Experience Optimisation (XO) Lead

The role 

UNRVLD is looking for an experienced XO Lead to sit at the heart of our evolving Experience Optimisation practice — growing and managing a team of XO Consultants, owning day-to-day delivery quality, and acting as the senior practitioner on our most complex client accounts. 

This is a hands-on leadership role with a genuinely modern brief. You will be the connective tissue between strategic direction (set by the Head of XO) and delivery (executed by the XO Consultant team). You will lead and run experimentation programmes, lead senior client relationships, and play a central role in shaping how UNRVLD evolves the XO practice and incorporates AI across the XO service — both as a tool for how we work and as a capability we build into what we deliver for clients. 

What you will do 

• Own delivery quality on XO client accounts — manage the end-to-end process of experimentation programmes, ensuring programmes are rigorous, statistically sound, and consistently excellent, including where AI tools contribute to variant creation, research synthesis, or results analysis 

• Act as the senior day-to-day client contact on key accounts, running and evolving strategically aligned programmes and presenting findings clearly and confidently to senior client stakeholders, leading the discovery of conversion opportunities through data analysis and hypotheses development 

• Work with the Head of XO in embedding and governing UNRVLD's standards for AI use within XO delivery — which tools, for which tasks, with what level of human review — and evolve those standards as the tooling landscape moves 

• Work with the Head of XO to evolve how analytics, CRO, SEO, and personalisation work together — contributing to joined-up insight, coordinated test planning, and a single client narrative and optimisation roadmap 

• Evaluate new AI tools relevant to XO delivery — from LLMs for research synthesis to AI-assisted features in experimentation platforms to ML-driven personalisation — and make practical recommendations on adoption 

• Support the Head of XO on new business pitches — shaping proposed approaches, contributing to programme design, and helping to articulate the AI dimension of the XO proposition 

• Identify opportunities to deepen and expand client programmes, surfacing signals to the Head of XO 

• Line manage and develop a team of XO Consultants (CRO, Personalisation, Data analytics) — running 1:1s, reviewing work, coaching on methodology, and building genuine AI fluency across the team 

What we are looking for 

Essential 

• 3–5 years in CRO, experimentation, personalisation, or digital optimisation, with experience managing and developing line reports 

• Strong experimentation methodology — confident designing tests, interpreting results, and challenging statistically unsound practice 

• Practical familiarity with AI tools in a professional context — you are already using LLMs, AI-assisted platform features, or similar tools in your day-to-day work, and you have a considered view on where they add value and where they need scrutiny 

• Direct client management experience — comfortable leading programme reviews and presenting to senior stakeholders 

• Hands-on experience with experimentation and personalisation platforms such as Sitecore, Optimizely, VWO, or equivalent 

• Working knowledge of analytics tools — GA4 and/or Adobe Analytics / Quantum Metrics, and behavioural analytics tools such as HotJar / UserTesting — and the ability to independently pull, synthesis and interpret data 

• A collaborative working style — able to work effectively across CRO, SEO, UX, data, and personalisation disciplines and effectively manage workloads with PMs 

• Agency background with multi-client experience 

Desirable 

• Experience evaluating or adopting AI tools within a delivery team — not just using them personally, but thinking about standards, governance, and team capability 

• Understanding of how ML-driven decisioning and AI-powered personalisation differ from rules-based approaches 

• Experience working within or alongside an SEO team, with an understanding of how search intent connects to on-site experience 

• Exposure to personalisation platforms or audience segmentation approaches and experience designing and running personalisation programmes 

About you 

You are a strong CRO practitioner who is ready to lead — and who has a genuinely curious, practical relationship with AI and its integration into the XO space. 

You have the deep knowledge on CRO and experimentation methodology, a laser focus on client ROI, you are engaging and confident with clients, you have the appetite to develop people, and you are meticulous in your planning and delivery. You are interested in building and evolving something special — a team, a way of working, a practice that far surpasses our competitors.  

You do not need to have all the answers on AI in XO. But you need to be the person in the room who is asking the right questions about it. 

Location and working 

• Your local office: London.

• Hybrid working. 

• Some client travel required.