Senior UX/UI Designer (CRO)

VML · London, England, United Kingdom

  • Senior
  • Full-time
  • Posted 2026-05-20
  • Confirmed live on 25 September 2026

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Job description

Who We Are

VML is a global creative company that combines brand experience, customer experience, and commerce to create connected brands that drive growth. Guided by a Human First philosophy, VML is known for its innovative work for brands and consistently ranks among the world’s leading creative companies, including the WARC Creative 100. VML’s global network spans 55+ markets with principal offices in Buenos Aires, Kansas City, London, New York, São Paulo, Shanghai and Singapore.

VML is part of WPP, the trusted growth partner for the world's leading brands. Powered by exceptional talent and our agentic marketing platform WPP Open, WPP unites cutting-edge media intelligence and data solutions, creativity, production, enterprise solutions and expert strategic counsel.

For more information, please visit www.vml.com and follow along on  LinkedIn #WeAreVML.

Senior UX/UI or Product Designer with a specialized focus on Conversion Rate Optimisation (CRO) and experimentation to join our dynamic, flexible team, embedded directly within our dedicated CRO squad.

The opportunity

We are seeking a highly skilled and passionate UX/UI or Product Designer with a specialized focus on Conversion Rate Optimisation (CRO) and experimentation to join our dynamic, flexible team, embedded directly within our dedicated CRO squad. This hybrid role is for a hands-on designer who excels at crafting, optimizing, and delivering high-performing digital experiences across desktop and mobile. You will design premium web experiences and landing pages that drive user engagement, maximize conversions, and seamlessly support business growth.

You will be instrumental in translating user data, behaviour analytics, and strategic hypotheses into high-impact design variations and optimized user journeys. Working collaboratively within a cross-functional CRO squad, you will be responsible for the end-to-end design lifecycle of A/B and multivariate tests, ensuring every design is both meticulously executed and strategically optimized for maximum performance.

What you’ll be doing

You are a hands-on, highly motivated, and self-sufficient UX/UI or Product Designer with deep expertise in conversion-centered design principles, web/mobile usability, and data-driven Optimisation. Your passion for user-centric design pushes you to create intuitive, efficient, and visually stunning digital experiences that perform.

Conversion-Centered Design & Execution:

• Lead the end-to-end UX/UI design process for A/B testing, multivariate testing, landing pages, and ongoing Optimisation initiatives across web and mobile platforms.

• Develop detailed user flows, interaction models, wireframes, and interactive, high-fidelity prototypes specifically optimized for experimentation and user validation.

• Create pixel-perfect UI designs that respect and elevate our clients' brand guidelines, utilizing persuasive design patterns, psychological triggers, and clear, conversion-focused hierarchies.

• Work with and support tokenized design systems (DS), ensuring scalability, efficiency, and consistency of components across a multi-brand environment.

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

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

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

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

Collaboration & CRO Advocacy:

• Work closely with CRO Strategists, Web Analysts, Product Managers, and front-end Developers in a fast-paced, agile squad environment to manage multiple experimentation pipelines.

• Advocate for data-informed, evidence-based design decisions, presenting design concepts and experimentation rationale clearly to clients and stakeholders to build alignment.

• Actively contribute to and maintain conversion-oriented design libraries, templates, and documented best practices to scale our Optimisation efforts.

What we want from you

• Desirable: Experience designing for A/B testing, personalisation, CRO, or landing page optimisation would be a bonus, particularly where design decisions have been informed by user insight, performance data, or test learnings.

• 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 uniqu

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