Country Commercial Lead - Marketing Conversion

ABOUT TIDE

At Tide we help SMEs save time (and money) in the running of their businesses by not only offering business accounts and related banking services, but also a comprehensive set of highly usable and connected administrative solutions from invoicing to accounting.

Tide is transforming the small business banking market with over 1.8 million members globally across the UK, India, Germany and France.

Using advanced technology, all solutions are designed with SMEs in mind. With quick onboarding, low fees and innovative features, we thrive on making data-driven decisions to serve our mission: to help SMEs save both time (and money) so they can get back to doing what they love.

Tide facts:

• Tide is available for UK, Indian, German and French SMEs
• Over 1.8 million members: 800,000 UK and 1,000,000 in India and growing rapidly
• Over $300 million raised in funding
• Over 2,500 Tideans globally - we’re diversity champions!
• We have offices in Central London, with a member support and technology centre in Sofia, Bulgaria, technology centres in Serbia, Romania, Lithuania and Hyderabad and offices in Gurugram and New Delhi, and in Berlin, Paris and Luxembourg.

ABOUT THE TEAM: 

The Member Accession Marketing team sits at the very heart of Tide’s growth engine. We are a data-led, results-oriented unit responsible for driving member acquisition across all channels and product lines. We thrive on innovation and experimentation, constantly seeking new and creative ways to scale the business. This role is positioned at the intersection of our commercial and marketing efforts; you will operate within the UK Country Commercial Team while working in lockstep with Marketing. Consequently, this position holds a dual reporting line into both Accession Marketing and UK Country leadership.

ABOUT THE ROLE: 

This is a critical leadership role responsible for the "handshake" moments of our customer journey. You will sit at the intersection of Product, Engineering, and Commercial teams, ensuring that every ounce of intent generated by Marketing results in a successfully onboarded customer. Your primary objective is to safeguard and grow conversion rates by identifying friction points—such as web-to-app drop-offs or flow mismatches—and mobilising cross-functional teams to resolve them. You will move beyond vanity metrics to drive revenue impact through technical and user experience interventions.

E.g. As Country Commercial Lead - Marketing Conversion, you will

• Own the Funnel & Lead Deep Dives: Act as the first line of defence for conversion health. When metrics dip (e.g. a drop in "Intent to Registration"), you will mobilise Intensive Working Groups to diagnose root causes—whether it is a third-party outage, a UX handoff failure, or a legacy data issue.
• Drive Forensic Data Investigations: You will not just monitor dashboards; you will interrogate the data to understand the "why" behind drop-offs. This includes identifying specific issues such as technical errors, broken resumption flows, or users landing in the wrong onboarding journey (e.g. Company Formation users in the Business Current Account flow).
• Lead Technical & Product Interventions: Translate commercial problems into engineering requirements. You will collaborate with PMs and Engineers to prioritise critical fixes—such as implementing cross-device handoffs or manual KYC workarounds.
• Bridge the Gap (Web <-> App): specifically own the seam between our web presence and our mobile app, ensuring seamless transitions by implementing smoother handover logic.
• Commercial Strategy & Alignment: Align conversion initiatives with broader commercial goals (e.g. prioritising high-LTV flows) and report directly on the revenue impact of your optimisations.

WHAT WE ARE LOOKING FOR: 

• Commercial Understanding: You understand that conversion is not just a percentage; it is revenue. You prioritise fixes based on business impact.
• Data-Native: You are comfortable with heavy datasets. You can spot a slight deviation in a specific user cohort and trace it back to a deployment date. It’s likely that you’re often in spreadsheets, charts, business intelligence, and analytics tools.
• Technical Fluency: You can engage with Engineers on the details. You understand how APIs, data patches, and authentication flows work well enough to challenge estimates and propose unblocking solutions.
• Collaborative Force: You can rally Product Managers to adjust their roadmaps for conversion wins and guide Marketers on traffic direction to ensure users land in the correct flow.
• Detail-Obsessed: You notice the small things that cause churn, such as a user being unable to resume their application after switching devices or confusing error messaging.
• Experience: 5+ years in Product Growth, Conversion Rate Optimisation (CRO), or a commercial role with heavy product/tech overlap. Experience managing complex onboarding flows (KYC, KYB, ID&V) is highly desirable.

WHAT YOU’LL GET IN RETURN: 

• 25 days of paid annual leave
• 3 additional days for volunteering or L&D
• Annual L&D budget 
• Share options
• Employer pension contribution
• Extended parental leave
• Mental health support via Plumm
• One-off home office setup budget
• Global remote work – up to 90 days per country outside the UK
• Team socials and offsites
• Sabbatical leave options
• Option to keep your work device permanently (eligibility applies)

TIDEAN WAYS OF WORKING

At Tide, we champion a flexible workplace model that supports both in-person and remote work to cater to the specific needs of our different teams. 

While remote work is supported, we believe in the power of face-to-face interactions to foster team spirit and collaboration. Our offices are designed as hubs for innovation and team-building, where we encourage regular in-person gatherings to foster a strong sense of community.

TIDE IS A PLACE FOR EVERYONE

At Tide, we believe that we can only succeed if we let our differences enrich our culture. Our Tideans come from a variety of backgrounds and experience levels. We consider everyone irrespective of their ethnicity, religion, sexual orientation, gender identity, family or parental status, national origin, veteran, neurodiversity or differently-abled status. We celebrate diversity in our workforce as a cornerstone of our success. Our commitment to a broad spectrum of ideas and backgrounds is what enables us to build products that resonate with our members’ diverse needs and lives. 

We are One Team and foster a transparent and inclusive environment, where everyone’s voice is heard.

At Tide, we thrive on diversity, embracing various backgrounds and experiences. We welcome all individuals regardless of ethnicity, religion, sexual orientation, gender identity, or disability. Our inclusive culture is key to our success, helping us build products that meet our members' diverse needs. We are One Team, committed to transparency and ensuring everyone’s voice is heard.

• Tide does not charge any fees at any stage of the recruitment process.
• All official Tide job opportunities are listed exclusively on our Careers Page and applications should be submitted through this channel.
• Communication from Tide will only come from an official @tide.co email address.
• Tide does not work with agencies or recruiters without prior formal engagement, and we do not authorize third parties to make job offers on our behalf.

If you are contacted by anyone misrepresenting Tide or requesting payment, please treat it as fraudulent and report it to us immediately at talent@tide.co
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