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Melbourne
Full-time

Conversion Rate Optimisation and Web Marketing Manager

Web marketing for a web-based company. Read more about our first conversion rate optimisation role to improve our sales and marketing funnel.

Hi, we're Mr Yum 👋

Hospitality & entertainment are tough industries where margins are slim and even more challenging now through COVID. We started Mr Yum at the end of 2018 to help venues make the numbers work.

The past 12 months have seen an astronomical 27x business growth for us, now at 65 full-time staff and hundreds of millions in transactions, with over 10M global users. bitly.com/mryum-2020 

Mr Yum empowers businesses to own and understand their customers, increase spend and allow their staff to focus on meaningful interactions rather than transactional ones.

With your help, we have ambitious goals to scale the business (locally & internationally!) by building the most beautiful, powerful tools for our customers. Our B2B customers range from national venue groups including Australian Venue Co, Sydney Airport, stadiums all the way to boutique hotels and family-run cafes and restaurants.

Our team is made up of over 60 kind and driven humans working out of Melbourne, Sydney, Brisbane, Los Angeles, London and The Philippines. We’re hiring this role for our beautiful Melbourne HQ — where we’re enjoying a mix of WFH and time collaborating in the office.

About the position

Reporting to the Head of Marketing, this role will take ownership for managing, testing and implementing conversion points in the marketing and sales funnel. We’re a web-based company, so it’s natural that optimisations to our website are a priority for Mr Yum’s growth.

From keeping customers aware of features, to launching new markets and keeping it all tied in a neat bow with advanced reporting, Marketing is an integral part of growth at Mr Yum. This role is ideal if you're an experienced conversion specialist brimming with ideas for how to improve our conversion rate. 

We really believe in the impact of incremental tweaks. The beauty of is that you are doing more with what you already have. The challenge is being able to find evidence, test theories, and make expert calls to deliver business decisions. 

We back you to come in and show us what we’re missing out on! The insights gathered from your testing activities will support a range of performance optimisations, web improvements, marketing campaigns, and customer experience enhancements. This means high visibility and high impact, with heaps of room for career growth on the team. 

Responsibilities

We're looking for the person in this role to:

  • Optimise user journeys with a view to improve customer acquisition & retention. You’ll increase our conversion rate and show us where we’ve been going wrong, we’re not precious! 
  • Work with detailed online and offline data to execute a roadmap of experiments to optimise conversion rates and customer experience journeys across web.
  • Connect these optimisations to our CRM, HubSpot, so that we can clearly track impact on Venue Applications and lead gen marketing. 
  • Work with the Digital Marketing Manager to optimise landing pages, website calls-to-action (CTAs), and lead-generating forms, including A/B testing.
  • Collaborate with our Digital and Content team members responsible for blogging, email, social media, in order to optimise each conversion path. Be a trusted voice for what actions customers take and why.
  • Optimise the lead-to-customer conversion rate by identifying potential blockages or leakage in the Marketing and Sales funnel.
  • Work collaboratively to understand the end-to-end customer journey and make recommendations regarding website design and user experience.

If we'd worked with you in the past 6 weeks, you would have been involved with:

  • Driving improvements in the customer conversion funnel such as A/B testing different ‘Apply here’ CTAs.
  • Mapping out the customer journey for our new website, ensuring it’s easy for venues to 1. Find out more about us and 2. Apply. 
  • Got to know the product by building your own menu and sitting on go-live calls with the best Australian venues.

If we'd worked with you in the past 8 weeks, you would have been involved with:

Required skills

About you 

  1. You care deeply about the hospitality and entertainment industry We’ve built our reputation within the industry on our team’s deep commitment to the industry, so you’ll need this in spades ♠
  2. You eat data for breakfast 🍳 Strategic and business-minded - you find trends in your data and look for the “so what”. Your attention to detail makes for an immaculate campaign set up.
  3. You’re a do-er and accountable teammate You’re used to (or keen to get used to!) working in a small but mightily supportive crew, taking 100% ownership. You understand the bottom line and what impact you have on the business, and this motivates you to prioritise and execute the right tasks and work independently to #getsh*tdone.
  4. You’re a subject matter expert You’ll know what's new, and blow us away with the latest knowledge (we’re all ears!). You want to work with a team that is collaborative, no-ego, and focused on delivering results with cross-functional teams.

Technical Skills 

  • Past experience with web analytics, A/B testing, and inbound marketing tactics
  • Proficient using smart CTAs and smart form features to optimise for lifecycle stage and progressively profile our leads
  • Minimum 3 years of CRO experience working, preferably client side  
  • Understanding of web analytic tools to analyse the customer journey (like Oribi or Google Analytics) and customer behaviour (Hotjar etc)
  • Proficient in  HTML/CSS/JavaScript languages
  • Understanding of SEO principles and best practices

Nice to have

  • Past entrepreneurial or startup experience
  • Past hospitality and/or entertainment experience  
  • Success working in cross-functional teams, hitting targets
  • Global marketing experience and strong understanding of international market trends

Benefits

Expect autonomy and responsibility, solving problems you've never imagined existed, in a fast-paced growth environment. We work with impact, surrounded by amazing people who love what they do. 

Mr Yum offers a flexible working environment with the option to take extra unpaid leave and day-to-day work times to suit your routine. Our team enjoys a mix of WFH and in-office collaboration. 

All employees have the opportunity to become ‘owners’ of Mr Yum by participating in our competitive employee share option plan. Our sunny Collingwood office is home to a gym, rooftop, stocked drinks fridge and the best new equipment to set you up for success.

Diversity and Inclusion Commitment: 

We’re committed to growing and empowering an inclusive Mr Yum community. That’s why we actively encourage applications from candidates from all backgrounds, experiences, and perspectives. If you require accessibility assistance at any stage of the process, please let us know.

Apply for this position