRO Manager - Paid Acquisition | Betty CA
Betty · London
About us:
Betty is an innovative entertainment company pioneering at the intersection of real-money online casinos and casual mobile gaming.
Betty Canada is a scale up company accredited by the Alcohol and Gaming Commission of Ontario (AGCO) as a B2C operator in February 2023, we've set a new standard in the industry.
Our mission is to redefine the online casino experience by offering a uniquely transparent environment where players can relax, unwind, and enjoy themselves safely. We are committed to accessibility, fairness, and inclusivity, fostering a community of like-minded individuals who value ethical gaming practices and prioritize our players' safety and enjoyment above everything else.
Our Values:
- We are honest - we value honesty in all aspects.
- Bring the Olives - we offer premium customer experience.
- Think Big - we believe in always striving for more.
About the role
We're looking for a senior, hands-on CRO Manager focused on Paid Acquisition to improve the conversion efficiency of the traffic we acquire across Web, iOS and Android.
The role owns the experience immediately after the ad click: creating, testing and improving paid landing pages, web experiences and App Store Custom Product Pages so that more of the users we pay to reach take the next step.
You'll work closely with the User Acquisition, Creative, Design, Product and Analytics teams to connect ad message, audience and post-click experience, identify conversion opportunities and systematically test them.
Key Responsibilities
- Own paid landing page conversion: build and continuously optimize Unbounce landing pages for paid campaigns across Google, Meta and other acquisition channels, with the goal of increasing visitor-to-registration-start conversion.
- Own ad-to-landing-page continuity: ensure messaging, creative concepts, offers and user expectations carry consistently from the ad into the landing experience.
- Build tailored landing experiences: create and test different experiences by traffic source, campaign, audience, creative concept, device and market where segmentation can improve performance.
- Own App Store CRO for paid traffic: create, test and optimize Apple Custom Product Pages and equivalent Google Play experiences aligned with specific campaigns, audiences and creative concepts.
- Run web page CRO for paid users: design and execute A/B tests on web pages experiences shown to paid traffic, including messaging, hierarchy, offers, CTAs, content and page structure.
- Own the experimentation pipeline: use acquisition and funnel data to identify opportunities, develop hypotheses, prioritize experiments and maintain a structured testing roadmap.
- Measure commercial impact: evaluate experiments not only on immediate conversion rate but also on downstream acquisition metrics and user quality, ensuring improvements translate into better overall UA performance.
- Work closely with UA teams: identify underperforming traffic segments, understand differences between channels and audiences, and develop CRO initiatives that improve the efficiency of paid media spend.
- Partner with Creative and Design: translate learnings from ads and landing-page experiments in both directions, helping identify which messaging, propositions and concepts resonate best with users.
- Own test analysis and learnings: define success metrics and guardrails before launch, analyze results, document validated learnings and ensure successful tests are scaled across relevant campaigns.
Requirements
- Hands-on experience in CRO, growth, experimentation, performance marketing or digital acquisition, ideally in a high-volume digital business.
- Strong experience building and optimizing paid landing pages, with hands-on experience using tools such as Unbounce or similar platforms.
- Strong understanding of the relationship between paid media, creative, audience targeting and landing-page conversion.
- Experience designing and analyzing A/B tests, including hypothesis creation, prioritization, statistical interpretation and experiment read-outs.
- Strong analytical skills and experience working with tools such as GA4, Tableau and/or similar analytics platforms.
- Understanding of mobile acquisition journeys and App Store / Google Play conversion optimization. Experience with Apple Custom Product Pages is a strong advantage.
- Strong understanding of UX, messaging hierarchy, conversion psychology and how users behave after clicking an advertisement.
- Comfortable working closely with designers while also being able to independently create, modify and launch landing-page experiments.
- Ability to connect CRO improvements to broader UA metrics rather than optimizing conversion rates in isolation.
- Strong communication skills and the ability to work closely with User Acquisition, Creative, Design, Analytics and Product teams.
- Experience in iGaming, gaming, fintech, e-commerce or another performance-marketing-heavy industry is a strong advantage.
What we offer:
- Competitive salary
- Premium Health insurance
- Career and skills development opportunities
- Fun and collaborative team environment
- New modern office space