Senior UX/UI Designer (CRO)

📍 Job Overview

Job Title: Senior UX/UI Designer (CRO)

Company: VML Enterprise Solutions

Location: London, England, United Kingdom

Job Type: Full-Time

Category: Marketing Operations / UX/UI Design / Product Design

Date Posted: 2026-06-15

Experience Level: Mid-Senior Level (5-10 years)

Remote Status: Hybrid

🚀 Role Summary

• Lead end-to-end UX/UI design for A/B and multivariate testing, focusing on conversion rate optimization (CRO) to drive business growth.

• Craft high-performing digital experiences and landing pages across desktop and mobile, leveraging user data and behavioral analytics.

• Design and optimize unique user journeys for a portfolio of sub-brands, balancing brand customization with core design system architectures.

• Collaborate closely with CRO strategists, web analysts, and developers within an agile squad to manage multiple experimentation pipelines.

📝 Enhancement Note: This role is deeply embedded within a CRO squad, indicating a strong emphasis on data-driven iteration and performance measurement. The "Senior" title suggests leadership in design strategy, mentorship capabilities, and the expectation of driving significant impact through optimized user experiences. The hybrid nature implies a need for strong self-management and effective remote collaboration tools.

📈 Primary Responsibilities

• Spearhead the UX/UI design process for A/B testing, multivariate testing, landing page development, and ongoing optimization initiatives across web and mobile platforms.

• Develop comprehensive user flows, interaction models, wireframes, and interactive, high-fidelity prototypes tailored for experimentation and user validation.

• Create pixel-perfect UI designs that adhere to and enhance client brand guidelines, employing persuasive design patterns, psychological triggers, and clear conversion-focused hierarchies.

• Work with and support tokenized design systems (DS) to ensure scalable, efficient, and consistent component application across a multi-brand environment.

• Design, optimize, and maintain unique, tailored user journeys for the client's portfolio of sub-brands, ensuring distinct visual identities and experiences while adhering to core design system architectures.

• Focus on optimizing landing page layouts, micro-interactions, persuasive copywriting placement, and checkout/signup funnels to systematically minimize user friction.

• Translate user feedback, testing data, and statistical results from A/B tests into actionable, iterative design recommendations for continuous improvement.

• Ensure all experiment designs are technically feasible and collaborate closely with front-end developers during implementation, providing detailed specifications and reviewing builds to ensure high-fidelity execution of tests.

• Actively contribute to and maintain conversion-oriented design libraries, templates, and documented best practices to scale optimization efforts across the team and client portfolio.

📝 Enhancement Note: The responsibilities highlight a full-cycle design ownership within a CRO context, from ideation and prototyping to implementation oversight and iteration based on performance data. The emphasis on "multi-brand navigation" and "tokenized design systems" suggests a complex client environment requiring sophisticated design system management and brand adaptation skills.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a Bachelor's degree in Design, HCI, Computer Science, or a related field, or equivalent practical experience, is typically expected for a senior-level role in UX/UI design.

Experience: 5-10 years of progressive experience in UX/UI design or Product Design, with a demonstrated focus on conversion optimization and data-driven design.

Required Skills:

• Tokenized Design Systems (DS) Mastery: Deep understanding of working with and leveraging tokenized design systems (design tokens in Figma) to manage styling variables, thematic brand changes, and cross-platform consistency efficiently.

• Multi-Brand Navigation: Proven ability to design distinct and unique user journeys for a client's various sub-brands, striking the perfect balance between brand customization and core systemic rules.

• Figma & Prototyping Proficiency: Exceptional proficiency in Figma, with the ability to create structured, scalable design files, component libraries, and realistic prototypes for testing.

• Mastery of UX & Conversion Principles: Deep understanding of user psychology, persuasive design, usability standards, responsive layouts, and platform-specific UX/UI guidelines.

• Technical Understanding: Solid understanding of front-end capabilities (HTML, CSS, and basic JavaScript limitations) to ensure your optimization designs are technically feasible and performant.

• Collaboration & Agility: Strong communication skills, with a collaborative mindset, comfortable presenting design rationale to stakeholders and working in fast-paced agile development/testing cycles.

• Accessibility & Performance: Strong understanding of web accessibility (WCAG) and page performance considerations to design fast, inclusive, and seamless experiences.

Preferred Skills:

• Conversion Rate Optimisation (CRO) Experience: Direct experience designing for A/B testing, personalization, CRO, or landing page optimization, particularly where design decisions were informed by user insight, performance data, or test learnings.

• Digital Commerce & Product Context: Experience designing high-converting experiences for e-commerce, transactional websites, lead-generation pages, or digital products.

• User Flow Development & Interaction Design: Ability to map complex user journeys and design intuitive interaction models.

• Web Analytics Interpretation: Familiarity with interpreting data from web analytics tools (e.g., Google Analytics, Adobe Analytics) to inform design decisions.

📝 Enhancement Note: The emphasis on "Tokenized Design Systems" and "Multi-Brand Navigation" are critical differentiators for this role. Applicants should be prepared to showcase specific examples in their portfolio of how they've managed and utilized design tokens for thematic changes and designed for distinct sub-brands within a larger ecosystem.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive portfolio is a mandatory requirement.

• Showcase a clear, end-to-end design process, explicitly detailing how user insights, performance data, or test hypotheses were leveraged to design landing pages, optimized user flows, and successful A/B test variations.

• Include case studies that demonstrate your ability to work with and adapt to tokenized design systems, showcasing how design tokens were used to manage styling and thematic changes.

• Present examples of designing for multiple sub-brands within a larger client framework, highlighting how brand consistency and unique sub-brand experiences were balanced.

• Demonstrate experience with Figma, including structured, scalable design files, component libraries, and interactive prototypes used for testing and validation.

• Clearly articulate the impact of your design decisions, ideally with quantifiable results from A/B tests or optimization initiatives. Process Documentation:

• Showcase examples of user flow mapping and interaction design documentation.

• Include wireframes and high-fidelity mockups that illustrate your design problem-solving approach.

• If applicable, provide examples of how you have documented design system components or guidelines for tokenized systems.

• Demonstrate how you translate testing data and user feedback into actionable design iterations.

📝 Enhancement Note: The portfolio is paramount for this role. It needs to go beyond standard UX/UI work and specifically highlight expertise in CRO, A/B testing, and complex design system management (especially tokenized systems) within a multi-brand context. Quantifiable results are highly valued.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for a Senior UX/UI Designer with CRO specialization in London, England, the estimated annual salary range is between £60,000 and £85,000. This estimate considers the experience level (5-10 years), the specialized CRO focus, and the cost of living in London.

Benefits:

• Discretionary Bonus Scheme: Potential for performance-based bonuses.

• Training Opportunities: Investment in professional development and skill enhancement.

• Competitive Pension Scheme: Employer contributions to retirement savings.

• Medical Insurance: Comprehensive health coverage for employees.

• Life Assurance: Financial protection for dependents.

• Social Events: Opportunities for team building and networking.

• Holiday Buy and Sell Options: Flexibility in managing annual leave.

• Family Friendly Policies: Support for employees with family responsibilities.

• Retail Discounts: Access to various discounts with retailers.

Working Hours: Approximately 40 hours per week, with a hybrid work arrangement. Specific daily hours may be flexible, but core collaboration times within the CRO squad will need to be observed.

📝 Enhancement Note: The salary estimate is based on research of senior-level UX/UI and CRO roles in London, taking into account the specialized skills required. The provided benefits are comprehensive and typical for a large agency environment.

🎯 Team & Company Context

🏢 Company Culture

Industry: Marketing & Advertising / Digital Transformation / Enterprise Solutions. VML operates within the broader WPP network, a global leader in marketing and communications services. The Enterprise Solutions division specifically focuses on delivering complex digital experiences for large organizations.

Company Size: VML is part of WPP, a massive global organization with 26,000+ employees. The Enterprise Solutions division likely comprises several thousand experts across 55+ markets. This role is within a specific CRO squad, suggesting a smaller, focused team dynamic within the larger company structure.

Founded: VML was founded in 1992, and WPP has a longer history (founded in 1982). This indicates a company with established processes, a global footprint, and deep industry experience.

Team Structure:

• The role is embedded within a "dynamic, flexible team" and a "dedicated CRO squad." This implies a cross-functional team structure comprising UX/UI Designers, CRO Strategists, Web Analysts, Product Managers, and Front-end Developers.

• Reporting structure is likely to a Design Lead or Head of CRO within the Enterprise Solutions division, with direct collaboration with CRO Strategists and Product Managers.

• Cross-functional collaboration is a core component, with frequent interaction between design, strategy, analytics, and development functions to manage experimentation pipelines. Methodology:

• Data Analysis and Insights Methods: Heavy reliance on user data, behavioral analytics, and A/B/multivariate testing results to inform design decisions and drive optimization.

• Workflow Planning and Optimization Strategies: Agile methodologies are implied by the "fast-paced, agile squad environment," focusing on iterative design and continuous improvement.

• Automation and Efficiency Practices: The use of "tokenized design systems" points towards a focus on efficiency, scalability, and consistency through automated component management.

Company Website: https://www.vml.com/

📝 Enhancement Note: The company culture is framed around WPP's core values of Heart, Brains, and Courage. For this role, "Brains" (for innovation and complex problem-solving) and "Courage" (for advocating bold solutions and embracing experimentation) are particularly relevant. The scale of VML/WPP offers stability and extensive resources, while the squad structure provides a more focused, agile working environment.

📈 Career & Growth Analysis

Operations Career Level: This is a Senior UX/UI Designer role with a specialized focus on CRO. It sits beyond entry-level and mid-level positions, requiring independent work, strategic input, and potentially mentorship of junior designers. The scope involves end-to-end design ownership for optimization initiatives, implying a significant level of responsibility and impact.

Reporting Structure: The Senior UX/UI Designer will likely report to a Design Lead, Head of CRO, or a similar management role within the Enterprise Solutions division. They will work closely with CRO Strategists, Web Analysts, Product Managers, and Front-end Developers in a collaborative team setting.

Operations Impact: This role directly impacts revenue and business growth by optimizing user experiences to increase conversion rates across client websites and digital products. The design decisions made will have a measurable effect on key performance indicators (KPIs) such as conversion rates, average order value, lead generation, and customer engagement.

Growth Opportunities:

• Operations Skill Advancement: Deepen expertise in CRO, A/B testing methodologies, user psychology in conversion, and advanced design system management.

• Leadership Development: Potential to lead design efforts on larger client projects, mentor junior designers, and contribute to the strategic direction of CRO initiatives.

• Specialization: Further specialize in areas like e-commerce optimization, personalization strategies, or complex multi-brand design system implementation.

• Cross-functional Exposure: Gain deeper understanding of web analytics, product management, and front-end development through close collaboration.

📝 Enhancement Note: The growth path for this role is strongly tied to specialization within the high-demand field of CRO and advanced design systems. It offers a clear trajectory for becoming a subject matter expert and potentially moving into leadership roles where strategic design direction is key.

🌐 Work Environment

Office Type: Hybrid. This means employees are expected to work from the London office for a portion of the week and remotely for the remainder. This offers a balance between in-person collaboration and flexibility.

Office Location(s): London, England, United Kingdom. Specific office address details are not provided but are typically available upon inquiry or during the interview process. London offers a vibrant, professional environment with excellent transport links.

Workspace Context:

• Collaborative Environment: The role is part of a CRO squad, indicating a highly collaborative workspace where designers work closely with strategists, analysts, and developers. Expect an environment that encourages discussion, brainstorming, and co-creation.

• Operations Tools and Technology: Access to industry-standard design tools like Figma, prototyping software, and potentially collaboration platforms like Slack or Microsoft Teams. The team will also utilize web analytics and A/B testing platforms.

• Operations Team Interaction: Regular team meetings, stand-ups, design reviews, and sprint planning sessions will facilitate interaction and knowledge sharing within the CRO squad and potentially with broader design or enterprise teams.

Work Schedule: Standard full-time working hours (approx. 40 hours/week). The hybrid arrangement provides flexibility, but adherence to team sprint schedules and client needs will be essential.

📝 Enhancement Note: The hybrid model in London suggests a modern work environment that balances flexibility with the need for in-person collaboration, which is crucial for agile CRO squads. Candidates should be comfortable with both remote and in-office dynamics.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your CV and portfolio to assess qualifications and experience against the job requirements, with a focus on CRO and design system expertise.

• Portfolio Presentation & Discussion: You will likely be asked to present a selection of your work, focusing on case studies that demonstrate your CRO experience, data-driven design process, and proficiency with tokenized design systems. Be prepared to articulate your design rationale, the problem you were solving, your process, and the impact of your solutions.

• Technical/Skills Assessment: This might involve a design challenge or a discussion about your technical understanding of front-end capabilities, accessibility, and performance.

• Behavioral & Cultural Fit Interview: Questions will assess your collaboration style, problem-solving approach, alignment with VML's core values (Heart, Brains, Courage), and your ability to thrive in an agile, cross-functional team.

• Final Interview: Potentially with senior leadership to discuss strategic fit and long-term potential.

Portfolio Review Tips:

• Highlight CRO Impact: Prioritize case studies that clearly demonstrate how your design work has directly led to improved conversion rates or other key performance indicators. Use data and metrics to support your claims.

• Showcase Design System Mastery: Include examples of how you've worked with or implemented tokenized design systems, explaining the benefits and challenges. Demonstrate your ability to manage design tokens and create scalable, thematic designs.

• Multi-Brand Design Examples: If possible, include projects where you designed for different sub-brands, showing how you balanced brand identity with systemic consistency.

• Process Clarity: Clearly outline your design process for each case study, from research and ideation to prototyping, testing, and iteration. Explain your rationale behind key design decisions.

• Figma Proficiency: Ensure your Figma files are well-organized and demonstrate your ability to create reusable components and structured design systems.

• Conciseness: Be prepared to walk through your portfolio efficiently, focusing on the most relevant projects for this specific role.

Challenge Preparation:

• Anticipate design challenges that involve optimizing a landing page for a specific conversion goal, or redesigning a user flow to improve efficiency.

• Be ready to articulate your approach, considering user data, CRO principles, and technical constraints.

• Practice presenting your solutions clearly and concisely, explaining your design decisions and how they address the challenge.

📝 Enhancement Note: The interview process will heavily scrutinize your portfolio for tangible evidence of CRO success and advanced design system skills. Be prepared to defend your design choices with data and demonstrate a deep understanding of conversion psychology.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for wireframing, UI design, prototyping, and managing design systems, including design tokens.

• Prototyping Tools: Proficiency with Figma's prototyping features is expected.

• Design Systems: Experience working with and contributing to tokenized design systems.

Analytics & Reporting:

• Web Analytics Platforms: Familiarity with tools like Google Analytics, Adobe Analytics, or similar platforms to interpret user behavior and test results.

• A/B Testing Platforms: Experience with platforms such as Optimizely, VWO, Google Optimize, or similar for experiment design and analysis.

CRM & Automation:

• While not explicitly stated as a primary requirement for this design role, an understanding of how design impacts CRM and automation workflows (e.g., lead generation forms, customer onboarding) would be beneficial.

📝 Enhancement Note: Figma is the cornerstone tool for this role. Proficiency in A/B testing platforms and web analytics interpretation is crucial for informing design decisions and measuring impact.

👥 Team Culture & Values

Operations Values:

• Heart: Empathy and trust are fostered, leading to genuine connections and human-centric work. This applies to client interactions, team collaboration, and user experience design.

• Brains: Relentless curiosity and collaborative intelligence are valued for solving complex challenges. This role requires analytical thinking, problem-solving skills, and a data-driven approach to design.

• Courage: Employees are inspired to speak up, embrace experimentation, and advocate for bold solutions. This is critical for proposing design variations and championing optimization initiatives.

Collaboration Style:

• Cross-functional Integration: Seamless collaboration with CRO Strategists, Web Analysts, Product Managers, and Front-end Developers is central to the CRO squad's success.

• Process Review Culture: An iterative approach where designs are constantly refined based on data and feedback is expected.

• Knowledge Sharing: Active participation in sharing insights, best practices, and learnings within the team and potentially across the broader VML organization.

📝 Enhancement Note: The company's core values are directly applicable to the responsibilities of a CRO designer. Empathy for users (Heart), data-driven problem-solving (Brains), and advocating for innovative design solutions (Courage) are all key to success in this role.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Brand Identity with Optimization: Designing for multiple sub-brands while maintaining a consistent core design system and driving optimal conversion rates can be complex.

• Translating Data into Design: Effectively interpreting complex user data and test results to create meaningful and impactful design changes requires strong analytical and creative skills.

• Technical Feasibility Constraints: Ensuring designs are technically sound and performant across various platforms and devices, especially within agile development cycles.

• Keeping Pace with CRO Trends: Continuously adapting to new optimization techniques, user behaviors, and digital trends.

Learning & Development Opportunities:

• Advanced CRO Training: Opportunities to deepen understanding of advanced experimentation techniques, statistical analysis, and user psychology in conversion.

• Design System Expertise: Further specialization in managing and scaling complex, tokenized design systems.

• Client Exposure: Working with a diverse portfolio of high-profile clients offers broad industry experience and exposure to different business challenges.

• Mentorship: Potential to mentor junior designers and contribute to the growth of the design practice within VML.

📝 Enhancement Note: The challenges presented are inherent to senior-level CRO roles in large, multi-brand environments. They also represent significant opportunities for professional growth and skill development.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you used A/B testing data to significantly improve a user experience. What was your process?" (Focus on data interpretation, design iteration, and quantifiable results.)

• "How do you approach designing for multiple brands within a single design system, especially when utilizing design tokens?" (Highlight your understanding of tokenization, theming, and brand management.)

• "Walk us through a complex user journey you designed. How did you ensure it was optimized for conversion and user satisfaction?" (Demonstrate your ability to map flows, identify friction points, and apply conversion principles.) Company & Culture Questions:

• "How do VML's core values (Heart, Brains, Courage) align with your approach to design and collaboration?" (Connect your personal work style and philosophy to their stated values.)

• "Describe your experience working in an agile, cross-functional team. How do you handle disagreements or differing opinions with strategists or developers?" (Emphasize collaboration, communication, and problem-solving.)

• "How do you measure the success of your design work beyond just aesthetics?" (Focus on metrics, impact, and ROI.) Portfolio Presentation Strategy:

• Structure: Organize your presentation logically, perhaps by project type (e.g., CRO Case Study, Design System Example, Multi-Brand Project).

• Storytelling: For each case study, tell a compelling story: the problem, your approach, the solution, and the results.

• Data-Driven Narrative: Weave in data, user insights, and A/B test results to support your design decisions and demonstrate impact.

• Highlight Key Skills: Explicitly point out how your projects showcase your expertise in CRO, Figma, tokenized design systems, and multi-brand design.

• Conciseness: Be mindful of time and focus on the most impactful aspects of your work.

Challenge Preparation:

• Be ready for a practical design exercise. This might involve optimizing a given landing page or user flow.

• Focus on your thought process: how you would analyze the problem, what data you’d look for, what hypotheses you’d form, and what design solutions you’d propose.

• Practice articulating your rationale clearly and concisely, as if presenting to a client or team.

📝 Enhancement Note: The interview preparation should focus on showcasing tangible proof of CRO success and advanced technical design skills, particularly with design systems. Be ready to discuss your process and defend your design choices with data and strategic reasoning.

📌 Application Steps

To apply for this Senior UX/UI Designer (CRO) position:

• Submit your application through the provided Greenhouse link.

• Customize Your Resume: Tailor your resume to highlight keywords and responsibilities mentioned in this job description, especially "CRO," "A/B Testing," "Figma," "Tokenized Design Systems," "User Psychology," and "Multi-Brand Design." Quantify achievements wherever possible.

• Curate Your Portfolio: Select 3-5 of your strongest projects that best demonstrate your CRO experience, data-driven design process, and proficiency with complex design systems. Ensure each case study clearly outlines the problem, your solution, your process, and the measurable impact.

• Prepare Your Presentation: Practice walking through your portfolio with a focus on explaining your rationale, design decisions, and the results achieved. Be ready to discuss your approach to A/B testing and design systems in detail.

• Research VML & WPP: Understand the company's values (Heart, Brains, Courage), their client portfolio, and the Enterprise Solutions division's focus. This will help you tailor your answers and demonstrate cultural fit.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.

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